Functional Equivalence in Advertising Translation
Abstract
Advertising translation has played an increasingly important role in modern economic life, 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 advertising translation. 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. This paper holds the view that functional equivalence should be viewed as the principle of advertising translation. Advertising translation should achieve functional equivalence.
Firstly, this thesis presents a brief introduction to the theory of functional equivalence. Then, it deals with the functions of advertising and 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; conversion; parody
摘 要
廣告翻譯在現代經濟生活中扮演了越來越重要的角色，作爲跨文化交際研究的1個新領域，越來越受到人們的注意。然而對此領域的研究遠不如人意。就廣告翻譯應當採取的理論依據，不同的學派持有不同的觀點。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。本文認爲功能對等理論是廣告翻譯的指導原則。廣告翻譯應實現功能對等。
本文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