从功能对等角度谈广告翻译中语言及文化特色的处理

On the Handling of Linguistic and Cultural Featuresin Advertising Translation from the Angle of Functional Equivalence

本文通过介绍国内外广告翻译实践,相关的翻译理论与论述,从翻译学、语用学及文化补偿的角度探讨了广告的翻译活动。鉴于广告行为是一种跨文化交际行为,本文提出翻译广告时应根据译入语的广告诉求习惯、广告规范、文化特点、译入语语言特点等对原语广告进行不同程度的归化,以达到交际功能对等的目的。

This paper provides a general survey of international and domestic practice on advertising translation and related strategies with an aim to discuss the translation of advertisement from the angles of translation study, pragmatics and cultural compensation. The author proposes that, since advertisement is a kind of trans-cultural communication, the source text should be adapted in varying degrees for the target language in terms of language, culture, advertising norms and practice so as to achieve functional equivalence in translation.