广告翻译的功能主义方法(英文)

Functional Approach to Ads Translation

广告文本的首要功能是诱导消费者采取购买行为,而功能主义翻译理论强调翻译目的和译文预期功能的实现,二者都以文本功能为主要价值导向,在这一点上不谋而合。文章通过分析研究功能派译论和广告翻译的特点,指出以目的语文化和功能为导向的再创造翻译策略最适于指导广告翻译实践。

The primary function of an adverting text is to persuade its target readers to take action of purchase, while functionalist translation theory mainly focuses on the achievement of translating purpose and realizing the anticipative functions of the target text. Through analyzing functionalist theory of translation and investigating into various aspects of advertising translation, functionalist approach and the target-language-culture oriented and re-creative strategy are respectively found out to be the most appropriate theory and strategy to guide advertising translation.