广告英语翻译中的功能对等

广告英语翻译中的功能对等

Abstract

With the development of Chinese economy and acceleration of globalization process, Chinese advertising is growing at an incredible speed. Accordingly, translating advertising has played an increasingly important role in the economic life. Nevertheless, the substantial discrepancies between English and Chinese language and cultures make advertisement translation a difficult job.
Advertising translation ,as a new field in the study of intercultural communication, is receiving more and more attention. However, the theoretical study on this new field of translation is far from satisfactory.Different schools hold different views on the guiding principle of advertisement translation. This paper holds the view that functional equivalence should be viewed as the principle of translating advertisement.
Advertisement is a practical text style ,with a purpose of arousing consumer’s interest and persuading them to take action.Therefore,the translation should be equivalent to the original text and function in similar ways as the original one does. In the final analysis, advertising translation should achieve functional equivalence. From this point of view, the theory of functional equivalence should be viewed as the right principle of advertisement translation.
Firstly, this thesis presents a brief introduction to the theory of functional equivalence. Then, it deals with the functions of advertising the features of its language Next, this thesis elaborates functional equivalence in advertising translation from two aspects, namely, the stylistic requirements for functional equivalence and the priority of content over form in advertising translation. Finally, this thesis explores strategies of advertising translation from the perspective of functional equivalence.

Key words: advertising; advertising language; advertising translation; functional equivalence; transliteration; parody

摘 要

随着中国经济的高速发展和全球经济1体化进程的加快，广告业正以惊人的速度增长。因而，广告翻译在经济生活中扮演了越来越重要的角色。但由于英汉两种语言的诸多差异，使广告成为1项10分复杂的工作。作为跨文化交际研究的1个新领域，广告翻译越来越受到人们的注意。然而对此领域的研究远不如人意。本文认为功能对等理论是广告翻译的指导原则。
广告是1种特殊的文体，它的实际目的是“吸引读者的注意力，促使读者采取行动”。因而，广告译文应忠实于原文，同时又能胜任广告的各项功能。归根结底，广告翻译应实现功能对等。因此从这个角度，功能对等理论应是指导广告翻译的最佳理论。
本问首先对功能对等理论进行了简要的介绍。然后介绍了广告的功能及广告语言的1般特点。接下来，本文从实现翻译功能对等的文体要求和内容高于形式的原则这两个方面对广告翻译中的功能对等进行了阐释.最后，本文从功能对等的角度探讨了广告翻译的策略。

关键词：广告、广告语言、广告翻译、功能对等、转译、仿译

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