A Study Of The Translation Of Figures Of Speech In Car Advertisements From The Perspective Of Functional Equivalence

Figures of speech have always existed in language and literature from ancient times tothe present. The usage of figures of speech, which has enriched the expressive force andthe effect of language greatly, gains the vitality of language description and arousespeople’s colorful imagination. Figures of speech also exist broadly in advertisements, andit is used to publicize the features of some goods, to spread the information of them, and todescribe customers’ feelings.Advertisements, which have been used in all kinds of business, have a great influenceon the world’s economy. In this paper, the author has mainly focused on the carAdvertisements. However, the translation of the car Advertisements which contain figuresof speech becomes more complicated and thus, more meaningful.This paper has, mainly under the requirements of functional equivalence theory andthe methodology of case study as well as the help of the methodology of quantitativeresearch, made a better and deeper understanding of the translation of the caradvertisements and figures of speech and of the influence of figures of speech to the caradvertisements.Through the study of this paper, the author finds the differences between English andChinese car advertisements in using figures of speech; and after the analysis of someunsuccessful translation of car advertisements, the author explains the reasons of the lossof semantic meanings of car advertisements after translation; and finally the authoranalyzes those classical translation of car advertisements and BMW’s case study to drawthe conclusion of some more practical and more effective translation principles andtranslation strategies of car advertisements which contain figures of speech.The ultimate purpose of this study is to explore the approaches, strategies andprinciples of the translation of car advertisements which contain figures of speech, to makethe inter-translation between Chinese car advertisements and English ones more fluent,smooth and decent, and also to promote the designing and original creativity of caradvertisements so as to facilitate Chinese car companies to expand business overseas.