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Abstract: For the seller, advertising is a helpful tool to promote the products and gain profit. It’s of vital importance to translate advertising effectively. However, the theoretical study on this field of translation is far from satisfactory. This paper holds the view that functional equivalence is applicable in advertising slogan translation. Advertisement is a text style, with a purpose of arousing consumer’s interest and persuading them to take action. Therefore, the translation should be equivalence to the original text and functional in similar ways as the original one does. From this point of view, functional equivalence should be viewed as the right theory of advertising slogan translation. Firstly, this thesis presents a brief introduction to advertising, advertising slogan and functional equivalence. Then this thesis elaborates functional equivalence in advertising slogan translation by investigating two cores of functional equivalence: the “reader reflection” and “priority of content over from”. Finally, this thesis explores how to use functional equivalence in commercial advertising slogan translation.
Key words: advertising; advertising slogan; functional equivalence; translation
中文摘要:就销售人员而言，广告是推销产品，获得利润的一种有效工具，因而广告语一语中的的翻译异常重要。然而，这个领域的翻译理论研究还未能尽如人意，所以本文将从功能对等理论的角度探讨广告语翻译。广告语是一种应用文体，具有吸引顾客注意力、促使他们采取行动的目的，因此广告语译文应忠实于原文并实现功能对等。本文首先对广告，广告语和功能对等进行简要介绍，然后详细阐述了广告语翻译中的功能对等原则的两项核心内容：读者反应论和内容优于形式论。最后，本文从功能对等理论的角度探讨了其在广告语翻译中的应用。
关键词：广告； 广告语；功能对等； 翻译