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1、毕业论文毕业论文功能对等理论在商业广告中的理解和应用功能对等理论在商业广告中的理解和应用 The Comprehension and Application of Functional Equivalence in Commercial Advertising Translation作者： 院系： 专业： 商务英语年级： 班级： 2 班学号： 0指导教师： 年年 十一十一 月月中中 文文 摘摘 要要 就销售人员而言，广告是推销产品，获得利润的一种有效工具，因而广告 的翻译异常重要。然而，这个领域的翻译理论研究还未能尽如人意，所以本文 将从功能对等理论的角度探讨广告翻译。广告是一种应用文体，具有
2、吸引顾客 注意力、促使他们采取行动的目的，因此广告译文应忠实于原文并实现功能对 等。本文首先对广告和功能对等进行简要介绍，然后蟾酥了广告翻译中的功能 对等原则的两项核心内容：读者反映论和内容优于形式论。最后，本文从功能 对等理论的角度探讨了其在广告翻译中的应用。关键词关键词：广告；功能对等；翻译广告；功能对等；翻译AbstractFor the seller，advertising is a helpful tool to promote the products and gain profit. Its of vital importance to translate advertising
3、 effectively. However，the theoretical study on this field of translation is far from satisfactory. This paper holds the view that functional equivalence is applicable in advertising translation. Advertisement is a practical text style，with a purpose of arousing consumers interest and persuading them
4、 to take action. Therefore，the translation should be equivalent to the original text and functional in similar ways as the original one does. From this point of view，functional equivalence should be viewed as the right theory of advertising translation. Firstly，this thesis presents a brief introduct
5、ion to advertising and functional equivalence. Then this thesis elaborates functional equivalence in advertising translation by investigating two cores of functional equivalence：the“reader reflection”and“priority of content over form”. Finally ，this thesis explores how to use functional equivalence
6、in commercial advertising translation.Key words：advertising；functional equivalence；translationContents1. Introduction 2. A brief survey of advertising 2.1 Definition of advertising 2.2 Functional of commercial advertising 3. Introduction of functional equivalence. 3.1 Definition of functional equiva
7、lence. 3.2 Core content of functional equivalence 4. Functional equivalence in commercial advertising translation4.1 Constraint of advertising translation4.2 Application of functional equivalence in advertising translation.4.3 Innovation in advertising translation 5. Conclusion.Bibliography Acknowle
8、dgments1. IntroductionIn lifetime，we can see all kinds of advertising from television，magazines，newspapers，and internet，etc. For the marketer，advertising is a marking strategy of establishing company image，increasing brand awareness，promoting sales，and dealing with competition. It can also inform，pe
9、rsuade，and remind potential customers of the product. Advertising is indeed important for the company，so when translating advertising，we still need to maintain the vocative function，attract customers to make out the buying decision. However，how can we reach this goal？Which kind of theories should we
10、 choose to guide the translation？Although lots of experts and scholars have made out numerous theories about translation，for example，YanFus“faithfulness， expressiveness and elegance”，QianZhongshus“sublimation” and so on，they were all for literary translation. Most of translators pursue a unique，omni
11、potent，and ultimate standard，but it might never happen，as professor GuZhengkun said：It is impossible to have an absolute standard. He promoted diversify translation in different stylistic articles. As a new branch，Nidas functional equivalence is suitable for advertising translation，because the funct
12、ional equivalence ask for reader reflection. Nida thought：“with the dynamic relationship that the relationship between receptor and message should be substantially the same as that which existed between the original receptor and the message”，that means the translation should have almost the same eff
13、ect as the original one. Form his angle，advertising translation should based on the demand of customers，catch their attention analysis，discussion and research，he found functional equivalence could solve the problem of random translation，as well as the culture differences.This paper is to make a stud
14、y on commercial advertising translation in the perspective of functional equivalence. The first part brings about the definition，functional of advertising constraint of advertising translation. In second part，discussion will turn into Nidas functional equivalence in details，in order to reflect the i
15、mportance of functional equivalence in translating advertising. The third part explores the application of functional equivalence in commercial advertising translation. On the basis of above study，the basis methods are introduced in part three，which figure out those different types of texts requires different translating methods. 2. A brief survey of advertising In order to translate the commercial advertising correctly and effectly，it is necessary to know the definition，objective and function of advertising，constraint of advertising translation.2.1 Definition of advertisingIt is hard to
