Functionalist Approach To Poetic Advertisement Translation

Advertisement translation as a pragmatic translation was once a hot issue. But it issurprising how little attention has been paid to the new kind of advertisement------poetic advertisements which have taken an enormous economic importance in the business world. There is considerable scope for research here since rare study on its translation was done. Interestingly, poetry as an elegant and high-class art form combining with advertisement create unique beauties of sound, form and meaning in poetic advertisement. Poetic advertisement provides new material for the study of language and translation. Meanwhile, it poses difficulties in translation study.The author attempts to do a poetic translation study by the approach of functionalist to check out whether this approach is workable in the field of pragmatic translation.First, there is a historical review of the functionalist approach of translation and an explanation for why it is prior to the traditional equivalence or faithfulness theories of translation in the area of poetic advertisement translation. Then, Skopostheorie and the basic aspects of functionalist, a functional typology of translations, and advantages of functionalist approach of translation are described and analized.After an introduction to the functionalist theory, a comprehensive description of poetic advertisement is provided. An analysis of the restrictive factors is made in poetic advertisement translation and how functionalist approach works is also shown. Meanwhile, the requirements for the translator are listed out for the translator is a crucial factor in the creative and artistic poetic translation. A functionalist analysis of a poetic advertisement translation is brought out to testify the appropriateness of this approach.As is shown in the above study, functionalist approach to poetic advertisement translation is quite workable. Functionalist theories can be used as guiding principle in pragmatic translation.