功能對(duì)等原則在英語(yǔ)商業(yè)廣告詞翻譯中的應(yīng)用畢業(yè)論文

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NORTHCHINAUNIVERSITY畢業(yè)論文GRADUATETHESIS論文題目：功能對(duì)等原則在英語(yǔ)商業(yè)廣告詞翻譯中的應(yīng)用學(xué)生姓名：專業(yè)班級(jí)：11英語(yǔ)2班學(xué)院：外國(guó)語(yǔ)學(xué)院指導(dǎo)教師：2015年04月30日TheApplicationofFunctionalEquivalenceTheoryonEnglishAdvertisingSloganTranslationByAgraduatethesissubmittedinpartialfulfillmentoftherequirementsforthedegreeofBachelorofArtstotheCollegeofForeignLanguagesNorthAPRIL30th,2015CONTENTS摘要 IABSTRACT IIChapter1Introduction 11.1BackgroundoftheResearch 11.2PurposeoftheResearch 21.3StructureoftheThesis 3Chapter2LiteratureInterview 52.1DefinitionofNida’sFunctionalEquivalenceandADSloganTranslation 52.2TheFeasibilityStudyofFunctionalEquivalenceinEnglishAdvisingSloganTranslating 52.3GeneralIntroductionandResearchesonEnglishAdvertisingSloganTranslatingabroadandinChina 62.3.1ThePeriodsincetheMid1980sto1990s 72.3.2ThePeriodsincetheLate1990s 72.3.3ThePeriodinRecentYears 82.3.4TheForeignStudyinRecentYears 8Chapter3TheCharacteristicsoftheAD 93.1ThePrincipleofAID-MA 93.2AdvertisingLanguageMustBeReadable 93.3TheApplicationofRhetoricalDevices 10Chapter4ThePurposeofAdvertisingTranslationandNida’sTheory--‘FunctionalEquivalence’ 114.1ThePurposeofAdvertisingTranslation 114.2Nida’sTheoryof‘FunctionalEquivalence’ 12Chapter5TheBasicPrincipleofReciprocityinAdvertisingTranslation 145.1LexicalEquivalentinAdvertisingTranslation………145.2TheStyleEquivalenceinAdvertisingTranslation…………….155.3TheCulturalEquivalenceinAdvertisingTranslation………….16Chapter6TheBasicTranslationStrategiestoAchieveEquivalence………………...196.1TheEffectoftheTranslation…………..………196.1.1MakingtheTranslationNatural,AccurateandConcise…...196.1.2ContentIsPriortoForm…………………...196.2TheBasicTranslationStrategiesinAdvertisingTranslation……………….….206.2.1LiteralTranslation…………….…………...206.2.2TranslationwithFalseandTrue………206.2.3FreeTranslationwithConvertmeaning…………………...20Chapter7Conclusion………………………22BIBLIOGRAPHY 23ACKNOWLEDGEMENTS 24摘要隨著全球經(jīng)濟(jì)一體化進(jìn)程的加快，廣告越來(lái)越成為現(xiàn)代人生活中不可或缺的一部分。頻繁的國(guó)際貿(mào)易和激烈的市場(chǎng)競(jìng)爭(zhēng)使得廣告的作用越來(lái)越明顯，廣告翻譯的地位也隨之越來(lái)越重要。然而中英文語(yǔ)言和文化的巨大差異使得廣告翻譯成為了一項(xiàng)十分艱難的工作。在眾多的翻譯理論中，尤金·奈達(dá)的功能對(duì)等理論為廣告翻譯的理論研究開(kāi)辟了一個(gè)新視角。本文將從奈達(dá)的功能對(duì)等理論及英語(yǔ)廣告詞的特殊性方面入手，并以英語(yǔ)廣告詞為主要對(duì)象，集中闡述英語(yǔ)廣告詞翻譯的復(fù)雜性、重要性、特殊性。其中將穿插部分對(duì)比案例，包括失敗的廣告詞翻譯案例、成功翻譯案例解析等。通過(guò)系統(tǒng)地介紹功能對(duì)等原則在英語(yǔ)商業(yè)廣告中的應(yīng)用科學(xué)性，最終總結(jié)歸納出功能對(duì)等原則在英語(yǔ)廣告詞翻譯中的必要性。關(guān)鍵詞廣告;翻譯;功能對(duì)等理論;廣告翻譯ABSTRACTWiththespeedingupofglobaleconomicintegration,theadvertisementsbecomemoreandmoreindispensableinourmodernlife.Frequentinternationaltradeandthefiercemarketmaketheroleofadvertisingmoreandmoreobvious.Thestatusofadvertisingtranslationismoreandmoreimportant.Chineseadvertisingindustryhasseenanunprecedentedrapiddevelopment.Nevertheless,thesubstantialdifferencesbetweenEnglish-Chineselanguageandculturemakeadvertisingtranslationbecomeadifficultjob.Therearenumeroustranslationtheories.Inthese,NIDAE.A.’sfunctionalequivalencehasopenedupanewperspectiveforadvertisingtranslation.TheADinEnglishasthemainobject,myarticlewilldiscussNida’sfunctionalequivalencetheoryandtheparticularityofEnglishadvertisement.AndthenIwillfocusonthecomplexityofEnglishadvertisingslogantranslation,importanceandparticularity.Therearesomecomparativecasesinmyarticleincludingfailuretranslation,successfulcasesanalysis,etc.BythesystematicallyintroductionofthescientificoffunctionalequivalenceprincipleinEnglishcommercialadvertisements,wewillfinallysumupthenecessityofthistheoryinEnglishadvertisementtranslation.Keywordsadvertising;translation;functionalequivalence;advertisingtranslationChapter1Introduction1.1BackgroundoftheResearchInthemodernsociety,advertisinghasbecomeanimportantpartofpeople'slife.Advertisinglanguagehasgraduallyformeditsownuniquestyle.Nowadays,thetypesandthekindsofadvertisingsarebothinvariousforms.Suchassuchaspromotingthesaleofgoodsorservicestoconsumerscommercials,companiesororganizationtoexpandorimprovesocialinfluenceandintroductoryimageadvertising,governmentorsocialmassorganizationsforasocialpurposeofpublicserviceads,andindividualsforavarietyofpurposesoftheclassifiedadsinthenewspaper.Advertisingtranslationisacross-languageandcross-culturaltranslation.Thequalityofadvertisingtranslationwilldirectlyaffecttheadvertisementpublicityandpromotioneffect.Therefore,advertisingtranslationmustpayattentiontotheinformationtransferfunctionandthereaders,reader'sresponseandthetranslatedversionreaders'reactionbasicconsistent,evenbetter,toattracttheattentionofconsumers.ThisarticlewillstudyonEnglish-ChineseadvertisingtranslationbyNida’sfunctionalequivalencetheory.1.2PurposeoftheResearchBecausetheadvertisingindustryinChinaisanemergingindustry,fewarticlesofstudyEnglishadvertisementtranslationcanbeseeninourstudylife.Bythestatistics,theworksaboutfunctionalequivalencetheoryinEnglishadvertisementtranslationfromChinesearestillless.So,thistopicwillbediscussedinthetheoryoffunctionalequivalenceintranslationfromChineseintothetheoreticalbasis,goodadvertisementcaseresultsaswellasitsadvantagescomparedwiththeothersex,andsystematicallysummeduptheconcentrationinthefunctionalequivalencetheoryinadvertisingtranslationpracticespecifictranslationtechnique.ThistopicwillintroduceNida’sfunctionalequivalenceprinciplesystematically.Theprinciple,developmentandresearchsituationofwerementioned.Then,throughtheintroductiontoChina'seconomicandtradesituationhighlightstheimportanceofEnglishadvertisementtranslationinChina,andbytheregionaldifferencesintranslation,translationdifficultiescausedbyculturaldifferencesandlanguagedifferencesandparticularity.BycomparingthetraditionaltheoryoftranslationmethodsofEnglishadvertisingslogantranslationcases,highlightingtheadvantagesoffunctionalequivalencetheory.1.3StructureoftheThesisThisthesiscontainssevenchapters.Chapteroneisintroduction.Itmainlystatesbackgroundoftheresearch,purposeoftheresearch,significanceoftheresearchandthestructureofthethesis.Chaptertwoisliteraturereview.ItcoversthedefinitionofNida’sfunctionalequivalenceandadvertisingslogantranslation,thefeasibilitystudyoffunctionalequivalenceinEnglishadvisingslogantranslationandGeneralintroductionandresearchesonEnglishadvertisingslogantranslatingabroadandinChina.ChapterthreewillintroducetheCharacteristicsoftheADfromthreeparts.Chapter4,5,6arethemostimportantparts.TheyarethepurposeofadvertisingtranslationandNida’stheory--‘functionalequivalence’,thebasicprincipleofreciprocityinadvertisingtranslationandthebasictranslationstrategiestoachieveequivalence.Chaptersixdrawsaconclusion.ChapterTwoLiteratureInterview2.1DefinitionofNida’sFunctionalEquivalenceandAdvertisingSloganTranslationIn1969,thefamousAmericantranslationtheorist,EugeneANida’s"FunctionalEquivalence"theorywasputforward.Unlikeprevioustranslationtheories,Nida’stheoryof"FunctionalEquivalence"wasfocusonthereader'sresponsetothetranslationanditpointedoutthatinordertoachievetheidealtranslation,weneedtofindtheclosestnaturalequivalenttotheoriginallanguage,whichistosay,thereader'sresponsetothetranslationoftheadshouldaccordwiththeoriginalreader'sresponsetotheoriginal."Functionalequivalence"theoryhasgreatlyenrichedthetheoryoftranslation.Itopenedupanewperspectivefortranslationstudies.Throughtheresearch,theauthorthinksthatFunctionalEquivalenceisoneofthebesttheoreticalprinciplesintheguidanceofadvertisingtranslation.Advertisingtranslationisakindoftranslationactivitywhichhasastrongpurpose.Inordertoconveymoreinformationandcoaxthetargetlanguagereaders,advertisingtranslation’spursuitistheequivalenceineffect,thustorealizethemaximizationofprofits.Payingattentiontolanguagefunctionequivalenceratherthanonthesurfaceofthetext,Nida’sfunctionalequivalencetheoryhasimportantguidingsignificanceinadvertisingtranslation.Intheprocessofadvertisingtranslation,thetranslatormusttakeintoaccountdifferencesinlanguageandculture,andtakecareoftheaestheticpsychologyofthereaderstoreacheffectivefunctionalequivalence.2.2TheFeasibilityStudyofFunctionalEquivalenceinEnglishAdvisingSloganTranslatingWiththerapiddevelopmentofeconomicglobalizationandmultinationalcompanies,thedemandofadvertisinganditstranslationalsoincreasesrapidly.Advertisingtranslationasafield,however,arelativelynewbranchhasnotyetbeenfullyresearched

systematically.Advertisingtranslationhasitsownlaws,uniquepurposeandstylisticfeature,whichtoagreatextent,determinestheprincipleof"functionalequivalence"theoryintheapplicabilityoftheadvertisingtranslation.ThecontentofNida’s“functionalequivalence”isthat“Reader'sResponseTheory”and“"Content

over

form”.Thetheoryof“Contentoverform”isagoodeffectivemeanstosolvetheproblemofculturedifferencesintranslation.“Readerresponsetheory”thinksthat,themostimportantfactortojudgethesuccessofatranslationisthereactionofthetargetlanguagereaders.Atthesametime,weshouldcomparethereactionoftheoriginalreaderswiththetargetlanguagereaders’reaction.Wecanseethatwhetherthesetwokindreactionsarebasicallyidentical.AstheEnglishandChinesebelongtotwodifferentlanguagesandhavedifferentculturaltraditions,particularlanguageandcultureisextremelydifficulttotranslate.Inadvertisingtranslation,thereactionofthetargetlanguageaudienceisthekeytothesuccessofthejudgment.Inordertomakeadvertisingmoreattractiveandeffective,thetranslatorsoftenuserhetoricorstructuraladjustment.Amongsomanytranslationtheories,EugeneA.Nida’sfunctionalequivalencehasagreatinfluenceonthefieldoftranslation,especiallyforbrandnametranslation.Recently,thetranslationofEnglishbrandnamesfromtheprospectiveofNida’sfunctionalequivalenceiseasytobeaccepted.Thispaperwillanalyzetheprinciples,skillsandtheapplicationofspecificcasesfromNida’sfunctionalequivalence.2.3GeneralIntroductionandResearchesonEnglishAdvertisingSloganTranslatingabroadandinChinaNowadaysasweknowtherearemoreandmoreacutemarketingcompetition,underthiscondition,agoodqualitywillbenecessaryifyouwanttomakeyourcommoditybloomingandattractivetotheconsumeramongmillionsofothercompetitors,besides,asuccessfuladvertisementisalsoaveryimportantpart.Inthisinternationalmarketingenvironment,aproperadvertise,especiallywhenfacingvariousconsumerswithdifferentnationalities,differentlanguagesanddifferentcustombackground,howtoadvertiseyourmerchandiseinaproperandefficientwayisthemostimportantthingfromotherimportance.Withtheinfluenceofglobaleconomycombination,therehasbeenmoreandmorebusinesscommunicationsamongdifferentnations,everyoneaimatdevelopingthemarketabroadbypromotingthesaleoftheirproductions,oneoftheextremelyimportanceistomaketheirownproductionandmanufacturersfamousallovertheworldbyadvertising.Wecannotdenythatmanyofthecivilenterpriseshaven’trealizedhowtocreateanEnglishadvertisement,andsearchforhelpfromaninexperttranslatorinsteadofprofessionalagency,thatleadstoapoorqualityoftheadvertisementtranslation.SomeofthetranslationconsignorknowslittleaboutEnglish,inexperthelpsinexpert,thequalityofthetranslatedadvertisementwillnotbeassured,andsothat,manyofthetranslatordidapoorworkwithvariousintolerablemistakes.Withthedevelopmentofeconomicglobalization,internationaltradeactivitiesarebecomingmorefrequentandEnglishadvertisementisincreasinglyimportant.Englishadvertisingoftenusessomerhetoricdevicestoenhancetheeffectoflanguageexpressiontomakeitmoreinterestingandconvincing.Theadvertisingnotonlypromotesproductsandstimulateconsumer’interest,butalsodeepenspeople’simpressionoftheadvertisingproducts,makingthebrandwinpeople’ssupport.Inordertomaketheadvertisementobtainbetterpropagandaeffect,itisnecessarytousesomerhetoricmethodscorrectlyandperfectly.Rhetoricaldevicesmakeadvertisementvivid,striking,andfullydemonstratetheglamourofadvertisements.Inadvertisingtranslation,thetranslatorsshouldpayattentiontorhetoricstyleofadvertising,chooseappropriatetranslationmethodsflexibly.2.3.1Sincethemid1980s,thestudiesofadvertisinglanguageisreferringtotheindividualjournalofforeignlanguagemajor,butthedomesticadvertisingtranslationstudiesofficiallystartedintheearly1990s.Intermsofresearchcontents,theearlypapersmainlyforspecificadvertisingtranslationofidiomstoexplore,andtheexistingproblemsintheEnglishtranslationofChineseadvertising.Sincethen,researchcontenthasstartedtoinvolveadvertisingtranslationprinciplesandcriteria2.3.2Sincethelate90s,thoughthediscussionoftranslationprinciplesandcriteriaarestillgoingon,theresearchers'attentionweremoreandmorefocusedonthedifficultpartsinadvertisingtranslation,suchastheprocessingofrhetoricinadvertising,emotionalfactorsoftransmission,theimagesofthebrandimage,brandcharacteristicsofpreservationandsoon.Wecallitafurtherstage.Intermsofresearchmethods,thedomesticadvertisingtranslationstudymethodsmainlyuseinductivemethodandtheexampleanalysis.2.3.3Butinrecentyears,researchersbegantousethetheoryachievementsofpragmaticsandotherrelateddisciplines,toanalyzethekindsofproblemsinadvertisingtranslation,andthenputforwardsometranslationstrategies.Thisisamethodologicalgratifyingprogress.Thisfieldstillinhasmanyworthyofreclamationinthefuture.2.3.4Inrecentyears,foreignstudiesinthefieldoftranslationhaveobtainedthedevelopmentbyleapsandbounds.

Fruitfulachievementsoftranslationtheorylaidasolidtheoreticalbasisforadvertisingtranslationstudy.Therearethreeimportant--Nida’s“FunctionalEquivalence”Toconclude,advertisingtranslationstudieshaspassed20years.Bothofthedepthandthebreadthinitsstudyareeffective.Accordingtomystatistics,from1990to2009,thereare891professionalpapersrelatedhavebeenpublishedinthedomesticjournal(datafrom"Chinajournalfull-textdatabase"),andhasarisingtrendyearbyyear.Amongthem,althoughsomeexpertsandscholarstriedtodiscusstheprincipleofadvertisingtranslationfromvariousanglesandstandards,therearestillsomediscussionswhichareworthofourattentionandthinking.Inthestudyoftheapplicationof"FunctionalEquivalence"inEnglishadvertisingtranslating,mypaperwillfocusonhowthistheorycanbeusedmorestandardizedandorderly.Suchas,Iwillgivesomesuccessfulandfailedexamplestostudy.Andthen,sometraditionalmethodsshouldbementioned.What’smoreIwillgiveussomenewmethodscanbetakeninadvertisingslogantranslation.Nida’s"FunctionalEquivalence"willbesurethebesttheoryforslogantranslation.Itsscientific,tenderizationandsatisfactionarestressedinmypaper.Chapter3TheCharacteristicsoftheADAdvertisinghasitsownspecificformatandrequirements.Itshowsdifferencesfromotherarticlebodyinvocabulary,syntax,discourseandrhetoricalfeatures.Intheprocessofadvertisingtranslation,weshouldpayattentiontothecharacteristicsofadvertisinglanguage.Beforewebegintodiscussthedefinitionofadvertising,itisnecessarytomakedistinctionsbetweenadvertisingandadvertisements．AccordingtoJugenheimerandGordon0980)，basicallyadvertisingisoneformofmarketing．Itfurtherreferstothetotalityconcerningthisformofmarketing,includingthebehavior’sciencebranch，industry,etc．Specificallyspeaking,theterm“advertising"’canrefertotheadvertisingscienceandadvertisingindustry．Advertisementscanberegardedastheapplicationofadvertising,SOanadvertisementis“apieceofwork”ofadvertising．Advertisinghasahistoryfarshorterthanthehistowofthehumansociety．Butwhyistheresuchthingasadvertising?Theanswertothisquestionistobefoundinthesocialconditionswhichmakeadvertisingpossibleandinwhichconsumptiontakesplace：．Atleastthreefactorsareinvolvedinadvertising：buyer,sellerandthecommodity．Thecommodityherereferstoproductsandservicesprovidedsolelyforthesakeofexchange．Aslongastheproductivityofthehumansocietyisfarfromsufficientlydevelopedtomeetthelowestmaterialneedsofitspopulation，thereisofcoursenosuperfluousmaterialgoodsthatcallbesparedascommodity,nottomentionadvertisingwhosetargetistopromotethesalesofvenousproductsandservices．3.1ThePrincipleofAID-MAFirstofall,AID-MA(attention,interest,desire,memoryandaction)isregardedasaclassicadvertisingcreationprinciple.Themostimportantthingofadvertisinglanguageis"eyecatching"/"ear-catching",becauseonlyinthiswaycanattractconsumers'attentionandmaketheywanttoreadorlistentothecommercials.Suchasnestlescoffeeadvertisingslogan:"Goodtothelastdrop."translation:"dropsaromatic,wantingmore."whatdothemeaning,soundandform,giveattentiontotwoormorethingsisreallywonderful.3.2AdvertisingLanguageMustBeReadableAdvertisinglanguagemustbereadable.Thischaracteristichasthesespecificperformance-thewordchoice,grammar,discoursestructureandtheuseofrhetoricaldevices.Thevocabularyinadvertisinghasendlessvariationsbutalsoisrelativelystable.Asameansoftransmittinginformation,advertisingEnglishwordsataglance,vivid,image,aboundemotionalcolorandappealing,readscatchy.Suchas:BornToShine.IShine!(LG).TheLGmobileclassicslogan,BornandShinetwoverbsinEnglish,suddenlyattractedpeople'sattention,dynamic,withmobilephonebringoutthebestineachother.TheChineseslogan"Ishine"originatedfromtheChinesecommonsaying"Iamthiskind",familiartoall,haveafriendlyfeeling.Someadvertiserswhoaregoodatplayingwordgamesdeliberatelyputthefamiliarwordorwordsarespeltwrongintoanewword.”Newwordsdonotbreakoriginalintention,moreaddnewmeanings",giveadvertisinggreatcharm.SuchascanbeseeneverywhereintheUKtheadvertisingthatultimatelyrespondsAPINTAMILKADAY.ThisisanADofadvisedpeopletodrinkabottleofmilkeveryday.Thefulltextis:ultimatelyrespondsapintofmilkaday.Becauseofthepopularityoftheadvertisement,thewordpintobecameasynonymformilk.Milkprices,forexample,don'tsaymilkhasgoneup.Eventhenewspapersaidthepintohasgoneup.Someevengivethepintoadded’s,turnedintoapluralform3.3TheApplicationofRhetoricalDevicesTherearealotofrhetoricaldevicesareusedinadvertisingsuchasmetaphor,pun,alliteration,personification,etc.Itcanbemoreimagesvividlyandcanconveymoreinformation.NowIwillsetsomeexamplesforeachone.Example1:SmoothassilkisThai.Translation:泰航飛行，平滑如絲ThisisanADofThaiairways.DappermetaphormakestheimageoftheThaiairwaysflightsafetysmoothlyfromthepage.Byadding2words"flying”,thisADdeepensthereaderimpressionofThaiqualityservice.Theuseofmetaphorcanenhancetheadvertisinglanguagevividsexandbeauty.Example2:Whereverithurts，we’llhealit.Translation:不管它哪里傷痛，我們都將使之愈合如初。ThisisanADfromaleatherrepairservice.IntheAD,theauthorscomparedthebadhandbagtotheinjuredmanandcomparedtherepairingbagtohealingwounds.Personificationgimmicktomakeadvertisingservicesprovidedbytheextremelyrichthemilkofhumankindness,vivid,thebetterconveythegodoftheoriginalrhyme.Example3:Iammoresatisfied.AskforMore.Translation:摩爾香煙，我更滿意；再來(lái)一支，還吸摩爾。ThisisapunintheADfrom‘More’cigarettes.Itskillfullyusethedoublemeaningoftheword‘more’.Moreisanadverb.Bysaying"more,more"wecanimageitintoabrandname.Thisadvertisementmakespeopleeasilytorememberthebrandofgoods,andleavesanimpressiontothepersonatthesametime.Theproductissuperiortosimilarproducts,whichcanmakeconsumersmoresatisfied.Punmeaningissplitintotwolayers,anexpressionintranslation,andstructure,fourwordstoreadcatchy.Chapter4ThePurposeofAdvertisingTranslationandNida’sTheory--‘FunctionalEquivalence’4.1ThePurposeofAdvertisingTranslationThepurposeofadvertisingtranslationistoachievethesalestarget.Advertisingtranslationisnotonlyaquestionofsemanticequivalence,butare-creationprocessoftheadvertisingfunction.Itsfocusliesinwhetherthetranslationiscontagiousandcanenhancetheeffectofadvertising.Theultimategoalofadvertisingtextandtargettextisconsistent.Sotheadvertisementtranslationshouldbeequivalence.Nida’stheoryof"functionalequivalence"hasgreatguidancesignificancetopeertheadvertisingtranslation.Inthe1970s,atranslationtheoristingroup‘function’GermanWeirMill(HansVermeer)putforward"skopostheory"(目的論)Accordingto‘skopostheory’,theessenceoftranslationisapurposefulinterculturalcommunicationactivity.Translationshouldbeintheprocessofimplementationoftheexpectedfunctionoftranslationinthetargetlanguagecultureasthefirstprinciple,namely,thepurposeoftranslationprinciples.Teleologicalproposedtobroadenthefieldoftranslationtheoryresearch,theoreticalbasisforthetranslatorprovidesflexible.Slogantranslationshouldpayattentiontoeliminatetheculturaldifference.Themainpurposeistohavethepurposeoftheexchangeandcommunicationbetweendifferentcultures,especiallyforadvertisingthiskindofpracticalstyle.TheADintheprocessoftranslation,inordertoachievepragmaticequivalenttranslation,shouldnotonlypayattentiontothecontextmeaningoftheoriginalrequirementsmustalsofromtheperspectiveofsocialandculturalcommunicationexaminingtheuseoflanguage.Thetranslatormustbeveryfamiliarwiththepragmaticprinciplesoftwodifferentlanguages,haveknowledgeofcross-language,cross-culturalcommunicationcancommunicatetopragmaticmeaningdifferences,andthenachievetheequivalenttranslation.Comprehensivetheaboveviews,intheadvertisingtranslation,thetranslatorshouldfollowtheprincipleofpurpose,coherentprincipleandfaithfulprinciple.Whenthepeopleofdifferentculturalbackgroundcommunicatewitheachother,pragmaticdifferenceisinevitablefactbecauseoftheculturaldifferences.Also,thelanguageculturaldifferencesarealsotheimportantfactorsthateffectadvertisingcommunication.Goodtranslationofsalesplaysapositiveroleaccordingtotheobjectiveprincipleintheskopostheory.Thetranslatorshouldpayattentiontothefunction,inthetranslationofadvertisingshoulddolikethatwheninRome,doastheRomansdo.Suchas"dapeng"brandpencilsharpener,whenitcometoEnglish,itstranslationisROCSharpeners.‘Dapeng’isoneofthelargestbirdsinmythsandlegendsofHan(漢)nation.ButROCthreecapitallettersarealsocommonlyusedwords"republicofChina"newsEnglishabbreviation,isboundtoproducemisunderstandingorunnecessaryLenovo.Itisnotconducivetocreateagoodimageoftheexportcommoditiesandunfavorabletomaintainthedignityofthecountry.IfwechangetheROCtoGiantBird,itwillbemuchbetter.4.2Nida’sTheoryof‘FunctionalEquivalence’Althoughtranslationhasacommonprogressofdevelopmenttogetherwithhumancivilizationearly,buildingasystemoftranslationtheoryisstillstruggling.Sincethe1980s,threewesterntranslationtheories-Nida’s‘functionalequivalencetheory’,‘equivalencetheory’and‘readerresponsetheory’influencedstronglyinChina.Andthen,whenwetalkabouttranslation,wecanfirstthinkaboutNida’stheory.InNida’sfortybooksandmorethan250papers,functionalequivalencetheoryisitsmostimportanttranslationtheory.Nida’sclassifiestherelationshipsbetweenthesourcelanguagecultureandthoughtofthethreerelationsisdeterminedbythedistancebetweenthelanguageandcultureintothreetypes.Onthisbasis,hesummedupthetranslationoftwobasicorientations:therearetwodifferentbasictypes-equivalentformalequivalenceanddynamicequivalence.Formalequivalencefocusontwoaspectsoftheformandcontentofinformationitself,andthecorrespondingisbasedonthe"equivalentprinciple"dynamicequivalence.Hethinksthereisnoabsoluteequivalencebetweenlanguages.Translationmustbeidentifiedthedifferenttypesaccordingtothenatureofinformation,thepurposeoftheauthorandthepurposeofthetranslator,factorssuchasthetypeofaudience,classifytranslationtodeterminethedifferentprincipleofreciprocity.Determiningthecontentandformofwhatisamajorconsiderationintranslationaccordingtothenatureoftheinformation;Accordingtothepurposeoftheauthorandthetranslator,determinetheexpectedpurposeoftranslationistoprovideknowledge,causeemotionalresponses,orsuggestaspecificbehavior.Hewantsthereadertofullyunderstandandmaketranslationtocompletesomeimperativefunction.NIDApointsoutthattranslationarenotonlyinthesenseofequivalence,vocabularyalsoincludesemantic,styleandstyleofthetranslationtoconveytheinformationofbothsurfacelexicalinformationandalsohasdeepculturalinformation.‘Equivalence’includesfouraspects:Matchingwords,thesyntacticalequivalence,textualequivalence,thestylesetc.Inthesefouraspects,NIDAthinks‘meaningisoneofthemostimportant,formisthesecond’,weshouldnolongerbelimitedbythelanguagelevel,butexpandedtothetranslationoftheuser.Nida’stheoryofFunctio