试探功能对等理论在广告翻译的应用

On the Application of Functional Equivalence Theory into the Advertisement Translation

广告作为一种特殊语言,有其自身的特征,翻译广告必须要充分考虑广告语言的特征。尤金.奈达提出的功能对等理论,特别强调了"译文接受者的反应"和"内容重于形式"两个因素,为广告翻译提供了理论依据,并通过数个广告翻译实例对此加以论证。

As a special form of language, advertising has its unique features. And it is necessary to take its features into consideration when we translate advertisement. In this paper, the author points out that the functional equivalence theory advanced by Eugene A. Nida, which puts much emphasis on the two elements-＂receptor＇s response＂ and ＂content over form＂, is an appropriate theory for advertising translation and endeavors to illustrate it with several advertisement examples.