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In fact, due to special purpose and functions of advertisements, we should not simply apply the traditional translation theories to advertising translation. After the writer has made a meticulous study of the functionalist concepts of translation put forward by some German scholars, the writer tries to treat the translation of advertising language in light of functionalist theory and propose that target-language-culture oriented strategy should be the basic strategy in the translation of advertisements on the basis of exhaustive analysis in theories and practical study of the authentic examples of advertisements.
This thesis is to be pided into five parts including conclusion. The first part is the introduction which defines the research area of the thesis. In part two, the author presents and analyzes the functionalist approaches. The background and development of functionalist approaches and enlightenment of the theory on ad translation are introduced one by one. The third part is the analysis of advertising translation from the perspective of functionalist approaches. The fourth part is the advertising translation strategies based on the functionalist theory. And the last part is the conclusion.