Abstract  The advertising industry is growing at a rapid rate in pace with the development of Chinese economy and the acceleration of global economy integration process。 In modern society, advertisements have been permeating into all fields of society and been one of the most important parts of people’s daily life。 As the new field of translation research, advertising translation has received extensive attention and study。 Advertising language is a special style of language as it has a very practical aim differing from other languages that is attracting readers’ attention and then prompting them to buy the product or service。 This paper discusses some basic problems of the present situation on advertising translation on the basis of Nida’s Functional Equivalence Theory。 In addition, the equivalence can reach three levels in the process of advertising translation, that is lexical level, syntactic level and semantic level。 Only in this way, can advertisements draw the attention of consumer at first glance。 In addition, the product or service publicized in the advertisement could be purchased。 85658

Key words: advertising language; functional equivalence theory; advertising translation

摘要 随着中国经济的发展和全球经济一体化进程的加快，广告业务正在以惊人的速度发展。广告渗透到社会的各个领域并成为人们生活中的重要组成部分。作为翻译研究的新领域，广告翻译越来越得到人们的重视。本文运用功能对等理论解决广告翻译中的问题并且提出对等可以达到三个层次，即词汇层次，句法层次和语义层次。只有这样，广告才能吸引消费者的注意，促使他们购买产品。来自优W尔Y论W文C网WWw.YoueRw.com 加QQ7520,18766

毕业论文关键词：广告语言；功能对等理论；广告翻译 

Contents

1。 Introduction1

2。 Literature Review2

2。1 Previous Researches on Advertising Translation。。。。2

2。2 Present Situation on Advertising Translation。。。。。。。。3

2。3 The Development of Functional Equivalence3

3。 A Brief Introduction of Advertising。。。5

3。1 History。5

3。2 Definition 。。。。。。。。5

3。3 Features。。。6

4。 Three Levels of Equivalence in Advertising Translation。7

4。1 Lexical Level7

4。2 Syntactic Level。。。7

4。3 Semantic Level 。8

5。 Requirements of Functional Equivalence in Advertising Translation。9

5。1 Lexical Requirements9

5。2 Syntactic Requirements。。。10

5。3 Semantic Requirements12

6。 Conclusion。。14

Works Cited。。。15

1。 Introduction 

In today’s translation theory, the term “translation standard” hasn’t been clearly defined。 Whether the translation standard is prescriptive or descriptive, the question is the problem that should be solved first in the construction of translation。 The discussion of translation standards often involves the application of translation theory: translation theory should provide theoretical guidance for translation practice so that the translator can follow it。 The traditional translation standard “faithful” and “equivalence” is affirmed and respected by the Chinese and Western translation circles。 However, with the further expanding of translation research, the study of translation has changed from the field of literary translation to the field of applied translation, such as the advertising translation。 The traditional translation standards are not applicable to advertising translation。 源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766

Advertisement has a great cultural background so that it has its own features。 The main features of advertising are reflected in the AIDA rule。 The so-called AIDA rule is the first letter combination of “attention”, “interest”, “desire” and “action” in English, that is, first to attract the readers’ interest and attention, then to arouse the readers’ desire to buy the product, and last to promote the purchase action (Wells, Sandra & Burnett 2006:102)。 Therefore, the translated version need to break the linguistic form of the original language with the words which the target language can accept and understand in the process of advertising translation。 From the culture level, the translator needs to compare the cultural background and the aesthetic taste of the two languages in order to solve the misunderstanding and make the target language and original language achieve the functional equivalence。