1、ASTUDYONTHECETRANSLATIONOFADVERTISEMENTUNDERTHEGUIDANCEOFFUNCTIONALEQUIVALENCE功能对等理论指导下广告语的英译研究THESISSTATEMENTWITHCHINASENTERINGWTO,GLOBALIZATIONHASALSOAFFECTEDTHEWORLDOFADVERTISINGADVERTISEMENTTRANSLATIONASATYPEOFINTERCULTURALCOMMUNICATIONANDASARESULTOFINTERNATIONALCOMMUNICATIONGRADUALLYATTRACTSTHE
2、TRANSLATORSATTENTIONTHISRESEARCHAIMSATIMPROVINGTHEAPPROACHESTOTHEENGLISHTRANSLATIONOFCHINESEADVERTISEMENTANDPOINTSOUTTHATNIDASFUNCTIONALEQUIVALENCEISONEOFTHEMOSTAPPROPRIATETHEORIESFORENGLISHTRANSLATIONOFCHINESEADVERTISEMENTSTHISTHESISANALYZESENGLISHTRANSLATIONOFCHINESEADVERTISEMENTSUNDERTHEGUIDANCEO
3、FNIDASFUNCTIONALEQUIVALENCEFROMFIVEPERSPECTIVES,NAMELY,TEXTUALPERSPECTIVE,LEXICALPERSPECTIVE,SYNTACTICALPERSPECTIVE,RHETORICALPERSPECTIVEANDCULTURALPERSPECTIVETHISTHESISISDIVIDEDINTOFOURCHAPTERSCHAPTER1WORKSASTHEINTRODUCTIONCHAPTER2ISLITERATUREREVIEWCHAPTER3DEALSWITHTHEENGLISHTRANSLATIONOFCHINESEADV
4、ERTISEMENTSUNDERTHEGUIDANCEOFNIDASFUNCTIONALEQUIVALENCETHEORYANDCHAPTER4ISTHESUMMARYOFTHETHESIS1INTRODUCTION11BACKGROUNDOFTHESTUDYINCONTEMPORARYSOCIETY,ADVERTISEMENTCANBESEENEVERYWHEREADVERTISING,ASAMAJORMEANSOFCONVEYINGINFORMATION,ISPLAYINGANESSENTIALROLEINBUSINESSWORLDBECOMINGANINDISPENSABLEPARTOF
5、OURDAILYLIFE,ITSERVESASACHIEFSOURCEOFINFORMATIONAFTERTHECARRYINGOUTOFOPENINGUPPOLICYANDCHINASENTERINGINTOTHEWTO,ADVERTISINGHASBECOMEAPOWERFULAPPROACHFORTHOSECHINESECOMPANIESTOPROMOTETHEIRPRODUCTSASWELLASPENETRATEINTOOVERSEAMARKETHOWEVER,BECAUSEOFTHELINGUALDISCREPANCIESANDCULTURALDIFFERENCES,ANADVERT
6、ISEMENTSOMETIMESMAYNOTNECESSARILYBEACCEPTEDANDUNDERSTOODBYRECEIVERSINAFOREIGNCULTURE,PARTLYBECAUSEOFINAPPROPRIATETRANSLATIONTHEREFORE,ASASPECIALBRANCHOFTRANSLATIONDISCIPLINE,ADVERTISEMENTTRANSLATIONISGAININGMOREANDMOREIMPORTANCEADVERTISEMENTTRANSLATIONISDIFFERENTFROMOTHERKINDOFTRANSLATIONDUETOITSPRA
7、GMATICSTYLEWITHCOMMERCIALVALUEADVERTISEMENTSAIMATATTRACTINGCONSUMERSATTENTION,SATISFYINGTHEIRCONSUMPTIONNEEDS,INSPIRINGTHEIRDESIREOFPURCHASINGGOODSORSERVICESANDFINALLYMAKINGPRODUCTSORSERVICESSOLDINORDERTOREALIZETHEABOVEMENTIONEDGOALS,TRANSLATORSSHOULDABANDONTHETRADITIONALIDEAOFLITERALTRANSLATIONBUTT
8、OINTERPRETITINTHETHINKINGOFTHOSERECEPTORS,NAMELYTHEFOREIGNCUSTOMERSATRANSLATEDVERSIONBECOMESSUCCESSFULWHENITISACCEPTEDBYCUSTOMERSINTHETARGETLANGUAGESOCIETYTHETRUTHISTHATATRANSLATEDTEXTISNOTALWAYSFAITHFULTOTHEORIGINALTEXTINFORMASARESULT,LITERALTRANSLATIONDOESNOTALWAYSWORKINADVERTISEMENTTRANSLATION,ES
9、PECIALLYWHENTHERESTANDSCULTURALOBSTACLESINTHISCASE,TRADITIONALEQUIVALENCEORIENTEDTHEORYISNOLONGERSATISFACTORYANDANEWANDMOREPRACTICALTHEORYISNATURALLYCALLEDFORHENCE,ANEWTHEORYFUNCTIONALEQUIVALENCE,ISFINALLYINTRODUCEDANDPUTINTOUSE12SIGNIFICANCEOFTHESTUDYTHESTUDYONADVERTISINGTRANSLATIONISMEANINGFULBOTH
10、THEORETICALLYANDPRACTICALLYTHEORETICALLY,ITINTENDSTOAPPLYTHEFUNCTIONALISTTHEORYTOSTUDYADVERTISINGTRANSLATION,AIMINGATIMPROVINGTHEQUALITYOFTHETRANSLATIONOFADVERTISEMENTINACADEMICFIELD,TRANSLATION,ESPECIALLYTHEADVERTISINGTRANSLATIONHASBECOMEMOREANDMOREIMPORTANTANDHASATTACHEDGREATINTERESTSOFSCHOLARSPRA
11、CTICALLY,THETHESIS,BYDISCUSSINGTHEPRINCIPLECONCEPTSOFTRANSLATION,ANALYZESTHEDAILYAPPLICATIONOFTHEFUNCTIONALISTEQUIVALENCEINTHETRANSLATIONOFADVERTISEMENTSINTHEMEANTIME,THEAUTHORTRIESTOFINDOUTABETTERWAYTOHANDLETHEPRACTICALADVERTISINGTRANSLATIONCONSEQUENTLY,THEAUTHORINTHELIGHTOFFUNCTIONALISTAPPROACHES,
12、REDEEMSTHATTARGETCULTUREORIENTEDSTRATEGYSHOULDBEREGARDEDASTHEESSENTIALMETHODTOTRANSLATEADVERTISEMENTSINADDITIONTOTHAT,THEAUTHORALSOHOLDTHEOPINIONTHATADVERTISINGTRANSLATIONSHOULDBEINCONFORMITYWITHTARGETLANGUAGEANDTHETARGETCULTUREASWELLEVENTHOUGHITMAYBRINGABOUTSOMECHANGESINFORMANDCONTENTOFTHEORIGINALT
13、EXT13ORGANIZATIONOFTHESTUDYTHETHESISCONSISTSOFFOURCHAPTERSCHAPTER1ISAGENERALINTRODUCTIONWHICHMAINLYDEALSWITHTHEBACKGROUNDANDTHESIGNIFICANCEOFTHERESEARCHCHAPTER2ISALITERATUREREVIEWWHICHCONTAINSTWOPARTS,NAMELY,AINTRODUCTIONTONIDAANDHISWELLKNOWNFUNCTIONALEQUIVALENCESOMEPREVIOUSRESEARCH,BOTHHOMEANDABROA
14、D,ONCHINESEENGLISHADVERTISINGTRANSLATIONAPPLIEDTOFUNCTIONALEQUIVALENCECHAPTER3ISTHECOREPARTOFTHISTHESISANDININTHISCHAPTER,THEAUTHORTRIESTOILLUSTRATETHESPECIFICTRANSLATIONOFADVERTISEMENTFROMSEVERALPERSPECTIVES,NAMELY,TEXTUALPERSPECTIVE,LEXICALPERSPECTIVE,SYNTACTICALPERSPECTIVE,RHETORICALPERSPECTIVEAN
15、DCULTURALPERSPECTIVEINORDERTOMAKEAFULLEXPLANATION,THEAUTHOREMPLOYSMANYEXAMPLESBOTHHOMEANDABROADCHAPTER4ISTHECONCLUSIONINWHICHTHELIMITATIONOFTHISTHESISASWELLASSOMERELATEDSUGGESTIONSAREPUTFORWARDCHAPTER2LITERATUREREVIEW21NIDAANDFUNCTIONALEQUIVALENCEASALINGUIST,NIDADEVOTEDALMOSTHISENTIRELIFEINTOTHETRAN
16、SLATIONOFTHEBIBLEINTHEPROGRESSOFWHICHHEDEVELOPEDHISOWNTRANSLATIONTHEORYWHICHISWELLKNOWNAS“DYNAMICEQUIVALENCE”,LATERTOBECALLED“FUNCTIONALEQUIVALENCE”INHISTHEORY,NIDAPOINTEDOUTTHAT“TRANSLATIONCONSISTSINREPRODUCINGINTHERECEPTORLANGUAGETHECLOSESTNATURALEQUIVALENTOFTHESOURCELANGUAGEMESSAGE,FIRSTINTERMSOF
17、MEANINGANDSECONDLYINTERMSOFSTYLE”（翻译是用最恰当、自然和对等的语言从语义到文体再现源语的信息）GUOJIANZHONG,200065）HEDECLAREDTHATFUNCTIONALEQUIVALENCESHOULDINCLUDEFOURPARTS,NAMELY,THEEQUIVALENCEOFLEXICAL,SYNTAX,TEXTUREANDSTYLEAMONGWHICH“MEANINGTAKESTHEFIRSTPRIORITYANDTHENCOMESTHESTYLE”GUOJIANZHONG,200067ASAPROLIFICWRITER,NIDAWASD
18、ETERMINEDTOPRODUCEATHEORYTHATWOULDFOSTERTHEEFFECTIVECOMMUNICATIONOFTHEGOODNEWSACROSSALLKINDSOFCULTURALANDLINGUISTICSBARRIERSHISFIRSTFAMOUSBOOKBIBLETRANSLATING（圣经的翻译）WASPUBLISHEDIN1946THENINTHEYEAR1964,HISMOSTINFLUENTIALBOOKTOWARDASCIENCEOFTRANSLATING（翻译的科学探索）CAMEOUTANDLATERTHETHEORYANDPRACTICEOFTRAN
19、SLATION（翻译理论与实践）HELPEDHIMACHIEVETHISOBJECTIVETHETERM“EQUIVALENCE”INTRANSLATIONWASFIRSTINTRODUCEDINJRFIRTHSWRITINGWHENHESTATEDTHAT“THESOCALLEDTRANSLATIONEQUIVALENCEBETWEENTWOLANGUAGESARENEVERREALLYEQUIVALENT”SNELLHORNBY,198837THETHEORYOFFUNCTIONALEQUIVALENCEWASFORMALLYPUTFORWARDBYAGREATAMERICANLINGUI
20、ST,EUGENENIDA,INORDERTONARROWTHEGAPBETWEENTHESOURCEANDTARGETLANGUAGEINHISBOOKFROMONELANGUAGETOANOTHER,HECHANGEDTHETERM“FUNCTIONALEQUIVALENCE”TO“DYNAMICEQUIVALENCE”THESOCALLED“FUNCTIONEQUIVALENCE”,ASNIDAEXPLAINS,IS“INCONTRAST,ATRANSLATIONWHICHATTEMPTSTOPRODUCEADYNAMICRATHERTHANAFORMALEQUIVALENCEISBAS
21、EDONTHEPRINCIPLEOFEQUIVALENTEFFECTINSUCHATRANSLATION,ONEISNOTSOCONCERNEDWITHTHESOURCELANGUAGE,BUTWITHTHEDYNAMICRELATIONSHIP,THATTHERELATIONSHIPBETWEENRECEPTORANDMESSAGESHOULDBESUBSTANTIALLYTHESAMEASTHATWHICHEXISTEDBETWEENTHEORIGINALRECEPTORANDTHEMESSAGE”THENATUREOFTRANSLATIONISTOMAKEDIFFERENTCULTURE
22、SCOMMUNICATEFREELYASIFTHEYWERENOTFOREIGNERSTOEACHOTHERINHISTHEORY,NIDABELIEVEDTHAT“TRANSLATIONCONSISTSINREPRODUCINGINTHERECEPTORLANGUAGETHECLOSESTNATURALEQUIVALENTOFTHESOURCELANGUAGEMESSAGE,FIRSTINTERMSOFMEANINGANDSECONDLYINTERMSOFSTYLE”ANDTHAT“ABSOLUTECORRESPONDENCEBETWEENLANGUAGESISNOTALWAYSPOSSIB
23、LE”NIDA,1964185NIDAGENERALLYDIVIDEDHISTHEORYINTOFOURPARTSWORDEQUIVALENCE,SENTENCEEQUIVALENCE,TEXTUREEQUIVALENCE,ANDSTYLISTICEQUIVALENCEAMONGWHICHITISTHEVERYMEANINGRATHERTHANTHESPECIFICSTYLETHATCOUNTS22PREVIOUSRESEARCHESCONCERNINGCETRANSLATIONOFADVERTISEMENTSGUIDEDBYFUNCTIONALEQUIVALENCETHETRANSLATIO
24、NOFADVERTISEMENTHASBEENRESEARCHEDANDANALYZEDBYMANYSCHOLARSBOTHHOMEANDABROADINWESTERNCOUNTRIES,ADVERTISINGTRANSLATIONWASFIRSTDISCUSSEDBYHURBINATTHATPERIODOFTIME,LINGUISTICSTUDYOFTRANSLATIONGENERALLYFOCUSEDONTHECONCEPTOFEQUIVALENCE,WHICHIS“SUBMITTEDTOLEXICAL,GRAMMATICAL,ANDSTYLISTICANALYSISITISBASEDON
25、TEXTTYPEANDSOCIALFUNCTIONVENUTI2000121HURBINHOLDSTHEIDEATHATTHEREAREMANYTYPEOFTRANSLATIONFORTHESOURCETEXTANDTHATITISTHETRANSLATORWHOISRESPONSIBLEFORCHOOSINGTHEMOSTSUITABLETRANSLATIONVERSIONWITHTIMEPASSINGBY,EQUIVALENCEWASNOLONGERCONSIDEREDASTHEMOSTIMPORTANTFACTORWHILEDOINGTRANSLATIONACTIVITYANDFUNCT
26、IONALISMGRADUALLYGAINEDGREATIMPORTANCETHUS,FUNCTIONALEQUIVALENCEFINALLYCAMEINTOBEINGANDHASBEENPLAYINGAVITALROLEINTHETRANSLATIONFIELDAFAMOUSSCHOLAR,TATILON,BASINGONNIDASIDEAOFFUNCTIONALEQUIVALENCE,POINTSOUTFOURFUNDAMENTALFUNCTIONSOFADVERTISINGTEXTS,NAMELY,IDENTIFYINGFUNCTION,LAUDATORYFUNCTION,LUDICFU
27、NCTIONANDMNEMONICFUNCTIONASWELLHETHINKSTHATTHEFUNCTIONMODELSHOULDONTHEONEHAND,TAKETARGETTEXTINTOCONSIDERATIONANDONTHEOTHERHAND,GIVEIMPORTANCETOSOURCELANGUAGEACCORDINGTOGUIDERE,ATRANSLATIONVERSIONSHOULDKEEPACERTAINEQUIVALENCEBETWEENTHEORIGINALTEXTANDTHETARGETTEXTTOENSURETHEEFFECTIVENESSSOTHATTHERECEP
28、TORSCANUNDERSTANDHOWEVER,THEEQUIVALENCESHOULDNOTBELIMITEDTOTHELEXICALLEVELANDSHOULDNOTBELOYALTOTHESOURCELANGUAGEONLYATRANSLATIONVERSIONMUSTBEEFFECTIVEENOUGHTODELIVERINFORMATIONANDENSURETHEGOODCOMMUNICATIONFORTHEPRODUCERSANDTHECONSUMERSINTHATREGARDS,GUIDEREPUTSFORWARDSEVERALMETHODSTOANALYZETHETRANSLA
29、TIONOFADVERTISEMENTSWHICHREFERSTOSEMANTICWAY,COMMUNICATIVEWAYANDRHETORICALWAYINCHINA,ADVERTISINGTRANSLATIONBECAMEAHOTTOPICAMONGSCHOLARSINTHE1990SITISMAINLYCOMPOSEDOFTHREEPARTSWHICHREFERSTOTHESTUDYONENGLISHADVERTISING,THEMETHODSOFADVERTISINGTRANSLATIONANDTHEARGUMENTABOUTWHICHTHEORYISTHEMOSTSUITABLEAN
30、DEFFECTIVETOGUIDETHETRANSLATIONOFADVERTISEMENTSINTHEPAST,ADVERTISINGTRANSLATIONWASDEEPLYINFLUENCEDBYTHEEQUIVALENCEORIENTEDTHEORYWHICHHASITSOWNSHORTCOMINGSINACCORDANCEWITHTHETRADITIONALPOINTOFVIEW,TRANSLATIONISDEFINEDASAFAITHFULREPRODUCTIONOFTHESOURCELANGUAGEBOTHINFORMANDINCONTENTWHICHTURNSOUTTOBEIMP
31、ERFECTEQUIVALENCEISCONSIDEREDASACOREFACTOROFTRANSLATIONTHEORY,BUTACOMPETEANDTOTALEQUIVALENCEISIMPOSSIBLETOBEOBTAINEDTHEREFORE,ONEMUSTTAKEAFLEXIBLEATTITUDETOWARDADVERTISINGTRANSLATION,GIVINGFIRSTPRIORITYTOEFFECTIVENESSANDFUNCTIONALISM,THENTAKEEQUIVALENCEINTOCONSIDERATIONCHAPTER3THECETRANSLATIONOFADVE
32、RTISEMENTGUIDEDBYFUNCTIONALEQUIVALENCETHEMAINFIGUREOFADVERTISEMENTCANBESEENINTHEPRINCIPLEOFAIDAWHICHISTHEABBREVIATIONOF“ATTENTION“,“INTEREST“,“DESIRE“,AND“ACTION“RESPECTIVELYITISOBVIOUSTOFINDTHATTHEAIDAPRINCIPLEAIMSATATTRACTINGREADERSINTERESTANDATTENTION,RECALLINGTHEIRPURSUINGDESIRE,ANDFINALLYSTIMUL
33、ATINGTHEMTOTAKEACTIONTOBUYWELLS,SANDRAUNBEATABLEPRICESUNRESERVEDSERVICETHEPATTERNOFTHISBRANDISTHREEUANDINTHEORIGINALADVERTISEMENT,THEFIRSTCHARACTERSOFTHESETHREESHORTSENTENCESARESAME,THEYAREBOTH“优”SOTHETRANSLATIONHASENGLISHLETTER“U”ANDTHEMEANINGOFGOODTHISISASUCCESSFULTRANSLATIONANDITACHIEVESTHEFUNCTI
34、ONALEQUIVALENCE3THECHINESEVERSION食在广州THETRANSLATEDVERSIONEASTORWEST,THEGUANGZHOUCUISINEISTHEBESTTHECHINESEVERSIONMEANSTHEMOSTDELICIOUSFOODANDTHEBESTCUISINEAREINGUANGZHOUITISEASYTOFINDTHATTHETRANSLATIONISANIMITATIONOFTHEENGLISHPROVERB,“EASTORWEST,HOMEISBEST“ITISASUCCESSFULRENDITION,BECAUSEOFTWOREASON
35、SFIRST,THESUCCESSFULEMPLOYMENTOFPARODYMAKESTHERENDITIONQUITEEASYTOREADANDREMEMBERSECOND,ITHASREVEALEDTHEINTENDEDMEANINGOFTHESOURCE,THUSHAVINGREALIZEDFUNCTIONALEQUIVALENCEWHENDOINGADVERTISINGTRANSLATIONFROMLEXICALPROSPECTIVE,TWOPOINTSSHOULDBEBEARDINMINDFIRSTOFALL,AREASONABLEUSEOFAMBIGUITYSHOULDBECONS
36、IDEREDAMBIGUITYREFERSTO“ALINGUALPHENOMENONWHEREACERTAINLANGUAGEORACERTAINDISCOURSEHASTWOORMOREMEANINGS“INADVERTISINGTRANSLATION,AMBIGUITYISATWOENDSWORDWHICHWILLATTRACTCONSUMERSATTENTIONIFSENSIBLYUSEDANDIFNOT,WILLCAUSEALOTOFTROUBLESANDMISUNDERSTANDINGSFOREXAMPLE,AFAMOUSCIGARETTEMOREPUTITSADVERTISEMEN
37、TAS“IMMORESATISFIED“WHICHHASTWOMEANINGSFORONETHING,ITMEANS“IAMSATISFIEDANDIWANTMORE“,ANDFORANOTHER,ITMEANS“IAMSATISFIEDWITHMOREANDIWANTMOREMORE“BYTRANSLATINGINTHISWAY,THEPRODUCTSUCCESSFULLYLEAVESADEEPIMPRESSIONONTHEREADERSANDLETTHECONSUMERSCANTHELPCONSIDERINGTOBUYSUCHAPRODUCTINADDITIONTOTHAT,ADVERTI
38、SINGTRANSLATIONSHOULDBEARTHECONSUMERSREACTIONINMINDRATHERTHANTHEFORMTHEPURPOSEOFTRANSLATIONISTOREALIZETHEGOALOFPURSUITANDCOMMUNICATIONDUETOTHEDIFFERENCEBETWEENCHINESEANDENGLISH,THESPECIFICFORMMUSTBENEGLECTEDSOMETIMESFORINSTANCE,ACELEBRATEDBRANDOFSHOESWHOSECHINESEVERSIONIS“穿金猴皮鞋，走金光大道”ISTRANSLATEDAS“
39、WEARGOLDENMONKEY,WEARSUCCESS“IFTHETRANSLATORJUSTTRANSLATESTHE“金光大道”INTO“GOLDENROAD“,THEBUYERSWILLFEELCONFUSEDTHEREISALSOANOTHEREXAMPLE,PLEASELOOKATTHEFOLLOWINGSTATEMENTCHINESEVERSION随身携带,有备无患随身携带,有惊无险。速效救心丸ENGLISHVERSION1AFRIENDINNEEDISAFRIENDINDEEDENGLISHVERSION2ARESCUEINNEEDISARESCUEINDEEDVERSION1
40、DIRECTLYQUOTESAENGLISHPROVERB“AFRIENDINNEEDISAFRIENDINDEED“,WHICHDOESNTSEEMTOBELEXICALLYEQUIVALENTTOTHESOURCETEXTBUTREALIZESTHEFUNCTIONALEQUIVALENCEVERSION2MAKESALITTLECHANGEONTHEBASISOFVERSION1INWHICHTHEWORD“FRIEND“ISREPLACEDBY“RESCUE“ASITKNOWNTOALLTHATITISAMEDICINEADVERTISEMENT,THISREPLACEMENTISAB
41、SOLUTELYMUCHBETTERTHANVERSION1BECAUSEITFULLYSHOWSTHEFUNCTIONOFTHEMEDICINE32ENGLISHTRANSLATIONOFCHINESEADVERTISEMENTSFROMSYNTACTICALPERSPECTIVEWORDSARECOMBINEDINTOSYNTAXTOMAKETHESEPARATEWORDSGAINTHESPECIFICMEANINGSINTHESENTENCEADVERTISEMENTLANGUAGE,DIFFERENTFROMOTHERTYPESOFLANGUAGE,ISGENERALLYCONSIDE
42、REDTOBESHORT,BRIEF,SIMPLIFIEDANDCONCISESOASTOCATCHTHECONSUMERSATTENTIONATTHEFIRSTSIGHTHOWEVER,DURINGTHEPROCESSOFCHINESEADVERTISINGTRANSLATION,THEBRIEFANDCONCISEFEATURESAREOFTENIGNOREDANDLONGSENTENCESAREFREQUENTLYUSEDWHICHTOAEXTENT,REDUCESTHEEFFECTIVENESSOFADVERTISINGGENERALLYSPEAKING,THESYNTACTICFEA
43、TURESCANBECONCLUDEDASTHEFOLLOWINGFIRST,FREQUENTUSEOFSIMPLESENTENCESSECOND,FREQUENTUSEOFINTERROGATIVEANDIMPERATIVESENTENCESTHIRD,CLEVERUSEOFDISJUNCTIVECLAUSEANDTHELASTONEIS,FREQUENTUSEOFELLIPTICALSENTENCESTHEFOLLOWINGARESEVERALEXAMPLESTOATTESTTHEAFORESAIDISSUES1“皇冠”牌手表，日日创新，步步领先，年年夺冠。THE“CROWN“BRANDW
44、ATCHBRINGSFORTHNEWIDEASEVERYDAY,TAKESTHELEADEVERYSTEP,ANDCARRIESOFFTHEFIRSTPRIZEEVERYYEAR2人无我有，人有我新，人新我优。WEHAVEWHATOTHERSHAVENTOURSARENEWERTHANTHESIMILARITEMOFOTHERSOURSARESUPERIORTOTHESIMILARNEWITEMSOFOTHERSTHEABOVETWOADVERTISEMENTS,WHENREADBYCHINESE,WILLBYALLMEANSBECONSIDEREDASSPLENDIDANDEXCELLENT
45、HOWEVER,ITISINFACTTOOLENGTHYFROMTHEASPECTOFTHEENGLISHSENTENCESTRUCTUREANDWILLNOTBEWELLACCEPTEDBYTHOSEWESTERNERSTHEREFORE,THECHINESEVERSIONSABOVESHOULDBECHANGEDRESPECTIVELYASFOLLOWS1ENDLESSENDEAVORTOMAKEINNOVATION,PERSISTENTPURSUITTOBETHEBEST,THE“CROWN”WATCH,YOURIDEALCHOICE2WEAREALWAYSAHEADOFOTHERSIN
46、THESUGGESTEDTRANSLATIONSCREATEDBYTHEAUTHOR,NOTONLYTHECONCISENESSOFTHESYNTACTICFEATUREISRETAINED,BUTALSOTHEFEATURESOFTHEPRODUCTSAREWELLEMBODIEDANDSTRONGLYHIGHLIGHTEDTHROUGHSLIGHTADAPTATION,BOTHLINGUISTICFEATURESANDCULTURALPREFERENCEOFTHEADVERTISEMENTSAREPRESENTEDTOTHETARGETREADERTHEFOLLOWINGARETWOGOO
47、DEXAMPLESREFLECTINGATRANSMISSIONFROMCHINESETOENGLISHFROMSYNTACTICPERSPECTIVE1THEORIGINALVERSION方寸之间，深情无限。集邮杂志THETRANSLATEDVERSIONONTHESETINYPOSTAGESTAMPS,PHILATELISTSFRIENDSHIP“FRANKS“THESOURCELANGUAGEHASTHEELLIPTICALMESSAGESSTAMPDOESNOTAPPEARDIRECTLYITTRANSMITSTHEELLIPTICALMEANINGOFTHESTAMPTOTHEREA
48、DERSSOTHETRANSLATIONSHOULDILLUSTRATEWHATIS“方寸”,AND“深情”MEANSWHICHKINDOFEMOTIONISTHETRANSLATIONRHYMENEATLYITMAKESAPPROPRIATEADAPTATIONINTHEWORD“FRANK”ANDSPREADSITSMEANINGTHEORIGINALMEANINGISPUTTINGASTAMPONTHEENVELOPEHEREMEANSPUTTHEFRIENDSHIPAMONGTHEFANSONASTAMPTHETRANSLATIONISASUCCESSFULONETOACHIEVETH
49、EFUNCTIONALEQUIVALENCE2THEORIGINALVERSION接天下客，送万里情。THETRANSLATEDVERSIONREADYTOMEETGUESTSFROMALLOVERTHEWORLD,READYTOSPEEDTHEMONTHEIRWAYTHISISANADVERTISEMENTFORONECOMPANYOFTIANJINBUTTHETRANSLATIONISNOTACCEPTABLETOENGLISHAUDIENCEITUSESTHEWORDS“GUESTS“,“THEM“AND“THEIR“WHICHMAKETHEAUDIENCEFEELTHATTHEREISAWIDECOMMUNICATIVEGAPBETWEENTHECOMPANYANDTHECONSUMERSINENGLISHADVERTISING,THESECONDPERSONALPRONOUNSYOUANDYOURAREOFTENUSEDTHEYHAVEASTRONGPERSUASIVEFORCEANDAREMOREACCEPTABLETOTHEAUDIENCETHEUSEOFTHESEWORDSCANSHORTENTHEDISTANCEBETWEENTHECOMPANYANDTHECONSUMERSPSYCHOLOGICALLYANDSTRESST
