Abstract:Advertisement is an action of communication which aims to sell the goods and services.
Advertisement plays a very important role in modern times. With the globalization of
business activity, new theory of advertisement translation is needed. The functional equivalence theory was developed by the famous linguist Eugene A Nida in 1974. His functional equivalence theory consists of four equivalences, namely lexical equivalence, sentence equivalence, passage equivalence and style equivalence. According to Nida’s functional equivalence theory, meaning should be prior to form in translation and readers’ reaction must be considered as an important factor for readers are the target of translation. The above two characteristics makes Nida’s functional equivalence theory applicable in advertisement translation. Advertisement translation is different from literature translation or other forms of scientific documents translation for its business property. This paper will mainly focus on how to apply Nida’s theory in advertisement translation.
Key words: advertisement; advertisement translation; functional equivalence theory
CONTENTS
摘要
Abstract
1. Introduction 1
2.A general description of advertisement and advertisement translation 2
2.1 General description of advertisement
2.2General description of advertisement translation
3.Nida’s functional equivalence theory 5
3.1 The concept of Nida’s functional equivalence
3.2Feasibility of Nida’s theory in advertisement translation
4.The application of functional equivalence in advertisement translation 7
4.1 Functional equivalence at semantic level
4.1.1 Avoid ambiguity, unnecessary imagination
41.2Avoid literal understanding
4.2 Functional equivalence at rhetoric level
4.3 Functional equivalence at stylistic level
5. Conclusion 13
Bibliography.14
Acknowledgments 15
