Functionalist Strategies and Methods of Advertising Translation

Advertising translation has its own intrinsic laws.The traditional equivalence-based theories,however,seem increasingly inadequate when guiding advertising translation.German functionalist translation theories prove to be effective and feasible to guide advertising translation.Therefore,advertising translation should take the functionalist strategy and methods: the target-language-culture-oriented strategy and make flexible use of all translation techniques including those unconventional so as to fulfill the intended purpose or persuasive function of the TT to its best.