英语专业毕业论文浅谈功能对等理论在广告翻译中的应用.docx

英语专业毕业论文浅谈功能对等理论在广告翻译中的应用.docx

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英语专业毕业论文浅谈功能对等理论在广告翻译中的应用

英语专业毕业论文-浅谈功能对等理论在广告翻译中的应用

ApplicationofFunctionalEquivalenceTheoryin

AdvertisementTranslation

by

薛莹

AthesispresentedtotheSchoolofEnglishStudiesof

Xi?

anInternationalStudiesUniversity

inpartialfulfillmentoftherequirements

forthedegreeof

BachelorofArts

May18,2012

Class:

2008-16

Advisor:

张倩

西安外国语大学

毕业论文开题报告

姓名安果英性别女单位河北省张北县西关街小学论文题目:

浅谈功能对等理论在广告翻译中的应用

ApplicationofFunctionalEquivalenceTheoryinAdvertisementTranslation

论文主要内容及参考文献:

在现代商业社会，广告随处可见。

随着经济全球化的进行，各国产品开始在世界范围内流通，广告的翻译对产品的宣传与推广都起到了至关重要的作用。

广告本身作为产品的一种主要促销手段，其目的就是引起消费者的注意，促使他们去购买广告中宣传的产品和服务。

尽管已有许多人对广告翻译进行了大量的研究、实践，然而该领域却仍有改进的空间。

本论文，从语言学角度，联系翻译学的相关知识，根据奈达的功能对等理论研究广告的翻译，以期能给广告翻译带来一定专业、学术的指导。

Chen,Ping.ModernChinese.UnitedKingdom:

CambridgeUniversityPress,1999.Katan,D..TranslatingCultures:

AnIntroductionforTranslators,Interpretersand

Mediators.Manchester:

St.JeromePublishing,2004.

Newmark,P..ATextbookofTranslation.Shanghai:

ShanghaiForeignLanguage

EducationPress,2001.

Nida,EugeneA..Language,Culture,andTranslating.ShanghaiForeignLanguage

EducationPress,1993.

Shuttleworth,Mark,andMoiraCowie.DictionaryofTranslationStudy.Shanghai:

ShanghaiForeignLanguageEducationPress,2004.

连淑能.《英汉对比研究》.北京:

高等教育出版社，2002.

指导教师（签名）

年月日

浅谈功能对等理论在广告翻译中的应用

摘要:

在现代商业社会，广告随处可见，它已渗透到社会生活的各个角落。

随着经济全球化的进行，各国产品开始在世界范围内流通。

广告的翻译对产品的宣传与推广都起到了至关重要的作用。

广告本身作为产品的一种主要促销手段，其目的就是引起消费者的注意，促使他们去购买广告中宣传的产品和服务。

尽管已有许多人对广告翻译进行了大量的研究、实践，然而该领域却仍有改进的空间。

就广告翻译应当采用的理论依据，不同的学派持有不同的观点。

广告功能的特殊性决定了广告翻译的原则，本文认为功能对等理论是广告翻译的指导原则，而且在广告翻译中，对等可以达到三个层面，即词汇对等，句法对等和修辞对等。

本论文，从语言学角度，联系翻译学的相关知识，根据奈达的功能对等理论研究广告的翻译，以期能给广告翻译带来一定专业、学术的指导。

关键词:

语言学;功能对等;广告翻译

ApplicationofFunctionalEquivalenceTheoryin

AdvertisementTranslation

Abstract:

Advertisementscanbeseeneverywhereinthecommercialsociety.Withtheeconomicglobalization,productsfromdifferentcountriesarecompetingintheinternationalmarkets;therefore,advertisementtranslationplaysanimportantroleinthepublicityandspreadoftheproducts.Asamainmethodofpromotingsales,themainpurposeofadvertisementsistodrawconsumers?

attentionandstimulatethemto

purchasetheproductorservice.Althoughmanypeoplehavedonemanyresearchesinthefieldofadvertisementtranslation,italsoneedsseveraltheoreticalimprovements.Differentschoolsholddifferentviewsontheguidingprincipleofadvertisementtranslation.ThisthesisholdstheviewthatFunctionalEquivalenceTheoryshouldbeviewedasthemainprincipleoftranslatingadvertisements,whichdependsontheuniquefeaturesofadvertisements.TheapplicationofFunctionalEquivalenceTheoryinadvertisementtranslationshouldbeachievedatthreelevels,namely,lexical,syntacticandrhetoricallevel.Thispaper,fromtheperspectiveofLinguistics,connectingTranslation,attemptstostudyadvertisementtranslationonthebasisofFunctionalEquivalenceTheory,putforwardbyNida,anddeducesomepracticalmethodsofadvertisementtranslationundertheguidanceofit,hopingtogivesometheoreticalandmethodologicalreferenceforadvertisementtranslation.

KeyWords:

Linguistic;functionalequivalence;advertisementtranslation

Tableofcontents

1.Introduction...........................................................................................................6

1.1GeneralIntroduction.....................................................................................6

1.2Literaturereview..........................................................................................6

1.3ThesisStatement..........................................................................................82.AdvertisementDevelopmentandFeaturesof..................................................10

2.1Thedevelopmentofadvertisement..............................................................10

2.2FeaturesofAdvertisementLanguage...........................................................113.ThreeRequirementsforFunctionalEquivalenceTheoryAppliedin

AdvertisementTranslation....................................................................................14

3.1Naturalness.................................................................................................14

3.2Accuracy.....................................................................................................15

3.3Conciseness...............................................................................................154.StrategiesforAdvertisementTranslation..............................................................17

4.1EquivalenceatLexicalLevel......................................................................17

4.2EquivalenceatSyntacticLevel...................................................................18

4.3EquivalenceatRhetoricLevel....................................................................195.Conclusion..........................................................................................................21WorksCited............................................................................................................23

1.Introduction

1.1GeneralIntroduction

Itiswellknownthatadvertisementshavebecomeaveryimportantandindispensablepartofourlife.Nowadays,weliveinaworldfullofadvertisements.Wecanseethemeverywhere.Itisamainmethodofpromotingproductsorservices.Themainfunctionofadvertisingisinformingandpersuading.

Advertisementtranslation,asatypeofcommunication,isreceivingmoreandmoreattentionthaneverbefore.Advertisementisapracticaltextstyle,quitedifferentfromcommonliteraryworks,withaveryuniquepurposeofattractingconsumers?

interestandpersuadingthemtotakeaction.Asweallknow,nomatterinwhatwaytotranslatetheadvertisements,thisonlypurposehasneverchanged.However,manyadvertisementsarestilltranslatedundertheguidanceoftraditionaltheories;littleattentionhasbeenpaidtothepurposeoftheadvertisement.Manyobviousproblemsexistinthetranslation.Firstly,alotofadvertisementtranslationadaptsaword-to-wordtranslationapproach.Theorderandmeaningofthesourcelanguageisfaithfullypreservedwithoutconsideringthefeaturesinadvertisementlanguage.Moreover,theprincipleoftranslationissource-text-oriented,withoutconsideringthepurposeoftheadvertisementlanguage.Therefore,thetranslationisinadequate.Thetranslatedversionsofadvertisementsareveryhardtobeunderstoodoracceptedbyconsumers,needlesstosayinformingandpersuading.

Underthesecircumstances,thefunctionandpurposeofadvertisementlanguageshouldbepaidmoreattention.Itisnecessarytosearchforatheorytoguidetheadvertisementtranslationunderwhichthestrategiesshouldberesearchedtoshowtheirapplicability.The“FunctionalEquivalenceTheory”isjusttherightone.

1.2Literaturereview

Aftercenturiesofheateddebatesaboutliteralandfreetranslation,scholarsinthe1950sand1960sbegantoattemptmoresystematicanalysisoftranslation.The

mostprominentissuewasaboutmeaningandequivalence.

P.Newmarkholdsthattranslationtheoryderivesfromcomparativelinguisticsandsociolinguistics,whichinvestigatesthesocialregistersoflanguageandtheproblemsoflanguagesincontactinthesameorneighboringcountries.Afterhiscarefulobservationoftranslationprocess,heproposes“semantictranslation”and

“communicativetranslation”（Newmark38）.Althoughtherearequitealotof

differencesbetweensemantictranslationandcommunicativetranslation,theyhavesomethingincommonatamoregenerallevel:

bothofthemrequirethat“the

translatorhastorespectandworkontheformofthesourcelanguagetextastheonlymaterialbasisforhiswork”（Newmark39）.

IncomparisonwithNewmark?

stranslationtheoryinwhichlinguisticanalysisis

takenonlyasanapproachtoachievingtranslationpurposes,Catfordlayshistranslationtheoryentirelyonthebaseoflinguistics.Hedefinestranslationasthereplacementoftextualmaterialinonelanguage（SL）byequivalenttextualmaterialinanotherlanguage（TL）andputsforward“formalcorrespondence”and“textual

equivalence”.Heholdsthat“sincetranslationhastodowithlanguage,theanalysis

anddescriptionoftranslationmustmakeconsiderableuseofcategoriessetupforthedescriptionlanguage.Itmust,inotherwords,drawuponatheoryoflanguage---agenerallinguistictheory”（Catford1）.

WhileEugeneA.NidaandTaberthink“translatingconsistsinreproducinginthe

receptorlanguagetheclosestnaturalequivalentofthesource-languagemessage”

（Nida&Taber37）Nidadefinestranslating,theprocessoftranslationas“decoding

themeaningofatextinonelanguageandencodingitintoadifferentlanguage,oftenreflectingaquitedifferentculture.”HeclassifiesCatford?

slinguistics-based

translationtheoryasa“strictlylinguisticapproachtotranslating”,whichfocuses

muchuponthestructuresofsourceandtargetlanguage（Nida7）.Inordertoovercomethenarrownessofthisapproach,heproposesacommunicationtheoryoftranslating,inwhichfocusisgivenuponthesource,theform,thecontentofthemessage,thereceptors,thesettingofthecommunication,themedia,andsoon,insteadofmereverbalmessage,inordertoachievethepurposeofverbal

communication.Therefore,theclosestnaturalequivalentmustbefoundtomatchthemessageinSLtext.SuchkindofequivalenceisnamedbyNidaasFunctionalEquivalence,whichmeansthatthereceptorsofthemessageinthereceptorlanguagerespondtoitsubstantiallyi