Towards A Functionalist Approach To Translating Chinese Commercial Advertisements-A Study Of Feasibility Of Skopostheorie

With a brief introduction of the basics about advertising and commercial advertisements in particular, the thesis seeks the possibility of approaching translation of advertising copies from the functionalist perspective. It first of all reviews functional equivalence and communicative translation, which are generally considered as theoretical guidance in translating advertisements. Despite some insights, the role of these two theories in practice may be limited and cannot build up an integrated theoretical framework.At the core of functionalist approach to translation is the Skopos School in Germany. Based on functional linguistics, the skopos theory holds that special requirements may arise during translation and they ought to be met, and that special circumstances be adapted to. It further stresses the purpose of translation and the need of target audience. On top of that, it helps make a thorough analysis of important parameters in translating such as translation brief, function of text and translator him/herself, and sets all this in the cultural background. All these contribute greatly to our practice in translating advertisements. For a larger perspective, it introduces critical concepts like conventions and text typology, and proposes two major approaches in translation, namely, documentary and instrumental translation, and three major translation problems as well, i.e. pragmatic, cultural and linguistic—which help translators make strategic decisions above all. In a nutshell, skopos theory can constitute a relatively holistic approach in translating adverts.Illustrated with examples, the application of skopos theory in translating advertisements bears out efficiency and effect. The inspiration and insights it provides for translators in this field are invaluable. Thus, efforts along this line may be highly rewarding.