On the Translation of Sports Advertising Slogans from the Perspective of Functional Equivalence Theory_英语论文

摘要

奥运会、亚运会的成功举办让人们感受到运动的魅力。在全球化趋势显著的今天，运动品牌广告对于世界体育事业的发展有着不容忽视的重要作用。国内学者对广告翻译的研究颇有成果，但关于运动品牌的广告语翻译研究却不多见。本文试图运用尤金·奈达的功能对等理论分析运动品牌广告语翻译实例，探讨运动广告语的有效翻译方法。该理论强调译文的读者对译文所做出的反应与原文读者对原文所做出的反应大致相同。首先，作者确定了十四条体育广告语例子作为研究对象。接着，作者从词汇对等、句法对等和修辞对等三个层面对其进行分类和分析，并在分析过程中探讨相关的翻译策略。本文在一定程度上拓展了奈达功能对等理论在广告翻译中的应用研究，希望能给运动品牌广告语的相关翻译人员一些参考，进而为中外体育运动事业的交流和发展贡献力量。

关键词：功能对等理论 运动品牌 广告语 翻译

Abstract

The success of Olympic Games and Asian Games makes people experience the charm of sports. Today, with the growing trend of globalization, sports advertising slogans play a role that cannot be ignored in the development of sports in the world. The domestic studies of advertising have made great achievements, but studies of sports advertising slogans translation are uncommon. This thesis aims at analyzing some translation sports advertising slogans under Nida’s Functional Equivalence Theory and discussing the effective translation methods for sports advertising slogans. The theory emphasizes that the receptors of the message in the target language respond to it in substantially the same manner as the receptors in the source language. Firstly, the author takes 14 examples of sports slogans as study object. And then, the author classifies and analyzes on them according to lexical equivalence, syntactic equivalence and rhetorical equivalence, in which some translation strategies are also discussed. The thesis has explored the application of Nida’s functional equivalence in advertising translation, hoping to give reference to the sports advertising slogans translators, and then making contributions to the exchange and development of Chinese and foreign sports. 

Key words: Functional Equivalence Theory  sports brand  advertising slogan translation

Contents

Chapter One  Introduction 1

1.1  Objective and Significance of the Thesis 1

1.2  Research Methods of the Thesis 2

1.3  Structure of the Thesis 2

Chapter Two Literature Review 3

2.1  Introduction to Sports Advertising Slogans 3

2.2  Previous Studies of Sports Advertising Slogans 4

2.3  Previous Studies of the Translation of Sports Advertising Slogans 5

Chapter Three Theoretical Framework 7

3.1  Introduction to Functional Equivalence Theory 7

3.2  Functional Equivalence at Three Levels 8

3.2.1 Lexical Equivalence 8

3.2.2 Syntactic Equivalence 9

3.2.3 Rhetorical Equivalence 10

Chapter Four A Probe into the Translation of Sports Advertising Slogans under Functional Equivalence Theory 11

4.1  Introduction 11

4.2  Analysis of Translation of Sports Advertising Slogans 11

4.2.1 Analysis under Lexical Equivalence 12

4.2.2 Analysis under Syntactic Equivalence 14

4.2.3 Analysis under Rhetorical Equivalence 17

4.3  Concluding Remarks 20

Chapter Five Conclusion 21

5.1  Major Findings 21

5.2  Limitations and Suggestions for Future Studies 22

Bibliography

Acknowledgements