基于功能理论的广告翻译研究

Advertisement Translation Based on Functional Equivalence Theory

随着经济的不断发展,许多企业开始走出国门,参与国际竞争。与此同时,也带动了商务广告的翻译。生活中,我们无处不见广告。一个好的广告能够引导客户消费,广告通过夸张、联想、象征等手法对画面进行美化处理,所展示的视觉冲击会勾起消费者的消费欲望。通过广告树立品牌形象,促进客户对品牌的了解,增强信任感,实现品牌建设的目标,从而带来商机。因此,商务广告翻译的重要性也慢慢突显出来。本文将基于功能对等理论,对商务广告进行研究。

With the continuous development of the economy,many enterprises have begun to go abroad and participate in international competition.At the same time,it also led to the translation of commercial advertisements.In life,we see advertisements everywhere.A good advertisement can guide customers to consume.The advertisement beautifies the picture through exaggeration,association,symbolism and other methods,and the visual impact displayed will arouse the consumer's desire to consume.Establish a brand image through advertising,promote customers'understanding of the brand,enhance trust,and achieve the goal of brand building,thereby bringing business opportunities.Therefore,the importance of commercial advertisement translation is gradually highlighted.Based on the functional equivalence theory,this paper will conduct research on commercial advertising.