隨著改革開放的進(jìn)一步深化,我國的商品經(jīng)濟(jì)迅速發(fā)展,國際貿(mào)易日益頻繁。為擴(kuò)大國際市場(chǎng)份額,建立國際產(chǎn)品形象,廣告在國際市場(chǎng)上的力量不可小覷。因此廣告翻譯的重要性也受到越來越多的關(guān)注,經(jīng)濟(jì)發(fā)展和市場(chǎng)需要對(duì)廣告翻譯也提出更高的要求。廣告是一種具有商業(yè)價(jià)值的實(shí)用型文體,是一種特殊的文體。作為一種操作性文本,其最終目的是要說服消費(fèi)者購買其宣傳的產(chǎn)品或服務(wù)。獨(dú)特的文體特征和特殊目的決定了廣告翻譯的復(fù)雜性。加之英漢語言間的語言差異和文化差異,廣告翻譯成為商家在國際市場(chǎng)上成敗與否的重要因素。因此在翻譯廣告和探討廣告翻譯的原則和策略時(shí),必須將廣告這一特殊的文體特征、特殊目的與翻譯理論結(jié)合起來。然而在我國廣告翻譯尚未得到充分發(fā)展�！靶�、達(dá)、雅”,“忠實(shí)”,“對(duì)等”等傳統(tǒng)翻譯理論已遠(yuǎn)遠(yuǎn)無法滿足現(xiàn)代社會(huì)對(duì)廣告翻譯的要求。與此相對(duì)德國功能派翻譯理論則可以為廣告翻譯理論研究開辟一個(gè)新的視角和理論支持。功能翻譯理論二十世紀(jì)七十年代產(chǎn)生于德國。其主要代表人物為卡特琳娜賴斯、霍爾茲-曼塔利、漢斯J.維米爾和克思斯帝安諾德。該理論以“目的論”為中心,強(qiáng)調(diào)文本目的在翻譯過程中的作用,認(rèn)為翻譯活動(dòng)是基于源語文本的一種翻譯行為... 

【文章來源】：吉林財(cái)經(jīng)大學(xué)吉林省

【文章頁數(shù)】：54 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
中文摘要
Table of Contents
1.Introduction
    1.1 The Background of the Study
    1.2 The Structure of the Thesis
2.L iterature Review
    2.1 Background of the Functionalist Approaches
    2.2 Development of the Functionalist Approaches
        2.2.1 Katharina Reiss and the Functional Category of Translation Criticism
        2.2.2 Hans J. Vermeer and Skopostheorie
        2.2.3 Justa Holz Manttari and the Theory of Translation Action
        2.2.4 Christiane Nord and Function plus Loyalty
    2.3 Translation Rules of Functionalist Approaches and Their Relationship
        2.3.1 Skopos Rule
        2.3.2 Coherence Rule
        2.3.3 Fidelity Rule
        2.3.4 Adequacy vs. Equivalence
        2.3.5 Loyalty Principle
        2.3.6 A Translation-Oriented Model of Text Typology
3.A dvertising Translation--- From the Perspective of Functionalist Approaches
    3.1 General Introduction to Advertising
        3.1.1 Definition of Advertising
        3.1.2 Roles and Functions of Advertising
        3.1.3 The Layout of Advertising
    3.2 Advertising Translation--- From the Perspective of Functionalist Approache
        3.2.1 Advertising Translation as a Purposeful Activity
        3.2.2 The Important Role of Translators in Advertising Translation
        3.2.3 The Decisive Role of Target Receiver in Advertising Translation
4.P roblems of Advertising Translation
    4.1 Cultural Barrier to Advertising Translation
    4.2 Linguistic Features of Advertising in English and in Chinese
        4.2.1 Syntactical Features of English and Chinese Advertising
        4.2.2 Lexical Features of English and Chinese Advertisement
        4.2.3 Rhetorical Devices used in English and Chinese advertising
5. Principles and Suggested Strategies of Advertising Translation Advertising Translation--- From the Perspective of Functionalist Approaches
    5.1 Principles of Advertising Translation
        5.1.1 The General Principle of Advertising Translation
        5.1.2 The Principle of Advertising Translation from the Perspective of Functionalist Approaches
    5.2 Suggested Strategies of Advertising Translation Advertising Translation--- From the Perspective of Functionalist Approaches
        5.2.1 Direct Translation
        5.2.2.F ree Translation
        5.2.3 Re-creation
        5.2.4 Amplification and Supplementation
        5.2.5 Condensed Translation
        5.2.6 Borrowing
Conclusion
Bibliographies



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