Abstract

With the rapid development of Chinese economy and the speeding up of globalization, advertising industry is developing at an amazing speed. Foreign products begin to flood into Chinese market, and large quantities of Chinese products are exported to other countries. International trade becomes increasingly frequent. Therefore, advertisements and their translations play a critical part in the process of international trade and cultural exchanges.
Advertisement, as a special practical type of writing, differs a lot from literature writing in terms of translation. Literary translation pays great attention to “faithfulness, expressiveness and elegance”; while advertisement translation focuses on realizing its functions and its intended purpose. The traditional equivalence theory turns out to be inadequate and rigid “structural equivalence” translation will often produce negative effects.
The German functionalist approach is a great breakthrough in the field of traditional translation. It believes that translation is a purposive behavior, and this purpose/skopos determines the strategies adopted in the process of translation. Namely, the purpose/skopos determines the strategies. Under the guidance of this theory, translators are entitled to choose whatever strategies they think appropriate to achieve the intended purpose/skopos of the original text. It just meets the requirements of advertisement translation. Therefore, taking auto advertisement translation for example, this thesis analyzes some commonly used strategies of auto advertisement translation, trying to prove that Functionalist approach is just the right guiding theory of advertisement translation. 

KEYWORDS:advertisement translation; functionalist approach; translating strategy; purpose/skopos 

摘  要

随着中国经济的迅猛发展和经济全球化的加快，广告业也得到了长足的发展。国外商品不断涌入中国市场，中国产品也大量出口到其他国家，国际间贸易越来越频繁，因此在国际贸易和文化交流中，广告的翻译也随之变得重要。
广告作为一种实用文体，其翻译与文学翻译有着很大的区别。文学翻译注重“信”“达”“雅”，广告翻译则更侧重于实现广告自身功能及广告的目的。因此，传统翻译方法所强调的“忠实原文”，“结构对等”等在广告翻译中不仅达不到其目的，往往适得其反。
德国功能派翻译理论，是传统翻译领域的一大理论突破。它认为翻译是一种有目的的行为，而这个目的决定了翻译行为的整个过程及所采用的方法。即目的决定方法。在该理论的指导下，译者可以灵活运用一切可以达到翻译目的的策略方法进行翻译。这正符合当今的广告翻译的要求。因此本文以汽车广告翻译为范例，对广告翻译的普遍适用策略进行探究性论述，证明功能翻译理论适合作为广告翻译的总体指导理论。

关键词:德国功能派翻译理论；广告翻译； 翻译策略；目的