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| 从功能对等理论研究商业广告的英汉互译 An Analysis on Chinese-English Commercial Advertising Translation from Functional Equivalence Perspective 摘 要 随着互联网的快速发展，世界经济一体化进程不断加快，商业广告的高效传播变得尤为重要。尽管中国现代广告起步较晚，但随着中国的改革开放进程加快，经济迅速腾飞，中国广告业已经取得了较高的进步，达到了相对较高的水平。与此同时人们对广告翻译的要求越来越高。然而，由于语言的不同使得商业广告的传播变得异常艰难，因此要如何把用这种语言所能表达的意思同等地用另一种语言表达出来就成了当今的一大难题。本文旨在通过对尤金·奈达的功能对等理论的介绍，通过分析功能对等理论在商业广告翻译中取得的研究成果，功能对等理论在商业广告英汉互译中的广告语言特点以及功能对等理论下的广告翻译所要遵循的原则，举例子说明功能对等理论在商业广告翻译的体现和应用。最后作者基于功能对等理论总结了一些商业广告翻译过程中存在的问题以及作者个人的建议。 关键词：商业广告翻译；功能对等理论；语言特点；翻译原则 Abstract With the rapid development of the Internet, the integration of world economic has been accelerating everyday, so the high-efficiency spread of commercial advertising has become particularly important. Though China's modern advertising industry started later than developed countries, with profound economic growth since the reform and opening up in 1980s, China's advertising industry has made big progress and has reached a higher level. At the same time people have also put forward higher requirements for advertising translation. However, due to the great differences between two languages, the spread of commercial advertising has become extremely difficult. So nowadays, using one language to express the same meaning of another language has become a major problem. The purpose of this paper is to study examples about the using of Functional Equivalence in commercial advertising through studying the achievement of commercial advertising, the language features and the principles to be followed. Finally, the author concludes the problems when translating commercial advertising based on the Functional Equivalence as well as his personal advice. Key words: commercial advertising translation; Functional Equivalence theory; language features; translation principles Contents 摘要 2 Abstract 3 Introduction 1 Chapter 1 Literature Review 2 1.1 Study abroad 2 1.2 Study at home 3 Chapter 2 Features of Advertising Languages 5 2.1 Features of Vocabulary 5 2.1.1 The Frequent Use of Monosyllabic Verbs and New Words 5 2.1.2 The Frequent Use of Exotic Vocabulary and Compound Words 8 2.2 Features of Syntax 9 2.2.1 The Frequent Use of Simple and Elliptical Sentence 9 2.2.2 The Frequent Use of Parallel and Imperative sentences 10 2.3 Features of Rhetoric 11 2.3.1 The Use of Metaphor and Personification 11 2.3.2 The Use of Exaggeration and Pun 12 Chapter 3 Principles in Advertising Translation under Guidance of F-E 14 3.1 Loyalty to Translators 14 3.2 Loyalty to Readers 15 3.3 Loyalty to the Lifestyle and Thinking Method 16 Conclusion 17 Bibliography 18 Acknowledgements 19 |
