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毕 业 论 文
Advertisement Translation Based on Culture and Functionalist Approaches
基于文化视角和功能派翻译论的广告翻译
教务处 制
Abstract：N products or services. Therefore, advertisement translation seems quite important. Advertisement translation not only deals with language, but also the culture. Concerning this, the traditional equivalence-based theories are not appropriate to guide advertisement translation. Functionalist approaches are a break to traditional equivalence-based theories, particularly suitable for advertisement translation which is purpose-driven, flexible and changeful. This paper, based on the understanding of advertising basic knowledge, discusses about advertisement translation from cultural perspectives and summarizes some advertising translation strategies guided by functionalist approaches. It is beneficial for us to gain a better understanding and appreciation of advertising as well as bring some enlightenment for English study.
Key words：Advertisement translation; culture; functionalist approaches; advertising translation strategies
Contents
Introduction 1
1. Analysis of Advertising 1
1.1 Definition of Advertising 1
1.2 Functions of Advertising 2
1.2.1 Informative Function 2
1.2.2 Marketing Function 2
1.2.3 Communicative Function 2
1.2.4 Persuasive Function 2
1.3 Importance of Advertisement Translation 2
2. Advertisement Translation from Cultural Perspective 2
2.1 Definition and Function of Culture 2
2.1.1 Definition of Culture 2
2.1.2 Function of Culture 3
2.2 Culture, Language and Advertising 3
2.3 Cultural Differences Reflected in the Advertising Language 3
2.3.1 Different Values 4
Collectivism and Individualism 4
Past Orientation and Future Orientation 4
2.3.2 Different Ways of Thinking 5
Indirect Communication and Direct Communication 5
Authority Emphasis and Fact Emphasis 5
2.3.3 Different Social Customs 6
3. Functionalist Approaches 6
3.1 Background of Functionalist Approaches 6
3.2 Development of Functionalist Approaches 6
3.3 Enlightenment
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