从功能对等理论看广告翻译_英语论文

Advertising Translation from the Perspective of Functional Equivalence Theory

摘要

随着中国经济的发展和全球经济一体化进程的加快，广告业务正在以惊人的速度发展。广告渗透到社会的各个领域并成为人们生活中的重要组成部分。作为翻译研究的新领域，广告翻译越来越得到人们的重视。本文运用功能对等理论解决广告翻译中的问题并且提出对等可以达到三个层次，即词汇层次，句法层次和语义层次。只有这样，广告才能吸引消费者的注意，促使他们购买产品。

关键词：广告语言；功能对等理论；广告翻译

Abstract

 The advertising industry is growing at a rapid rate in pace with the development of Chinese economy and the acceleration of global economy integration process. In modern society, advertisements have been permeating into all fields of society and been one of the most important parts of people’s daily life. As the new field of translation research, advertising translation has received extensive attention and study. Advertising language is a special style of language as it has a very practical aim differing from other languages that is attracting readers’ attention and then prompting them to buy the product or service. This paper discusses some basic problems of the present situation on advertising translation on the basis of Nida’s Functional Equivalence Theory. In addition, the equivalence can reach three levels in the process of advertising translation, that is lexical level, syntactic level and semantic level. Only in this way, can advertisements draw the attention of consumer at first glance. In addition, the product or service publicized in the advertisement could be purchased. 

Key words: advertising language; functional equivalence theory; advertising translation

Contents

1. Introduction1

2. Literature Review2

2.1 Previous Researches on Advertising Translation2

2.2 Present Situation on Advertising Translation3

2.3 The Development of Functional Equivalence3

3. A Brief Introduction of Advertising.5

3.1 History.5

3.2 Definition 5

3.3 Features.6

4. Three Levels of Equivalence in Advertising Translation.7

4.1 Lexical Level7

4.2 Syntactic Level.7

4.3 Semantic Level .8

5. Requirements of Functional Equivalence in Advertising Translation.9

5.1 Lexical Requirements9

5.2 Syntactic Requirements.10

5.3 Semantic Requirements12

6. Conclusion14

Works Cited.15