ABSTRACT

With the reform and opening up of China, the communication between China and foreign countries become more frequent. Languages have been the focus during the process. So under this environment, translation/interpretation has been a necessary element in the communications of people of different cultures and different languages.
Commercial advertisement text translation is just part of the translation work that cannot be ignored because it exists everywhere in the business activities. Commercial advertisement is a kind of advertisement. It aims at attracting the customer and creating the desire of buying the product. This brings great challenge for translators in translating commercial advertisement. In addition, commercial advertisement text translation is always the difficult point in translation due to the language and culture differences. The aim of this paper is to study commercial advertisement and its translation abides by the functional equivalence. This thesis argues for the functional equivalence approach as a methodology in commercial advertisement text.

Key Words: commercial advertisement text translation, Functional Equivalence, translation techniques

摘要

随着中国的改革开放，中外交流日趋频繁。语言越来越受关注。翻译也成为不同文化、不同语言的人的交流中是不可缺少的因素。商业活动随着全球化的步伐席卷全球。商业广告在商业活动中无处不在，其翻译成为商业活动中不可忽视的一部分。商业广告是广告一种，其目标是引起读者共鸣从而产生购买欲望，这也决定了它的简明吸引的特点。这就给翻译工作者的翻译工作带来了很大的挑战。另外，由于语言及文化的差异，广告的对等翻译往往是翻译中的难点。该论文旨在从功能对等角度研究商业广告及其翻译并在功能对等的基础上提出一些商业广告文本翻译的方法和步骤。通过具体的案例的分析，研究奈达的功能对等如何体现在广告文本译文中，同时也运用功能对等理论原则对具体文本进行翻译分析，以此来论证其在广告翻译中的实用性。

关键字： 商业广告文本翻译，功能对等, 翻译方法

1    Introduction
With the deepening of globalization of word economy, international business intercourse has been in a much more frequent trend. Chinese businesses are increasingly looking abroad for potential clients. Meanwhile, foreign corporations are unswervingly and rapidly expanding their market in China. The growth and expansion of multinationals have made it necessary for business people to publicize their goods and services. All these explain the increasing importance of advertising to meet the growing international markets. And it is obvious that translation is important in the process.
More and more translators pay attention to the translation of commercial field. And they introduce many methods of translation into this field, like parody, free translation, literal translation, etc. Advertisement aims at attracting the customer and creating the desire of buying the product. This brings great challenge for translators in translating commercial advertisement. In addition, commercial advertisement text translation is always the difficult point in translation due to the language and culture differences. So the translator has to overcome these problems in actual process of translation.