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世紀710年代，德國出現1派翻譯理論——功能派翻譯理論。功能派翻譯理論是對傳統翻譯理論的1種補充，它給翻譯界注入了1股新鮮的空氣。它是以“skopos theory”爲核心，其也是功能翻譯理論的1個重要理論。
首先，功能派理論的目的性和忠實性是指導功能翻譯的兩大有力工具，這些在本文第1部分裏進行了詳細的論述。其次，隨着社會的`迅速發展，文化交流與經濟相互作用。廣告的地位和作用也達到了1個有史以來的最高點。本文第2部分就介紹了廣告性材料的5大特點。再次，功能派翻譯理論將文字功能作爲決定翻譯策略的不可或缺的條件。本文第3部分從文字功能着手，分析了廣告性材料的文字功能及應該採取的相應翻譯策略，得出了廣告性材料應該運用功能理論的初步結論。最後，在第4部分中，本文將功能理論運用到廣告性材料的實際翻譯中去，論證了功能翻譯理論在廣告翻譯中的可行性。
功能派翻譯理論在翻譯呼格式文字，例如對廣告性材料的翻譯是被證明非常有幫助的。隨着它的不斷創新和完善，適用的領域會越來越寬，實用價值也會越高。
關鍵詞：功能翻譯理論、廣告翻譯、文字功能、翻譯方法