摘要
随着经济全球化的加深，来自不同国家的产品都在国际市场上竞争。而广告作为进入这一市场、提高销量的主要手段，英语毕业论文，扮演着重要角色。因而迫切需要创造国际化的广告以及广告翻译。关于中国来说，中文广告的英译尤其重要。但是当前较多的是英译中，由于国内跨国公司或对外出口的企业还在发展阶段，中译英的实践和理论都比较少。
基于对前人广告翻译全面的调查，本文发现过去的探讨主要基于以下的五个方面，即翻译理论、翻译策略、修辞手法、中英语言及文化上的异同和少量的对于翻译误差的探讨。从单个文献资料看，前人的探讨要么只是针对某一种产品如酒、化妆品、旅游业，进行广告语的略论，英语论文，或是将商业广告和公益广告分开讨论，本文从功能主义的角度出发，以广告语本身文中心，通过略论它的修辞，结构，受众的用语习惯和文化，以研讨相应的翻译策略。
关键词：功能翻译理论，广告，翻译，策略
Abstract
With the economic globalization, products from different countries are competing in the international markets. As a main method of entering a market and promoting sales, advertisement plays a very important role. Thus there is a growing need for international advertisement creation and advertisement translation. As for China, advertisement translation between Chinese and English is especially significant.
However, previous literature focus more on the English-Chinese language than the opposite, as a result of China’s a lack of International Corporation. Therefore, there is need for ads translation theories now.
Based on the comprehensive survey of the studies on the translation of advertising, it can be found that researches have focused on approximate five aspects, that is, translation theory, translation strategy, the study of rhetoric, linguistic and cultural differences between Chinese and English, and few researches on translation errors of advertising. From the view of a single thesis, previous researches only studied a certain product, like cosmetic, liquor, and tour. Besides, almost all the studies tend to distinguish between commercial and non-commercial ads before their analysis.
While this study concentrate on the ads slogan itself from the view of functionalist, and all the strategies are based on the analysis of the rhetorical devices and structure of the sentences as well as the language convention and culture of our target audiences.
Key words: functionalist, advertisement, translation, strategy
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