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| A Study of Watch Advertisement Translation from the Perspective of Functionalism 功能论视角下手表广告翻译研究 Abstract In today’s world with the development of international trade and acceleration culture integration, advertisement, the symbolization of commerce, is becoming a significant part of our daily life. Since china’s access to WTO as well as Reform and Open-up policy and the Belt and Road Initiative, more and more products including watch are entering Chinese market. At the same time, Chinese products are flouring into overseas market. Therefore, this makes the significance of advertisement and advertisement translation more obvious. Advertisement is a very special practice writing style with huge commercial values as well as a strong sense of purpose. Moreover, there exists a huge linguistic and cultural gap between English and Chinese. Therefore, it is impossible to realize the commission of E- C advertisement translation by the traditional translation principles such as “faithfulness” and “equivalence”. German Functionalist Translation is reader-oriented as well as target culture centered. The purpose of translation is the top-ranking rule for any translation process. It encourages translators to find out the more flexible translation strategies aiming at accomplishing the intended function of the translation on basis of the deep understanding of the source text. This article deeply analyzes the two representatives of the German functionalism theory, including Katharina Reiss and Hans Vermeer's. Katarina Reiss's text typology theory provides translators with stylistic features of different text types. Hans Vermeer's Skopos Theory further proposes that translation should be target culture oriented and target audience centered. Because of the cultural and linguistic differences between English and Chinese, it is impossible to translate by applying the traditional theory which is equivalence theory. Functionalism is guided by the target culture and audience to solve the linguistic and cultural differences in the process of advertising translation. Therefore, translators can find more flexible translation strategies under the guidance of functional theory. Key words: Advertisement; functionalism; differences; translation strategy Contents Abstract I 摘 要 II Chapter 1 Introduction 1 1.1 Research Background 1 1.1.1 Background Information of Advertisement Translation in China 1 1.1.2 Studies on Advertisement Translation in China and Abroad 2 1.2 Research Objectives 3 Chapter 2 Main Theories of Functionalism 5 2.1 Katharina Reiss’s Text Typology and Language Function 6 2.1.1 Text Typology 6 2.1.2 Language Function 7 2.2 Hans J. Vermeer’s Skopos Theory 7 2.2.1 Translation Brief 8 2.2.2 Three Rules 8 Chapter 3 Problems in E-C Advertisement Translation 10 3.1 Linguistic Factors 10 3.2 Cultural Factors 13 Chapter 4 Application of Functionalism in Watch Advertisement Translation 15 4.1 Application of Katharina Reiss’s Theory in Watch Advertisement Translation 15 4.1.1 Text Typology 15 4.1.2 Language Function 16 4. 2 Application of Hans J. Vermeer’s Theory in Watch Advertisement Translation 17 4.2.1 Translation Brief 17 4.2.2 Three Rules 17 Chapter 5 Conclusion 20 Bibliography 21 Acknowledgements 22 |
