A Study On The C-E Translation Of Appliances’ Advertisements Under Functionalist Theory

Advertisements are extremely important for a company’s promotion and image. Ifa company has a piece of wonderful advertisement, it will necessarily increase itspopularity and make profit. For a company, it does not only compete with otheropponents in the domestic market but also has to occupy the market share in theglobal market. How to make the company competitive in the global market isbecoming more and more important. The advertisement is one of the factors toimprove the competitiveness of a company. Advertisements belong to appeal-focusedtext; therefore it has the vocative function. Whether a translation of an advertisementis successful or not depends on whether it reaches its aim. Advertisements translationshould be oriented by the target market which means when doing advertisementstranslation, the translators should take receptors’ culture and circumstance intoconsideration.German functionalist theory has a great effect on the advertisements translation.Functionalist theory has undergone a long period of development. It has alreadyformed a series of theory for translation practice. There are three main rules infunctionalist theory which are skopos rule, coherence rule and fidelity rule. Thesethree rules are suit direct advertisements translation. Nord’s function plus loyaltytheory reaches the climate of functionalist theory.In this thesis, we focus on the C-E translation of appliances advertisements. Fromthe perspective of functionalist theory, through different translation strategies we willshow how to translate appliances’ advertisements. We can make the translated text beunderstood and accepted by the target readers; therefore, the translated text can reachits expected skopos.