Abstract:With the rapid development of economy, advertising is playing an increasingly important role in the commercial field. In recent years, people have tried to explore English advertisement from different angles, and have already made some research achievement, especially in terms of language, rhetoric, sentence patterns, culture and other aspects. It is necessary to make a deep investigation and study of English advertising slogan translation so as to promote its products and services. Not many researches have been conducted on advertising slogan, which possesses the effects of commercial publicity.
This dissertation explores the translation of advertising slogan under the guidance of German functionalist approach. The purpose is to explore the tactics and skills of advertising slogan translation. Skopos theory emphasizes the functions of target text in target context. It is especially applicable to the translation of advertising slogan that characterizes by peculiarity, guidance, pertinency and conciseness.
Key words: German Functionalist Approach; advertising slogan; translation strategies
摘要:随着中国经济的快速发展，广告在商业领域中发挥越来越重要的作用。近年来，人们纷纷尝试从不用的角度探索广告英语，并取得一定的研究成果，其中对广告英语的语言、修辞、句式、文化等多方面的研究阐释尤为出众。而商品知名度的跨国推广又需要对广告英语翻译进行深入的研究，在国内，对极具商业宣传效果的广告口号的研究还比较少。
本选题选择从广告口号翻译这个研究角度出发，在德国功能翻译目的论的指导下，探索广告口号英译汉的策略和技巧。德国功能翻译目的论强调目标文本在目标语境中的功能，尤其适用于广告口号这种具有独特性、诱导性、针对性、简洁性的文体翻译。
关键词：德国功能目的论；广告口号；翻译方法
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