| With the developing of commercialization of the world, advertising, as a vehicle of commodity information, plays a very important role in international commercial affairs. In this thesis, we aim at discussing the translation of advertisement from a perspective of functionalist approaches, mainly from three rules and four functions with the Skopos rule. The thesis is a tentative attempt in the application of functional theory to advertisement translation.Advertising is used because it works. It not only bears attention value and readability, but also has persuasive power. The main purpose and function of advertising is to motivate the target audience to take action and buy the promoted products. The advertising translation makes the advertising fulfill its function in the international market.We pointed out that the traditional translation approaches do not meet the requirements of advertising according to some assumptions. We therefore reviewed relevant translation theories including functional equivalence, text typology and Skopos theory that would better cater to the need for a change of viewpoint and method.Under the guidance of functionalist approaches, we are supposed to focus on the expected functions in the target culture and are encouraged to make good use of various sources of information to render satisfactory target texts.In this thesis, we also noticed that stylistic features are regarded as the great importance when we deal with the problem of advertising translation, so we need to pay attention to the links between its language features and its functions.In order to make the translation more readable and reach the Skopos of advertising translation, Adaptation is one of the effective strategies to fulfill the intended function in advertisement translation; however we cannot analyze every important area of it. We hope in the future, we can explore more successful translation strategies applicable to advertising translation. |
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