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A Study on the English Translation of Chinese Advertisements from the Perspective of Functional Equivalence Theory

Author: LuoXia
Tutor: DunGuanGang
School: Hunan Normal University
Course: English Language and Literature
Keywords: Advertising Translation Functional Language Cultural
CLC: H315.9
Type: Master's thesis
Year: 2008
Downloads: 555
Quote: 1
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Abstract


With China's accession to WTO , companies and businesses are no longer limited to the occupation of the domestic market, while more emphasis on international market development . Globalization has affected the advertising. As the product of international economic exchanges , advertising translators translate more and more attention and become a new field worthy of study . Advertising as a special application style, the ultimate goal is only one , and that is to attract the attention of consumers , prompting them to buy advertised products or services. Similarly, in advertisement translation , translation can not be achieved if the same with the original purpose and effect , it can not be regarded as a successful translation . A good advertising in the Chinese language environment is successful , if its in accordance with the traditional \background , it may not be able to achieve the original mood, sometimes even counterproductive. Therefore, when advertising Advertising Translation translation and discuss strategy, advertising should be a special purpose and translation theory combine. Nida 's functional equivalence theory refers to the \Therefore, from this perspective, the functional equivalence theory should be the guide of the best advertising translation theories. Author uses Nida functional equivalence theory , respectively, from advertising and cultural language and two aspects , through the translation of case analysis , elaborated the Chinese advertisement translation into English during the implementation of functional equivalence . And propose a practical translation strategies : direct conversion and Naturalization two methods . Direct conversion method also includes transliteration and transliteration .

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CLC: > Language, writing > FOREIGN > English > Translation
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