A Study On Translation Of English And Chinese Advertisements From The Perspective Of Functional Equivalence Theory

With the expansion of globalization, trade between nations is influenced by preferential policies by globalization, the economic growth in the world increase rapidly. In the year of2001, China joined the World Trade Organization, which increase communication with members in WTO, commercial issues are considerate by governments and cooperation between nations also increase peace of the primary stage of socialism. With rapid economic growth, nations’GDP is influenced greatly, commerce is becoming one of the most main resource in GDP. The key factor to decide whether the business between nations is successful is marketing strategy in organizations. Promotions are applied in organizations to expand positive news on quality of goods and indicate long history and culture in nations. Promotion is essential method to increase peace to assist the whole world know about goods and nations, however, all these depends on whether to choose suitable and effective marketing strategy. Advertisements are primary elements to make up the world marketing strategy, which must not be ignored in process of effective promotion. Advertisements can be seen everywhere, however, imports or exports exist which means ads are from foreign countries. These ads are translated into another language, some translation in ads follow rules and cultural differences which will make local customers easy to understand; some are transplanted without consideration of factors such as local economy, politics and cultural difference. Improper translation makes will lead negative effects on goods and affect sales in local. The role of ads is important in sales and influence profits in various aspects, so, there are many factors influencing success of ads translation, such as cultural difference, local economy, and politics and purchasing ability of local customers’. A outstanding ad will not only increase desire of local customers, appealing more customers to pay attention on goods of organizations, but will boost more frequent conversation between nations, providing a opportunity for people in two nations to know more about each other. Therefore, ads translation should be valued by managers who conduct business, the function of ads should be also thought highly in cultural and political aspects. The essay mainly focus on problems existing in ads translation by application of Nida’s functional equivalence theory, researches related with ads translation will be stated in the following content. The essay will state a professional study on problems in process of ads translation and find proper methods to solve issues related with cross-culture and equivalence relationship. The objective of the essay is to support assistance for professional translators to solve problems and by every effort to enhance communication between nations on commerce and culture with effective and fast ways. By supplying examples from daily life, the essay will make a brief analysis of ads translation. The examples could push people realize the existence of problems and push experts do more research on how to deal with matters. The main direction of the essay is providing a detailed study on the application of puns and cultural issues in ads translation. Besides, one essential factor most translators should pay attention on is using the simple words and try to make translation as succinct as possible, which indicate characters of goods and try to make specific goods attractive. The goal of ads translation is obviously to be seen, which just appeal to more local customers to be interested in goods and desire to purchase. All above is what the essay mainly focuses on and conclusions to increase peace of ads translation.