Equivalence Theory And The Chinese Translation Of English Advertisements

We have entered the 21th century. The global economy and information science and technology have become the changing trend of the world. The international circulation of commodities gets more and more frequent with the depth pf the international division of labor and the strength of economic integrative trend in the world. China, as a member of the WTO, has established with other countries a closer relationship, especially a trade-partner relationship. Advertisements have become a very important means and a necessary tool for spreading information, showing the brand, setting up good fame and seeking for honor. Economic activities in modern society can' t go on without the advertisements. At the same time, advertising translation also becomes more and more important.Advertisements are a practical text type with high business value. With a unique function, advertising language has some distinctive features. How to translate advertisements to make them easy to understand and more attractive? How to translate advertisements to set up a good image in cross-national and cross-cultural business? How to achieve extra selling effect of commodities? These are very important problems for us to solve. Based on Nida' s equivalence theory and Newmark' s communieative and semantic translation methods, this thesis studies advertising translation from the cultural, lexical, rhetorical and textual aspects to find answers to the above questions.The thesis is composed of four chapters.Chapter one introduces Nida' s equivalence theory and Newmark' s communicative and semantic translation methods, points out their theoretical backgrounds as well as their characteristics and differences.Chapter three introduces the four principles and the four strategies of translation. The four principles are the principle of dialectical unity of faithfulness and creativity, the principle of the organic combination of seeking equivalence and seeking beauty, the principle of empathy and the principle of economy. The four strategies of translation are conversion ,parody. literal translation and figurative translation.