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本文对奈达的功能对等理论进行了分析,并通过大量的实例证明功能对等理论对广告翻译具有的指导意义。文章从广告的文化内涵和语言结构和两个方面探讨了英汉广告互译中的翻译对等理论的应用,对商标翻译中不同的文化因素进行探讨并通过大量实例分析如何跨越商标翻译中的文化障碍达到商标翻译的文化等效,更好的将尤金奈达的功能对等翻译理论应用到翻译实践中去。
This article analyzes Nida’s theory of functional equivalence and proves the guiding significance of functional equivalence theory to advertisement translation through a large number of examples. The article explores the application of translation equivalence theory in the translation of English and Chinese advertisements from two aspects of the cultural connotation and linguistic structure of advertisements, discusses the different cultural factors in trademark translation and analyzes how to cross the culture of trademark translation through a large number of examples Obstacles to achieve the cultural equivalent of trademark translation, the better translation of Eugene Nida’s theory of functional equivalence to translation practice.