On The Advertising Slogans Chinese-English Translation Based On Nida's Functional Equivalence Theory

Advertising is playing a much more important role in the world business transactions with the rapid development of the world economy. So is advertising slogan. As a kind of practical text type which also has high business value, perfect advertising slogan should have great persuasive power and the memory value as well. Advertising slogan C-E translation, however, is a kind of extremely difficult work in that it is very complex and flexible owing to the fact that the uniqueness of advertising slogan and the great differences between Chinese and English languages and differences between their cultural background as well. As we all know that, advertising slogan is always characterized by its unique function and purpose. Owing to the fact that foreigners cannot fully understand Chinese culture behind the advertising slogans. it is much more important to explore how to achieve functional equivalence between the source text and the target text, that is to say , how the receptor respond to the target text is as same as how the original text reader respond to the source text. This paper regards the Eugene A. Nida's functional equivalence theory as the theoretical foundation.American translation theorist, Eugene A. Nida, who advocated the famous"functional equivalence theory", is regarded as the"the father of modern translation theory"and the"the most important one among all the contemporary translation theorists", and his theory also propose a profound impact on the translation circles in the world. Nowadays, there are two different phenomenons in the advertising slogan translation field. On the one hand, we can easily find a great many perfect advertising slogan E-C translation; on the other hand, we cannot deny the fact that many advertising slogan C-E translation tend to be awkward and relatively poor. The unique purpose and function of advertising slogan is to attract the consumer'attention and persuade them to take action to buy the product or the service advertised. So achieving functional equivalence between the original version and the translation version is essential in the process of advertising C-E translation. Therefore, in the paper, writer only concentrates on the advertising slogan C-E translation through applying Eugene A. Nida's functional equivalence theory.The whole paper can be divided into six parts: the first part gives a brief introduction which presents the literature review and the structure as well. In the first part it clearly states the previous studies and relevant work in this field. The second part specifically concentrates on advertising slogan C-E translation. The third part and the fourth part are the core of the whole paper. The third part intends to propose the introduction of Eugene A. Nida's functional equivalence theory. The fourth part intends to show how to apply the Nida'functional equivalence theory on advertising slogans C-E translation. Then the last part gives a brief conclusion and some advice. It summarizes the whole idea and contributions to the advertising slogan C-E translation work.