功能对等视角下的商业广告翻译

Commercial Advertising Translation from Functional Equivalence Perspective

商业广告作为经济活动的重要组成部分,旨在发挥宣传、劝诱的功能。在翻译时,其功能在目标语中应予以保留,这与奈达功能对等的翻译要求相符,即译文应与原文具有相同的呼唤和号召功能。该文在功能对等理论的指导下,着重分析在汉英广告翻译时如何实现语言和文化对等,并结合实例提出一些常见的翻译技巧。

As an important part in economy, commercial advertising aims at playing informative and persuasive functions. In translation, these functions should be retained in the target text, which is consistent with translation requirements of Nida's func-tional equivalence, namely the target and original texts should have the same functions. Under the guidance of the functional equivalence theory, the analysis focuses on how to achieve language and culture equivalence in English-Chinese advertising trans-lation, and common translation strategies are presented with examples.