Abstract

 

Eugene Nida’s functional equivalence theory focuses on reader’s response during translating. He holds that to achieve the ideal translation, one needs to find the closest natural equivalent of the source language, that is to say, the target reader’s response to the translated version should be basically the same as the original reader’s response to the source version. Based on the theory, this study analyzes the language features of English ads in terms of words, syntax and rhetorical features, and comes up with relevant E-C ads translating strategies through a comprehensive analysis of the examples in ads translation: one is literal translating. The translator directly translates the words, syntactic structures and rhetorical devices in the ads, maintaining the effect of the source text; the other is adaptive transfer which employs the following concrete methods such as using Chinese four-character structure, dividing pun and reproducing a similar vehicle.

 

Key Words: functional equivalence theory; English advertisements; E-C translating strategies

 

Contents

Abstract

摘要

1 Introduction-1

1.1 The necessity of this study-1

1.2 The organization of this study-1

2 Literature review-2

2.1 Previous advertisements translating studies-2

2.2 Previous equivalence studies-3

2.2.1 Equivalence studies abroad-3

2.2.2 Equivalence studies in China-3

2.3 Functional equivalence in ads translation-4

3 Features of advertising language and the difficulty in translating-5

3.1 Lexical features-6

3.1.1 Creating new words-6

3.1.2 Frequent use of verbs and adjectives-7

3.1.3 Flexible use of compound-7

3.2 Syntactical features-8

3.2.1 Frequent use of simple sentences-8

3.2.2 Frequent use of imperative sentences-8

3.2.3 Frequent use of elliptical sentences-8

3.2.4 Frequent use of interrogative sentences-8

3.3 Rhetorical features-9

3.3.1 Metaphor-9

3.3.2 Pun-9

3.3.3 Rhyme-10

3.4 Difficulties in advertisement translating-10

3.4.1 The difficulties in language structure-10

3.4.2 The difficulties in cultural barriers-11

4 Translating strategies of English ads guided by functional equivalence theory-11

4.1 The feasibility of Nida’s functional equivalence in ads translation-12

4.2 Adaption strategy at lexical level to achieve functional equivalence-12

4.2.1 New words-12

4.2.2 Verbs and adjectives and compounds-13

4.3 Adaptation strategy at syntactical level to achieve functional equivalence-14

4.3.1 Simple sentences-14

4.3.2 Imperative sentences-14

4.3.3 Elliptical sentence-14

4.3.4 Interrogative sentence-15

4.4 Adaptation strategy at rhetorical level to achieve functional equivalence-15

4.4.1 Metaphor-15

4.4.2 Pun-17

4.4.3 Rhyme-18

4.5 The requirements of functional equivalence in ads translation-18

4.5.1 The priority of content over form-18

4.5.2 Requirement of “similarity in effect, correspondence in function”-18

4.5.3 Three stylistic requirements-19

5 Conclusion-20

5.1 Findings-20

5.2 Limitations-20

References