奈达功能对等视角下的商业广告翻译

广西师范大学硕士学位论文奈达功能对等视角下的商业广告翻译姓名：汤玉洁申请学位级别：硕士专业：英语语言文学指导教师：袁斌业20080401iv2005,,“”“”(Dynamicequivalence),“”“”“”(Functionalequivalence),——/vAStudyoftheTranslationofCommercialAdvertisementsfromthePerspectiveofNida’sFunctionalEquivalencePostgraduate:TangYujieGrade:2005MajorFieldofStudy:EnglishLanguage&LiteratureSupervisor:ProfessorYuanBinyeOrientation:TranslationStudies&PracticeAbstractinEnglishAsakindofpracticaltexttypewithhighbusinessvalue,anadvertisementmustcontainpersuasivepowerand“memoryvalue”.Withtheincreaseofinternationalexchanges,advertisingtranslationhasbecomeveryimportant.Sincethe1960swhenEugeneNida,theAmericantranslationtheorist,advocatedthefunctionalequivalenttheory,ithascastaprofoundimpactonthetranslationcirclesintheworld.EugeneA.NidaisadistinguishedAmericantranslationtheoristaswellaslinguist.Regardedasthemostinfluentialoneamongallcontemporarytranslationtheorists,Nidawasnamedasthe“fatherofmoderntranslationtheory”.Hiscoretheoryis“dynamicequivalence”.Later,Nidadecidedtousetheterm“functionalequivalence”toreplacetheoftenmisunderstood“dynamic”.ManyChinesetranslationtheoristssuchasJinDiandTanZaixihavelongbeenappraisingthefunctionalequivalenttheory.ThistheoryismainlybasedonthetranslationpracticeoftheBible.Comparativelyspeaking,theoverallfunctionofBibleandadvertisingistopersuadeitstargetreadersintocertainbehavior,onetopersuadeitsreaderstofollowtheguidanceofGodwhiletheothertopersuadeitsreaderstobuytheadvertisedproducts.Inthissense,thetheoryofequivalenceshouldhaveitssignificanteffectonadvertisingtranslation.Thisthesismainlydiscusseshowtorealizeculturalequivalenceandaestheticsequivalenceinadvertisingtranslationthroughapplyingthefunctionalequivalence.Fromrelativelythroughanalysis,theauthornoticestwocompletelydifferentphenomenainthefieldofadvertisementtranslation.Ononehand,professionalandeffectivetranslationofEnglishadvertisementsintoChinese;whileontheotherhand,relativelypoorandineffectivetranslationofChineseadvertisementsintoEnglish.Therefore,theauthorconcentratesthestudyonthetranslationofChineseadvertisementsintoEnglish.AlsotheauthorintroducespracticabletranslationstrategiesthoughapplyingNida’sfunctionalequivalencetheory.Thestructureofthispapergoesasfollowing:Chapter1beginswithabriefintroduction,whichpresentsthepurpose,significance,thestructureofthethesisandthestudymaterialsandresearchmethodsituses.Chapter2focusesontheliteraturereview,whichintroducesthepreviousstudiesandrelevanttranslationtheoriesinthisfield.TheauthorelaboratesonNida’sfunctionalequivalencevitheory,whichguidesadvertisingtranslationeffectively.Chapter3concentratesonthedynamic/functionalequivalencetheory.Chapter4isthecorepartofthisthesis.Firstlyitgivesabriefintroductiontoadvertisingandadvertisingtranslation.Advertisementhasitsowncharacteristicsandisrestrainedbyalotofaspects.Andtheadvertisingtranslationislimitedbymanyaspects.Andthenitmainlytalksaboutthefunctionalequivalenceapproachtoadvertisingtranslation.Theauthoranalyzesthefeasibilitiesoffunctionalequivalencetheoryinadvertisingtranslationandexploressuitablestrategiesinlightoffunctionalequivalencetheoryinordertoseektheclosestnaturalequivalence.Thelastchapteristheconclusionofthisthesis.Itsummarizesthewholethesis,objectivelystatesthepossiblecontributionsofthethesistothefieldofadvertisementtranslation,andpointsoutthelimitationsofthethesiswithsuggestionsonfutureresearchefforts.Keywords:commercialadvertisement;translation;functionalequivalence.iiiAcknowledgementsFirstofall,myheartfeltthanksgotoProfessorYuanBinye,mysupervisor,whohashelpedsomuchateverystageofthisthesis.Ihavefrequentlyconsultedhimontheoreticalaswellastechnicalmattersduringmywork.Becauseofhisinsightfulviews,hisprovidingmewithtimelyfeedback,carefulmodificationandencouragement,Ijustcanfinishthethesis.ProfessorYuanBinyehasprovidedamotivating,enthusiastic,andcriticalatmosphereduringthemanydiscussionswehadandasubtledirectionofmyeffortsthroughoutthepreparationofthisthesis.DuringmythreeyearsofpostgraduatestudiesatGuangxiNormalUniversity,Ihavebenefitedalotfromhisilluminatingideasontranslationtheoriesandpractice.Itwasagreatpleasuretometoconductthisthesisunderhissupervision.Iwouldalsoliketothankalltheteacherswhohavecontributedsomuchvaluableacademicadviceandequippedmewithsomanyinspirationsandencouragements.SpecialthanksgotoProfessorBaiJingze,ProfessorZhouLiangren,ProfessorZhangXianglinandAssociateProfessorLuoYaoguang.InthefirsttwoyearsofmyMAprogram,theytaughtmenotonlyknowledgebutalsothetightwaytodoscientificresearch;theirinterestinglecturesallofferedcontributionstoanyachievementIhaveevermade.Finally,Iwouldalsoliketoextendmygratitudetomybelovedfamilyandclassmates.Itistheirloveandencouragementsthathavehelpedmeovercomevariousdifficultiesandmakeallmyacademicprogress.1Chapter1IntroductionWiththerapiddevelopmentofreformandopeninguptotheoutsideworldaswellasChina’senteringWTO,theintensificationofinternationalbusinesscommunicationandpromotionbecomeincreasinglyimportant.Thecompaniesnotonlycaremuchfordomesticmarkets,butalsoendeavortoexpandinternationalmarket.Thi