功能对等理论视角下的商务英语广告翻译 定稿.doc

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1、广东东软学院 毕 业 论 文题目功能对等理论视角下的商务英语广告翻译学院外 国 语 学 院专业商 务 英 语学生姓名姚 宇 新学号16260120329指导老师谭 赞提交日期2020年3月29日题目性质： 理论课题 实践课题题目来源： 企业项目 科研课题 自拟题目 2020年 3 月 29 日Translation of Business English Advertisements from the Perspective of Functional EquivalencebyYao YuxinUnder the Supervision ofProfessor Tan ZanSubmitte

2、d in Partial Fulfillment of the RequirementsFor the Degree of Bachelor of Arts诚 信 宣 言我，姚宇新，郑重宣布：除了参考文献所标明引用的资料和内容之外，本论文中不包含有任何已经被其他高等教育机构所接受的学位或学历论文资料，也不包含有其他任何人已经正式出版的资料内容。 签字：姚宇新 日期：2020.3.29DeclarationI declare that this document embodies the results of my own work and that it has been composed b

3、y myself. Following normal academic conventions, I have made due acknowledgement of the work of others. Iamfullyawareofthelegalconsequencesofthisstatement.Signed: Yao YuxinDate:March 29th, 2020 已经在导师的指导下进行多次修改，导师已同意提交定稿。 导师签名：日 期：III摘要奈达的“功能对等”理论认为，翻译应准确地将原始信息传达给读者，使读者的反应与原文读者保持一致，从而实现语义和风格上的平等。 商务英

4、语广告翻译与其他翻译不同，因为广告是一种特殊的文学形式，需达到特殊目的,并且由于民族心理与社会文化之间的差异，很难以完全等同于原文的效果来实现翻译。奈达的功能对等理论能够使译者在一定原则指导下将其灵活地应用于特殊文体, 强调一种功效对等, 而不要求与原文在语义、社会文化和文体上的完全对等, 其优劣主要取决于读者的接受反应对等或近似对等。因此，利用奈达的“功能对等”理论，我们研究了如何在商务英语广告的翻译过程中实现语义和风格上的功能对等。最后得出的结果是，广告翻译中强调的功能对等就是将源语言中的信息转换成另一种语言形式, 使得目标群众做出相近或相等的回应。关键词：功能对等理论；商务英语;广告翻译

5、；语言特点AbstractTranslation of Business English Advertisements from the Perspective of Functional EquivalenceYao YuxinNidas theory of functional equivalence believes that translation should accurately convey the original information to the reader, so that the readers response is consistent with the ori

6、ginal reader, so as to achieve equality in semantics and style. Business English advertising translation is different from other translations, because advertising is a special literary form that needs to achieve a special purpose, and because of the differences between national psychology and social

7、 culture, it is difficult to achieve translation with the effect of absolutely equal to the original. Nidas functional equivalence theory enables translators to flexibly apply it to special literary form under the guidance of certain principles, emphasizing a kind of functional equivalence, without

8、requiring complete equivalence of the original in semantics, social culture and literary form, Its merits mainly depend on the readers acceptance of response equal or approximate equal. Therefore, using Nidas functional equivalence theory, we studied how to achieve functional equivalence in semantic

9、s and style in the translation process of business English advertising. The final result is that the functional equivalence emphasized in the translation of advertisements is to convert the information in the original language into another language form, so that the target people respond similarly o

10、r equally.Key words: Functional Equivalence theory; Business English; Advertisement translation; Linguistic FeaturesContentsIntroduction.10.1 Background of Research.10.2 Purpose and Significance of Research.10.3 Method of Research.2 Linguistic Features and Expression of Business English and Business

11、 English Advertising.3 1.1 Linguistic Features of Business English .3 1.1.1 Linguistic Features of Business English Writing.31.2 Features and Expressions of Business English Advertising Language .5 1.2.1 Linguistic Features of English Advertisements.5 1.2.2 English Language in Business English Adver

12、tising.8 Nidas Functional Equivalent Translation Theory.92.1 Introduction to Functional Equivalence Theory92.2 The Content of Functional Equivalence Theory.92.3 Analysis of the Advantages of Functional Equivalence Theory.112.4 Deficiencies in Functional Equivalence Theory.122.5 Contribution of Funct

13、ional Equivalence Theory.13 Translation Principles and Skills of Business English and Business English Advertising153.1 Translation Principles of Business English.153.2 Translation Skills of Business English.163.2.1 Vocabulary Translation Skills for Business English163.2.2 Sentence Translation Skill

14、s for Business English.17 The Application of Functional Equivalence Theory in Business English Advertisement.194.1 Functional Equivalence in Business English Advertisement Translation.19 4.2 Principle of Functional Equivalence in English Advertisement Translation.194.2.1 Following original subject.2

15、0 4.2.2 Accordance with cultural thinking.204.3 Significance of Functional Equivalence Theory in Business English AdvertisingTranslation .20Conclusion22References.23Acknowledgments.24vIntroduction0.1 Background of ResearchDue to the development of science and technology and the rise of international

16、 trade industry, the exchanges and communication between countries are getting closer and closer, the world economic pattern has undergone major changes, and the importance of the Chinese market is increasingly prominent. Therefore, it has attracted more and more foreign investors to enter the Chine

17、se market. However, the advertisements of companies that have just entered the Chinese market are generally in English, so it is difficult for the broad consumer groups to truly understand the meaning, connotation and real difference between brands. And advertisements are an effective way to attract

18、 consumer groups and make consumers understand the product, so it is particularly necessary to explore the translation strategies of English advertising translation. Nida believes that translation is the relationship of most inseparable connection and transformation in form and meaning between the o

19、riginal language and the target language. Functional equivalence theory also points out that the feedback level of the reader of translation to the translated information should be basically the same as that of the translator to the original language. And this theory just reflects the translation ch

20、aracteristics of advertising translation. Therefore, the author of this article tries to analyze the translation characteristics of advertising from the functional equivalence theory and explore the strategic skills of advertising translation.0.2 Purpose and Significance of ResearchThe researching o

21、f business English advertising translation is for the vast consumer group to truly understand the meaning, connotation and true differences between brands and brands, so that consumers can better understand the products, which can attract more and more foreign investors entering the Chinese market,

22、it is particularly necessary to explore translation strategies for English advertising translation.0.3 Method of ResearchThis article adopts the literature method, collecting a large number of relevant domestic and foreign functional equivalence translation theories and business English advertising

23、translation related materials with the help of books, newspapers and magazines and the Internet. Through the analysis, comparison and sorting of these documents, a complete theory system is constructed. It provide a theoretical basis for the research.Chapter Linguistic Features, Expression and Trans

24、lation Skills of Business English and Business English AdvertisingIn these years, with the gradual establishment of international trade and the world economic system, there are more and more opportunities for China to cooperate with foreign governments and enterprises, but language issues have becom

25、e an important obstacle to foreign economic development. Therefore, we must pay attention to business English. Business English advertising is a branch of English and a special language for international business activities. Advertising English has its own literary form and characteristics. The expr

26、ession of advertising language must also take into account its lexical and syntactic characteristics. Due to the differences between Chinese and western cultures and the immature expression of the business advertisements, there are many problems in the process of expression. Therefore, if you want t

27、o better apply business English and business English advertising, you should understand the language features of business English advertising and the language features and expression.1.1 Linguistic Features and Translation Skills of Business EnglishBusiness English is very different from ordinary En

28、glish. Its main use is in a series of business activities such as international trade and marketing. The main difference between business English and ordinary English lies in morphology, syntax, and style, and the business scope it involves is often different because of different business activities

29、. And because of the different business activities involved, it is difficult to formulate a uniform translation standard. Therefore, for business English, different strategies must be adopted.1.1.1 Linguistic Features of Business English Writinga. Characteristics of WordsThe characteristics of busin

30、ess English determine that the literary form of business English must have the characteristics of strict language structure and strong logic. Because in international trade, the languages of different countries, different nationalities, and different cultural backgrounds are very different, which ma

31、kes it easy for both parties to misunderstand because of the language literary form in foreign trade. Therefore, if we want to develop international trade better, we must ensure the rigor and logic of the style of business English.In business vocabulary, the meaning must be accurate, and there must

32、be no ambiguous words, so that business English can express a clear meaning. In addition, a lot of formulas, data, and other professional terms are involved in business English. This requires that the translation of business English must be standardized, which makes the vocabulary of business Englis

33、h must include a variety of standardized professional terms. In business English, paired words and synonyms are also widely used. The important reason for using paired words and synonyms is to define the concept more accurately, so as to avoid unnecessary ambiguity and misunderstanding between the t

34、wo parties. However, the most obvious characteristic of business English is the use of acronyms. Longer professional terms often appear in the translation process of business English, which brings great difficulties to translation work, so acronyms have been created. This makes translation work bett

35、er. In addition, with the development of world trade, many new words have emerged in business English, which has injected new vitality into business English.b. Syntactic Features of Business EnglishBecause of its special commercial nature, Business English makes its sentence structure more complex a

36、nd its sentence patterns more standardized. In addition, business English must use a formal literary form. For bidding documents, it is even more necessary to have standardized sentences and formal literary form. The sentence structure of business English is generally complicated, and there are many

37、 long and difficult sentences. This is determined by the need to express clearly and objectively in the process of business English translation. Grammatically speaking, business English uses a lot of clauses and passive voices, which makes business English sentences more complicated. The reason why

38、the passive voice of business English is more widely used than that of Chinese is that the use of passive voice in business English can make the language expression more accurate and compact. The use of passive voice is usually used when there is no need to mention or it is not clear to the person w

39、ho took the action. The main role is to emphasize the receiver.c. Discourse Features of Business EnglishIn the use of business English, most of the topics are more serious, which has led to the rarely used rhetoric such as metaphor, simile, personification and exaggeration in business English. There

40、fore, business English is just a rigorous expression of content. In addition, there is a big difference between business English and literary works. This makes there is no excessive tense in the use of business English. Only the present tense, past tense, future tense, and progress tense are frequen

41、tly used. For perfect tense, the frequency of use is relatively small. And in the business English expression process, the translation must be very specific and clear, and there should be no vagueness. Because if it is too general and abstract in the expression process, it will easily cause misunder

42、standings and unnecessary troubles between the trading parties.In some business English documents, the use of polite words is very important. Because in business exchanges, the wishes expressed by both parties hope to establish a good cooperative relationship. If the words in business English are to

43、o abrupt, it will bring some bad impressions to the partners. Therefore, the words used in business English must be polite and considerate, so that the other party is willing to cooperate and achieve good cooperation results.1.2 Features and Expressions of Business English Advertising LanguageAdvertising is a commercial literary form and a medium for sales. The purpose of advertising is to make