廣告英語(yǔ)翻譯中的功能對等

畢業(yè)論文

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

隨著(zhù)中國經(jīng)濟的高速發(fā)展和全球經(jīng)濟1體化進(jìn)程的加快，廣告業(yè)正以驚人的速度增長(cháng)。因而，廣告翻譯在經(jīng)濟生活中扮演了越來(lái)越重要的角色。但由于英漢兩種語(yǔ)言的諸多差異，使廣告成為1項10分復雜的工作。作為跨文化交際研究的1個(gè)新領(lǐng)域，廣告翻譯越來(lái)越受到人們的注意。然而對此領(lǐng)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(shí)際目的是“吸引讀者的注意力，促使讀者采取行動(dòng)”。因而，廣告譯文應忠實(shí)于原文，同時(shí)又能勝任廣告的各項功能。歸根結底，廣告翻譯應實(shí)現功能對等。因此從這個(gè)角度，功能對等理論應是指導廣告翻譯的最佳理論。
本問(wèn)首先對功能對等理論進(jìn)行了簡(jiǎn)要的介紹。然后介紹了廣告的功能及廣告語(yǔ)言的1般特點(diǎn)。接下來(lái)，本文從實(shí)現翻譯功能對等的文體要求和內容高于形式的原則這兩個(gè)方面對廣告翻譯中的功能對等進(jìn)行了闡釋.最后，本文從功能對等的角度探討了廣告翻譯的策略。

關(guān)鍵詞：廣告、廣告語(yǔ)言、廣告翻譯、功能對等、轉譯、仿譯

 

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