Application of Functional Equivalence Theory in Advertisement Translation.docx
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Application of Functional Equivalence Theory in Advertisement Translation.docx
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ApplicationofFunctionalEquivalenceTheoryinAdvertisementTranslation
ApplicationofFunctionalEquivalenceTheoryinAdvertisementTranslation
毕业论文开题报告
姓名
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单位
论文题目:
浅谈功能对等理论在广告翻译中的应用
ApplicationofFunctionalEquivalenceTheoryinAdvertisementTranslation
论文主要内容及参考文献:
在现代商业社会,广告随处可见。
随着经济全球化的进行,各国产品开始在世界范围内流通,广告的翻译对产品的宣传与推广都起到了至关重要的作用。
广告本身作为产品的一种主要促销手段,其目的就是引起消费者的注意,促使他们去购买广告中宣传的产品和服务。
尽管已有许多人对广告翻译进行了大量的研究、实践,然而该领域却仍有改进的空间。
本论文,从语言学角度,联系翻译学的相关知识,根据奈达的功能对等理论研究广告的翻译,以期能给广告翻译带来一定专业、学术的指导。
Chen,Ping.ModernChinese.UnitedKingdom:
CambridgeUniversityPress,1999.
Katan,D..TranslatingCultures:
AnIntroductionforTranslators,InterpretersandMediators.Manchester:
St.JeromePublishing,2004.
Newmark,P..ATextbookofTranslation.Shanghai:
ShanghaiForeignLanguageEducationPress,2001.
Nida,EugeneA..Language,Culture,andTranslating.ShanghaiForeignLanguageEducationPress,1993.
Shuttleworth,Mark,andMoiraCowie.DictionaryofTranslationStudy.Shanghai:
ShanghaiForeignLanguageEducationPress,2004.
连淑能.《英汉对比研究》.北京:
高等教育出版社,2002.
指导教师(签名)
年月日
浅谈功能对等理论在广告翻译中的应用
摘要:
在现代商业社会,广告随处可见,它已渗透到社会生活的各个角落。
随着经济全球化的进行,各国产品开始在世界范围内流通。
广告的翻译对产品的宣传与推广都起到了至关重要的作用。
广告本身作为产品的一种主要促销手段,其目的就是引起消费者的注意,促使他们去购买广告中宣传的产品和服务。
尽管已有许多人对广告翻译进行了大量的研究、实践,然而该领域却仍有改进的空间。
就广告翻译应当采用的理论依据,不同的学派持有不同的观点。
广告功能的特殊性决定了广告翻译的原则,本文认为功能对等理论是广告翻译的指导原则,而且在广告翻译中,对等可以达到三个层面,即词汇对等,句法对等和修辞对等。
本论文,从语言学角度,联系翻译学的相关知识,根据奈达的功能对等理论研究广告的翻译,以期能给广告翻译带来一定专业、学术的指导。
关键词:
语言学;功能对等;广告翻译
ApplicationofFunctionalEquivalenceTheoryin
AdvertisementTranslation
Abstract:
Advertisementscanbeseeneverywhereinthecommercialsociety.Withtheeconomicglobalization,productsfromdifferentcountriesarecompetingintheinternationalmarkets;therefore,advertisementtranslationplaysanimportantroleinthepublicityandspreadoftheproducts.Asamainmethodofpromotingsales,themainpurposeofadvertisementsistodrawconsumers’attentionandstimulatethemtopurchasetheproductorservice.Althoughmanypeoplehavedonemanyresearchesinthefieldofadvertisementtranslation,italsoneedsseveraltheoreticalimprovements.Differentschoolsholddifferentviewsontheguidingprincipleofadvertisementtranslation.ThisthesisholdstheviewthatFunctionalEquivalenceTheoryshouldbeviewedasthemainprincipleoftranslatingadvertisements,whichdependsontheuniquefeaturesofadvertisements.TheapplicationofFunctionalEquivalenceTheoryinadvertisementtranslationshouldbeachievedatthreelevels,namely,lexical,syntacticandrhetoricallevel.Thispaper,fromtheperspectiveofLinguistics,connectingTranslation,attemptstostudyadvertisementtranslationonthebasisofFunctionalEquivalenceTheory,putforwardbyNida,anddeducesomepracticalmethodsofadvertisementtranslationundertheguidanceofit,hopingtogivesometheoreticalandmethodologicalreferenceforadvertisementtranslation.
KeyWords:
Linguistic;functionalequivalence;advertisementtranslation
Tableofcontents
1.Introduction
1.1GeneralIntroduction
Itiswellknownthatadvertisementshavebecomeaveryimportantandindispensablepartofourlife.Nowadays,weliveinaworldfullofadvertisements.Wecanseethemeverywhere.Itisamainmethodofpromotingproductsorservices.Themainfunctionofadvertisingisinformingandpersuading.
Advertisementtranslation,asatypeofcommunication,isreceivingmoreandmoreattentionthaneverbefore.Advertisementisapracticaltextstyle,quitedifferentfromcommonliteraryworks,withaveryuniquepurposeofattractingconsumers’interestandpersuadingthemtotakeaction.Asweallknow,nomatterinwhatwaytotranslatetheadvertisements,thisonlypurposehasneverchanged.However,manyadvertisementsarestilltranslatedundertheguidanceoftraditionaltheories;littleattentionhasbeenpaidtothepurposeoftheadvertisement.Manyobviousproblemsexistinthetranslation.Firstly,alotofadvertisementtranslationadaptsaword-to-wordtranslationapproach.Theorderandmeaningofthesourcelanguageisfaithfullypreservedwithoutconsideringthefeaturesinadvertisementlanguage.Moreover,theprincipleoftranslationissource-text-oriented,withoutconsideringthepurposeoftheadvertisementlanguage.Therefore,thetranslationisinadequate.Thetranslatedversionsofadvertisementsareveryhardtobeunderstoodoracceptedbyconsumers,needlesstosayinformingandpersuading.
Underthesecircumstances,thefunctionandpurposeofadvertisementlanguageshouldbepaidmoreattention.Itisnecessarytosearchforatheorytoguidetheadvertisementtranslationunderwhichthestrategiesshouldberesearchedtoshowtheirapplicability.The“FunctionalEquivalenceTheory”isjusttherightone.
1.2Literaturereview
Aftercenturiesofheateddebatesaboutliteralandfreetranslation,scholarsinthe1950sand1960sbegantoattemptmoresystematicanalysisoftranslation.Themostprominentissuewasaboutmeaningandequivalence.
P.Newmarkholdsthattranslationtheoryderivesfromcomparativelinguisticsandsociolinguistics,whichinvestigatesthesocialregistersoflanguageandtheproblemsoflanguagesincontactinthesameorneighboringcountries.Afterhiscarefulobservationoftranslationprocess,heproposes“semantictranslation”and“communicativetranslation”(Newmark38).Althoughtherearequitealotofdifferencesbetweensemantictranslationandcommunicativetranslation,theyhavesomethingincommonatamoregenerallevel:
bothofthemrequirethat“thetranslatorhastorespectandworkontheformofthesourcelanguagetextastheonlymaterialbasisforhiswork”(Newmark39).
IncomparisonwithNewmark’stranslationtheoryinwhichlinguisticanalysisistakenonlyasanapproachtoachievingtranslationpurposes,Catfordlayshistranslationtheoryentirelyonthebaseoflinguistics.Hedefinestranslationasthereplacementoftextualmaterialinonelanguage(SL)byequivalenttextualmaterialinanotherlanguage(TL)andputsforward“formalcorrespondence”and“textualequivalence”.Heholdsthat“sincetranslationhastodowithlanguage,theanalysisanddescriptionoftranslationmustmakeconsiderableuseofcategoriessetupforthedescriptionlanguage.Itmust,inotherwords,drawuponatheoryoflanguage---agenerallinguistictheory”(Catford1).
WhileEugeneA.NidaandTaberthink“translatingconsistsinreproducinginthereceptorlanguagetheclosestnaturalequivalentofthesource-languagemessage”(Nida&Taber37)Nidadefinestranslating,theprocessoftranslationas“decodingthemeaningofatextinonelanguageandencodingitintoadifferentlanguage,oftenreflectingaquitedifferentculture.”HeclassifiesCatford’slinguistics-basedtranslationtheoryasa“strictlylinguisticapproachtotranslating”,whichfocusesmuchuponthestructuresofsourceandtargetlanguage(Nida7).Inordertoovercomethenarrownessofthisapproach,heproposesacommunicationtheoryoftranslating,inwhichfocusisgivenuponthesource,theform,thecontentofthemessage,thereceptors,thesettingofthecommunication,themedia,andsoon,insteadofmereverbalmessage,inordertoachievethepurposeofverbalcommunication.Therefore,theclosestnaturalequivalentmustbefoundtomatchthemessageinSLtext.SuchkindofequivalenceisnamedbyNidaasFunctionalEquivalence,whichmeansthatthereceptorsofthemessageinthereceptorlanguagerespondtoitsubstantiallyinthesamemannerasthereceptorsinthesourcelanguage.
Functionaltheoriesin1970sand1980smarkamovetowardafunctionalistandcommunicativeapproachtotheanalysisoftranslation.ThefunctionalequivalencetheoryofNidaistremendouslyinfluentialsincehisworkisthemovetowardsafunctionaldefinitionofmeaningwhereawordismeaningfulonlyinitsculturalcontext.Thefunctionalequivalencetheoryhaswidelybeenappliedtothestudyoftranslationworks,andthesestudiesaremainlyfocusedonliteraturetranslation.FunctionalEquivalenceTheorymustbebasedonanalysisofthemessageembeddedinsourceandtargetlanguages.Inotherwords,nofunctionalequivalencecanbeachievedwithoutadequateanalysisofthelanguagesinvolvedintranslationprocess.
Tosumup,thetraditionalstudiesofadvertisementtranslationaremainlyincludedinliteraturetranslation,whichinvestigatethestyleofadvertisementsthroughanalysisofthelexicalandsyntacticfeaturesandprobeintothetranslationapproacheswithcontrastbetweentheEnglishandChinesestylesofadvertisements.Unfortunately,itislargelyneglectedtostudythetranslationofproductadvertisementsinrelationtothetheoryoffunctionalequivalence.Thisthesistriestolinkthewordingofadvertisementswithitsactualcontextandmeaning,andattemptstoexaminehowfunctionalequivalenceisreflectedinthetranslationofadvertisementsinthehopeofdeepeningtheunderstandingofadvertisementtranslationandthetheoryoffunctionalequivalence.
1.3ThesisStatement
Sincetheauthorpointedtheimportanceoftheadvertisementtranslationabove,therearesomeproblemswearefacedwithintheprocessoftranslating.Differentschoolsholddifferentviewsontheprincipleofadvertisementtranslation.ThispaperwillfocusonEugeneNida’sFunctionalEquivalenceTheoryandintroducethistheoryindetailandgivesomeexamplesatthesametime.Andtheauthorwillanalyzethecurrentstrategiesofadvertisementtranslation.Moreover,thispaperwilllisttworeasonsandcitemanyexamplestoillustratethatfunctionalequivalenceshouldbeviewedastheprincipleofadvertisementtranslation.Thispaperwillfurtherarguethatfunctionalequival
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