功能派译论视角下的广告翻译

On Advertisement Translation in Light of Functionalism Theory

广告是具有特定商业价值和自身特征的语用文本,其最终目的是唤起大众的消费欲望,从而创造商业利润。为了实现这一目的,译者不应该仅局限于传统的"忠实"与"对等"的理论,更要在广告翻译的实践中凸显广告有别于其它文本的"功能"。通过对广告的语言特征和社会效应进行分析,借鉴了功能派翻译理论的原则和标准,以事实说明功能派翻译理论对广告翻译的理论参考价值,指出在功能派翻译理论的指导下,广告翻译已成为一项创造性的社会活动。

Advertisement is a special genre of pragmatic style with certain commercial value. The final purpose of advertisement is to arouse people＇s desire to consume. To achieve this goal, the translator could no longer stick to the traditional views such as ＂to be faithful＂ or ＂natural equivalence＂, but focuses on the function of advertisement and its features. This paper analyses the linguistic features and public effects of advertisement and shows a series of authentic examples under the guidance of functionalism theory. The author makes the conclusion that advertisement translation has become a creative activity with the elucidation of functionalism theory.