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 erent 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 efore,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
隨著中國經濟的高速發展和全球經濟1體化程序的加快，廣告業正以驚人的速度增長。因而，廣告翻譯在經濟生活中扮演了越來越重要的角色。但由於英漢兩種語言的諸多差異，使廣告成為1項10分複雜的'工作。作為跨文化交際研究的1個新領域，廣告翻譯越來越受到人們的注意。然而對此領域的研究遠不如人意。本文認為功能對等理論是廣告翻譯的指導原則。
廣告是1種特殊的文體，它的實際目的是“吸引讀者的注意力，促使讀者採取行動”。因而，廣告譯文應忠實於原文，同時又能勝任廣告的各項功能。歸根結底，廣告翻譯應實現功能對等。因此從這個角度，功能對等理論應是指導廣告翻譯的最佳理論。
本問首先對功能對等理論進行了簡要的介紹。然後介紹了廣告的功能及廣告語言的1般特點。接下來，本文從實現翻譯功能對等的文體要求和內容高於形式的原則這兩個方面對廣告翻譯中的功能對等進行了闡釋.最後，本文從功能對等的角度探討了廣告翻譯的策略。
關鍵詞：廣告、廣告語言、廣告翻譯、功能對等、轉譯、仿譯
