Abstract

The advertising industry is growing at a rapid rate in pace with the development of Chinese economy and the acceleration of global economy integration process. In modern society, advertisements have been permeating into all fields of society and been one of the most important parts of people’s daily life. As the new field of translation research, advertising translation has received extensive attention and study. Advertising language is a special style of language as it has a very practical aim differing from other languages that is attracting readers’ attention and then prompting them to buy the product or service. This paper discusses some basic problems of the present situation on advertising translation on the basis of Nida’s Functional Equivalence Theory. In addition, the equivalence can reach three levels in the process of advertising translation, that is lexical level, syntactic level and semantic level. Only in this way, can advertisements draw the attention of consumer at first glance. In addition, the product or service publicized in the advertisement could be purchased. 

Key words: advertising language; functional equivalence theory; advertising translation

Contents

Abstract

摘要

1. Introduction1

2. Literature Review2

2.1 Previous Researches on Advertising Translation2

2.2 Present Situation on Advertising Translation3

2.3 The Development of Functional Equivalence3

3. A Brief Introduction of Advertising.5

3.1 History.5

3.2 Definition 5

3.3 Features.6

4. Three Levels of Equivalence in Advertising Translation.7

4.1 Lexical Level7

4.2 Syntactic Level.7

4.3 Semantic Level .8

5. Requirements of Functional Equivalence in Advertising Translation.9

5.1 Lexical Requirements9

5.2 Syntactic Requirements.10

5.3 Semantic Requirements12

6. Conclusion14

Works Cited.15