The Comprehension and Application of Functional Equivalence in Commercial Advertising Translation 功能对等理论在商业广告中的理解和应用

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1、功能对等理论在商业广告中的理解和应用TheComprehensionandApplicationofFunctionalEquivalenceinCommercialAdvertisingTranslation中文摘要就销售人员而言，广告是推销产品，获得利润的一种有效工具，因而广告的翻译异常重要。然而，这个领域的翻译理论研究还未能尽如人意，所以本文将从功能对等理论的角度探讨广告翻译。广告是一种应用文体，具有吸引顾客注意力、促使他们采取行动的目的，因此广告译文应忠实于原文并实现功能对等。本文首先对广告和功能对等进行简要介绍，然后蟾酥了广告翻译中的功能对等原则的两项核心内容：读者

2、反映论和内容优于形式论。最后，本文从功能对等理论的角度探讨了其在广告翻译中的应用。关键词：广告；功能对等；翻译AbstractFortheseller，advertisingisahelpfultooltopromotetheproductsandgainprofit.It’sofvitalimportancetotranslateadvertisingeffectively.However，thetheoreticalstudyonthisfieldoftranslationisfarfromsatisfactory.Thispaperholdstheviewthatfun

3、ctionalequivalenceisapplicableinadvertisingtranslation.Advertisementisapracticaltextstyle，withapurposeofarousingconsumer’sinterestandpersuadingthemtotakeaction.Therefore，thetranslationshouldbeequivalenttotheoriginaltextandfunctionalinsimilarwaysastheoriginalonedoes.Fromthispointofview，funct

4、ionalequivalenceshouldbeviewedastherighttheoryofadvertisingtranslation.Firstly，thisthesispresentsabriefintroductiontoadvertisingandfunctionalequivalence.Thenthisthesiselaboratesfunctionalequivalenceinadvertisingtranslationbyinvestigatingtwocoresoffunctionalequivalence：the“readerreflection”a

5、nd“priorityofcontentoverform”.Finally，thisthesisexploreshowtousefunctionalequivalenceincommercialadvertisingtranslation.Keywords：advertising；functionalequivalence；translationContents1.Introduction…………………………………………………2.Abriefsurveyofadvertising………………………………2.1Definitionofadvertising……………………………

6、…..2.2Functionalofcommercialadvertising…………………3.Introductionoffunctionalequivalence…………………….3.1Definitionoffunctionalequivalence…………………...3.2Corecontentoffunctionalequivalence………………4.Functionalequivalenceincommercialadvertisingtranslation……………4.1Constraintofadvertisingtranslation…………………4.2A

7、pplicationoffunctionalequivalenceinadvertisingtranslation………….4.3Innovationinadvertisingtranslation…………………5.Conclusion………………………………………………….Bibliography……………………………………………………Acknowledgments……………………………………………1.IntroductionInlifetime，wecanseeallkindsofadvertisi