摘  要

随着商业贸易和经济全球化的发展，广告翻译在国际交流中的重要作用日益凸显。广告已经成为现代人经经济文化生活中不可缺少的一部分。随着国际和轨迹合作项目的不断升温，整个国际市场成为一盘棋，如何使自己取得良好的经济效益的广告词同样能在另一个国家或者地区取得成功成为成为人们研究的突破点。而对广告翻译的研究因此受到重视，作为翻译学中的一个分支，广告翻译有着它内在的规律需要对它进行系统研究。本文意在分析英语广告与翻译之间的关联，目的是探索英语广告翻译的有效方法，并且试图通过研究广告的特殊性与翻译本身的固有模式，进行相关综合，来指导译者进行英语广告汉译时灵活地选择翻译策略。

关键词：广告翻译，策略，对等，目的论

Abstract

Nowadays, advertising, as an industry, is playing an increasingly important role in social development. Not only is it supposed to be appealing, it is also used as a tool for manufacturers to improve their products' marketability. With globalization accelerating, more and more businesses of all types are operating internationally in various ways. To survive in the fierce global market, they have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. However, in all national markets, particularly in China, unsatisfying translation is appearing in media ever and again, which not only means financial loss, but also impairs the public image of manufacturers as well. Hence, it becomes an urgent task for those devoted to translation practice to seek a suitable theory for guidance. This is none other but functionalist theory explored in this paper. In the light of functionalist approaches, the purpose or the intended function of the target text is the criterion for judging a translation. Since the end justifies the means, the translator is not to be tied down by the conventional "faithfulness" strategy based on the equivalence theory. Instead, he is entitled to choose freely any means available to yield a persuasive target text. In other words, the translator is expected to bear the purpose of an advertisement in mind, and if necessary, can make free adaptations of the original text, the final aim of which is to help sell products in the target market. As long as his translation can persuade the target readers to take action, he is successful in fulfilling his task.

Key words: Functionalist; Skopos theory; equivalence; advertisement translation; translation strategies

I. Introduction
Advertising，as an important means of delivering information，is playing an increasingly significant role in international business today .With China entering WTO and deepening its opening up to the outside world，advertising has become a crucial tool for Chinese enterprises to promote their products and probe into foreign and accepted by more Chinese people ,they also have to make a lot of promotions for their products. However ,due to language and cultural differences, though written perfectly and well accepted by receivers in its own culture，an advertisement may not necessarily be popular with customers in another country，partly because translators，more often than not，adopt inappropriate translation strategies. Thus，as a special branch in the discipline of translation，advertisement translation is gaining more attention than ever before. Accordingly，studies on advertisement are increasing.