An Analysis Of Advertising Translation From Functional Equivalence Perspective

With the rapid development of the economy and the economic globalization trend becoming increasingly evident, advertising is playing a more and more important role in modem society, as a result, there is an increasingly higher requirement in advertising translation. However, despite the fact that people have taken a great deal of practical activities in the field of advertising translation, the Chinese theoretical research of advertising translation still far failed to meet the needs of the community, advertising translation has not yet been fully developed.Advertising is a cross-language, cross-cultural communicative activities, having a direct impact on the consumer psychology and beliefs of the importers, and thereby affecting the share and sales of commodities in the target market. Because of the language and cultural differences between English and Chinese, the advertising translation is a very flexible and complex task. In so many translation theories, Nida’s functional equivalence theory puts forward such a concept:the reaction of the receptors in the target language should be substantially the same as the receptors in the source language. This theory is consistent with the characteristics of advertising translation, that is, the target text should have the same persuasion function as the original text.From this perspective, functional equivalence theory should be a best guiding theory of advertising translation. While pointing out through analysis that the functional equivalence theory is one of the best guiding principles for advertising translation, this thesis focuses on how to deal with the language and cultural differences involved in advertising translation. thesis. The wrier analyzes the feasibilities of functional equivalence theory in advertising translation and explores suitable strategies such as direct transfer and adaptive transfer in order to seek the closest natural equivalence. It has been proved that adaptive transfer is usually more effective in dealing with the cultural barriers to advertising translation.