Function-oriented Approaches in Commercial Advertisement Translation

Abstract

With China’s entering the World Trade Organization and the deepening of reform and opening, numerous foreign products have emerged in China’s market. In the meantime, domestic enterprises are eager to exploit the much bigger global markets. Therefore, advertisement translation plays a more and more important role in the exchange of both economy and culture. The traditional translation strategies such as faithfulness and equivalence can no longer work in the translation of advertisements. Instead, this paper tries to study the advertisement translation strategies from the point of functionalist translation theory.