A Study on the English Translation of Chinese Advertisement from the Perspective of Functional Equivalence Theory_英语论文

摘要

随着中国的改革开放，全球化经济发展已经影响到了广告领域。因此广告翻译在经济交流中起到了重要作用。本文通过分析国内外广告翻译及功能对等理论,阐述了功能对等理论在汉语广告英译中的可行性和重要性，并从语言和文化两个角度入手举例分析同时提出了切实可行的翻译方法。论文在分析问题的同时结合了解决方法,避免了广告翻译问题研究与实际广告翻译策略的脱离。奈达的功能对等理论可以作为广告翻译的指导理论，对广告翻译的发展具有很大帮助。研究发现广告翻译还需从实地调研中获取更多的广告英译案例从而结合功能对等理论展开更全面的分析。

关键词：广告翻译;功能对等;语言;文化

Contents

摘  要 I

Abstract II

1 Introduction 1

1.1 Purpose of the Paper 1

1.2 Significance of the Study 1

1.3 Structure of the Paper 2

2 Literature Review 3

2.1 Studies on Advertisement Translation Abroad 3

2.2 Studies on Advertisement Translation in China 4

2.3 Comments on Previous Studies 5

3 Functional Equivalence Theory 5

3.1 Background of Functional Equivalence 5

3.2 Nida’s Main Points of Functional Equivalence 6

3.3 Features of Functional Equivalence 7

4 The Application of Functional Equivalence Theory to Advertisement Translation 7

4.1 Functional Equivalence on the Target-Language Orientation 8

4.1.1 Functional Equivalence on the Lexical Level 8

4.1.2 Functional Equivalence on the Syntactic Level 8

4.1.3 Functional Equivalence on the Rhetorical Level 9

4.2 Functional Equivalence on the Target-Culture Orientation 10

4.3 Major Effective Strategies to Apply Functional Equivalence Theory 11

4.3.1 Direct Transfer 11

4.3.2 Partial Adaptation 11

4.3.3 Total Adaptation 12

5 Conclusion 12

References 14