摘要：

随着经济全球化的日益加强，世界范围内的商品贸易也日趋频繁。中国也日渐加入了这一进程;在此趋势下，广告无疑是商战中不可或缺的工具，广告翻译越来越得到人们的重视。就广告翻译应当采用的理论依据，不同的学派持有不同的观点。本文认为功能对等理论是广告翻译的指导原则，广告是一种特殊的应用文体，具有一个非常实际的目的“吸引读者的注意力，促使读者去采取行动”。功能对等理论指的是“目的语读者对对目的语的反应与原语读者对原语的反应在一定程度上是一样的”。而广告翻译目的只有一个，那就是吸引消费者的注意，促使他们去购买广告中宣传的产品或服务。因此，从这个角度来说，功能对等理论应该是指导广告翻译的最佳理论。本文将介绍广告的特点，功能对等理论和原则，并在此基础上结合实例分析广告翻译的策略。

关键词：广告语言，功能对等，广告翻译

Abstract：

dvertising undoubtedly plays an immeasurable role receiving more and more attention than ever before. Different schools hold different views on the guiding principle of advertising translation. In this thesis, the author holds the view that functional equivalence should be viewed as the principle of translating advertisements. Advertisement is a practical text style with a very material purpose of attracting consumers’ interest and persuading them to take action after reading. Functional equivalence is defined as “in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in the source language.”(Nida, 1969) The only purpose is to draw consumers’ attention and stimulate them to purchase the product or service being advertised. From this point of view, functional equivalence could be viewed as the right principle of advertising translation. This thesis introduces the characteristics of advertisement, explaining the theory of functional equivalence, analyzing the strategies of advertising translation.

Key words: advertising language   functional equivalence   advertising translation

1.    Introduction
With the accelerated process of global economic integration, China’s reform and opening up and its successful accession to the WTO, China has developed growing trade exchanges with the world. Advertising has played a more and more important role in China. As an important means of promoting the circulation of commodities, advertising is here and there at all times. An excellent ad can stimulate consumer desire to consume, expand sales channels, and strive for greater benefits. Consumers get first impressions on the new brand, new products through advertising translation. At the same time, advertising translation not only provides basic product information, but also stimulates people’s buying behavior, so as to create the conditions for products to win the market. The level of translation quality of the advertising directly determines weather the advertising target could be smoothly reached. Advertising translation is different from the literary and technical translation, and its sole purpose is to achieve “propaganda” and “influence” function. Therefore, the corresponding translation theory is in need. The translation of business ads must focus on the effect of the transmission of information and consumer response, so that the readers get the same and even better reaction and response to the translation with the original readers of the text, so as to achieve the purpose of persuading consumers. This paper does some studies on advertising translation from the perspective of Nida’s Functional Equivalence Theory.