Functionalequivalenceandenglishadvertisementtranslationintochinese

毕业论文〔设计)AbstractAs many transnational enterprises are entering into China's market,Englishadvertisement is playing a more and more essential role in establishing a positiveimage of the enterprises and promoting products to the Chinese society,which makesthe English advertisement translation into Chinese more and more important inenhancing Chinese people's information volume.However,as a practical text style,advertisement is quite different from common literary works.It has a very specificand material purpose of attracting consumers'attention and persuading them to takeaction after reading,which requires that the ads texts be as fully expressed as possiblein the target language so as to achieve their original values and functions such asattention,memory,readability,expressiveness,directivity,and aesthetics.Functionalequivalence provides a theoretical base for the ad translation.Functional equivalence,raised by Eugene A.Nida,which implies different degrees of adequacy from minimalto maximal effectiveness factors,is defined as "in terms of the degree to which thereceptors of the message in the receptor language respond to it in substantially thesame manner as the receptors in the source language"(Nida 1969:24).It does notmatter which language an ad is translated to,the only purpose of drawing consumers'attention and stimulating them to purchase the product or service being advertisedwill never change.From this point of view,functional equivalence could be viewed asthe right principle of advertising translation.In this thesis,the author holds the view that functional equivalence should beregarded as the principle of English advertisement translation into Chinese.And2