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On the Translation of Advertisements from the Perspective of Function Translation Theory
Abstract
In the 1970s, the functional translation theory was put forward by German scholars. The functional concept is a complement to traditional translation theory. It opened up a new perspective to translation studies, with “skopos theory” as its core, which is the most important theory in translation theory.
First, the aim rule and the loyal rule are two backbones of the functional translation theories. The combination of them can work in the translation of many text types. These are discussed in the first part of this thesis. Second, with the speed-up of social development and the deepening of cultural and economic interaction, the position of advertising materials has reached its highest point in history. The second part introduces five features of advertising materials. Third, the functional translation theory puts much emphasis on the textual functions and holds the opinion that translation strategies should be adopted accordingly. The third part analyzes the textual functions of various text types and concludes tentatively that vocative text types such as advertising materials should be translated functionally. Last, this conclusion is further proved in the fourth part where the functional translation theory is put into practical examples to analyze their competence. Through these analyses, the advantages and practical values of functional theories are demonstrated.
Functional translation theories have been proved to be helpful in the translation of vocative text types such as advertising materials. With the development of the sphere, functional translation theories can be applied to this field broader and broader.
Key Words: functional translation theory; advertising translation;
textual functions; translation method
摘 要
210世纪710年代，德国出现1派翻译理论——功能派翻译理论。功能派翻译理论是对传统翻译理论的1种补充，它给翻译界注入了1股新鲜的空气。它是以“skopos theory”为核心，其也是功能翻译理论的1个重要理论。 （科教作文网http://zw.nseAc.com）
首先，功能派理论的目的性和忠实性是指导功能翻译的两大有力工具，这些在本文第1部分里进行了详细的论述。其次，随着社会的迅速发展，文化交流与经济相互作用。广告的地位和作用也达到了1个有史以来的最高点。本文第2部分就介绍了广告性材料的5大特点。再次，功能派翻译理论将文本功能作为决定翻译策略的不可或缺的条件。本文第3部分从文本功能着手，分析了广告性材料的文本功能及应该采取的相应翻译策略，得出了广告性材料应该运用功能理论的初步结论。最后，在第4部分中，本文将功能理论运用到广告性材料的实际翻译中去，论证了功能翻译理论在广告翻译中的可行性。
功能派翻译理论在翻译呼格式文本，例如对广告性材料的翻译是被证明非常有帮助的。随着它的不断创新和完善，适用的领域会越来越宽，实用价值也会越高。
关键词：功能翻译理论、广告翻译、文本功能、翻译方法
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