随着全球经济的发展以及中国加入世界贸易组织,中国与其它国家的交流日益频繁,尤其是在商业领域。企业都想不断开拓海外市场以提高自己在国际市场上的声誉和产品的销售量。在这个过程中,广告扮演了重要的角色。广告作为一种应用文体,它的最终目的就是吸引消费者的注意，促使他们购买广告中宣传的产品，因此一则被翻译的广告能否达到这种目的是衡量广告翻译成功与否的重要标志。奈达提出的功能对等理论指的是“目的语读者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”，重心在读者的反应上。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之一。本文从广告的功能入手，运用奈达的功能对等理论，分别从美学，文化认同以及篇章的角度讨论了功能对等理论在广告翻译中的适用性，同时讨论了广告的几种翻译方法。希望通过本文的讨论，加深对广告翻译的理解，提高广告翻译质量，更好地促进国际贸易的发展。
关键词：广告语言； 广告翻译； 功能对等理论
On the Application of Functional Equivalence in Advertisement Translation
Abstract
With the fast development of world economy and China’s entering into WTO, there have been more international exchanges between china and other countries, especially in commerce. Many companies want to expand the overseas market to promote their international fame and sale volume of their products. In this process, advertisements play a significant role. The advertisement is a practical text style with the purpose of attracting consumers’ attention and persuading them into action after reading. So whether or not a translated advertisement can achieve this purpose is the criterion to evaluate the success of a translated advertising text. Functional equivalence, raised by Eugene A. Nida, 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 1993:26) which means that receptors’ response is focused on. So from this point of view, functional equivalence could be viewed as the right principle of advertising translation.
In this thesis, the author base on Nida’s functional equivalence theory and discuss its feasibility in advertisement translation from the aspect of aesthetic, cultural difference and discourse. And then it analyzes some translation techniques used in advertising translation. Finally the aim of the thesis is to increase the translator’s understanding of advertisement translation, improve translation quality and promote the development of international commerce.
Key words: advertising language; advertisement translation; functional equivalence
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