功能對(duì)等理論指導(dǎo)下廣告語(yǔ)的英譯研究英語(yǔ)畢業(yè)論文

AStudyontheC-ETranslationofAdvertisementundertheGuidanceofFunctionalEquivalence功能對(duì)等理論指導(dǎo)下廣告語(yǔ)的英譯研究ThesisStatementWithChina'senteringWTO,globalizationhasalsoaffectedtheworldofadvertising.Advertisementtranslationasatypeofinterculturalcommunicationandasaresultofinternationalcommunicationgraduallyattractsthetranslator'sattention.ThisresearchaimsatimprovingtheapproachestotheEnglishtranslationofChineseadvertisementandpointsoutthatNida'sFunctionalEquivalenceisoneofthemostappropriatetheoriesforEnglishtranslationofChineseadvertisements.ThisthesisanalyzesEnglishtranslationofChineseadvertisementsundertheguidanceofNida'sFunctionalEquivalencefromfiveperspectives,namely,textualperspective,lexicalperspective,syntacticalperspective,rhetoricalperspectiveandculturalperspective.Thisthesisisdividedintofourchapters.Chapter1worksastheintroduction.Chapter2isliteraturereview.Chapter3dealswiththeEnglishtranslationofChineseadvertisementsundertheguidanceofNida'sFunctionalEquivalencetheoryandChapter4isthesummaryofthethesis. AStudyontheC-ETranslationofAdvertisementundertheGuidanceofFunctionalEquivalence1.Introduction1.1BackgroundofthestudyIncontemporarysociety,advertisementcanbeseeneverywhere.Advertising,asamajormeansofconveyinginformation,isplayinganessentialroleinbusinessworld.Becominganindispensablepartofourdailylife,itservesasachiefsourceofinformation.Afterthecarryingoutofopening-uppolicyandChina'senteringintotheWTO,advertisinghasbecomeapowerfulapproachforthoseChinesecompaniestopromotetheirproductsaswellaspenetrateintooverseamarket.However,becauseofthelingualdiscrepanciesandculturaldifferences,anadvertisementsometimesmaynotnecessarilybeacceptedandunderstoodbyreceiversinaforeignculture,partlybecauseofinappropriatetranslation.Therefore,asaspecialbranchoftranslationdiscipline,advertisementtranslationisgainingmoreandmoreimportance.Advertisementtranslationisdifferentfromotherkindoftranslationduetoitspragmaticstylewithcommercialvalue.Advertisementsaimatattractingconsumers'attention,satisfyingtheirconsumptionneeds,inspiringtheirdesireofpurchasinggoodsorservicesandfinallymakingproductsorservicessold.Inordertorealizetheabove-mentionedgoals,translatorsshouldabandonthetraditionalideaofliteraltranslationbuttointerpretitinthethinkingofthosereceptors,namelytheforeigncustomers.Atranslatedversionbecomessuccessfulwhenitisacceptedbycustomersinthetargetlanguagesociety.Thetruthisthatatranslatedtextisnotalwaysfaithfultotheoriginaltextinform.Asaresult,literaltranslationdoesnotalwaysworkinadvertisementtranslation,especiallywhentherestandsculturalobstacles.Inthiscase,traditionalequivalence-orientedtheoryisnolongersatisfactoryandanewandmorepracticaltheoryisnaturallycalledfor.Hence,anewtheory----functionalequivalence,isfinallyintroducedandputintouse.1.2SignificanceofthestudyThestudyonadvertisingtranslationismeaningfulboththeoreticallyandPractically.Theoretically,itintendstoapplythefunctionalisttheorytostudyadvertisingtranslation,aimingatimprovingthequalityofthetranslationofadvertisement.Inacademicfield,translation,especiallytheadvertisingtranslationhasbecomemoreandmoreimportantandhasattachedgreatinterestsofscholars.Practically,thethesis,bydiscussingtheprincipleconceptsoftranslation,analyzesthedailyapplicationofthefunctionalistequivalenceinthetranslationofadvertisements.Inthemeantime,theauthortriestofindoutabetterwaytohandlethepracticaladvertisingtranslation.Consequently,theauthorinthelightoffunctionalistapproaches,redeemsthattarget-cultureorientedstrategyshouldberegardedastheessentialmethodtotranslateadvertisements.Inadditiontothat,theauthoralsoholdtheopinionthatadvertisingtranslationshouldbeinconformitywithtargetlanguageandthetargetcultureaswelleventhoughitmaybringaboutsomechangesinformandcontentoftheoriginaltext.1.3OrganizationofthestudyThethesisconsistsoffourchapters.Chapter1isageneralintroductionwhichmainlydealswiththebackgroundandthesignificanceoftheresearch.Chapter2isaliteraturereviewwhichcontainstwoparts,namely,aintroductiontoNidaandhiswell-knownfunctionalequivalence;somepreviousresearch,bothhomeandabroad,onChinese-Englishadvertisingtranslationappliedtofunctionalequivalence.Chapter3isthecorepartofthisthesisandininthischapter,theauthortriestoillustratethespecifictranslationofadvertisementfromseveralperspectives,namely,textualperspective,lexicalperspective,syntacticalperspective,rhetoricalperspectiveandculturalperspective.Inordertomakeafullexplanation,theauthoremploysmanyexamplesbothhomeandabroad.Chapter4istheconclusioninwhichthelimitationofthisthesisaswellassomerelatedsuggestionsareputforward. Chapter2LiteratureReview2.1NidaandFunctionalEquivalenceAsalinguist,NidadevotedalmosthisentirelifeintothetranslationoftheBibleintheprogressofwhichhedevelopedhisowntranslationtheorywhichiswell-knownas“DynamicEquivalence”,latertobecalled“FunctionalEquivalence”.Inhistheory,Nidapointedoutthat“Translationconsistsinreproducinginthereceptorlanguagetheclosestnaturalequivalentofthesourcelanguagemessage,firstintermsofmeaningandsecondlyintermsofstyle.”（翻譯是用最恰當(dāng)、自然和對(duì)等的語(yǔ)言從語(yǔ)義到文體再現(xiàn)源語(yǔ)的信息）(GuoJianzhong,2000:65）．Hedeclaredthatfunctionalequivalenceshouldincludefourparts,namely,theequivalenceoflexical,syntax,textureandstyleamongwhich“meaningtakesthefirstpriorityandthencomesthestyle.”(GuoJianzhong,2000:67).Asaprolificwriter,NidawasdeterminedtoproduceatheorythatwouldfostertheeffectivecommunicationoftheGoodNewsacrossallkindsofculturalandlinguisticsbarriers.HisfirstfamousbookBibleTranslating（《圣經(jīng)的翻譯》）waspublishedin1946;thenintheyear1964,hismostinfluentialbookTowardaScienceofTranslating（《翻譯的科學(xué)探索》）cameout;andlaterTheTheoryandPracticeofTranslation（《翻譯理論與實(shí)踐》）helpedhimachievethisobjective.Theterm“equivalence”intranslationwasfirstintroducedinJ.R.Firth’swritingwhenhestatedthat“theso-calledtranslationequivalencebetweentwolanguagesareneverreallyequivalent”(Snell-Hornby,1988:37).ThetheoryoffunctionalequivalencewasformallyputforwardbyagreatAmericanlinguist,EugeneNida,inordertonarrowthegapbetweenthesourceandtargetlanguage.InhisbookFromoneLanguagetoAnother,hechangedtheterm“functionalequivalence”to“dynamicequivalence”.Theso-called“functionequivalence”,asNidaexplains,is“incontrast,atranslationwhichattemptstoproduceadynamicratherthanaformalequivalenceisbasedon‘theprincipleofequivalenteffect’.Insuchatranslation,oneisnotsoconcernedwiththesource-language,butwiththedynamicrelationship,thattherelationshipbetweenreceptorandmessageshouldbesubstantiallythesameasthatwhichexistedbetweentheoriginalreceptorandthemessage.”Thenatureoftranslationistomakedifferentculturescommunicatefreelyasiftheywerenotforeignerstoeachother.Inhistheory,Nidabelievedthat“Translationconsistsinreproducinginthereceptorlanguagetheclosestnaturalequivalentofthesourcelanguagemessage,firstintermsofmeaningandsecondlyintermsofstyle”andthat“Absolutecorrespondencebetweenlanguagesisnotalwayspossible.”(Nida,1964:185).Nidagenerallydividedhistheoryintofourparts:wordequivalence,sentenceequivalence,textureequivalence,andstylisticequivalenceamongwhichitistheverymeaningratherthanthespecificstylethatcounts.2.2PreviousresearchesconcerningC-EtranslationofadvertisementsGuidedbyFunctionalEquivalenceThetranslationofadvertisementhasbeenresearchedandanalyzedbymanyscholarsbothhomeandabroad.Inwesterncountries,advertisingtranslationwasfirstdiscussedbyHurbin.Atthatperiodoftime,linguisticstudyoftranslationgenerallyfocusedontheconceptofequivalence,whichis"submittedtolexical,grammatical,andstylisticanalysis;itisbasedontexttypeandsocialfunction.(Venuti2000:121).Hurbinholdstheideathattherearemanytypeoftranslationforthesourcetextandthatitisthetranslatorwhoisresponsibleforchoosingthemostsuitabletranslationversion.Withtimepassingby,equivalencewasnolongerconsideredasthemostimportantfactorwhiledoingtranslationactivityandfunctionalismgraduallygainedgreatimportance.Thus,functionalequivalencefinallycameintobeingandhasbeenplayingavitalroleinthetranslationfield.Afamousscholar,Tatilon,basingonNida'sideaoffunctionalequivalence,pointsoutfourfundamentalfunctionsofadvertisingtexts,namely,identifyingfunction,laudatoryfunction,ludicfunctionandmnemonicfunctionaswell.Hethinksthatthefunctionmodelshouldontheonehand,taketargettextintoconsiderationandontheotherhand,giveimportancetosourcelanguage.AccordingtoGuidere,atranslationversionshouldkeepacertainequivalencebetweentheoriginaltextandthetargettexttoensuretheeffectivenesssothatthereceptorscanunderstand.However,theequivalenceshouldnotbelimitedtothelexicallevelandshouldnotbeloyaltothesourcelanguageonly.Atranslationversionmustbeeffectiveenoughtodeliverinformationandensurethegoodcommunicationfortheproducersandtheconsumers.Inthatregards,Guidereputsforwardseveralmethodstoanalyzethetranslationofadvertisementswhichreferstosemanticway,communicativewayandrhetoricalway.InChina,advertisingtranslationbecameahottopicamongscholarsinthe1990s.ItismainlycomposedofthreepartswhichreferstothestudyonEnglishadvertising,themethodsofadvertisingtranslationandtheargumentaboutwhichtheoryisthemostsuitableandeffectivetoguidethetranslationofadvertisements.Inthepast,advertisingtranslationwasdeeplyinfluencedbytheequivalence-orientedtheorywhichhasitsownshortcomings.Inaccordancewiththetraditionalpointofview,translationisdefinedasafaithfulreproductionofthesourcelanguagebothinformandincontentwhichturnsouttobeimperfect.Equivalenceisconsideredasacorefactoroftranslationtheory,butacompeteandtotalequivalenceisimpossibletobeobtained.Therefore,onemusttakeaflexibleattitudetowardadvertisingtranslation,givingfirstprioritytoeffectivenessandfunctionalism,thentakeequivalenceintoconsideration.Chapter3TheC-ETranslationofAdvertisementGuidedbyFunctionalEquivalenceThemainfigureofadvertisementcanbeseenintheprincipleofAIDAwhichistheabbreviationof"attention","interest","desire",and"action"respectively.ItisobvioustofindthattheAIDAprincipleaimsatattractingreaders'interestandattention,recallingtheirpursuingdesire,andfinallystimulatingthemtotakeactiontobuy.(Wells,Sandra&Burnett2006:102) 3.1TheC-ETranslationofadvertisementsfromlexicalperspectiveBecauseofthespecialintentionofconvincingpotentialcustomerstoconsumeproductsorservices,thelexicalcharacterofadvertisementisquitedifferentfromthatofothertypesofwriting.Inadvertisement,someverbsandadjectivesarefrequentlyused,whichcanontheonehand,achievethepurposeofdeliveringinformation,andontheotherhand,stresstheexpressivenessofadvertisinglanguage.AlthoughadvertisementinChinadoesn'thavealonghistorycomparedwiththatinwesterncountries,itstillhasitsuniquecharactersamongwhichfour-charactercompoundscanbeconsideredasthemostdistinctive.Thefollowingaresometypicalexamples:Chineseversion:滴滴香濃，意猶未盡。Englishversion:Goodtothelastdrop.ItisanadvertisementforNescafé.Afterreadingtheadvertisement,whatappearsbeforetheconsumersisacupofcoffeewithsogoodflavorthatpeoplecan'thelpdrinkingittothelastdrop.JustimaginewhocanresistNescaféafterreadingthisadvertisement.ItsEnglishversiontransmitsthefeelingtheoriginalversionimplies,thusmakingtheNescafébewelcomedbyallWesternpeople.Inthissense,itachievesthefunctionalequivalence.TheChineseversion:優(yōu)良的質(zhì)量，優(yōu)惠的價(jià)格，優(yōu)質(zhì)的服務(wù)。(“三優(yōu)”牌家具）Thetranslatedversion:Unrivaledquality;Unbeatableprices;Unreservedservice.ThepatternofthisbrandisthreeU.Andintheoriginaladvertisement,thefirstcharactersofthesethreeshortsentencesaresame,theyareboth“優(yōu)”.SothetranslationhasEnglishletter“U”andthemeaningofgood.Thisisasuccessfultranslationanditachievesthefunctionalequivalence.TheChineseversion:食在廣州.Thetranslatedversion:Eastorwest,theGuangzhoucuisineisthebest.TheChineseversionmeansthemostdeliciousfoodandthebestcuisineareinGuangzhou.ItiseasytofindthatthetranslationisanimitationoftheEnglishproverb,"Eastorwest,homeisbest".Itisasuccessfulrendition,becauseoftworeasons:first,thesuccessfulemploymentofparodymakestherenditionquiteeasytoreadandremember;second,ithasrevealedtheintendedmeaningofthesource,thushavingrealizedfunctionalequivalence.Whendoingadvertisingtranslationfromlexicalprospective,twopointsshouldbebeardinmind.Firstofall,areasonableuseofambiguityshouldbeconsidered.Ambiguityrefersto"alingualphenomenonwhereacertainlanguageoracertaindiscoursehastwoormoremeanings."Inadvertisingtranslation,ambiguityisatwo-endswordwhichwillattractconsumers'attentionifsensiblyusedandifnot,willcausealotoftroublesandmisunderstandings.Forexample,afamouscigaretteMoreputitsadvertisementas"I’mMoresatisfied."whichhastwomeanings.Foronething,itmeans"IamsatisfiedandIwantmore",andforanother,itmeans"IamsatisfiedwithMoreandIwantmoreMore".Bytranslatinginthisway,theproductsuccessfullyleavesadeepimpressiononthereadersandlettheconsumerscan'thelpconsideringtobuysuchaproduct.Inadditiontothat,advertisingtranslationshouldbeartheconsumersreactioninmindratherthantheform.Thepurposeoftranslationistorealizethegoalofpursuitandcommunication.DuetothedifferencebetweenChineseandEnglish,thespecificformmustbeneglectedsometimes.Forinstance,acelebratedbrandofshoeswhoseChineseversionis“穿金猴皮鞋，走金光大道”istranslatedas"WearGoldenMonkey,WearSuccess."Ifthetranslatorjusttranslatesthe“金光大道”into"GoldenRoad",thebuyerswillfeelconfused.Thereisalsoanotherexample,pleaselookatthefollowingstatement:ChineseVersion:隨身攜帶,有備無(wú)患;隨身攜帶,有驚無(wú)險(xiǎn)。(速效救心丸)EnglishVersion1:Afriendinneedisafriendindeed.EnglishVersion2:Arescueinneedisarescueindeed.Version1directlyquotesaEnglishproverb"Afriendinneedisafriendindeed",whichdoesn'tseemtobelexicallyequivalenttothesourcetextbutrealizesthefunctionalequivalence.Version2makesalittlechangeonthebasisofversion1inwhichtheword"friend"isreplacedby"rescue".Asitknowntoallthatitisamedicineadvertisement,thisreplacementisabsolutelymuchbetterthanversion1becauseitfullyshowsthefunctionofthemedicine.3.2EnglishtranslationofChineseadvertisementsfromsyntacticalperspectiveWordsarecombinedintosyntaxtomaketheseparatewordsgainthespecificmeaningsinthesentence.Advertisementlanguage,differentfromothertypesoflanguage,isgenerallyconsideredtobeshort,brief,simplifiedandconcisesoastocatchtheconsumers'attentionatthefirstsight.However,duringtheprocessofChineseadvertisingtranslation,thebriefandconcisefeaturesareoftenignoredandlongsentencesarefrequentlyusedwhichtoaextent,reducestheeffectivenessofadvertising.Generallyspeaking,thesyntacticfeaturescanbeconcludedasthefollowing:first,frequentuseofsimplesentences;second,frequentuseofinterrogativeandimperativesentences;third,cleveruseofdisjunctiveclause;andthelastoneis,frequentuseofellipticalsentences.Thefollowingareseveralexamplestoattesttheaforesaidissues.1)“皇冠”牌手表，日日創(chuàng)新，步步領(lǐng)先，年年奪冠。The"Crown"brandwatchbringsforthnewideaseveryday,takestheleadeverystep,andcarriesoffthefirstprizeeveryyear.2)人無(wú)我有，人有我新，人新我優(yōu)。Wehavewhatothershaven't;oursarenewerthanthesimilaritemofothers;oursaresuperiortothesimilarnewitemsofothers.Theabovetwoadvertisements,whenreadbyChinese,willbyallmeansbeconsideredassplendidandexcellent.However,itisinfacttoolengthyfromtheaspectoftheEnglishsentencestructureandwillnotbewellacceptedbythosewesterners.Therefore,theChineseversionsaboveshouldbechangedrespectivelyasfollows:Endlessendeavortomakeinnovation,persistentpursuittobethebest,the“Crown”watch,youridealchoice.Wearealwaysaheadofothers!Inthesuggestedtranslationscreatedbytheauthor,notonlytheconcisenessofthesyntacticfeatureisretained,butalsothefeaturesoftheproductsarewellembodiedandstronglyhighlighted.Throughslightadaptation,bothlinguisticfeaturesandculturalpreferenceoftheadvertisementsarepresentedtothetargetreader.ThefollowingaretwogoodexamplesreflectingatransmissionfromChinesetoEnglishfromsyntacticperspective.1)Theoriginalversion:方寸之間，深情無(wú)限。-----《集郵雜志》Thetranslatedversion:Onthesetinypostagestamps,Philatelists'friendship"franks".Thesourcelanguagehastheellipticalmessages.Stampdoesnotappeardirectly.Ittransmitstheellipticalmeaningofthestamptothereaders.SoThetranslationshouldillustratewhatis“方寸”,and“深情”meanswhichkindofemotionis.Thetranslationrhymeneatly.Itmakesappropriateadaptationintheword“frank”andspreadsitsmeaning.Theoriginalmeaningisputtingastampontheenvelope.Heremeansputthefriendshipamongthefansonastamp.Thetranslationisasuccessfulonetoachievethefunctionalequivalence.Theoriginalversion:接天下客，送萬(wàn)里情。Thetranslatedversion:Readytomeetguestsfromallovertheworld,Readytospeedthemontheirway.ThisisanadvertisementforonecompanyofTianjin.ButthetranslationisnotacceptabletoEnglishaudience.Itusesthewords"guests","them"and"their"whichmaketheaudiencefeelthatthereisawidecommunicativegapbetweenthecompanyandtheconsumers.InEnglishadvertising,thesecondpersonalpronounsYOUandYOURareoftenused.Theyhaveastrongpersuasiveforceandaremoreacceptabletotheaudience.Theuseofthesewordscanshortenthedistancebetweenthecompanyandtheconsumerspsychologicallyandstresstheaudience'sindividualcharacter.Therefore,itisbettertochangethesewordsinto"you"and"your".Thenthetranslationshouldbe:ReadytomeetyoufromallovertheworldReadytospeedyouonyourway.3.3EnglishtranslationofChineseadvertisementsfromrhetoricalperspectiveEdwardP.J.Corbetthaseverdefinedtherhetoricinthisway:Rhetoricistheartorthedisciplinethatappealswiththeuseofdiscourse,eitherspokenorwritten,toinformorpersuadeormoveanaudience,whetherthataudienceismadeupofasinglepersonoragroupofpersons(1971:3).Itgoeswithoutsayingthatitisamixtureofliterature，aesthetics，psychology,marketingandrhetoric.Moreoftenthannot,agoodadvertisementwhichusesrhetoricaldevicescangivetheconsumeradeepimpressionoftheproductsandenhancethesenseofbeautyofthelanguages.Accordingly,advertisersoftenuseplentyofrhetoricaldevicestoimprovethereadabilityandmotivatepeopletotakeactionatlast.Advertisingisrhetorical.Itestablishesanethosfortheproduct,thecompanyortheservice;itappealstotheemotionsoftheconsumer:anditarguesforthepurchaseoftheproductorserviceinavarietyofways.Asaconsequence,intheadvertisementtranslation,peoplemayusesomefiguresofspeechwidelytomaketheadvertisinglanguagevividand1ively.Forinstance:(1)不要用這種眼光看我!我不過(guò)是為你們多加了兩排座位!(玉柴汽車加長(zhǎng)型FromModemAdvertising)Don'tlookatmethisway.Ijusthavealongerfigurethantheothers.Don'tlookatmethisway.Ijusthavemorehumpsthantheothers.美女話西施，美酒推靈芝。((張?jiān)Ｌ刂旗`芝酒廣告FromChinaDaily)AstheEmPeror'sfavorite,Xishiwasthemostbeautifulofwomen,soisLingzhiMedicatedLiquorthemostbeautifulwines.桂龍咳喘寧，“咳”不容緩。Guilongcoughprevention,awonderdrugforstoppingcoughing.TheabovethreeChinese-Englishadvertisement,whentakerhetoricaldevicesintoconsideration,arebyallmeansexcellenttranslationversionbecauseforonething,theysuccessfullydelivertheveryspiritoftheadvertisement,andforanother,theythoroughlysymboltherhetoricalmethods.Ofwhich,example(1)keepsthevividnessofthesourcetextandrealizetheeffectivenessofthetargettextthroughmanipulationofrhetoricaldevicessimilartothesourcetext.Thetranslationofexample(2)and(3)appliesthetargetlanguageorientedprincipleandadoptsthestrategyofinterpretationtocertaindegree,clearlyconveyingtheinformationandachievingthefunctionofthesourcetext.3.4EnglishtranslationofChineseadvertisementsfromtextualperspectiveGenerallyspeaking,advertisingtextisanexplanationtotheheadlineandaspecificdescriptionoftheadvertisedproductorservice.Atthesametime,thethemeoftheadvertisementiscompletelyreflectedbytheadvertisingtext.Sincetheheadlinehascaughtconsumers'attention,whetherconsumerswouldtakeactionornotdependsonthepersuasivenessofadvertisingtexts.Becauseofthegreatsignificanceofadvertisingtexts,translatorsshouldtrytheirbesttoachievethefunctionalequivalenceintranslatingadvertisingtexts.Inwhatfollows,theauthorwouldtakeadvantageofseveralexamplestoillustratehowequivalencebeachievedintranslatingadvertisingtexts.Intermsoftextstructure,advertisementscanbedividedintostraight-linecopy,questioncopy,narrativecopy,atestimonialexpressionbysomeonewhosupposedlyhasusedthisproductandpraisesit,ananalogywithotherproductsorintheformatofapoemorasong.Inmostcases,thiskindofstylisticfeaturesshouldbekeptinadvertisingtranslationtoachievetheadvertisers'aimofpersuadingaudiencestoact.Inthefollowingpart,someexamplesandwillbegiventoshowhowfunctionalequivalencebeachievedfromtextaspect.Theoriginalversion:品味更勝一籌太平餅干與KEEBLER公司聯(lián)手合作，共同致力為您所喜歡的各款餅干貢獻(xiàn)更佳品質(zhì)，這是我們的絕對(duì)保證！KEEBLEr公司創(chuàng)立于1853年，以提供特級(jí)好品質(zhì)的餅干馳名于世，現(xiàn)在于太平餅干合作，將進(jìn)一步貫徹選擇上乘及制作精良的共同要求，加以KEEBLER獨(dú)特秘方妙法，保證給您品味更勝一籌的選擇。--“太平奶”鹽梳打餅。Thetranslationversion:Betterthanever!Now,PacificBiscuitshasjoinedforceswiththeKeeblerCompany,tocontinuetoofferyoufavoritebiscuits,bakedtothehighestquality,weguaranteeit.TheKeeblerCompany,foundedin1853,isknownaroundtheworldforuncommonlygoodbiscuits.Dedicatedtousingwholesomeingredientsbakedwithindividualcareandalittlemagic,KeeblerandPacificbringyouthebest.--PacificBiscuitsThewholeChineseadvertisementhasbeentranslatedinidiomaticEnglish,thewordingisconciseandexplicitbestsuitsthestyleofEnglishadvertising.Thetranslationoftheproverbatthebeginningisevenmoretactfulandwithstrongagitation,whichisrathersmooth,andimpressive.Thetranslatedversionachievestheeffectoffunctionalequivalence.3.5EnglishtranslationofChineseadvertisementsfromculturalperspectiveAccordingtoLongmanDictionaryofContemporaryEnglish(1998:330),cultureis"theideas,beliefs,andcustomsthataresharedandacceptedbypeopleinasociety."Ithasagreatinfluenceonlanguage.“Fortrulysuccessfultranslating,biculturalismisevenmoreimportantthanbilingualism,sincewordsonlyhavemeaningsintermsoftheculturesinwhichtheyfunction.”(Nida,1993:110).Advertisingtranslationnotonlydealswithlanguage,butalsodealswithcultureaswell.Languageandcultureareinextricablyintertwined.Toagreatextent,languageisaproductofacertainculture,anditisstronglyinfluencedbytheculturalpatternssuchasbeliefs,norms,valuesandworldviews;languageisacarrierofculture.Languageisamanifestationofacertainculture.Thetranslationofadvertisement,atsomecertaindegree,isakindofinterculturalcommunication.Itisunnecessarytokeepanabsoluteequivalencebetweentwolanguageswhileitisessentialtobeequivalentfunctionally.Assoonasthefunctionalequivalenceisachievedbetweensourcelanguageandthetargetlanguage,theintentionofacertainadvertisementwillbedeliveredtotheconsumers.Thefollowingaresomeexamples:Example1:情系中國(guó)結(jié),聯(lián)通四海心。(中國(guó)聯(lián)通)Englishversion1:ChinaUnicomlinksChinawithChineseKnot.Englishversion2:ChineseUnicombindsChinesetogether.Thereisnodoubtthatthesecondversionismuchbetterandmoreappropriatethanthefirstone.ItisknowntoallChinesethatthe“中國(guó)結(jié)”standsforthegoodwishoflinkingalltheChinesefamiliestogether,callingfortheirpatriotismandthereforehasaprofoundpublicityeffect.However,theword"knot",onthecontrary,willgivethereadersasenseof"deadend"andspoiltheirmoodthoroughly.Thesecondtranslation,regardlessoftheformandpayingattentiontotheheartandsouloftheadvertisement,successfullyattractsthecustomers.Example2:白象電池Englishversion1:WhiteElephantBatteryEnglishversion2:PetElephantThetranslationof“白象電池”into“WhiteElephantBattery”isduetothetranslator’signoranceofculturaldifferencebetweenChineseandEnglishthataelephantisregardedasathinguselessinwesternculturewhileitisdocileandenergeticinChineseculture.Soheretheauthorsimplychangesitinto“PetElephant”whichcanarouseconsumersimaginationofacuteelephantandstimulatetheirdesiretobuy.Chapter4Conclusion4.1LimitationsAdvertisingtranslationisacomplicatedprocesswhichinvolvesmanyfactors.Thetranslatorshouldtakethereaders’age,educationlevel,acceptabilityandaestheticstandardintoaccount.Inthisthesis,onlythetranslationofcommercialadvertisementisdiscussedbyapplyingNida'functionaleq