Abstract:Under the impetus of global economic integration, the commodity circulation is increasingly frequent. In our daily lives, we can see advertisements everywhere. In order to maximize the promotion of products, advertising, one of the most important marketing tools, is so indispensable that the translation of advertisement is also particularly important. And the quality of translation directly determines whether the goals of advertisements can be achieved successfully, which requires effective translation theory to guide. Nida's Functional Equivalence Theory stands out among many translation theories. With its unique perspective, this theory is a refreshing method that shifts from static textual information to dynamic readers. Based on the introduction of functional equivalence theory, this paper takes advertisement translation as the research object and studies the application of Functional Equivalence Theory in advertisement translation.

Key words:  Functional Equivalence Theory; advertisement translation; application

Contents

Abstract

中文摘要

Introduction-1

I.-Advertisement Development and Features-3

A. The Development of Advertisement-3

B.-Features of Advertisement Language-4

1. Lexical Features-4

2. Syntactic Features-5

3. Rhetoric Features-6

II.-Functional Equivalence Theory-7

A. The Conceptions of Functional Equivalence Theory-7

B.-Four Principles of Functional Equivalence Theory-8

1.Lexical Equivalence-9

2.Sentence Equivalence-9

3.Passage Equivalence-9

4.Style Equivalence-10

III.-Strategies for Advertisement Translation-11

A. Equivalence at Lexical Level-11

B. Equivalence at Syntactic Level-12

C. Equivalence at Cultural Level-12

D. Equivalence at Rhetoric Level-13

Conclusion-15

Bibliography-16

Acknowledgements-17