Apply Nida's Functional Equivalence In Analyzing The Advertising Translation

Language is a means to transmit message and exchange emotion. Translation is a kind of language activities; it means to express one language by way of another language. In China, with the rapid development of Chinese economy and acceleration of the globalization process as well as China entering WTO, the field of international communication and cooperation is extending unceasingly. The foreign trade and business is increasing day by day. And language is the basis to doing business well. We want other countries in the world know China and Chinese products more, so advertising becomes a new and developing industry. As a main method of promoting sales, advertising can be seen everywhere in the commercial society and becomes an indispensable part in people's daily life. When you read a newspaper, turn to a page of a magazine, watch TV or wander in the street, various advertisements please your eyes. Advertising is besides you anywhere and all the time.As a special text, the purpose of advertising is to catch the reader's attention and to persuade the audience to get action to buy the products or services advertised. So concerning to the advertising translation, different schools hold different views on the principle of advertising translation. In the thesis, the author holds the view that functional equivalence proposed by American translator Eugene A. Nida should be applied in the Advertising translation. His theory highlights the communicative function of the translation.This paper consists mainly of five parts, the author applies Nida's functional equivalence to analyze the advertising translation. The translation should highlight the function of advertising, namely, catching the reader's eyes and persuading the audience to get action to buy the products or services. The translation should not be a literal meaning, the language should be accurate and idiomatic, and especially the message in the original advertising should be expressed. Nida said in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in the source language.And some skills help the writer to express the advertising's personality. From this point of view, functional equivalence is the right principle for advertising translation. Advertising translation not only deals with language, but also the culture. Due to differences between different countries, their advertisings have their own personality. In the course of advertising translation, some features of English advertising have to be observed carefully in order to cater to the English readership's psychological needs and expectation. In the course of translation, the translator takes it as a recreation and research and throws into painstaking labor. On the basis of mastering the meaning and features of the original advertising, the translator offers us an advertisement that has appreciated value and marketing benefit.