奈达理论对商品标志性广告词句翻译的启示

Influence of Nida on Translation of Symbolic Words and Sentences of Advertisement

商品商标词和广告标语翻译既是两种语言间的交流,又是两种文化间的沟通。国内外众多知名品牌商品标志性广告词语的翻译经典实例表明,奈达的功能对等翻译理论在词汇对等、文体对等、文化对等、目的对等方面为商业广告标语和商标翻译能够提供切实可行的理论依据。为了使广告标语的译文与原文达到功能上的对等,可以采用直译法、音译法、意译法、直意译相结合、创译法、增译法、省译法、套译法等。

The translation of advertisement slogan and trademark is regarded as the communication both between different languages and between different cultures. Through many translating examples of symbolic words and sentences of advertisement, it proves that the functional equivalence theory of Nida provides feasible theoretical bases for the translation of adver- tisement slogan and trademark in vocabulary equivalence, style equivalence, culture equivalence, and purpose equivalence. To seek functional equivalence between original text and translation, the translator may use many translation methods, for example, literal translation, transliteration, loose translation.