A View Of The Translation Of A Special Genre From The Perspective Of Functionalism

We never stop the discussion on the translation theories and translation methods. About the advertisement translation there are also many different ideas. This thesis approaches the advertisement translation from the perspective of functionalist theory.Functionalist approach to translation is characterized by its target-orientation. This theory emphasizes the functionality of the target text in target culture. According to the theory, the translators are encouraged to make full use of various sources of information and they are entitled to choose whatever translation strategies they think appropriate to achieving the expected functions of the translation. Functionalist approach to translation has opened up a new perspective to translation study. The major contribution of functionalist approach to translation is that it enriches the theory of translation criterion through the introduction of the function and/or the purpose of the target text as the decisive criterion of all translations.The special genre of the advertisement decides the way of the advertisement translation. On the advertisement translation the functionalist approach is the theory we can base on. The realization of the purpose of the translation in the target culture rather than the equivalent effect is the primary concern of the advertisement translation, and the cultural and linguistic adaptations of the original text are necessary to attaining the purpose. So we think that we should endow the translator with much more freedom and right to choose what to translate and how to translate.