Abstract

Slogan is not only to awaken the collective action of people but also to help them organize in an orderly manner. In the modern time it is of pith and moment to scratch out enthusiastic, meaningful, unique and appealing slogans for the corporate at home and abroad, as slogan stands for the core value of a company. Therefore, a study on the slogan translation is practically meaningful.
This paper mainly focuses on the E-C translation of English slogans in the foreign-funded enterprises on the basis of Nida’s Functional Equivalence Theory. After analyzing the general idea and linguistic level of slogan as well as Nida’s idea of natural expression, three translation devices have been figured out to help achieve translation both in linguistic and cultural aspects, namely, adaptation, direct translation and free translation.
With Nida’s theory and translation devices, English slogans can be interpreted into Chinese ones more smoothly, attractively and acceptably, as they center on the reader’s response.

KEYWORDS:Slogan ; Functional Equivalence Theory; Translation; Enterprise

摘要

口号不仅唤醒了人们集体行动，而且还帮助了他们有序组织。在当今社会，对于国内外的企业来说，如何推出引人入胜、独一无二和意义非凡的标语对他们自身的经营发展十分关键，因为标语代表了这个公司的核心价值观。因此，对于标语英译的研究具有实践意义。
本文主要探讨了在奈达的功能对等理论指导下对外资企业英语标语的汉译。通过分析标语的概况、语言特征及对奈达自然表达理论的阐述，主要运用了三个翻译方法，即改编、直译和意译。
有了奈达理论的指导及翻译策略，英语标语的汉译将更加赋有魅力而被中国大众所接受，因为这样的标语关注了读者的心理反应。

关键词:标语；功能对等理论；翻译；公司

1.1    Brief Introduction of Slogan
The word has the great charm that influences the trend of the development of global literature, no matter orally or in written form. Slogan has been popular since the far old time, such as “Crusade against the unprincipled person and mow down the tyrannical Qin” which uplifted the civilians to rise up in resistance. And now, as an art of propaganda, its functions are becoming more and more various. From the kinds of slogans around us, we can see that slogan can be used in the environmental protection, safety instruction, ethic inspiration, corporate publicity, state wishing and so on. Perhaps we may be familiar with common slogans in Chinese but pay little attention on English slogans which reflect the exotic customs. But as a wide range of foreign culture has permeated to the Chinese society, a number of English slogans have showed extraordinary talents. A few words that forming the slogan do affect our daily life, therefore, many translators have spent countless time and cost in creating and translating perfect slogans. What’s more, we should also have a general idea of its definition, historical origin, classification, and function. Having a good understanding of English slogans is conducive to acquire a comprehensive view of exotic views and values.