Functional Equivalence in C-E Translation of Advertisement 论汉语广告英译中的功能性对等原则

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1、FunctionalEquivalenceinC-ETranslationofAdvertisement论汉语广告英译中的功能性对等原则Abstract:Advertisingisoneoftheimportantmeansofpromotingsales.Withtherapiddevelopmentoftheglobaleconomy,theproductionofcommoditieshasbecomeextremelyprosperous,andthecompetitionhasbecomeexceedinglyfierce.Therefore,inorder

2、topromotesales,manufacturersofeachcountrytrytheirbesttosetuptheirimagesandtrademarksoftheproductsthroughadvertising.Thisthesis,atfirst,makesareviewandrethinkofthedominanttranslationtheoriesathomeandaboard.Afteracarefulstudy,itconcludesthatNida’sfunctionalequivalenceisaneffectiveprincipl

3、eforC-Eadvertisementtranslation.Italsosuggeststhatthetranslationofadvertisementshouldbe“natural”,“accurate”,and“concise”.Thetheory“contentoverform”advocatedbyNidaismainlyforthepurposeofsolvingculturaldifferencesintranslation.ThisthesisalsoprobesintothemainculturaldifferencesbetweenChine

4、seandEnglishads,andsuggestsconcretemeasurestodealwiththem.Keywords:advertisinglanguage;functionalequivalence;advertisementtranslation;culturaldifferences内容提要：广告是促销的重要手段之一。当今世界商品经济高速发展，商品生产极其繁荣，同类商品国际竞争异常激烈。毫不夸张地说，当今世界，产品欲销售，广告必先行。为了帮助提高我国出口商品的英译质量，本文深入地探讨了汉语广告英译原则，并将期付诸实践。本文首先对中外重要翻译理论进

5、行回顾和反思。通过分析、探讨，本文得出结论认为奈达的“功能性对等”原则非常适合广告翻译。奈达“内容优于形式”论是实现其“功能性对等”的重要方法。译文应尽量达到“自然”，“准确”，和“简洁”。本文还探讨了汉英广告的主要文化差异以及处理办法。关键词：广告语言；功能对等；广告翻译；文化差异17ContentsAbstract1I.Introduction1II.ABriefSurveyofAdvertising21.Definitionofadvertising22.Classificationofadvertising23.Socialfunctionsandthecre

6、ativeprincipleofadvertising24.MainstylisticfeaturesofEnglishAdvertising35.RhetoricaldevicesinEnglishAdvertising4III.“FunctionalEquivalence”---AnEffectivePrincipleforC-EAd.Translation41.Areviewandrethinkofthedominanttranslationtheories52.AbriefintroductionofNida’s“functionalequivalence”5

7、3.AfeasibilitystudyofNida’s“functionalequivalence”asaprincipleforad.translation8IV.TheRequirementsforFunctionalEquivalenceinC-EAd.Translation91.Stylisticrequirementsforfunctionalequivalence92.Thepriorityofcontentoverforminad.translation12V.FunctionalEquivalence&HandlingofCultur