功能对等原则在英语商业广告词翻译中的应用.docx

功能对等原则在英语商业广告词翻译中的应用.docx

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功能对等原则在英语商业广告词翻译中的应用

学号：

NORTHCHINAUNIVERSITYOFSCIENCEANDTECHNOLOGY

毕业论文

GRADUATETHESIS

论文题目：

功能对等原则在英语商业广告词翻译中的应用

学生姓名：

专业班级：

11英语2班

学院：

外国语学院

指导教师：

2015年04月30日

TheApplicationofFunctionalEquivalenceTheoryonEnglishAdvertisingSloganTranslation

By

Agraduatethesis

submittedinpartialfulfillmentoftherequirements

forthedegreeofBachelorofArtstothe

CollegeofForeignLanguages

NorthChinaUniversityofScienceandTechnology

APRIL30th,2015

CONTENTS

ABSTRACTII

5.1LexicalEquivalentinAdvertisingTranslation……….......................................14

5.2TheStyleEquivalenceinAdvertisingTranslation…………………………….15

5.3TheCulturalEquivalenceinAdvertisingTranslation………………………….16

Chapter6TheBasicTranslationStrategiestoAchieveEquivalence………………...19

6.1TheEffectoftheTranslation…………………………………………..………19

6.1.1MakingtheTranslationNatural,AccurateandConcise…………………...19

6.1.2ContentIsPriortoForm…………………………………………………...19

6.2TheBasicTranslationStrategiesinAdvertisingTranslation……………….….20

6.2.1LiteralTranslation…………………………………………….…………...20

6.2.2TranslationwithFalseandTrue……………………………………….......20

6.2.3FreeTranslationwithConvertmeaning…………………………………...20

Chapter7Conclusion……………………………………………………………………….....22

摘要

随着全球经济一体化进程的加快，广告越来越成为现代人生活中不可或缺的一部分。

频繁的国际贸易和激烈的市场竞争使得广告的作用越来越明显，广告翻译的地位也随之越来越重要。

然而中英文语言和文化的巨大差异使得广告翻译成为了一项十分艰难的工作。

在众多的翻译理论中，尤金·奈达的功能对等理论为广告翻译的理论研究开辟了一个新视角。

本文将从奈达的功能对等理论及英语广告词的特殊性方面入手，并以英语广告词为主要对象，集中阐述英语广告词翻译的复杂性、重要性、特殊性。

其中将穿插部分对比案例，包括失败的广告词翻译案例、成功翻译案例解析等。

通过系统地介绍功能对等原则在英语商业广告中的应用科学性，最终总结归纳出功能对等原则在英语广告词翻译中的必要性。

关键词广告;翻译;功能对等理论;广告翻译

ABSTRACT

Withthespeedingupofglobaleconomicintegration,theadvertisementsbecomemoreandmoreindispensableinourmodernlife.Frequentinternationaltradeandthefiercemarketmaketheroleofadvertisingmoreandmoreobvious.Thestatusofadvertisingtranslationismoreandmoreimportant.Chineseadvertisingindustryhasseenanunprecedentedrapiddevelopment.Nevertheless,thesubstantialdifferencesbetweenEnglish-Chineselanguageandculturemakeadvertisingtranslationbecomeadifficultjob.

Therearenumeroustranslationtheories.Inthese,NIDAE.A.’sfunctionalequivalencehasopenedupanewperspectiveforadvertisingtranslation.TheADinEnglishasthemainobject,myarticlewilldiscussNida’sfunctionalequivalencetheoryandtheparticularityofEnglishadvertisement.AndthenIwillfocusonthecomplexityofEnglishadvertisingslogantranslation,importanceandparticularity.Therearesomecomparativecasesinmyarticleincludingfailuretranslation,successfulcasesanalysis,etc.BythesystematicallyintroductionofthescientificoffunctionalequivalenceprincipleinEnglishcommercialadvertisements,wewillfinallysumupthenecessityofthistheoryinEnglishadvertisementtranslation.

Keywordsadvertising;translation;functionalequivalence;advertisingtranslation

Chapter1Introduction

1.1BackgroundoftheResearch

Inthemodernsociety,advertisinghasbecomeanimportantpartofpeople'slife.Advertisinglanguagehasgraduallyformeditsownuniquestyle.Nowadays,thetypesandthekindsofadvertisingsarebothinvariousforms.Suchassuchaspromotingthesaleofgoodsorservicestoconsumerscommercials,companiesororganizationtoexpandorimprovesocialinfluenceandintroductoryimageadvertising,governmentorsocialmassorganizationsforasocialpurposeofpublicserviceads,andindividualsforavarietyofpurposesoftheclassifiedadsinthenewspaper.Advertisingtranslationisacross-languageandcross-culturaltranslation.Thequalityofadvertisingtranslationwilldirectlyaffecttheadvertisementpublicityandpromotioneffect.Therefore,advertisingtranslationmustpayattentiontotheinformationtransferfunctionandthereaders,reader'sresponseandthetranslatedversionreaders'reactionbasicconsistent,evenbetter,toattracttheattentionofconsumers.ThisarticlewillstudyonEnglish-ChineseadvertisingtranslationbyNida’sfunctionalequivalencetheory.

1.2PurposeoftheResearch

BecausetheadvertisingindustryinChinaisanemergingindustry,fewarticlesofstudyEnglishadvertisementtranslationcanbeseeninourstudylife.Bythestatistics,theworksaboutfunctionalequivalencetheoryinEnglishadvertisementtranslationfromChinesearestillless.So,thistopicwillbediscussedinthetheoryoffunctionalequivalenceintranslationfromChineseintothetheoreticalbasis,goodadvertisementcaseresultsaswellasitsadvantagescomparedwiththeothersex,andsystematicallysummeduptheconcentrationinthefunctionalequivalencetheoryinadvertisingtranslationpracticespecifictranslationtechnique.

ThistopicwillintroduceNida’sfunctionalequivalenceprinciplesystematically.Theprinciple,developmentandresearchsituationofwerementioned.Then,throughtheintroductiontoChina'seconomicandtradesituationhighlightstheimportanceofEnglishadvertisementtranslationinChina,andbytheregionaldifferencesintranslation,translationdifficultiescausedbyculturaldifferencesandlanguagedifferencesandparticularity.BycomparingthetraditionaltheoryoftranslationmethodsofEnglishadvertisingslogantranslationcases,highlightingtheadvantagesoffunctionalequivalencetheory.

1.3StructureoftheThesis

Thisthesiscontainssevenchapters.Chapteroneisintroduction.Itmainlystatesbackgroundoftheresearch,purposeoftheresearch,significanceoftheresearchandthestructureofthethesis.Chaptertwoisliteraturereview.ItcoversthedefinitionofNida’sfunctionalequivalenceandadvertisingslogantranslation,thefeasibilitystudyoffunctionalequivalenceinEnglishadvisingslogantranslationandGeneralintroductionandresearchesonEnglishadvertisingslogantranslatingabroadandinChina.ChapterthreewillintroducetheCharacteristicsoftheADfromthreeparts.Chapter4,5,6arethemostimportantparts.TheyarethepurposeofadvertisingtranslationandNida’stheory--‘functionalequivalence’,thebasicprincipleofreciprocityinadvertisingtranslationandthebasictranslationstrategiestoachieveequivalence.Chaptersixdrawsaconclusion.

ChapterTwoLiteratureInterview

2.1DefinitionofNida’sFunctionalEquivalenceandAdvertisingSloganTranslation

In1969,thefamousAmericantranslationtheorist,EugeneANida’s"FunctionalEquivalence"theorywasputforward.Unlikeprevioustranslationtheories,Nida’stheoryof"FunctionalEquivalence"wasfocusonthereader'sresponsetothetranslationanditpointedoutthatinordertoachievetheidealtranslation,weneedtofindtheclosestnaturalequivalenttotheoriginallanguage,whichistosay,thereader'sresponsetothetranslationoftheadshouldaccordwiththeoriginalreader'sresponsetotheoriginal."Functionalequivalence"theoryhasgreatlyenrichedthetheoryoftranslation.Itopenedupanewperspectivefortranslationstudies.Throughtheresearch,theauthorthinksthatFunctionalEquivalenceisoneofthebesttheoreticalprinciplesintheguidanceofadvertisingtranslation.

Advertisingtranslationisakindoftranslationactivitywhichhasastrongpurpose.Inordertoconveymoreinformationandcoaxthetargetlanguagereaders,advertisingtranslation’spursuitistheequivalenceineffect,thustorealizethemaximizationofprofits.Payingattentiontolanguagefunctionequivalenceratherthanonthesurfaceofthetext,Nida’sfunctionalequivalencetheoryhasimportantguidingsignificanceinadvertisingtranslation.Intheprocessofadvertisingtranslation,thetranslatormusttakeintoaccountdifferencesinlanguageandculture,andtakecareoftheaestheticpsychologyofthereaderstoreacheffectivefunctionalequivalence.

2.2TheFeasibilityStudyofFunctionalEquivalenceinEnglishAdvisingSloganTranslating

Withtherapiddevelopmentofeconomicglobalizationandmultinationalcompanies,thedemandofadvertisinganditstranslationalsoincreasesrapidly.Advertisingtranslationasafield,however,arelativelynewbranchhasnotyetbeenfullyresearched systematically.Advertisingtranslationhasitsownlaws,uniquepurposeandstylisticfeature,whichtoagreatextent,determinestheprincipleof"functionalequivalence"theoryintheapplicabilityoftheadvertisingtranslation.ThecontentofNida’s“functionalequivalence”isthat“Reader'sResponseTheory”and“"Content over form”.Thetheoryof“Contentoverform”isagoodeffectivemeanstosolvetheproblemofculturedifferencesintranslation.“Readerresponsetheory”thinksthat,themostimportantfactortojudgethesuccessofatranslationisthereactionofthetargetlanguagereaders.

Atthesametime,weshouldcomparethereactionoftheoriginalreaderswiththetargetlanguagereaders’reaction.Wecanseethatwhetherthesetwokindreactionsarebasicallyidentical.

AstheEnglishandChinesebelongtotwodifferentlanguagesandhavedifferentculturaltraditions,particularlanguageandcultureisextremelydifficulttotranslate.Inadvertisingtranslation,thereactionofthetargetlanguageaudienceisthekeytothesuccessofthejudgment.Inordertomakeadvertisingmoreattractiveandeffective,thetranslatorsoftenuserhetoricorstructuraladjustment.

Amongsomanytranslationtheories,EugeneA.Nida’sfunctionalequivalencehasagreatinfluenceonthefieldoftranslation,especiallyforbrandnametranslation.Recently,thetranslationofEnglishbrandnamesfromtheprospectiveofNida’sfunctionalequivalenceiseasytobeaccepted.Thispaperwillanalyzetheprinciples,skillsandtheapplicationofspecificcasesfromNida’sfunct