On Pragmatic Equivalence in Advertisement Translation 英语毕业论文.doc

On Pragmatic Equivalence in Advertisement Translation Chapter one Introduction With the rapid development of reform and opening up to the outside world as well as China’s entering WTO，the intensification of international business communication and promotion become increasingly important．The companies not only care much for domestic markets，but also endeavor to expand international market. This phenomenon, in turn, promotes the importance of advertising and advertising translation．Advertising，as a fundamental ingredient of market economy and the free enterprise system，will go deep into many aspects of people’s lives．However, the study of advertising translation is still in its infancy . As the spread of information，there is more exchange and integration between eastern and western cultures，to which translation is indispensable. Language is the carrier of culture and closely-interrelated with culture. Thus，both aspects must be considered for advertising translation． The significance of the study mainly lies in：firstly，the writer advocates the theory should combine with practice and guide practice instead of just talking about the theory or only listing many successful examples；secondly，the writer introduces Nida’s functional equivalence theory and analyzes the feasibility of applying this theory to advertising translation，according translation strategies such as direct transfer and adaptive transfer are suggested; thirdly, functional equivalence theory applied to advertising translation serves as a break from the traditional equivalence—based theory and opens up a newperspective to advertising translation studies． Chapter two The Application of Functional Equivalence to Advertisement Translation This chapter mainly focuses on the analysis of the feasibilities of functional equivalence theory and the application of functional equivalence in advertising translation by employing different strategies. To a great extent，the key to successful translation is ma