功能对等理论依据下的汽车广告翻译.docx
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功能对等理论依据下的汽车广告翻译
功能对等理论依据下的汽车广告翻译
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毕业设计（论文）
AStudyofAutomobileAdvertisementTranslationfromthePerspectiveof
FunctionalEquivalence
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浅谈功能对等理论依据下的汽车广告翻译
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英语
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摘要
广告是一种特殊的应用文体，美国市场营销协会（AMA）给广告的定义是：
“广告是由特定的广告主通常以付费的方法通过各种传播媒体对产品、劳务或观念等信息的非人员介绍及推广。
”随着人类社会的进步，经济发展大步向前，越来越多的贸易往来走向国际，作为经济全球化发展的标志之一，汽车广告在人们的日常生活中扮演着越来越重要的角色。
汽车广告翻译的成功与否更是直接决定了产品在目的市场上的销售力度。
国内关于汽车广告的研究多以传播学和营销学的角度进行的。
鲜有从语言翻译角度进行研究。
文本主要以汽车广告翻译为研究对象，以功能对等理论为指导思想，分为三大部分进行论述。
第一部分，广告语言和汽车广告入手，研究汽车广告对现代社会生活的意义。
第二部分，以功能对等为理论依据，具体介绍这一翻译理论。
第三部分，结合功能对等理论及翻译原则与方法，从直译与意译、套译与创译等方法体现汽车广告翻译。
与此同时，本文将列举大量的成功或失败广告翻译例子，从关注文化差异、进行文化转换、增强广告情感美、体现人文关怀等方面进一步说明。
总的来说，广告翻译最大的特点是说服消费者采取行动实施购买行为。
这与奈达的“功能对等”理论相符，即目的语读者对目的语的反应与原文读者对原文的反应在一定程度上是一样的。
希望通过本文的论述，能够有助于我们掌握汽车广告特色，找到合适的英汉翻译策略，提高中国汽车品牌在国外的影响力和竞争力。
关键词：
汽车广告翻译；功能对等理论；翻译策略
Title:
AStudyofAutomobileAdvertisementTranslationfromthePerspectiveofFunctionalEquivalence
Specialty:
English
Applicant:
LiLin
Supervisor:
LecturerYaohongYin
ABSTRACT
Asaspecialtext,thedefinitionofadvertisementbyAmericanMarketingAssociationisthat“Advertisingisthenon-personalcommunicationusuallypaidforandpersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Withthedevelopmentofsociety,theeconomybecomesflourishing,moreandmoretradetendstobeinternational.Asasymbolofglobaleconomy,automobileadvertisementtranslationbecomesmoreandmoreimportanttoourdailylife.Themarketingsalesaredirectlydeterminedbythesuccessofadvertisementtranslation.
Mostofinternationaladvertisementtranslationresearchesfocusonthescienceofcommunicationandmarketing.Thereisfewpeoplestudyonlanguagetransformationbasedonfunctionalequivalencetheory.Thispaperwilltakeautomobileadvertisementtranslationasmainstudyobject.Itmainlyincludesthreeparts.Firstpartdiscussesfromadvertisementlanguageandautomobileadvertisement.Secondpartintroducesfunctionalequivalence.Thirdpartisabouttranslationmethodsundertheguidanceofthefunctionalequivalencetheory.Theyareliteraltranslation,freetranslation,loantranslationandcreativetranslation.Atthesametime,thereareanumberofsuccessfulorfailurecaseswhichareenumeratedinthepaper.Adeepanalysisofthesetranslationcasesiscarriedouttheperspectiveofculturedifference,culturetransformation,advertisementemotionalbeautyandhumanisticcare.
Generallyspeaking,themajorfeatureofadvertisementtranslationispersuadingconsumerstotakeactiontoimplementthepurchasebehavior.That’stosay,theresponseofthetargetlanguagereaderstothetargetlanguageandtheresponseoforiginallanguagereaderstooriginallanguagearethesameinsomeextent.Studyontypicalautomobileadvertisementtranslationishelpfultoustomastercharacteristicofit.Andwecanfindoutthepropertranslationmethods,atthesametimeincreasetheinfluenceandcompetitivenessofChinesecarbrands.
KEYWORDS:
AutomobileAdvertisementTranslation;FunctionalEquivalence;
TranslationMethods.
CONTENTS
Ⅰ.ChapterOneIntroduction
AdvertisementwasderivedfromaLatinword,advertere.Itmeansawaythatcanbeusedtoarousepublicattentiontosomething,andinfluencetheirbehavior.Asaspeciallanguagemode,advertisementhasalonghistory.ItissaidthatcommercialadvertisementappearedatBritishnewspaperintheearly1600s.Intheprocessofeconomicglobalizationandintegration,countriesallovertheworldhaveinevitablybecomeapartoftheworldeconomysystem.Duringinternationaleconomicexchange,thematerialexchangeswhicharerepresentedbygoodsbecomeoneofthemostimportantthings.Therefore,advertisementtranslationplaysanimportantroleintheinternationaltrade.
Asweallknow,USAiscalledacountryonwheels.Itshowstheimportanceofautomobileindustry.Withthedevelopmentofeconomyandtheimprovementofpeople’slivingstandard,automobilehasbecomeverypopularinourdailylife.Andtheautomobileadvertisementtranslationproblemsemergefollowedonit.ThefamousAmericantranslationtheoristEugeneA.Nidahadcameupwiththetheoryoffunctionalequivalencein1969.Hegavethedefinitionoftranslationasfollows.
Translationconsistsinreproducinginthereceptorlanguagetheclosestnaturalequivalenceofsourcelanguagemessage,firstintermsofmeaningandsecondlyintermsofstyle.[1]
Thus,thetranslatorshouldobeytranslationprinciplesandmethods,andpayattentiontothefactorofculture.Asuccessfuladvertisementcangainenormousbenefits.Atthesametime,itcanpromotecultureexchangeandwinthefavorofconsumers.Onthecontrary,afailedadvertisementwillnotonlygetthedesiredresult,butalsomakeconsumersfeelconfused,andloseinterestintheproduct.
Automobileadvertisementtranslationisnotonlyrelatedtoproductreputation,salesvolumeandeconomicbenefits,buttosomeextentalsoreflectstheculturalqualityofthecountryandthenation.[2]Therefore,translatorsneedtopayattentiontotheresponseofthetargetreaders.
Thewholethesiswillbedividedintosevenchapters.Thefirstchapteristheintroductionandoutlineofthepaper.Thesecondchapterisliteraturereview.Thethirdchapterisadvertisementtranslationandautomobileadvertisementtranslation.Itconsistsoftwoparts,discussingadvertisementandautomobileadvertisement.Thefourthchapteristheinfluenceofdifferentculture.Itstudiesonvalues,taboos,customs,andreligions.Thefifthchapterisfunctionalequivalencetheory,mainlyaboutfourparts.ItdiscussesfromNida’sfunctionalequivalencetheoryandsomeproblems.Thesixthchapteristranslationmethodsforautomobileadvertisement.Itdiscussesseveralmethodsofadvertisementtranslation,suchasliteraltranslation,freetranslation,loantranslationandcreativetranslation.Lastchapteristheconclusionpart.Thispartdrawsaconclusionoftheresearchandsomesuggestionsandimplicationsaregivenbasedonthefindingsofthestudy.
Ⅱ.ChapterTwoLiteratureReview
Peoplehavevariousdefinitionsofadvertisementforalongtime.Almostwithoutexception,theythinkthattranslationisthecorepartofinternationalsales.Itbearsthebusinessprofit,andcross-culturecommunication.Asthesymbolofglobaleconomic,automobileadvertisementtranslationbecomesoneofthemostimportantthingstoenterinternationalmarket.Therefore,translatorsneedtopaymuchattentiontocustomer’sresponse.
Thisessaywillfocusontheautomobileadvertisementtranslation.Anditmakesananalysisofautomobileadvertisementfunctionandsignificance.Inordertopromotethedevelopmentofthepluralisticsocietyandenhancecross-culturalexchange,ithasagreatimportantvaluetounderstandtheadvertisementtranslation.Thus,thisessay,targetingatimprovingtranslationlevelandpromotingcross-culturalcommunication,makesacloseanalysisofmotoradvertisementexpressions,includingthedefinition,theculturedifferencebetweeneastandwest,thetranslationtheoryoffunctionalequivalence,andthetranslationstrategiesbasedonNida’sfunctionalequivalencetheory.
Ithasalonghistoryofthestudyontheadvertisementtranslation.Manyscholarshavemadedeepresearchonthetranslationofadvertisementandgenerallyformedtheirowntheorieswhichhavebeenacceptedbythetranslationcircle.
Theseresearchescanbedividedintothreecategories,theresearchontheculturedifferencebetweeneastandwestinadvertisementtranslation,theinfluenceofmarketinginadvertisementtranslation,theinfluenceofeconomicsandfinanceandsoon.Itisreferredtomanybooksaboutadvertisement.Whereas,therearemostofscholarsputtheiremphasisontheinfluenceofculturedifference.Itcanbesummarizedasfollows.
Firstly,theinfluenceofculturedifferencebetweeneastandwest.Thispartreferstohistoryandthewayofthinking.Secondly,advertisementhasinfluenceonmarketing.Thispartmentionedthestudyofmarketingandthestudyofadvertisementarecloselyrelated.Itisappliedtoeverythingthesedays.Thirdly,advertisementhasimpactoneconomics.Forthispart,manyscholarsstarttoanalyzevariousfactorsoftherelationshipbetweenadvertisementandglobalization.Andtheycomeupwithsomestrategiesofadvertisement.
TherearemanyresearchesinChinaandoverseas.Theystudytheadvertisementindifferentwaysandfromdifferentangles.Differentwiththem,inthisthesistheauthorpointedtothemethodsofautomobileadvertisementtranslation.
Inthisarticle,itfocusesonadvertisementtranslationmethodsundertheguidanceoffunctionalequivalence.Accordingtofunctionalequivalencetheory,translatorschoosethebesttranslationmethodsduringtheautomobileadvertisementtranslationprocess.Andtherearemainlyfourtranslationmethods.
Thefirsttranslationmethodisliteraltranslation.WeusethismethodwhenwecanfindtheequivalentexpressionsinboththeChineseandtheEnglish.
Originaladvertisement:
NewAudiA4:
WewouldneversaythenewAudiA4isthebestinitsclass.Wedon’thaveto.
Translation:
我们根本不必说新型奥迪A4是同类车中最好的，没这个必要。
Origina
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