从功能对等理论看英语广告的翻译策略_英语论文

On Translating Strategies of English Ads from the Perspective of Functional Equivalence

摘要

奈达的“功能对等理论”将重点放在读者对译文的反应上，认为要达成理想的翻译，需要找到与原文最切近的自然对等语。论文从功能对等理论视角出发，结合英语广告在词、句及修辞上的特点，通过对英文广告汉译实例的具体分析总结出相应的翻译策略，即(1)直译法。译者直译句子的词语，句法结构和修辞手法，保留源语文本的效果；(2)归化翻译法。主要有四字结构翻译法、分译法、仿译法等。一种是译者直接翻译句子的词语，句法结构和修辞手法，源语文本的效果依旧保留。第二种是归化翻译法。主要有四字结构翻译法、分译法、

关键词：功能对等理论；广告英语；英译汉翻译策略

Abstract

Eugene Nida’s functional equivalence theory focuses on reader’s response during translating. He holds that to achieve the ideal translation, one needs to find the closest natural equivalent of the source language, that is to say, the target reader’s response to the translated version should be basically the same as the original reader’s response to the source version. Based on the theory, this study analyzes the language features of English ads in terms of words, syntax and rhetorical features, and comes up with relevant E-C ads translating strategies through a comprehensive analysis of the examples in ads translation: one is literal translating. The translator directly translates the words, syntactic structures and rhetorical devices in the ads, maintaining the effect of the source text; the other is adaptive transfer which employs the following concrete methods such as using Chinese four-character structure, dividing pun and reproducing a similar vehicle.

Key Words: functional equivalence theory; English advertisements; E-C translating strategies

Contents

1 Introduction 1

1.1 The necessity of this study 1

1.2 The organization of this study 1

2 Literature review 2

2.1 Previous advertisements translating studies 2

2.2 Previous equivalence studies 3

2.2.1 Equivalence studies abroad 3

2.2.2 Equivalence studies in China 3

2.3 Functional equivalence in ads translation 4

3 Features of advertising language and the difficulty in translating 5

3.1 Lexical features 6

3.1.1 Creating new words 6

3.1.2 Frequent use of verbs and adjectives 7

3.1.3 Flexible use of compound 7

3.2 Syntactical features 8

3.2.1 Frequent use of simple sentences 8

3.2.2 Frequent use of imperative sentences 8

3.2.3 Frequent use of elliptical sentences 8

3.2.4 Frequent use of interrogative sentences 8

3.3 Rhetorical features 9

3.3.1 Metaphor 9

3.3.2 Pun 9

3.3.3 Rhyme 10

3.4 Difficulties in advertisement translating 10

3.4.1 The difficulties in language structure 10

3.4.2 The difficulties in cultural barriers 11

4 Translating strategies of English ads guided by functional equivalence theory 11

4.1 The feasibility of Nida’s functional equivalence in ads translation 12

4.2 Adaption strategy at lexical level to achieve functional equivalence 12

4.2.1 New words 12

4.2.2 Verbs and adjectives and compounds 13

4.3 Adaptation strategy at syntactical level to achieve functional equivalence 14

4.3.1 Simple sentences 14

4.3.2 Imperative sentences 14

4.3.3 Elliptical sentence 14

4.3.4 Interrogative sentence 15

4.4 Adaptation strategy at rhetorical level to achieve functional equivalence 15

4.4.1 Metaphor 15

4.4.2 Pun 17

4.4.3 Rhyme 18

4.5 The requirements of functional equivalence in ads translation 18

4.5.1 The priority of content over form 18

4.5.2 Requirement of “similarity in effect, correspondence in function” 18

4.5.3 Three stylistic requirements 19

5 Conclusion 20

5.1 Findings 20

5.2 Limitations 20