从功能翻译理论视角看广告翻译中的创造性叛逆

On the Creative Treason in Advertising Translation—From the Functionalist Perspective

"创造性叛逆"这一术语自其提出以来主要用于文学翻译研究。然而随着研究的深入,我们不难发现创造性叛逆对以广告翻译为代表的应用翻译同样具有较大的解释力。着重从功能翻译理论的视角阐释了广告翻译中的创造性叛逆现象,并提出创造性叛逆不仅是一种普遍存在的翻译现象,也是一种有效的"翻译策略",在广告翻译中值得提倡。

The term ＂creative treason＂ has been mainly used for literary translation study since it was put forward. But actually it also has great explanatory power to pragmatic translation, especially to advertising translation. This paper explains the creative treason in advertising translation from the functionalist perspective and holds that creative treason is not only an objective translation phenomenon, but also an effective ＂translation strategy＂ which should be encouraged in advertising translation.