An Analysis Of English And Chinese Advertisements From The Perspective Of Functional Equivalence

With the ever-growing development of global economy, advertisement, as a mass medium of communication, has been playing a more and more indispensable role in almost all walks of life and practically all aspects of modern society. It is safe to say that advertisements are omnipresent. Since advertising language contains a persuasive function in its purpose, it has provided people with a novel way to gain access to new products, services and knowledge. What is more, along with the continuous booming of the Internet and E-commerce, Web Advertising enjoys a far greater welcome among online customers. Like it or not, modern people are bombarded with various kinds of Web Advertisements. Studies show that the influence of Web Advertising is increasing, while at the same time that of the conventional form of advertisement is decreasing. Web advertising contains unique advantages of interactivity, wider broadcasting range, specific targetibility and cost-effective nature, there are more and more people looking forward to obtain product/service information via Web Advertisements. Thus the status of the Internet as an advertising medium is being elevated much greater than ever before. This makes Web Advertising translation a new topic for scholars to look into.This thesis mainly tends to make a descriptive study of Web Advertising translation based on its own features guided by Functional Equivalence Theory put forward by Eugene A Nida and discuss the feasibility to apply Functional Equivalence Theory in Web Advertising translation. Through analysis of different translation strategies used on authentic examples, this thesis proves the point that Functional Equivalence Theory is a feasible theory to back Web Advertising translation, In the mean time, translator’s role and culture are also the key factors in the translation process. In the end, the author also lists some limitations of the thesis and some suggestions for applying Functional Equivalence Theory into Web Advertising translation.