功能对等理论在商业广告中的理解和应用Word文件下载.docx

功能对等理论在商业广告中的理解和应用Word文件下载.docx

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年级：

班级：

2班

学号：

0

指导教师：

二零一一年十一月

中文摘要

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：

广告；

功能对等；

翻译

Abstract

Fortheseller，advertisingisahelpfultooltopromotetheproductsandgainprofit.It’sofvitalimportancetotranslateadvertisingeffectively.However，thetheoreticalstudyonthisfieldoftranslationisfarfromsatisfactory.Thispaperholdstheviewthatfunctionalequivalenceisapplicableinadvertisingtranslation.Advertisementisapracticaltextstyle，withapurposeofarousingconsumer’sinterestandpersuadingthemtotakeaction.Therefore，thetranslationshouldbeequivalenttotheoriginaltextandfunctionalinsimilarwaysastheoriginalonedoes.Fromthispointofview，functionalequivalenceshouldbeviewedastherighttheoryofadvertisingtranslation.Firstly，thisthesispresentsabriefintroductiontoadvertisingandfunctionalequivalence.Thenthisthesiselaboratesfunctionalequivalenceinadvertisingtranslationbyinvestigatingtwocoresoffunctionalequivalence：

the“readerreflection”and“priorityofcontentoverform”.Finally，thisthesisexploreshowtousefunctionalequivalenceincommercialadvertisingtranslation.

Keywords：

advertising；

functionalequivalence；

translation

Contents

1.Introduction…………………………………………………

2.Abriefsurveyofadvertising………………………………

2.1Definitionofadvertising………………………………..

2.2Functionalofcommercialadvertising…………………

3.Introductionoffunctionalequivalence…………………….

3.1Definitionoffunctionalequivalence…………………...

3.2Corecontentoffunctionalequivalence………………

4.Functionalequivalenceincommercialadvertisingtranslation……………

4.1Constraintofadvertisingtranslation…………………

4.2Applicationoffunctionalequivalenceinadvertisingtranslation………….

4.3Innovationinadvertisingtranslation…………………

5.Conclusion………………………………………………….

Bibliography……………………………………………………

Acknowledgments……………………………………………

1.Introduction

Inlifetime，wecanseeallkindsofadvertisingfromtelevision，magazines，newspapers，andinternet，etc.Forthemarketer，advertisingisamarkingstrategyofestablishingcompanyimage，increasingbrandawareness，promotingsales，anddealingwithcompetition.Itcanalsoinform，persuade，andremindpotentialcustomersoftheproduct.Advertisingisindeedimportantforthecompany，sowhentranslatingadvertising，westillneedtomaintainthevocativefunction，attractcustomerstomakeoutthebuyingdecision.However，howcanwereachthisgoal？

Whichkindoftheoriesshouldwechoosetoguidethetranslation？

Althoughlotsofexpertsandscholarshavemadeoutnumeroustheoriesabouttranslation，forexample，YanFu’s“faithfulness，expressivenessandelegance”，QianZhongshu’s“sublimation”andsoon，theywereallforliterarytranslation.Mostoftranslatorspursueaunique，omnipotent，andultimatestandard，butitmightneverhappen，asprofessorGuZhengkunsaid：

Itisimpossibletohaveanabsolutestandard.Hepromoteddiversifytranslationindifferentstylisticarticles.Asanewbranch，Nida’sfunctionalequivalenceissuitableforadvertisingtranslation，becausethefunctionalequivalenceaskforreaderreflection.Nidathought：

“withthedynamicrelationshipthattherelationshipbetweenreceptorandmessageshouldbesubstantiallythesameasthatwhichexistedbetweentheoriginalreceptorandthemessage”，thatmeansthetranslationshouldhavealmostthesameeffectastheoriginalone.Formhisangle，advertisingtranslationshouldbasedonthedemandofcustomers，catchtheirattentionanalysis，discussionandresearch，hefoundfunctionalequivalencecouldsolvetheproblemofrandomtranslation，aswellastheculturedifferences.

Thispaperistomakeastudyoncommercialadvertisingtranslationintheperspectiveoffunctionalequivalence.Thefirstpartbringsaboutthedefinition，functionalofadvertisingconstraintofadvertisingtranslation.Insecondpart，discussionwillturnintoNida’sfunctionalequivalenceindetails，inordertoreflecttheimportanceoffunctionalequivalenceintranslatingadvertising.Thethirdpartexplorestheapplicationoffunctionalequivalenceincommercialadvertisingtranslation.Onthebasisofabovestudy，thebasismethodsareintroducedinpartthree，whichfigureoutthosedifferenttypesoftextsrequiresdifferenttranslatingmethods.

2.Abriefsurveyofadvertising

Inordertotranslatethecommercialadvertisingcorrectlyandeffectly，itisnecessarytoknowthedefinition，objectiveandfunctionofadvertising，constraintofadvertisingtranslation.

2.1Definitionofadvertising

Itishardtofindasatisfactorydefinitionofadvertising；

differentpeoplehavedifferentopinionsaboutadvertising.AccordingtoTheCommitteeonDefinitionsoftheAmericanMarketingAssociation，advertisingisdefinedasfollows：

Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts，servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

2.2Functionofcommercialadvertising

Thereasonwhyadvertisingdevelopedsorapidlymainlyistheeconomicfunction.Thatis，theeffectitbringsabouttotheeconomy，business，andmarket.Inourcountry，peoplelackoftherecognitionofadvertisingfunction，it’snotthecaseinWesterndevelopingcountries.In1963，anAmercianhistoriansaidinhisbook“TheRich”，oneofthereasonsAmericaneconomybeyondEuropean’sisbecauseoftheexistenceofadvertising…afterWorldWarⅡ，Japaneseeconomyachievedgreatsuccessineconomicdevelopment.Despitethehard-working，experiencedpeopleandhightechnology，massofmassagefrommedia，forinstance，television，radio，newspapers，magazines，andinternet，etc.Nurturedpeople’sdemandsandinspiredthemtoworkhardforvariouscommodities.Theimprovementofpeople’slifeexpandedtheinvestmentforjobopportunities，asaresult，theGNPincreasedrapidly.Therefore，weshouldacknowledgeadvertisingactedasafacilitatorofeconomicdevelopment.

Generallyspeaking，thestatementofeconomicfunctionofadvertisingisasfollows：

a.Advertisinghasthefunctionofconnectingandsellingproducts，stimulatingsupplyanddemands.

Advertisingofferstheinformationofproductstothesocietyandpublic，itcontributestoreproducing.There’snodenyingthefactthatadvertisingcanexpandpeople’sdemands,improvepersonalearning，andincreasejobopportunities.AmericaneconomistPaulAlexanderBaranandPaulMarlorSweezyoncepointedoutin“MonopolyCapital”thatadvertisingcreatedthedemandsofproducts，thus，expandedtheinvestmentforplantsandfacilities.Itwasaneffectivemeasureforincreasinginvestmentandincome.

Thereexistedgapsbetweenproducer’sproductsandconsumerbuyingdecision.Asameansofspreadinginformation，advertisingcanshortenthegaps.Basedoncommunication，advertisingattemptstoconvincepeopletopurchaseproductsorservices.

b.Advertisingcanpromoteproductsaswellasexpandtotalsales.

Therearevariouspromotionmixelementstogeneratesales，forexample，advertising，salespromotion，publicrelationsandpersonalselling.Thesizegeographicdistribution，anddemographiccharacteristicofafirm’stargetmarketgreatlyinfluencethechoiceofpromotionelements.Firmssellingindustrialproductsorservicesgenerallyemphasizepersonalsellingintheirpromotionmixesanduseadvertising，salespromotion，andpublicitytosupportpersonalsellingefforts，butpersonalsellingisjustforlimitedmarket.Forconsumerproducts，advertisingistheprimaryelement.

Ourcountryhasalargepopulationwithahugemarket，it’simpossibletoexpandtheinternationalmarketbarelybyhelpofpersonalselling.Towardsthecomparisonamongotherpromotionelements，it’seasytoseetheadvantagesofadvertising.

c.Advertisingisgoodforcompetition；

itcanpromotethemanufactureandoperationofenterprises.

Inmostoftime，thecompetitionwetalkedaboutmainlyisthestrugglebetweenindividualsofthesamespeciesorthesameline.Therearemanyformsofcompetition，exceptthemostobviousanddangerouspricecompetition；

manycompaniesmakeeffectiveuseofadvertisingcompetition.Theyconvincedthatadvertisingstrategiesareofvitalimportance，itcanincreasebrandawareness.OnceconsumershaveseenaproductadvertisedeitheronTV，Internet，orinnewspapers，magazines，etc，theymaytendtobuyit.

Whendealingwithintensecompetition，inordertocatchamoreadvantageousmarketposition，advertisingisregardedasamajortoolinthemarketingofproducts，services，andideas.Advertisingcanreachmillionsofpeopleatalowcostperperson，companiescertainlythinkit’sagoodmethodofselling，andhaveincreasedtheiradvertisingyearafteryear.Clearly，companiesbelieveinadvertising.

d.Advertisingcanincreasetheeconomicgrowth.

Economicgrowthisbasicallyanincreaseinthecapacityofaneconomytoproducegoodsandservices，usuallyreferstorealGDPgrowth，asmeasuredbycomparinggrossnationalproduct（GNP）inyearwiththeGNPinthepreviousyear.AclassicalmeaningdescribedbyAmericaneconomistSimonSmithKuznetsis：

Acountry’seconomicgrowthcanbedefinedastoprovidetheresidentswithawidevarietyoffinancialproducts，thelong-termriseincapacity.

Thoughadvertisingisn’tthematerialproductionsector，itcanprovidetheresidentswithawidevarietyoffinancialproductsthroughtheintegrationofmarkets，andpromotesales，guideconsumption，expandingproduc