英语论文Functional equivalence and english advertisement translation into chinese.docx

英语论文Functional equivalence and english advertisement translation into chinese.docx

《英语论文Functional equivalence and english advertisement translation into chinese.docx》由会员分享，可在线阅读，更多相关《英语论文Functional equivalence and english advertisement translation into chinese.docx（22页珍藏版）》请在冰豆网上搜索。

英语论文Functionalequivalenceandenglishadvertisementtranslationintochinese

Acknowledgements

Firstofall,Iwouldliketothankmyfamilyfortheirbeingsupportiveformyentirelife.Iwouldneverbeabletoachievesomuchwithoutthem.IalsowishtoexpressmythanksandappreciationtomytutorMr.ZhangHongwu,whosecarefulreadingandprofessionaladviceareinvaluabletomethroughoutmythesiswriting.Ialsoliketogivealotofthankstoallteachersandschoolmateswhohavehelpedmesomuchinthesefouryears,especiallyMr.HeJiaju,Mr.MengFanyi,YangManru,LinYingping,ZhanQiuchan,andZhangLiyan.

IalsofeelverygratefultomybestfriendsLiuJiachun,KeHongyu,ChenPeng,andLiaoLianhua.Thankthemforbeinghelpfulduringmywritingthisthesiswhileworking.OnlybecauseofthemcanIbeabletobewhoIamnow.

Abstract

AsmanytransnationalenterprisesareenteringintoChina’smarket,EnglishadvertisementisplayingamoreandmoreessentialroleinestablishingapositiveimageoftheenterprisesandpromotingproductstotheChinesesociety,whichmakestheEnglishadvertisementtranslationintoChinesemoreandmoreimportantinenhancingChinesepeople’sinformationvolume.However,asapracticaltextstyle,advertisementisquitedifferentfromcommonliteraryworks.Ithasaveryspecificandmaterialpurposeofattractingconsumers’attentionandpersuadingthemtotakeactionafterreading,whichrequiresthattheadstextsbeasfullyexpressedaspossibleinthetargetlanguagesoastoachievetheiroriginalvaluesandfunctionssuchasattention,memory,readability,expressiveness,directivity,andaesthetics.Functionalequivalenceprovidesatheoreticalbasefortheadtranslation.Functionalequivalence,raisedbyEugeneA.Nida,whichimpliesdifferentdegreesofadequacyfromminimaltomaximaleffectivenessfactors,isdefinedas“intermsofthedegreetowhichthereceptorsofthemessageinthereceptorlanguagerespondtoitinsubstantiallythesamemannerasthereceptorsinthesourcelanguage”（Nida1969:

24）.Itdoesnotmatterwhichlanguageanadistranslatedto,theonlypurposeofdrawingconsumers’attentionandstimulatingthemtopurchasetheproductorservicebeingadvertisedwillneverchange.Fromthispointofview,functionalequivalencecouldbeviewedastherightprincipleofadvertisingtranslation.

Inthisthesis,theauthorholdstheviewthatfunctionalequivalenceshouldberegardedastheprincipleofEnglishadvertisementtranslationintoChinese.AndfunctionalequivalenceinEnglishadtranslationintoChineseshouldbeachievedatthreelevels,namely,semanticlevel,stylisticlevel,andrhetoriclevel.

Thispaperconsistsmainlyofsevenparts.Thefirstpartisabriefintroductiontothewholethesis.Inthesecondpart,abriefintroductiontoadvertisingispresented,andthethirdpartdealswiththefeaturesofadvertisinglanguagefromthreeaspects,respectively,lexical,syntactical,andrhetorical.Inthefourthpart,theauthorintroducesthetheoryoffunctionalequivalence.PartfiveandPartsixarethekeypartsinthispaper.TheauthorlistsrequirementsandprinciplesforfunctionalequivalenceinEnglishadvertisementtranslationintoChinese,andcitesmanyexamplestoillustratethatfunctionalequivalenceshouldbeviewedastheprincipleofadvertisingtranslation.Andinthefinalpart,aconclusionofthewholepaperismade.Heretheauthorstatesagainthatfunctionalequivalenceistherighttheorytoguideadvertisingtranslation.

Keyword:

advertisingadvertisinglanguagefunctionalequivalence

advertisementtranslation

摘要

随着许多跨国企业进入中国市场，英语广告在为企业建立正面形象还有向中国社会推销产品中起着越来越重要的作用。

这也让英语广告汉译的重要性在增加中国人的信息量的过程中逐渐突显出来。

然而，作为一个实用性文体，广告与一般的文学作品有很大不同。

它有一个很明确及实际的目的就是吸引消费者的注意并说服他们在阅读了广告之后采取行动。

这就要求广告的翻译版也必须在目标语中达到其原始价值及功能，如注意价值、记忆价值、可读性、表达性、引导性及美感功能。

功能对等为广告翻译提供了一个理论基础。

由尤金奈达提出的功能对等指出了从最小到最大的各程度上的对等，被定义为“译文对译文接受者所起的作用应与原文对原文接受者所起的作用大体对等”（奈达1969:

24）。

不论一则广告被翻译成何种语言，其吸引消费者注意并刺激消费的唯一目的是不会变的。

从这个角度看，功能对等可以作为广告翻译的最佳原则。

在本文中，作者认为功能对等应该作为英语广告汉译的指导原则。

而且，在英语广告汉译中达到功能对等必须分别在语义、文体及修辞等三个层次上实现对等。

本文主要包括了七个部分。

第一部分是对全文的简要介绍；第二部分对广告作了简要的介绍，第三部分分别从词汇、句法、修辞等三个方面介绍了英语广告语言的特点。

第四部分是对功能对等的介绍。

第五、六部分是全文的重点部分。

作者列出了在英语广告汉译过程中实现功能对等的要求及原则，并列举许多例子来说明为何功能对等应该作为广告翻译的指导原则。

在最后一部分，作者对全文作了总结并重申了功能对等是广告翻译的最佳指导原则。

关键字：

广告广告语言功能对等广告翻译

FunctionalEquivalenceandEnglishAdvertisement

TranslationintoChinese

1.Introduction6

2.Abriefintroductiontoadvertising7

2.1Thedefinitionsofadvertising7

2.2Thefunctionsofadvertising8

3.FeaturesofEnglishadvertisinglanguage9

3.1Lexicalfeatures10

3.1.1Creationofnewwords10

3.1.1.1Misspelling10

3.1.1.2Coinage11

3.1.1.3Borrowedwords12

3.1.1.4Abnormalwordcollocation12

3.1.2Frequentusesofadjectivesandtheircomparativedegreeandsuperlativedegree13

3.1.3Frequentusesofshortformsandcompoundwords14

3.2Syntacticalfeatures14

3.2.1Usingsimpleandshortsentence14

3.2.2Usinginterrogativeandimperativesentences15

3.2.3Frequentuseofellipticalsentences16

3.3Rhetoricalfeatures16

3.3.1Analogy16

3.3.2Pun17

3.3.3Personification18

3.3.4Rhyme18

4.Functionalequivalence19

4.1Nida’sformalequivalenceanddynamicequivalence19

4.2Functionalequivalence—thefurtherdevelopmentofdynamicequivalence20

4.3Thereasonsforfunctionalequivalenceasguidelineinadvertisementtranslation21

5.RequirementsforfunctionalequivalenceinEnglishadvertisementtranslationintoChinese23

5.1Equivalenceatsemanticlevel24

5.2Equivalenceatstylisticlevel25

5.3Equivalenceatrhetoriclevel25

6.TheprinciplesofimplementingfunctionalequivalenceinEnglishadvertisementtranslationintoChinese27

6.1Beingnatural,accurate,andconcise27

6.2Thepriorityofcontentoverform28

7.Conclusion29

References31

1.Introduction

EversinceChina’sopeninguptotheworldin1979,theadvertisingindustryhasbeendevelopingatanincrediblespeed.Thetotalexpenditureonadvertisingreachesto287.5billionRMBin2006,18%morethanin2005（Net.1）.ChinanowhastakentheplaceofJapantobecomethesecondofthetoptenadvertisinggiantsintheworld（Net.2）.AnditisbelievedthatwiththeopeningoftheOlympicGamesin2008,thegrowthofChina’sadvertisingindustrywillundoubtedlyriseupwithamuchmoreenormouspacethaneverbefore.

Advertisingtranslation,asatypeofinterculturalcommunicationandanewfieldofstudy,isreceivingmoreandmoreattentionthaneverbefore.However,thetheoreticalstudyonthisnewfieldoftranslationisstillfarfromsatisfactory.Differentschoolsholddifferentviewsontheguidingprincipleofadvertisingtranslationandsomeresearchesareonlyfocusingonspecificadvertisingtranslationmethodssuchasrhetoricandslangandsoonwhichonlydealwithspecificissues.

Amongalltheprinciplesthathavebeenproposedbydifferentschools,functionalequivalenceisoneofthemostimportantguidelinesforadvertisementtranslation.Itsuccessfullyachievestheinherentfunctionoftheadvertisementinspiteofthedifficultiesintranslatingcausedbythefeaturesofthetextstyleoftheadvertisement.

2.Abriefintroductiontoadvertising

Beforeweproceedtostudythefunctionalequivalenceinadvertisementtranslation,weneedtohaveaclearconceptaboutadvertising,suchashowitisdefined,andwhatfunctionsithas.

2.1Thedefinitionsofadvertising

InEnglish,theword“advertise”hasitsoriginin“advertere”inLatin,whichmeans“togiveinformationtothepublicconcerning”,or“todrawattentiontosomething”（MacquarieDictionary2003:

13）.

TheAmericanMarketingAssociation（AMA）statedthatadvertising“isthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Accordingtothisdefinition,wemaynoticethatadvertisingbearssiximportantcharacteristics:

（1）Charge.Normally,advertisershavetopayfortheadsmadeforthemforpurchasingtimeandspacefortheirmessageinaselectedmedium.

（2）Non-personal.Generallyspeaking,advertisingtargetsnotmerelyonesingleconsumerinparticular.（3）Identifiedadvertisersorsponsors.Alladsaremadeforfulfillingthepurposesoftheadvertisers.（4）Transmission.Totransmittheinformationofthesponsor’sgoodsforsaleandservicesprovidedtothepublic.（5）Bycertainmedia.Alltheadsmustdependoncertainmediasuchastelevision,radio,magazines,newspaper,andsoontoreachthetargetaudience.（6）Trytopersuadeorinfluence.Advertisingisanartofpersuasiveness.Sponsorspayfortheadvertisementtopersuadeconsumerstobelievewhattheyhavesaidabouttheirproductsandservices.

2.2Thefunctionsofadvertising

Notalladvertisingattemptstoaccomplishthesameobjectives.Thus,differentpeopleholddifferentopinionsaboutthefunctionsofadvertising.AccordingtoWells,Burnett,andMoriarty（1999:

15）,therearetwobasicfunctionsthatadvertisingperforms:

Productadvertisingandinstitutionaladvertising.

ChenPeiai（2004:

63）proposedthatthefunctionsofadvertisingincludetheinformingfunction,themarketingfunction,thepersuasivefunction,andthedirectivefunction.

Althoughtherearevariousopinionsaboutthefunctionsofadvertising,theystillhavesomethingincommon.Let’ssumupasfollows:

（1）Informativefunctions.Advertisingalwaysbearsinformationtoinformcustomersofthelatestproductsandservices.Andthroughsomecertainmedia,advertisingcanperformthisfunctiontoagreatnumberofpeoplewithinlimitedtimeandspace.

（2）Marketingfunction.Thisfunctionincludespersuasiveanddirectiveelements.Advertisingprovide