Abstract: With the development of economic globalization, the advertisement is valuable in the international market. Advertisement is a special genre of pragmatic style with certain commercial value. The final purpose of advertisement is to arouse people's desire to consume. To achieve this goal, the translator could no longer stick to the traditional views, but focuses on the function of advertisement and its features. However, there is a big difference between English and Chinese. The linguistic and cultural differences between English and Chinese have a close relationship with the advertisement translation. This paper analyses the advertisement translation between English and Chinese and shows a series of authentic examples under the guidance of functionalism theory. The author makes the conclusion that advertisement translation has become a creative activity with the elucidation of Functional Approach so that advertisement can be able to deliver information correctly to influence readers and promote the sales of products greatly.
Key words: advertisement translation; Functional Approach; linguistic difference; cultural difference; functional approach
摘要： 随着经济全球化的发展，广告在国际市场中占有重要地位。广告属于具有商业价值的特殊文体。它的最终目的是激起消费者的购买欲。为了达到这个目的，翻译者不能够坚持传统的方法与观点去翻译广告，而要重点了解广告的功能与特点。然而，英汉之间存在巨大差异。英汉之间的语言、文化的差异与广告翻译具有密切联系。本文主要研究英汉广告翻译，同时在德国功能派理论的指导下，列举出一系列可信的例子。因此，作者得出结论，在德国功能派翻译理论的指导下，广告翻译成为一种富有创造性的活动并且能够正确向消费者传递信息，促进产品销售。
关键词:广告翻译; 功能派; 语言差异; 文化差异; 翻译方法
