陈玉

摘要：随着世界经济的快速发展和全球化一体化进程的加快，国家之间的经济合作和贸易往来越来越频繁。广告作为促进经济发展和流通的重要手段，一直在商务合作中发挥着举重若轻的作用。广告翻译逐渐成为一种新兴的研究领域和方向，而中英语言和文化的诸多差异也决定了商务广告翻译是一种跨语言，跨文化的翻译行为。广告的翻译不仅要准确传达原文的信息，更要达到宣传商品，吸引消费者的目的。而奈达的功能翻译理论正好符合商务翻译这样的特点。本文将简要分析奈达的功能对等理论在广告翻译中的应用和指导意义。

关键词：奈达;功能对等;广告翻译

Abstract： With the rapid development of world economy and the acceleration of globalization and integration， economic cooperation and trade between countries become more and more frequent. As an important means to promote economic development and circulation， advertising has been playing an important role in business cooperation. Advertising translation has gradually become an emerging research field and direction， and the many differences between Chinese and English language and culture also determine that business advertising translation is a cross-language， cross-cultural translation behavior. The translation of advertisements should not only accurately convey the information of the original text， but also promote products and attract consumers. Nida's functional translation theory is in line with the characteristics of business translation. This paper will briefly analyze the application and guiding significance of Nida's functional equivalence theory in advertising translation.

Key Words： Nida; Functional Equivalence; Advertising Translation

1、奈达的功能对等理论

翻译是一项复杂的交流行为，随着人类认知能力的发展，古今中外的翻译理论在不断地更新和涌现。美国翻译理论家尤金·奈达（Eugene A. Nida）对翻译的定义为： 翻译是指从语义到语体在译入语中用最切近而又最自然的对等语再现原语信息。他提出来的“动态对等（dynamic equivalence）”理论是指“译文接受者和译文信息之间的关系，应该与原文接受者和原文信息之间的关系基本上相同”。1动态对等的翻译，译者着眼于原文的意义和精神，而不拘泥于原文的语言结构，不拘泥于形式对应。但是，因为两篇不同的话语材料之间无法实现绝对的对等，只能是使译文最大限度地接近原文。1969年，在《翻译的理论与实践》一书中，奈达提出“功能对等（functional equivalence）”的概念，取代了“动态对等”。……