Uma perspectiva funcionalista aplicada à publicidade

Abstract

In a globalized context where advertising campaigns transcend cultural boundaries, translation plays a critical role as an intercultural mediation tool. This work examines how the German Functionalist Theory – in dialogue with pragmatics – provides a theoretical-practical framework for translation decisions in advertising materials. Based on Christiane Nord’s postulates (Skopos, loyalty, instrumental translation), the study combines bibliographic review (Reiss, Vermeer, Grice) and analysis of real cases to address two central questions: • How do functionalist principles guide the adaptation of cultural, visual, and linguistic elements in advertisements? • What are the ethical and technical limits of this approach in contexts of creative constraints? The results demonstrate that functionalism prioritizes communicative effectiveness over literal fidelity, enabling strategies such as substitution of cultural references and slogan reformulation. However, the analysis also reveals challenges, including the risk of trivializing the original message for the sake of cultural acceptability. It is concluded that functionalist theory is both viable and necessary for advertising translation when applied with critical rigor, balancing Skopos, loyalty, and ethical responsibility.