Chinese-English Advertising Translation In The Functionalist Perspective

With the development of international economy and business, the efficient international advertising communication and translation is urgently needed. However, the linguistic and cultural differences between Chinese and English complicate advertising translation. Traditional translation theories do not satisfy the theoretical requirement of advertising translation. A translation theory different from traditional theories is urgently needed to guide the advertising translation.Functionalist approaches provide theory support. The theory considers translation as a purposeful action based on the source text. Translators keep certain relations between target text and source text according to the purpose of translation to overcome linguistic and cultural barriers. Literal translation, adjustment translation and parody translation can be used to reach the translation purpose.Advertising translation does not serve as a simple information transfer from a source language to a target language, but a transfer process with reference to the cultural and linguistic characteristics of the target language. The standard is that the translated version realizes the intended purpose in the target language. Focusing on target receivers, a translation influences and attracts them to reach the final purpose of advertising translation.This thesis, in the framework of functionalist approaches, states the function and characteristics of advertising and analyzes the linguistic and cultural differences between Chinese and English advertisement. C-E advertising translation should conform to the characteristics of English advertising, which satisfies receivers' requirement, and realizes the purpose of translation. Skopos rule, coherence rule and loyalty rule are translation principles, with skopos rule being the top-rank principle, coherence rule and loyalty rule subordinate to it.