论广告翻译中的功能对等

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

广告翻译在现代经济生活中扮演了越来越重要的角色，作为跨文化交际研究的1个新领域，越来越受到人们的注意。然而对此领域的研究远不如人意。就广告翻译应当采取的理论依据，不同的学派持有不同的观点。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。本文认为功能对等理论是广告翻译的指导原则。广告翻译应实现功能对等。

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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