Functional Equivalence in C-E Translation of Advertisement 论汉语广告英译中的功能性对等原则.docVIP

Functional Equivalence in C-E Translation of Advertisement 论汉语广告英译中的功能性对等原则 Abstract: Advertising is one of the important means of promoting sales. With the rapid development of the global economy, the production of commodities has become extremely prosperous, and the competition has become exceedingly fierce. Therefore, in order to promote sales, manufacturers of each country try their best to set up their images and trademarks of the products through advertising. This thesis, at first, makes a review and rethink of the dominant translation theories at home and aboard. After a careful study, it concludes that Nida’s functional equivalence is an effective principle for C-E advertisement translation. It also suggests that the translation of advertisement should be “natural”, “accurate”, and “concise”. The theory “content over form” advocated by Nida is mainly for the purpose of solving cultural differences in translation. This thesis also probes into the main cultural differences between Chinese and English ads, and suggests concrete measures to deal with them. Key words: advertising language; functional equivalence; advertisement translation; cultural differences 内容提要：广告是促销的重要手段之一。当今世界商品经济高速发展，商品生产极其繁荣，同类商品国际竞争异常激烈。毫不夸张地说，当今世界，产品欲销售，广告必先行。为了帮助提高我国出口商品的英译质量，本文深入地探讨了汉语广告英译原则，并将期付诸实践。本文首先对中外重要翻译理论进行回顾和反思。通过分析、探讨，本文得出结论认为奈达的“功能性对等”原则非常适合广告翻译。奈达“内容优于形式”论是实现其“功能性对等”的重要方法。译文应尽量达到“自然”，“准确”，和“简洁”。本文还探讨了汉英广告的主要文化差异以及处理办法。 关键词：广告语言；功能对等；广告翻译；文化差异 Contents Abstract 1 I. Introduction 1 II. A Brief Survey of Advertising 2 1. Definition of advertising 2 2. Classification of advertising 2 3. Social functions and the creative principle of advertising 2 4. Main stylistic features of English Advertising 3 5. Rhetorical devices in English Advertising 4 III. “Functional Equivalence”An Effective Principle for C-E Ad. Translation 4 1. A review and rethink of the dominant translation theories 5 2. A brief introduction of Nida’s