Application Of Equivalence Theory In Advertising Translation

There is no doubt that advertising is becoming more and more important in our daily life. In the age of economic globalization, more and more companies begin to do business abroad. The intensification of international exchanges and competition involve a growing need for advertising translation. The ultimate purpose of advertisements which have a very practical type of writing with high commercial value is to promote sales. However, the traditional translation theories seem inadequate and are far from satisfactory. Therefore, it is not only necessary but also urgent to make a laborious study of the translation of advertising. It has cast a profound impact on the translation circles the world over since Eugene Nida advocated the equivalence theory. In some sense, the equivalence theory has its significant effect on advertising translation. Therefore in the thesis problems of equivalence in encoding culture, aesthetic and rhetoric between two different languages will be discussed from the angle of the function of advertising. And at the same time, the practical effect of applying equivalence theory in advertising translation is another main aspect to be probed into.