Ad Translation from the Perspective of Functional Theory

Advertising translation,as a tool of promoting sales,plays an increasingly important part in the international arena.The objective of advertising translation is to persuade customers to make purchase or buy services.Therefore,functional theory is put forward to analyze advertising translation.Advertising translation is explored from the perspective of functional theory by reviewing Vermeer’s Skopos theory.Successful translation strategies such as structure-borrowing translation,Creative Translation and zero-translation are discussed through specific examples.It proves that advertising translation can be guided by functional theory.