功能对等理论在广告翻译中的应用

The Application of Functional Equivalence Theory on Advertising Translation

广告翻译是一种目的性极强的翻译活动。为了传递信息和劝诱目的语读者,广告翻译追求的是效果对等,从而实现商业利润的最大化。注重语言功能对等而不是文字表面的对应的奈达功能对等理论对广告翻译具有重要的指导意义。在广告翻译过程中,译者必须考虑语言和文化差异并关照译文读者的审美心理才能达到有效的功能对等。

Advertising translation is a kind of translation activity with strong objectives. In order to pass information and persuade target readers, advertising translation aims at equivalent effect, so as to realize the commercial profit maximization. As Nida＇s translation theory stresses functional equivalence instead of word-for-word correspondence, it has important guiding significance for advertising translation. In the process of advertising translation, the translator have to consider differences in language and culture and aesthetical psychology of the target readers in order to attain effective functional equivalence.