Abstract: This paper presents Functional Equivalence Theory proposed by Eugene Nida in order to have a better research on translation of English advertisements. The intention of this paper is to survey the English advertisements in terms of characteristics and translating methods. In addition to the theory above, The process is analyzed by the characteristics of English advertisements  including  aesthetic characteristics, language characteristics and stylistic characteristics of English Advertisements which aim to study the translation of English advertisements. Results of experiments show several ways to translate English advertisements so that the customers who receive the Chinese version will feel the same as those who know English. Thus, more merchandises could be sold in Chinese-speaking regions. 

Key words: Functional Equivalence Theory; English advertisements; characteristics; translating methods

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review 2

3. Theoretical Framework3

3.1 Nida’s concept of Functional Equivalence Theory .3

3.2 Development of Nida’s Equivalence Theory.3

4. Lexical Characteristics of English Advertisements4

  4.1Use of Monosyllabic Verbs.4

  4.2 Use of Adjectives.5

4.3 Use of compounds7

4.4 Use of Coinages.8

5. Translation of English Advertisements8

5.1 Translation of Trademarks8

5.2 Translation of Slogans10

5.2.1 Literal Translation.10

5.2.2 Free Translation.10

5.3 Translation of Text11

6. Conclusion12

Bibliography.13

Acknowledgements14