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The Application Of Functional Equivalence In E-C Advertising Translation

Posted on:2008-04-09Degree:MasterType:Thesis
Country:ChinaCandidate:Y LinFull Text:PDF
GTID:2155360242958127Subject:English Language and Literature
Abstract/Summary:PDF Full Text Request
Advertising is a condensed, comprehensive and commercial art. With the increasing development of international trade and multinational companies, English for advertising has gradually developed into an independent applied language, and differentiates from common English in many aspects, such as lexicon, syntax and rhetorical devices.Nowadays, foreign advertisements, English advertisements in particular, pour into China like floods, which have already become an important source for Chinese enterprises and consumers to obtain economic information. So it is of great importance to probe into the study of English advertisement translation. The author of this thesis, based on the former studies on this aspect, under the guidance of Nida's functional equivalence theory, conducts systematic and comprehensive study on the translation of English advertisements. The thesis starts by introducing the basic knowledge of advertisement, including the definition, function and structure and then illustrates the linguistic characteristics of English advertising and explores the major differences between Chinese and English advertisements at both the linguistic level and cultural level by comparison. Then comes the introduction to Nida's functional equivalence. The author illustrates the development of F-E, the relationship between F-E and advertisement translation and the reason why F-E suits advertisement translation. At last, based on Nida's functional equivalence theory, the author holds the principles of acceptability and faithfulness should be complied with and the strategy of domestication should be followed. And hundreds of examples have been employed to illustrate the application of F-E in E-C advertisement translation.At the end of the paper, the author points out that domestication should never be overused although it is adopted because the translation of English advertisements should be target language oriented and target culture oriented, especially in today's China, when the Chinese audiences have obtained a better understanding of English and English culture. It is advisable that the cultural differences be retained so long as they cause no difficulty in the target audience's understanding of the advertisement. In addition, due to the particularity of advertisement text, translators are recommended to employ flexible techniques to make the translated version the closest natural equivalence of the original text, so as to achieve functional equivalence, and persuade the target consumers into purchasing...
Keywords/Search Tags:advertisement translation, functional equivalence theory, domestication
PDF Full Text Request
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