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从功能对等理论研究商业广告的英汉互译

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功能主义理论在中国菜单翻译中的应用【英语论文】

An Analysis on Chinese-English Commercial Advertising Translation from Functional Equivalence Perspective

Abstract


With the development of the Internet, the process of world economic integration has been accelerating, and the spread of commercial advertising has become particularly important. Although China's modern advertising started relatively late, with the 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 difference in 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

诚信承诺 1
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