On Advertisement Translation from English to Chinese in Light of Functional Equivalence.doc

本科毕业论文中文题目：图式理论在提高中国学生英语阅读能力中的作用外文题目：The Function of Schema Theory in Improving the Chinese Students EFL Reading Ability院 系 英语学院 专 业 英语（XX） 年 级 20XX级 学 号 20XXXXXXXXXX 学生姓名 XXX 指导教师 XXX 结稿日期 20XX年X月X日 四川外语学院教务处制黑体，五号，加粗论宗教在地区冲突中的角色黑体，小二，居中（空一行）摘要：二战结束以后，世界范围的战争彻底结束了。战后，世界经济得到迅猛发展，几次工业革命正在不断改变和提高着人们的生活。然而，在看似平静和繁荣的全球背景之下，在各个地区的力量中心依旧战火不断。这引来了学术界的激烈争论，最著名的当属以文明冲突论的作者亨廷顿为代表的学派。该派学者认为，冷战结束后，由于对宗教和传统文化的狂热追求和强烈的文化归属感，地区冲突的主要原因已不再是政治，经济，军事或外交，而是以宗教为划分基础的文明之间的冲突。然而笔者认为，事实并非如此。宋体，五号，行文采用20磅行距论文首先从理论的角度分析了各大宗教派别信仰的相似之处，即和平、包容，证明宗教本身共存的可能性。随后作者阐述了伊斯兰教的特征及原教旨主义运动的发展，论述了激进组织和极端分子不应被视为宗教的代表，甚至从某种意义上说，不能被认为是宗教的一部分。最后，本文又通过透彻的案例分析对产生当前各主要地区冲突（如伊朗问题，巴以冲突等）的原因进行分析，说明了军事和经济等因素在地区冲突中所占位置。由此作者得出结论，宗教是地区冲突的原因之一，但并非主要原因。通过本文的写作，笔者表达了对当前流行的文明冲突派观点的不赞同，希望经过深入的分析和细致的举例，达到证明宗教并非冲突之源的目的。事实是，宗教是我们人类历史的灿烂瑰宝，应与以保护，并不断使之发扬光大。（空一行）关键词：宗教；文明冲突；极端分子；地区冲突根源3-5个关键词，各关键词间用分号间隔黑体，五号，加粗论文摘要页，页码采用小写罗马字母编排On the Role of Religion in Regional Conflicts四号，加粗，居中（空一行）小四，加粗，居中Abstract各段首行空5字符（空一行）小四，1.5倍行距，两端对齐Since the end of the Second World War, the world economy has been greatly developed. However, under the background of global prosperity, regional conflicts and wars are still going on. This leads to the intense controversy among scholars. The most influential party is represented by Samuel P. Huntington, who states his standpoint in his book The Clash of Civilizations and the Remaking of World Order, published in 1996. These scholars believe after Cold War, politics, or economy is no longer the root of conflicts. Instead, due to the global enthusiasm towards religions and civilizations and the increasing senses of cultural belonging, clash between religion-based civilizations becomes the main cause. But, the author believes on the contrary.In the first part of the paper, the author theoretically compares the similarities of the faiths of some major religions and then provides evidence to show that extremists cannot be taken as representatives, even part of religions. Then, through case studies, the author explain in detail many other causes involved in some current hot issues and conflicts, proving that religions are part of the causes of regional conflicts, but far from to be a main one.In this paper, the author expresses her disagreement on the thoughts in Clash of Civilizations and her wish to prove that religions are not the root of todays conflicts according to detailed examples and cases. Religions, with civilizations divided on the basis of them, are precious parts of our human history. Therefore, the author firmly believes that the task on us is to further develop religions, rather than blame, hate, even diminish them. Key words: religion; Clash of Civilizations; root; regional conflicts3-5个关键词，各关键词间用分号间隔“Key word”首字母大写，小四，加粗Contents英文状态下的句点（空一行）中文摘要.iAbstractiiAcknowledgements.iiiIntroduction.1第一级编号I. A Brief Review of Functional Equivalence.2A. Definition of Functional Equivalence .3B. Different Functions.4第二级编号C. Aims and Targets.5页码对齐II. A Brief Review of Advertisement Translation from English to Chinese.6A. Targets and Principles of Advertisement Translation.7B. Requirements for Advertisement Translation.9C. Cultural Elements in Advertisement Translation11III. Advertisement Translation from English to Chinese in Light of FunctionalEquivalence.13A. The Differences Between Two Languages.15B. Functional Equivalence in English Advertisement Translation.17标题内容不能超出页码长度Conclusion.19Notes.20Bibliography.24目录页单独编页码四号，加粗，居中On Advertisement Translation from English to Chinese in Light of Functional Equivalence（空一行）小四，加粗，居中Introduction（空一行）各段首行空5字符，有特殊格式要求的语种（如德语）除外In our daily life, we always see or hear many advertisements on the radio, billboards, magazines, newspaper and so on. The translation of advertisement plays an important role in the cultural exchanges of different countries. After entering WTO, China has been faced with fiercer competition, so the advertisement has become more and more important for it is always used as the way to promote the sales of goods. The excellent advertisement is not only understandable for everyone, but also has an elegant style. It can easily encourage people to buy the goods. Therefore, a good translation of an advertisement is also important to promote the sales of the goods in the country of the target language. 注释用上标，文末用尾注形式标注Most translators may be familiar with the theory of functional equivalence which is systematically illustrated by Eugene A. Nida. It is stated primarily in terms of a comparison of the way in which the original receptors understood and appreciated the text and the way in which receptors of the translated text understand and appreciate the translated text.1 That is to say, the adequacy of translations is judged on the basis of the correspondence in lexicon and grammar between the source and target languages.Functional equivalence is a powerful weapon for information exchange. The translation work which follows the principles of functional equivalence is much easier to understand.正文页码采用“页面底端居中”的格式小四， 1.5倍行距，两端对齐 However, functional equivalence is very abstract to most people. In order to make it clear, this paper chooses advertisement translation to analyze its every aspect. Due to the differences between English and Chinese, the advertisement translation from English to Chinese should be undertaken in different translation techniques with the guidance of functional equivalence.I. A Brief Review of Functional Equivalence每章单独起页，四号，加粗，居中（空一行）The similarity of the thoughts of human beings determines that the similarities are more than the differences between English and Chinese. The equivalence of languages makes it possible to convert the source language into the target language. However, the convert is not just a process to translate the words from one language to another language. Translation should be a task to recur the information of the original work in a most natural way. That is to say, translation should rebuild the surficial forms of the original information, convert the views of expression and replace the meaning of the original work with the meaning of the translated work. Therefore, equivalence is the most important basis for translation. The translated work can be of higher quality if it achieves more equivalence with the original work. Functional equivalence is very important to all kinds of translation. The reason is that English and Chinese have many differences in their forms, grammars, sentence structures and so on. Therefore, in the process of translation, to convey the information of the original work is the focus and the most difficult part. After all, the receptors of the translated work expect to know the content of the original work.Functional equivalence also emphasizes the cultural elements. If a translated work does not reflect the cultural elements of the original work, it must be a failure. Therefore, the translator should be bilingual and bicultural. Nida always holds a view that syntax and lexeme are the biggest barriers for the translators.2 The translators devoted to English-Chinese translation may agree with him. Most of them have learned English through the grammar, so their translation concept is often affected by the grammar and sentence structure. Functional equivalence is a powerful weapon for the translators to overcome these barriers. Functional equivalence can fall into three parts. First, the word classes replace the traditional parts of speech to describe the semantic relations of the words. Second, the concept of kernel sentence and the concept of sentence transformation can overcome the restriction of syntax to a translator. Third, isomorphism can overcome the barriers caused by the social and cultural differences.3 通过阐释、描述或转述的方式间接引用别人的观点，不用引号，在间接引用结束后用数字编序的方式进行注解章内标题左起顶格，前后各空一行，四号，加粗，居中（空一行）A. Definition of Functional Equivalence（空一行）直接引用不超过4行（含4行）的短引文，用引号引所用文字，如引文未间断，引号前不加标点 A maximal, ideal definition could be stated as “The readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did.”4直接短引文若被断开，则前后用逗号隔开 A minimal, realistic definition of functional equivalence could be stated as “The readers of a translated text should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciate it.”5 “Poets,” according to Shelley, “are the unacknowledged legislators of the world.”6长引文时用冒号分隔，上下各空一行In the 1950s, for example, while Ellington was still alive, Raymond Horricks compared him with Ravel, Delius, and Debussy:（空一行）只有一段的长引文，左边空10字符，不用引号左边空10字符The continually enquiring mind of Ellingtonhas sought to extend steadily the imaginative boundaries of the musical form on which it subsists. Ellington since the mid-1930s has been engaged upon extending both the imagery and the formal construction of written jazz.6 （空一行）Ellingtons earliest attempt to move beyond the three-minute limit recieved Figures in literature are either flat characters （one dimensional figures, figures with simple personalities） or round characters （complex figures）. The characters described in the first chapter of The Great Gatsby can well be regarded as flat:空13字符（空一行）左边空10字符2段以上长引文，每段首行空13字符I never saw this great-uncle, but Im supposed to look like him-with special reference to the rather hard-boiled painting that hangs in fathers office. I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic migration known as the Great War. 7（空一行）However, F. Scott Fitzgerald succeeds in changing these flat figures into round ones through his master-hand writing skills and in-depth characterization.B. Different Functions The theory of functional equivalence involves nine functions: expressive, cognitive, interpersonal, informative每章单独起页，四号，加粗，居中Conclusion（空一行）With the rapid development of the international trade, advertisement has become an indispensable part in our life. To some extent, it has become our guide in the aspect of consuming. No doubt, we are now living in the age of advertisement. Therefore, to translate a good and effective advertisement is increasingly important for attracting the potential customers and promoting the sale of the products in the international market.Since Chinese and English are two quite different languages, the translation from English to Chinese is not an easy task. The translator should learn well the cultural and social background of the original work, the differences of their sentence structures and also their habits of expression. Although there are so many differences between the two languages, the functions of all the languages are the same. That is to name the reality and to communicative with the people. It is just the basis for the translation from English to Chinese. Functional equivalence indeed provides the translators an easier way to finish a translation work. It benefits the advertisement translation, and also gives a direction for other kinds of translation, especially the pragmatic texts, because its main target is to guide the translators to retell the information of the original work as much as possible and to represent the information of the original work is just the target of the pragmatic texts.Through a relative thorough analysis of functional equivalence and advertisement translation, the readers of the essay may have a clear understanding of the details and aspects of advertisement translation. The readers may appreciate the advantages of functional equivalence in the process of advertisement translation. Functional equivalence helps the translators overcome the barrier of translation. That is the forms and structures of the language of the original work. Advertisement translation has its special aims. It is not only for information exchange, but also for encouraging the customers to buy the products. This is the ultimate aim of advertisement translation. Therefore, the translators should not only express the accurate meaning of the original work, but also pay attention to the diction of words and the cultural elements. The translation work will fail to realize its aims if it neglects the cultural elements such as the tradition, customs and habits of the target country. The analysis of these aspects in this essay may give the readers a little enlightenment. 尾注，单独起页，四号，加粗，居中Notes尾注用上标形式，数字后空1字符（空一行）1 Eugene A Nida, Language, Culture and Translating (Shanghai: Shanghai Foreign Language Education Press, 1993), 116.尾注以全文为单位拉通编序，序号应该与正文中注释的最初编号一致。2 转引自叶子南著，高级英汉翻译理论与实践，北京：清华大学出版社，2001年，第164页。3 叶子南,第164页。4 Eugene A. Nida, 117.英文注释与上一注释同书不同页5 Ibid., 118.11 Eugene A. Nida, Toward a Science of Ttranslating (Leiden: E.J. Brill, 1964), 166.尾注中作者的编排方式采用名前姓后（First Name First）的原则12 Larry A. Samovar, Richard E Porter and Lisa A. Stefani. Communication between Cultures (Beijing: Foreign Language Teaching and Research Press, 2000), 60.中文注释与上一注释同书不同页13 转引自靳涵身编著,诗型广告翻译研究，成都：四川大学出版社，2004年, 第228页。尾注中汉语注释的格式14 靳涵身, 第229页。15 靳涵身, 第228页。16 靳涵身, 第228页。尾注中书名用斜体17 贾德江,英汉语对比研究与翻译，长沙：国防科技大学出版社，2002年，第117页。18 转引自贾德江,英汉语对比研究与翻译，长沙：国防科技大学出版社，2002年，第130页。19 Eugene A. Nida, Translation: Applications and Research (New York: Gardner Press, 1976), 48.尾注行文采用首行缩进的方式，每一注释首行缩进5字符。20 Ibid., 50.参考文献单独起页，四号，加粗，居中按英文首字母顺序拉通编序Bibliography（空一行）出版信息不用括号Davis, Nicolas E., and Gregory Crane, eds. The Printing Press as an Agent of Change. Cambridge: Cambridge University Press, 1979.参考书目的行文采用悬挂缩进的方式，每一书目悬挂缩进5字符。（空1行）不同参考书目之间空1行http:/www.eng.fju.edu.tw/Literary_Criticism/new_criticism/ 期刊文章附起止页码Powell, Welter W. “The Health-Science Information Struggle: The Private Information Industry versus The National Library of Medicine.” New England Journal of Medicine 307 （15 July 1982）, 201-223.各意义单位之间用实心点隔开Shatzkin, Leonard. In Cold Type: Overcoming the Book Crisis. Boston: Houghton Mifflin, 1982.参考文献析出顺序，先外文后中文Starr, Paul. “The Electronic Reader.” In Reading in the 1980s. Ed. Stephen Braubard.