奈达功能对等理论指导下的广告翻译研究

摘要随着经济的充分发展，经济的全球化趋势同益明显，广告在现代社会中的作用越来越重要，因而对广告翻译也提出了越来越高的要求。

但是，尽管人们已经对广告翻译进行了大量的实践活动，然而我国对广告翻译的理论研究远远满足不了社会的需求，广告翻译尚未得到充分发展。

广告是一种跨语言、跨文化的交流活动，对输入国消费者的心理、信仰等产生直接的冲击，从而影响商品在目标市场的占有率和销量。

中英语言和文化中的差异决定了广告翻译是一项非常灵活而复杂的工作，在众多的翻译理论中，奈达的功能对等理论提出了这样的概念：译文的接受者对译文信息的反应应该与源语言接受者对原文的反应基本相同。

这一理论正好符合了广告翻泽的特点，即译文应与原文具有相同的劝说功能。

从这个角度来说，功能对等理论应该是指导广告翻译的最佳理论。

本文通过研究分析论证功能对等是指导广告翻译的最佳理论原则之一，在功能对等的理论基础上，着重讨论如何处理广告翻泽中所涉及的语言和文化差异：另外还结合实例提出常见的翻译策略。

第一章中，作者首先介绍了翻译的一般理论，接着详细阐述了奈达的功能对等理论；第二章主要介绍了广告的基本知识，以及广告本身所涵盖的语言特点和文化因素，为后一章节的广告翻译作了铺垫。

第三章作者首先论证了功能对等理论对于广告翻译的可行性，通过分卡厅、探讨，认为奈达的“功能对等”理论非常适合于广告翻泽。

并在此基础上分析了应用功能对等理论为指导，广告译文之于原文在文体，内容以及形式上的总体要求。

第四章是全文的重点所在，说明了目前广告翻译的主要策略。

在第四章中，作者首先说明了广告翻译应当达到两个层次的对等，即语言层次的对等和文化层次的对等。

在功能对等理论的指导下，为了达到最贴切的自然等值，作者在具体分析典型的广告翻译实例基础上，提出了归化转换的翻译策略。

最后一章中，作者对全文予以归纳、概述，并指出了文章不足之处和今后进一步研究的方向。

关键词：功能对等，广告翻译，翻译策略VIAbstractsWith the full development of the economy and the economic globalization trend becoming increasingly evident，advertising is playing a more and more important role in modem society,as a result，there is an increasingly higher requirement in advertising translation．However，despite the fact that people have taken a great dealof practical activities in the field of advertising translation，the Chinese theoreticalresearch of advertising translation still far failed to meet the needs of the community,advertising translation has not yet been fully developed．Advertising is a cross—language，cross—cultural communicative activities，having a direct impact on the consumer psychology and beliefs of the importers，and thereby affecting the share and sales of commodities in the target market．Because of the language and cultural differences between English and Chinese，the advertising translation is a very flexible and complex task．In SO many translation theories，Nida’S functional equivalence theory puts forward such a concept：the reaction ofthe receptors in the target language should be substantially the same as the receptors in the source language．This theory is consistent with the characteristics of advertising translation，that is，the target text should have the same persuasion function as the original text．From this perspective，functional equivalence theory should be a best guiding theory of advertising translation．While pointing out through analysis that the functional equivalence theory is one of the best guiding principles for advertising translation，this thesis focuses on how to deal with the language and cultural differences involved in advertising translation，besides in the end,common strategies of translation are given on the basis of examples．Chapter One first introduces the general theory of translation，and then elaborates on Nida’S functional equivalence theory． Chapter Two includes the basic knowledge of the advertising and advertisement，as well as the language features of advertising，SO as to pave the way for the latter chapters．In the third Chapter，firstly,，thefeasibility of Nida’S functional equivalence theory in advertising translation is fullyVIIelaborated through analysis and discussion，and based on this，the writer further discusses the overall requirements for advertising translation in style，form and content．Chapter Four shows the current strategies of advertising translation．In thischapter，the author states at the outset that the advertisements should be translated totwo levels of equivalence，that is，the language level and the cultural level．Under theguidance of functional equivalence theory，in order to achieve the closest natural equivalence，the author proposes strategies of adaptation based on specific examples of typical advertising translation．The final chapter outlines and summarizes the wholetext，where the author points out the inadequacy of the thesis and the direction offurther study．Keywords：functional equivalence，advertising translation，translation strategies IntroductionAs China is deepening its opening up to the outside world，especially after joining WTO，the international economic activities develop rapidly and the international advertisements grow vigorously．There is a strong need for efficient international advertising communication．Thus the amount of advertising translation keeps increasing．As a specialized and important area of translation，advertising translation has its own features and rules，which deserve an intensive and systematic study．We all know that a successful advertising translation Can influence the customers imperceptibly but enormously,and it can arouse people’S interests in buying the products and bring about profit for a company．While on the other hand，afailed advertisement will not only cause economic losses but also directly influence the image of a company even a country．Incommensurate to its ever growing importance，advertising translation still remains an under explored field as a branch inthe discipline of translation，the study of advertising translation，especially that between the English and Chinese languages，is far from satisfactory in accordance with its need．Until now,no systematic theoretical research on this issue has been sufficiently conducted．There are only a small number of papers making a summary ofthe experience achieved from the advertising translation practice，among which the majority is published in college journals instead of Chinese key joumals．Many of thearticles are descriptive rather than analytical，dealing with specific aspects of advertising translation，such as translation of rhetoric，slang，brands and slogans，andaesthetic properties and SO forth．This thesis，adopting an analytical approach，discusses the application of Nida’S functional equivalence theory in advertisement translation．Instead of focusing on the specific techniques，it tends to focus on thegeneral principles and general translation strategies that should be followed．In general，it consists of four chapters with introduction and conclusion：Chapter One first introduces the general theory of translation，and then presents Nida’S functionalequivalence theory，its development，content and essence．In chapter Two，basic knowledge of advertising has been discussed in great detail，including the development of advertising，definition of advertising and advertisement，classificationof advertising，purposes and functions of advertising，and features of advertising language which have been analyzed from three aspects，namely,lexically, syntactically and rhetorically．Based on the first two chapters，it is thus safe to drawthe conclusion that the application of the functional equivalence in advertising translation is practical and feasible，therefore in the third chapter，the writer firstelaborates on the feasibility of Nida’S functional equivalence theory in advertising translation through analysis and discussion，and then under the guidance of Nida’Sfunctional equivalence，the writer further discusses the overall requirements for advertising translation in style，form and content．Chapter Four is the most important part of this thesis，which shows the current strategies of advertising translation．SinceNida’S functional equivalence theory proposes that translation shall be target languageoriented and target culture oriented，strategies of adaptation are definitely reasonableand unavoidable．In this chapter,a number of examples are quoted to illustrate the application of Nida’S functional equivalence in advertising translation．The conclusionsummarizes the whole thesis，and the author points out the inadequacy of the essay and the direction of further study．2Chapter One Literature ReviewAny factual analysis and practical application need a systematic theory as the backup．With regard to the field of advertising translation，the author will first of allreview briefly the notion of equivalence and Nida’S functional equivalence theory,as the guiding theory in dealing with advertising translation．1．1 Notion of Translation EquivalenceThe first significant statement on translation was made by Cicero(1 06BC-43)in the first century BC，proposing“not to translate word for word，but to translate sensefor sense”．Since then，translation theories have developed for more than 2000 years．The term‘‘equivalence’’first appeared in J．R．Firth’s writing when he stated that‘‘theSO—called translation equivalents between two languages are never really equivalent’’(Firth，1 957)．With the development of linguistics and the linguistic-oriented translation studies in the west，“the concept of translation equivalence has been anessenti al issue not only in translation theory over the last 2000 years，but also inmodern translation studies”(Wilss，200 1：1 34)．“Translation is the replacement of arepresentation of a text in one language by a representation of an equivalent text in asecond language”(Meetham＆Hudson，1 969：7 1 3)．The main goal of translation is toestablish a particular type of correspondence between the source text and the target text．The nature of correspondence has been referred to as“faithfulness’’or ‘‘fidelity'’，or more predominantly,to the notion of“equivalence”．Therefore，equivalence is a central concept in the translation theory．But to gain a full equivalence in translation isonly ideal for all translators．Since“there are，properly speaking，no such things asidentical equivalents”(Belloc，1 93 1：37)，one must try to find the closest possible equivalence in translation．Generally,Studies of translation equivalence could becategorized into the following types：1)referential or denotative equivalence where source language and target language words supposedly refer to the same thing in the real world；2)connotative equivalence where source language and target language words trigger the same or similar associations in the minds of native speakers of thetwo languages；3)quantitative—scheme equivalence where relationships of lexical equivalence，in particular in the area of terminology,are distincted as one-to —oneequivalence，one—to-many equivalence，one—to-part-of-one equivalence or nil equivalence；4)text—normative equivalence where source language and target language words are used in the same similar contexts in their respective languages；5)textual equivalence where source language and target language information flows are similar and the cohesive roles of source language and devices in their respective textsare more or less the same；6)cultural equivalence where source language and target language cultural information are commonly shared by their respective readers．These six categories of translation equivalence mentioned above can be regarded as equivalence in different degrees，with regard to different levels of presentation and atdifferent ranks．However,such classification seems uncontrollable．According to Eugene Nida，equivalence can be generally categorized into two types，of which one is formal equivalence and the other is functional。

从奈达的“功能对等”理论浅析商业广告的翻译策略摘要尤金・奈达的翻译理论对跨文化翻译产生了深远的影响。

本文作者以他的“功能对等”论为基础，从选词、目标语对象及文化差异层面简要分析商业广告的翻译策略。

关键词“功能对等”论商业广告翻译策略中图分类号：H315.9 文献标识码： A DOI：10.16400/ki.kjdks.2016.05.013Abstract Eugene Nida's translation theory has a profound influence on cross cultural translation. In the thesis， the author take his "functional equivalence" theory as the foundation， from the choice of words and target object language and cultural differences level of brief analysis of commercial advertising translation strategies.Key words "functional equivalence" theory； commercial advertising； translation strategy0 引言奈达是美国著名的语言学家和翻译家，他一生都在致力于《圣经》的翻译。

在50多年的翻译实践中，他提出了一些重要理论，包括语言共性论、翻译信息论、读者反映论、形式对等论和“功能对等”论。

这些理论在20世纪80年代对中国译界有着重要的影响，曾掀起了一股翻译热潮，但也引发了不少争议。

有学者认为形式上对等的翻译，最终要达到的目标是译界之“乌托邦”――可望而不可及的最高理想境界。

这种对等或许只适合西方著作的翻译，不能对跨文化翻译，尤其是对中西方文化的翻译起到实质性的指导作用。

奈达“功能对等”理论视域下的广告翻译摘要：广告是一种特殊语言，有其自身的特征，翻译广告时必须充分考虑它的语言特征。

美国著名翻译理论家尤金·奈达教授提出了“功能对等”理论，强调“译文读者反应”和“内容重于形式”两个因素，为翻译广告提供了依据，本文通过几个广告翻译实例对此加以论证。

关键词：奈达；功能对等；广告；翻译一、奈达的“对等理论”尤金·奈达（eugene a.nida）是美国著名的语言学家、翻译家和翻译理论家。

被誉为“翻译界最有影响力的理论家之一”。

其翻译理论对世界范围内的翻译研究事业的发展也做出了重要的贡献。

（一）动态对等“动态对等”最早出现在奈达于1964年出版的《翻译科学初探》中，书中还提出了“形式对等”。

动态对等指的是遵循“效果对等的原则”，不以译语和源语信息的完全等同为目标，追求和原语信息最自然、最接近的对等翻译，它要求译语与源语在信息的实质上相同，用一种符合译语习惯的方式表达源语信息。

奈达认为，翻译的重点不应当是语言的表现形式，而应当是读者对译文的反应，还应把这种反应和原作读者对原文所可能产生的反应进行对比。

（二）功能对等为了强调“功能”的概念，并避免有些人对“动态”的误解，奈达在《从一种语言到另一种语言：论圣经翻译中的功能对等》一书中，在“动态对等”的基础上，他又提出了“功能对等”理论，并将其分为“最低层次对等”（minimal equivalence）和“最高层次对等”（maximum equivalence）。

奈达认为，最低层次对等是指“目的语读者能理解和欣赏原文读者对原文的理解和欣赏”，最高层次对等是指“目的语读者在理解和欣赏译文时所作出的反应，与原文读者对原文的理解和欣赏所作出的反应基本一致”（奈达，2001：87）。

“功能对等”不是语言的对等，而是语言功能的对等，是读者心理反应的对等。

译文在译文读者心中的反应是否和原文在原文读者心中的反应相似，才是奈达所关注的。

文化探索88摘要：广告是一种特殊的应用文体，其目的是为了推销产品。

广告翻译不仅仅是两种语言之间的的转换，更是不同文化的交流。

奈达的“功能对等理论”强调“读者的相同反应”和“内容重于形式”，为广告翻译提供了理论依据和现实策略。

关键词：功能对等理论、广告、翻译策略广告是传达商品信息、吸引消费者、树立品牌形象的重要媒介。

自从中国改革开放以来，尤其是加入世贸组织以后，大量外国商品涌入中国。

与此同时，中国生产的商品也开始进军国际市场。

在全球化经济时代，广告翻译的优劣对于广告发挥怎样的宣传作用，达到怎样的促销效果有着巨大的影响。

本文将从结合中英文广告翻译实例，分析如何使用奈达的功能对等理论指导广告翻译。

一、广告语言的特点当今社会，广告是日常生活不可或缺的一部分。

作为商品推销的手段，广告不仅需要传递商品信息，还要能够吸引消费者的眼球。

好的商业广告通常要满足Kiss 原则，即“keep it short and sweet”（短而美妙）。

下面将从词汇、句法、修辞三个方面分析广告语言的特点：1.词汇特点首先，广告语言会使用缩略词和首字母缩写词来降低成本。

比如日本航空的广告语：Where to leave your troubles when you fly JAL.其中JAL为首字母缩写词，代表Japanese Air Lines。

再比如：23Zhongshan Rd, 5th fl, 120sq ms…这是一则房屋租赁广告，其中rd代表road, fl代表floor, sq ms代表square meters。

其次，广告还会使用一些新造的词（coinage）甚至错词来吸引消费者的注意力。

比如The Orangemostest Drink in the World. 这是一则橙子汽水的广告，其中orangemostest是一个新造词，形象地说明汽水的橙子味特别浓。

又比如，国内有一款电熨斗的广告：百衣百顺。

“衣”这个字虽然是错字，却巧妙地说明了电熨斗的作用。

功能对等理论指导下的广告英语翻译研究随着经济的快速发展，我国的进出口贸易发展事业也进行得如火如荼，更多的进口商品进入到中国市场，为了使我国消费者更加清晰地了解产品相关信息，因此就需要将产品信息以及广告信息翻译成中文。

现在广告更是人们生活当中的一部分，人们时时刻刻都在接收着各种广告传递来的信息，而广告的形式以及内容都做得新颖别致，目的就是为了吸引人们的眼球从而获得更多的关注度。

广告的类型有许多，商业广告、公益广告等，商家往往将商品信息以及服务内容投放到商业广告中，而公益广告则是政府或者社会组织为了服务群众形成社会影响力从而发起的，除此之外还有个人目的性刊登的广告。

为了使得消费者更加了解进口商品的相关信息，就要通过广告的形式让消费者知道产品最为关键的作用，在广告英语的翻译中，不仅要考虑源语言的所在文化，还要考虑目的语的文化属性，广告英语翻译是一项文化与文化之间进行交流的活动，翻译文本的准确度对产品的促销起着决定性的作用[1]。

因此，在广告英语翻译中要注意信息传播对消费者带来的影响是否能够对商品的推销起积极的促进作用，并且要保证源语言体现的文化反应与目的语对应的文化反应是一致的，这样才能够保证商品信息传递的准确性。

本文首先对功能对等理论的主要作用进行了阐述，进而分析了功能对等理论在广告英语翻译中的适用性，还分析了功能对等理论在广告英语中所发挥的作用，希望相关研究结果能够对广告英语的翻译起到积极的促进作用。

一、功能对等翻译理论功能对等翻译理论最早是由美国翻译理论家奈达提出的，这一理论包含两层意思，即形式对等与动态对等，其中形式对等指的是译文与原文之间的语言应用于形式表达要做到一致对等；动态对等指的是要保证目的语与源语言之间的语义与语体都要保持高度的一致，完整地还原源语言所阐述的信息内容，理论家经过多年的反复实践论证，将这两层意思融合为一体，形成了功能对等的翻译理论原则。

从宏观角度上来说，翻译是将原文中呈现的信息内容用另一种语言进行重新描述，语义要保持一致，有时读者领略到的语义信息与原作者要表达的可能不一致，这时就需要译者将译文进行形式上的加工，从而使读者读到的信息在内容上实现语义的高度还原，实现翻译上的功能对等。