广告作为一种重要的实用功能文体,具有其独特的文本功能和文体特征。本文基于德国功能目的论,分析了广告的文本功能,并结合实例从词汇、句法和修辞等层面探讨英汉广告语篇的文本功能及其翻译策略。一、引言随着经济全球化的不断发展和世界经济一体化逐渐加深,我国国际贸易迅速发展,越来越多的海外产品涌入中国,同时更多的国产商品需要打入海外, Advertising as an important functional style, with its unique text features and stylistic features. Based on German Skopos theory, this article analyzes the text functions of advertisements, and discusses the text functions and translation strategies of English and Chinese advertisement texts from the aspects of vocabulary, syntax and rhetoric. I. INTRODUCTION With the continuous development of economic globalization and the gradual deepening of world economic integration, the rapid development of China’s international trade, the influx of more and more overseas products into China, and more domestic products need to penetrate overseas,