The Application of Equivalence Theory to Advertising Translation

摘要

Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requirement of advertisement.The author declares that Nida’s functional equivalence is one of the most appropriate theories to deal with these problems.In this paper,the author introduces the principles of advertising translation and culture divergences in advertising translation,and then gives some advertising translation practices to explain and analyze how to create good advertising translation by using functional equivalence.At last,the author introduces some strategies in advertising translation.