功能主义翻译法和广告的翻译

Functionalist Approach and Advertisement Translation

翻译学中长期占主导地位的是等值的概念,但是这一理论在翻译实践中往往无法实现。德国的学者提出的目的论和后期发展出来的功能主义为翻译提供了一条新路。通过广告翻译这一视角,指出传统的等值理论并不能完全指导翻译实践,而运用功能主义的方法却能在广告翻译中取得很好的效果。

The concept of equivalence has long been dominant in translation studies, but sometimes it is difficult to use it as guidance over translation practice. The skopos theory and the later functionalist approach developed by some German scholars provide a new way for translation studies. This article, from the perspective of advertisement translation, points out that the traditional equivalence theory cannot guide all kinds of translation but functionalist approach can aehieve better effect.