1、浅谈功能对等理论依据下的汽车广告翻译 毕业设计(论文)A Study of Automobile Advertisement Translation from the Perspective of Functional Equivalence学生姓名:学 号:专 业:指导教师:学 院:独创性声明本人郑重声明：所呈交的毕业设计论文是本人在指导教师指导下进行的研究工作及取得的研究成果。其中除加以标注和致谢的地方，以及法律规定允许的之外，不包含其他人已经发表或撰写完成并以某种方式公开过的研究成果，也不包含为获得其他教育机构的学位或证书而作的材料。其他同志对本研究所做的任何奉献均已在文中作了明确的说明
2、并表示谢意。本毕业设计论文成果是本人在新余学院期间在指导教师指导下取得的，成果归新余学院所有。特此声明。作者签名手写： 签名日期： 年 月 日 版权使用授权书本毕业设计论文作者及指导教师完全了解新余学院有关保存、使用毕业设计论文的规定，有权保存并向国家有关部门或机构送交毕业设计论文的复印件和磁盘，允许毕业设计论文被查阅和借阅。作者签名手写： 指导教师签名手写：日期： 年 月 日 日期： 年 月 日论文题目：浅谈功能对等理论依据下的汽车广告翻译专 业：英语学生姓名：指导教师：摘 要广告是一种特殊的应用文体，美国市场营销协会AMA)给广告的定义是：“广告是由特定的广告主通常以付费的方法通过各种传播
3、媒体对产品、劳务或观念等信息的非人员介绍及推广。随着人类社会的进步，经济开展大步向前，越来越多的贸易往来走向国际，作为经济全球化开展的标志之一，汽车广告在人们的日常生活中扮演着越来越重要的角色。汽车广告翻译的成功与否更是直接决定了产品在目的市场上的销售力度。国内关于汽车广告的研究多以传播学和营销学的角度进行的。鲜有从语言翻译角度进行研究。文本主要以汽车广告翻译为研究对象，以功能对等理论为指导思想，分为三大局部进行论述。第一局部，广告语言和汽车广告入手，研究汽车广告对现代社会生活的意义。第二局部，以功能对等为理论依据，具体介绍这一翻译理论。第三局部，结合功能对等理论及翻译原那么与方法，从直译与意
4、译、套译与创译等方法表达汽车广告翻译。与此同时，本文将列举大量的成功或失败广告翻译例子，从关注文化差异、进行文化转换、增强广告情感美、表达人文关心等方面进一步说明。总的来说，广告翻译最大的特点是说服消费者采取行动实施购置行为。这与奈达的“功能对等理论相符，即目的语读者对目的语的反响与原文读者对原文的反响在一定程度上是一样的。希望通过本文的论述，能够有助于我们掌握汽车广告特色，找到适宜的英汉翻译策略，提高中国汽车品牌在国外的影响力和竞争力。关键词：汽车广告翻译；功能对等理论；翻译策略Title: A Study of Automobile Advertisement Translation fr
5、om the Perspective of Functional EquivalenceSpecialty: EnglishApplicant: Li LinSupervisor: Lecturer Yaohong YinABSTRACTAs a special text, the definition of advertisement by American Marketing Association is that “Advertising is the non-personal communication usually paid for and persuasive in nature
6、 about products, services or ideas by identified sponsors through the various media. With the development of society, the economy becomes flourishing, more and more trade tends to be international. As a symbol of global economy, automobile advertisement translation becomes more and more important to
7、 our daily life. The marketing sales are directly determined by the success of advertisement translation. Most of international advertisement translation researches focus on the science of communication and marketing. There is few people study on language transformation based on functional equivalen
8、ce theory. This paper will take automobile advertisement translation as main study object. It mainly includes three parts. First part discusses from advertisement language and automobile advertisement. Second part introduces functional equivalence .Third part is about translation methods under the g
9、uidance of the functional equivalence theory. They are literal translation, free translation, loan translation and creative translation. At the same time, there are a number of successful or failure cases which are enumerated in the paper. A deep analysis of these translation cases is carried out th
10、e perspective of culture difference, culture transformation, advertisement emotional beauty and humanistic care.Generally speaking, the major feature of advertisement translation is persuading consumers to take action to implement the purchase behavior. Thats to say, the response of the target langu
11、age readers to the target language and the response of original language readers to original language are the same in some extent. Study on typical automobile advertisement translation is helpful to us to master characteristic of it. And we can find out the proper translation methods, at the same ti
12、me increase the influence and competitiveness of Chinese car brands.KEYWORDS: Automobile Advertisement Translation; Functional Equivalence;Translation Methods.CONTENTS.Chapter One IntroductionAdvertisement was derived from a Latin word, advertere. It means a way that can be used to arouse public att
13、ention to something, and influence their behavior. As a special language mode, advertisement has a long history. It is said that commercial advertisement appeared at British newspaper in the early 1600s. In the process of economic globalization and integration, countries all over the world have inev
14、itably become a part of the world economy system. During international economic exchange, the material exchanges which are represented by goods become one of the most important things. Therefore, advertisement translation plays an important role in the international trade. As we all know, USA is cal
15、led a country on wheels. It shows the importance of automobile industry. With the development of economy and the improvement of peoples living standard, automobile has become very popular in our daily life. And the automobile advertisement translation problems emerge followed on it. The famous Ameri
16、can translation theorist Eugene A. Nida had came up with the theory of functional equivalence in 1969. He gave the definition of translation as follows.Translation consists in reproducing in the receptor language the closest natural equivalence of source language message, first in terms of meaning a
17、nd secondly in terms of style.1Thus, the translator should obey translation principles and methods, and pay attention to the factor of culture. A successful advertisement can gain enormous benefits. At the same time, it can promote culture exchange and win the favor of consumers. On the contrary, a
18、failed advertisement will not only get the desired result, but also make consumers feel confused, and lose interest in the product.Automobile advertisement translation is not only related to product reputation, sales volume and economic benefits, but to some extent also reflects the cultural quality
19、 of the country and the nation. 2 Therefore, translators need to pay attention to the response of the target readers.The whole thesis will be divided into seven chapters. The first chapter is the introduction and outline of the paper. The second chapter is literature review. The third chapter is adv
20、ertisement translation and automobile advertisement translation. It consists of two parts, discussing advertisement and automobile advertisement. The fourth chapter is the influence of different culture. It studies on values, taboos, customs, and religions. The fifth chapter is functional equivalenc
21、e theory, mainly about four parts. It discusses from Nidas functional equivalence theory and some problems. The sixth chapter is translation methods for automobile advertisement. It discusses several methods of advertisement translation, such as literal translation, free translation, loan translatio
22、n and creative translation. Last chapter is the conclusion part. This part draws a conclusion of the research and some suggestions and implications are given based on the findings of the study. . Chapter Two Literature ReviewPeople have various definitions of advertisement for a long time. Almost wi
23、thout exception, they think that translation is the core part of international sales. It bears the business profit, and cross-culture communication. As the symbol of global economic, automobile advertisement translation becomes one of the most important things to enter international market. Therefor
24、e, translators need to pay much attention to customers response.This essay will focus on the automobile advertisement translation. And it makes an analysis of automobile advertisement function and significance. In order to promote the development of the pluralistic society and enhance cross-cultural
25、 exchange, it has a great important value to understand the advertisement translation. Thus, this essay, targeting at improving translation level and promoting cross-cultural communication, makes a close analysis of motor advertisement expressions, including the definition, the culture difference be
26、tween east and west, the translation theory of functional equivalence, and the translation strategies based on Nidas functional equivalence theory.It has a long history of the study on the advertisement translation. Many scholars have made deep research on the translation of advertisement and genera
27、lly formed their own theories which have been accepted by the translation circle. These researches can be divided into three categories, the research on the culture difference between east and west in advertisement translation, the influence of marketing in advertisement translation, the influence o
28、f economics and finance and so on. It is referred to many books about advertisement. Whereas, there are most of scholars put their emphasis on the influence of culture difference. It can be summarized as follows.Firstly, the influence of culture difference between east and west. This part refers to
29、history and the way of thinking. Secondly, advertisement has influence on marketing. This part mentioned the study of marketing and the study of advertisement are closely related. It is applied to everything these days. Thirdly, advertisement has impact on economics. For this part, many scholars sta
30、rt to analyze various factors of the relationship between advertisement and globalization. And they come up with some strategies of advertisement.There are many researches in China and overseas. They study the advertisement in different ways and from different angles. Different with them, in this th
31、esis the author pointed to the methods of automobile advertisement translation.In this article, it focuses on advertisement translation methods under the guidance of functional equivalence. According to functional equivalence theory, translators choose the best translation methods during the automob
32、ile advertisement translation process. And there are mainly four translation methods.The first translation method is literal translation. We use this method when we can find the equivalent expressions in both the Chinese and the English. Original advertisement: New Audi A4: We would never say the new Audi A4 is the best in its class. We dont have to.Translation:我们根本不必说新型奥迪A4是同类车中最好的，没这个必要。Original advertisement: BMW: Sheer driving pleasure.Translation:宝马汽车：纯粹的驾驶乐趣。The second translation
