摘要

随着中国经济的发展和全球经济一体化的加快，广告业务正以惊人的速度增长，国与国之间的交流日趋频繁。作为一个新的研究领域,广告翻译正日渐受到越来越多专家与研究者的青睐。本文在对广告翻译的现状进行调查研究后，指出该领域的不足之处，包括局限于广告语言的单一描述或者是对广告语言的简单介绍与阐述，而缺乏与之对应的翻译理论的支撑。本文旨在对广告翻译现状指出不足之处后，通过整理研究和分析，表明奈达的功能对等理论是适用于广告翻译的理论之一，同时，以此理论为依据，指出广告翻译实践中具有可行性的翻译策略。

关键字：功能对等；广告语言；广告翻译；翻译策略

Abstract

With the development of Chinese economy and the acceleration of economic globalization, the advertising business is growing at an amazing speed, and the communication among countries is increasing frequently. As a new research field, advertising translation is favored by more and more experts and researchers. Based on the analysis of the status of advertising translation and its study, the thesis points out its deficiencies being just relevant to unique features of advertising language or only related to some advertising translation strategies. As a matter of fact, most these strategies are not persuasive without the proper guidance of some translation theories. This thesis, aiming at analyzing the current problems in this field and points out that Nida’s functional equivalence theory is one of the most appropriate theories for advertising translation. Based on Nida’s theory, some advertising translation strategies are put forward in the application of advertising translation practice.

Key words: functional equivalence; advertising language; advertising translation; translation strategies

1. Introduction
    With the development of China's economy, great changes have taken place in China. Communication among countries is more and more frequent. At present, between foreign market and Chinese market, more and more commodities are swarming into each other's market. Various consumer goods have increased in high quantity. Generally speaking, most of the sellers use advertisement to publicize their products to let people identify the product or service, remember its name and persuade them into buying the product. Nowadays they are with us everywhere all the time: we come across advertisements of a great variety in type and genre whenever we switch on a TV or a radio, open a newspaper or a magazine, or just have a look around us.