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Advertisement Translation under the Guidance of German Functional Theory

Zhuang Xiao-ying

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Abstract

Nowadays,with the rapid development of economy in China,advertisement has gradually become one of the most important media of the promotion of products and the enhancement of the value and reputation of enterprises.Thus,many scholars begin to study advertisement translation with the aim of exploring its strategies.Therefore,under the guidance of German functional theories,the author intends to figure out the appropriate strategies of advertisement translation through the analysis of the difference between English and Chinese advertisements.

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What this paper is about

Nowadays,with the rapid development of economy in China,advertisement has gradually become one of the most important media of the promotion of products and the enhancement of the value and reputation of enterprises.Thus,many scholars begin to study advertisement translation with the aim of exploring its strategies.Therefore,under the guidance of German functional theories,the author intends to figure out the appropriate strategies of advertisement translation through the analysis of the difference between English and Chinese advertisements.

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Available abstract

Nowadays,with the rapid development of economy in China,advertisement has gradually become one of the most important media of the promotion of products and the enhancement of the value and reputation of enterprises.Thus,many scholars begin to study advertisement translation with the aim of exploring its strategies.Therefore,under the guidance of German functional theories,the author intends to figure out the appropriate strategies of advertisement translation through the analysis of the difference between English and Chinese advertisements.

Key concepts: German, Reputation, Advertising, Promotion (chess), China, Value (mathematics), Functional theory, Business

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