等效翻译理论视域下的广告翻译

Advertisement Translation from the Perspective of Equivalent Translation Theory

尤金·奈达的等效翻译理论自问世以来,等效理论对于英汉互译具有极其重要的指导意义,带给国内外翻译界极为深远的影响。广告文体是一种具有极高商业价值的实用文体,其主要目的和主要功能是促使消费者接受并购买它所宣传的产品和服务。从某种意义来说,等效理论对广告翻译有很大的影响。在等效翻译理论的指导下就广告翻译进行了研究,主要从广告语言的特点分析入手,从等效理论对广告翻译的指导意义角度出发分析广告翻译的特点及分析广告翻译的策略。

It has cast a profound impact on the translation circles in the world since Eugene Nida advocate the equivalence theory.The ultimate purpose of advertisements which have a very practical type of writing with high commercial value is to promote sales and services.In some sense,the equivalence theory has its significant effect on advertising translation.The advertising translation is discussed from the angle of the function of advertising and the advertising translation strategies is analyzed from the practical effect of applying equivalence theory in advertising.