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Studies On Advertising Translation From The Perspective Of Functional Equivalence Theory

Posted on:2008-09-25Degree:MasterType:Thesis
Country:ChinaCandidate:X Y ShenFull Text:PDF
GTID:2155360218450175Subject:English Language and Literature
Abstract/Summary:PDF Full Text Request
With the enhancement of the opening-up and reform policy, especially with China's entry into WTO, globalization of economy has brought us both opportunities and challenges. Nowadays, companies do not limit their ambitions to the domestic market, also they endeavor to expand international market as well. Definitely, advertising is a vital tool to conquer the beachhead of the international market. Therefore, in the process of globalization, it is not only necessary but also urgent to make a laborious study on advertising translation. In fact, as a new field of study, advertising translation attracts more and more translators and scholars'attention.However, through careful study, the author of this thesis finds that advertising translation has not been adequately studied at present. The author notices that many papers in this field are just relevant to unique features of advertising language or only related to some advertising translation strategies. Theoretically speaking, most strategies are not persuasive without the proper guidance of some translation theories. This thesis, aiming at improving the approaches to the advertising translation, analyzes the current problems which existed in this field and points out that Nida's functional equivalence theory is one of the most appropriate theories for advertising translation. Based on Nida's theory, some advertising translation strategies are put forward in the application of advertising translation practice.This thesis is divided into seven chapters. The first chapter works as the introduction of the paper. It illustrates the realistic significance of the study in advertising translation and recapitulates Nida's functional equivalence theory. The second chapter reviews the various approaches applied to advertising translation and reveals the problems existed in the current study. The third chapter presents the basic knowledge of advertising and analyzes the distinctive features and functions of advertising language. Chapters four, five and six are supposed to be the cynosure in this thesis. In chapter four, a general description of the development of equivalence theory is presented. In comparison with the equivalence theories presented by Jacobson and Catford, the author elaborates on Nida's equivalence theory, especially the essence of his functional equivalence theory. This chapter serves as the theoretical foundation for the whole paper. The fifth chapter expounds the feasibilities of applying Nida's functional equivalence theory to advertising translation practice from the aspects of semantics, rhetoric and culture respectively with various examples. In view of these feasibilities, chapter six introduces some practicable translation strategies in advertising translation. Chapter seven is the summary of the whole thesis.
Keywords/Search Tags:advertising translation, functional equivalence theory, translation strategies, readers'response
PDF Full Text Request
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