从功能对等理论看服饰广告的翻译

随着全球经济一体化趋势的加快，对世界各国的企业来说，这既是机遇也是挑战。如今，企业不再局限于占领本国市场，开拓国际市场已被企业家们提上议事日程， 对企业而言，广告是宣传产品的一个重要手段。目前，许多专家和学者对广告翻译的关注越来越多,服饰广告的翻译也不例外。
本文通过对国内外服饰广告的翻译进行分析，发现现阶段服饰的广告翻译还存在很多的不足。许多服饰广告的翻译缺乏恰当的翻译理论支撑，很多翻译策略缺乏较强的说服力。本文通过对服饰广告翻译的理论和策略进行研究，分析现存问题，指出奈达的功能对等理论是最适合指导服饰广告翻译的理论之一，并对此加以论证。同时以此理论为支撑，提出了服饰广告翻译实践中一些较可行的翻译策略。

关键词：广告；服饰广告；功能对等；翻译策略
Abstract

With the acceleration of economic globalization, enterprises from all over the world are full with the development opportunities, but they also face lots of challenges. Nowadays, enterprises do not limit their ambitions to the domestic markets. They endeavor to expand the international markets as well. As far as enterprises are concerned, advertising is an important means of promoting products. At present, many experts and scholars pay more attention to the advertisement translation. Clothing advertisement translation has no exception.
In this paper, through analysis of domestic and international clothing advertisement translation, many shortcomings of the clothing advertisement translation can be found at the present stage. Many clothing advertisement translations are lack of proper theoretical supports and many translation strategies are lack of strong powers of persuasion. The paper makes analysis of domestic and foreign clothing advertisement translation and some existing problems, it is point out that Nida's functional equivalence theory is one of the most proper guidance clothing advertisement translation theory, meanwhile, in order to support this theory, the author comes up with some feasible translation strategies in clothing advertisement translation practice.

Key words: advertisement; clothing advertising translation; functional equivalent；translation strategies;

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