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1、毕业论文（设计）AcknowledgementsFirstofall,Iwouldliketothankmyfamilyfortheirbeingsupportiveformyentirelife.Iwouldneverbeabletoachievesomuchwithoutthem.IalsowishtoexpressmythanksandappreciationtomytutorMr.ZhangHongwu,whosecarefulreadingandprofessionaladviceareinvaluabletomethroughoutmythesiswri
2、ting.Ialsoliketogivealotofthankstoallteachersandschoolmateswhohavehelpedmesomuchinthesefouryears,especiallyMr.HeJiaju,Mr.MengFanyi,YangManru,LinYingping,ZhanQiuchan,andZhangLiyan.IalsofeelverygratefultomybestfriendsLiuJiachun,KeHongyu,ChenPeng,andLiaoLianhua.Thankthemforbeinghelpfuldur
3、ingmywritingthisthesiswhileworking.OnlybecauseofthemcanIbeabletobewhoIamnow.31毕业论文（设计）AbstractAsmanytransnationalenterprisesareenteringintoChina’smarket,EnglishadvertisementisplayingamoreandmoreessentialroleinestablishingapositiveimageoftheenterprisesandpromotingproductstotheChinesesoc
4、iety,whichmakestheEnglishadvertisementtranslationintoChinesemoreandmoreimportantinenhancingChinesepeople’sinformationvolume.However,asapracticaltextstyle,advertisementisquitedifferentfromcommonliteraryworks.Ithasaveryspecificandmaterialpurposeofattractingconsumers’attentionandpersuadin
5、gthemtotakeactionafterreading,whichrequiresthattheadstextsbeasfullyexpressedaspossibleinthetargetlanguagesoastoachievetheiroriginalvaluesandfunctionssuchasattention,memory,readability,expressiveness,directivity,andaesthetics.Functionalequivalenceprovidesatheoreticalbasefortheadtranslat
6、ion.Functionalequivalence,raisedbyEugeneA.Nida,whichimpliesdifferentdegreesofadequacyfromminimaltomaximaleffectivenessfactors,isdefinedas“intermsofthedegreetowhichthereceptorsofthemessageinthereceptorlanguagerespondtoitinsubstantiallythesamemannerasthereceptorsinthesourcelanguage”(Nida
7、1969:24).Itdoesnotmatterwhichlanguageanadistranslatedto,theonlypurposeofdrawingconsumers’attentionandstimulatingthemtopurchasetheproductorservicebeingadvertisedwillneverchange.Fromthispointofview,functionalequivalencecouldbeviewedastherightprincipleofadvertisingtranslation.Inthisthes
