奈达读者中心翻译策略与广告英语翻译

On Nida's Translation Theory and Advertising Translation

文章针对当前广告英语翻译存在的问题—文学翻译策略倾向,通过导入奈达的功能对等翻译理论和以读者为中心翻译策略,并密切结合广告英语的文体特征,在具体分析典型的广告英语英汉互译实例基础上,提出五种广告英语翻译策略,即:字译、意译、创译、增补型和浓缩型翻译策略。

The thesis is concerned with the translation strategy of advertising. As in the current advertising translation, some translators tend to adopt the translation strategy in literature translation, while neglecting the special feature of advertising. Therefore, by taking into account of special characteristics of advertising, this paper presents five translation approaches for advertising translation （i.e. literal, free, creative, supplementary and condensed translation）, which is based on American scholar Nida＇s translation theory of functional equivalence and reader-oriented translation strategy.