【Abstract】In this paper， by analyzing some specific examples of different characteristics of the English and Chinese tourist publicity language and style， and draw lessons from the United States of nidas functional equivalence theory of translation principles and made a new interpretation of its core content， needle tourism slogan has carried on the contrastive analysis and translation studies， in order to more effectively guide the practice work， bring the biggest benefit for tourism market.
【Key words】functional equivalence theory； English and Chinese tourist publicity language
1. the social background
With the development of Chinas social economy and the improvement of peoples living standards， to the domestic and foreign tourism has become an integral part of modern life. At the same time， domestic scenic spots attract foreign tourists to domestic tourism is emerging. But in attracting tourists， in addition to tourism destination itself charm， tourism slogan is also important， as a tourist destination image. Because it as the tourism destination image. Because it can trigger consumer mental state， directly cause the tourists wishes. So， it is necessary to research on tourism slogan translation.
2. The introduction of Nidas functional equivalence theory
To make the conversion between source language and target language have A standard， reduce differences， Eugene a. nida， from the perspective of linguistics， according to the nature of translation， puts forward the famous “dynamic equivalence” translation theory， namely the “functional equivalence”.In this theory， he pointed out that “translation is to use the most appropriate， natural and equivalent language style from semantics to reproduce the source language message”.
The purpose of translation， namely， to realize the expected function of the translation， the translation according to the way of the target language receiver to work；Final between the target language and the target language receiver and primitives of establishing relationship with primitive recipient of equivalence. Information equivalence and reaction equivalence to achieve the aim of communication is similar to the original.This is the result of theory analysis.Product， might as well try to use this theory first， and then use the established theory， functional equivalence principle to guide practice， and constantly developed in practice， make the theory can more effectively guide the practice.Comparison between English and Chinese translation of “the American translation theorist nidas functional equivalence principle that the so-called equivalence of translation is” to do the translation completely natural expression. As mentioned above， the author thinks that this “functional equivalence” can be roughly divided into two categories， namely “information equivalence” and “response”.“Completely”the article information equivalence.“Natural”way of target language expression should comply with the recipients cultural habits， naturally the way according to the target language receiver period. From the emotional point of view， is objective in the former， the latter is much more subjective.
2.1 information equivalence
As the information transmission of science and technology style， translation should try to be completely faithful to the original， here dont mean every word translation of “faithfulness”， “equivalence” translation of the original as the center， but to break the bondage of equivalence theory， from the slavery of primitives， from a new perspective of translation of entrants， to explain the translation activity.However， essence， content， meaning， of course， according to the original， authentic， objectivity， achieve the pragmatic functions of it as an informational science and technology style.
2.2 response equivalence
Translation equivalence emphasize here is that the two languages of the recipients feeling is roughly same， pursuit is the effect of reaction between the effect， is the language of the re-creation.Involved in the culture of target language readers， psychological， social and other factors.Here will be determined by the use of translation “naturalization law”， to the target language readers as the object， the would score with purpose language into a carrier of the text， and make it to the target language readers produce the same communication effect， this is the reaction to the peer.Due to cultural differences， however， could not achieve full sense
The reaction of the peer.So the maximum reaction trends equivalence has become the target of the translator constantly.
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