Abstract

With the increase of national power of China, both the rapid development of commercial economy and the frequent trading contacts with foreign countries are making advertising translation become more and more important day by day. Since the birth of the Functionalist Translation Theory concluded by German translating scholars, the translating fields have been deeply influenced. The Functionalist Translation Theory was created by Professor Katharima Reiss and her student Hans J. Vermeer presented the Skopos Theory with influential meaning basing on her researching basis, which consolidated the status of the theory systems. After years, the up-rising scholar, Justa Holz Manttari made supplements on it. In the end, Christiane Nord made a summary on the predecessors’ researching achievements, and the Functionalist Translation Theory was accomplished. The core content of the theory is “functional equivalence”, which emphasizes the translating purpose and the influence of translation work. And advertising, as a kind of practical texts, its main characteristic is the clear purpose which means persuading its readers to buy the advertised products. So in this sense, the Functionalist Translation Theory has its significant effect and guidance on advertising translation. 

     This thesis begins with the forming history and backgrounds of the Functionalist Translation Theory, and then combines the common translation methods with the examples of the advertising translation, at last analyzes the great practicability of it from the reality. The structure of this paper goes as following: 

     The part of introduction presents the purpose, significance, the structure of the thesis and the study materials as well as research methods it uses.

     Chapter 2 focuses on the literature review, which introduces the forming history of the Functionalist Translation Theory.

     Chapter 3 simply introduces the contents of the Functionalist Translation Theory.

     Chapter 4 is the core part of this thesis. Firstly it gives the definition of advertising and advertising translation. And then it mainly talks about the application of the Functionalist Translation Theory and the common translation methods in advertising translation.

     The last chapter is the conclusion of this thesis. It summarizes the whole thesis, objectively states the possible contributions and points out the limitations of the thesis with suggestions on future research efforts. 

Key Words: The Functionalist Translation Theory,  Advertising Translation,  Purpose of Translating

Contents

Abstract

摘要

1.Introduction1

1.1Research Background.1

1.2Purpose of the Study.1

1.3Layout.2

2.Literature Review.2

2.1Katharima Reiss’s Text Typology & Functional Category of Translation Criticism3

2.2Hans Vermeer’s Skopos Theory.4

2.3Justa Holz Manttari’s Theory of Translation Action6

2.4Christiane Nord’s Function plus Loyalty Theory.7

2.5Summary.8

3.Theoretical Basis9

3.1Background of Functionalist Translation Theory.9

3.2Definition of Functionalist Translation Theory10

3.3Characteristics of Functionalist Translation Theory.12

3.4Summary.13

4.Data Analysis13

4.1Definition and Purpose of Advertisement14

4.2Function of Advertising16

4.3Advertising Translation16

4.4Translation Methods and Principles used in Advertisement Translation.17

4.4.1Literal Translation18

4.4.2Indirect Translation20

4.4.3Free Translation22

4.4.4The Combination Usage of the Three Methods Referred Above.24

4.5Summary.28

5.Conclusion29

5.1Major Findings.29

5.2Limitations.30

5.3Suggestions for the Further Studies.31

Bibliography.32

Acknowledgment.35