浅析英汉广告翻译中的功能对等理论

中文摘要

尽管中国现代广告业起步较晚，但随着改革开放以来经济的腾飞，中国广告业已经达到了相当高的水平。相应地，人们对广告翻译也提出了更高的要求。但是由于汉英两种语言的诸多差异，使广告翻译成为一项十分复杂的工作。广告的特点就是崇尚创意，语言灵活，形式多变。如何使广告译文既忠实于原文，同时又能胜任广告的各项功能，是译者不容忽视的难题。归根结底，广告翻译应能够实现原文的功能。本文首先简要地介绍广告学，其次，从广告的特点和结构入手，应用著名翻译学家的功能对等理论，讨论了广告翻译中的一些基本问题，包括广告翻译中文化因素，以及翻译方法。同时指出在广告翻译的过程中，变通是一项十分重要的手段。在当今这个广告业日益腾飞的世界，由于中外贸易的不断繁荣，广告翻译在整个翻译领域中占据着不可或缺的地位，但仍要不懈努力，继续探索，以求广告翻译得到更为完善的发展。

关键词: 广告；翻译；功能对等
Abstract

Comparatively speaking, Chinese modern advertising industry has a shorter history than that of the modern western society. However, together with the economic boom brought about by China’s reform and opening up, Chinese advertising industry has seen an unprecedented rapid development. Accordingly, people make more requirements on advertising translation. Nevertheless, the substantial discrepancies between English and Chinese languages and cultures make advertising translation a difficult job. Advertising language is well known for its originality, flexibility and the diversity of forms. For translators it is a difficulty that the translation would be equivalent to the original text and at the same time function in similar ways as the original one does. In the final analysis, advertising translation should achieve the functional equivalence. Focusing on the characteristics and structure of advertising, this thesis is based on Nida’s functional equivalence theory and discusses some basic problems arising from advertising translation, including the bridging of cultural discrepancies between English and Chinese advertisements and the techniques in translating advertisements. Furthermore, it is necessary to make adjustments in advertising translation. In a world with advertising industry in boom, advertising translation plays an indispensible role in the field of translation studies, but we should continue to explore it with great efforts in order to achieve a sound development of advertising translation.

Key words: advertising; translation; functional equivalence

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