从功能翻译理论视角谈广告翻译

功能翻译理论对广告翻译具有极大的实践指导意义。＂目的法则＂可以使译者摆脱传统＂对等＂的束缚,积极发挥译者的能动性;＂连贯性法则＂可以指导译者在充分理解原广告的广告效应的基础上,根据广告译入语读者的审美价值而采取直译、转译、仿译或删减等不同的翻译策略,增加译文广告的表达效果和可读性;而＂忠实性法则＂则强调不同的翻译策略都是由译文广告目的和译者对原广告的理解决定的,译文必须尽可能达到传达原文广告效应的预期目的。

On Functionalism in Advertising Translation

Functionalism has a great guiding significance in advertising translation.According to the Skopos Rule,translators can get rid of the traditional shackles of equivalence,and play a dynamic role in translation.According to the Coherence Rule,translators can employ different translation strategies such as literal translation,transformation,imitation or deletion to increase the readability of the target text as long as he fully understands the advertising effect of the original text.And Fidelity Rule emphasizes that different translation strategies are decided by the target advertising effect and the translators＇ understanding of the original text.The target text must convey the desired advertising effect of the original as much as possible.