Application of Functional Equivalence Theory in E-C Translation of Perfume Advertisements

Abstract

The domestic research on perfume advertising is mostly conducted from the perspective of communication science and marketing. There is little research from the perspective of language translation. The text mainly focuses on the translation of perfume advertisements. It uses the theory of functional equivalence as the guiding ideology and is divided into four parts for discussion. The first chapter briefly summarizes the definition and development of functional equivalence theory; the second chapter introduces the definition and characteristics of advertising and perfume ads; the third chapter explains the effect of functional equivalence theory in the translation of perfume ads; the last chapter introduces the translation method of perfume advertisements.

In general, the greatest feature of advertising translation is to convince consumers to take actions to implement the purchase. This is consistent with Nida’s “functional equivalence” theory. It is hoped that through the discussion of this article, we will be able to help us grasp the characteristics of perfume advertisements and find appropriate English translation strategies.

Keywords: functional equivalence; perfume advertisement; translation strategy