功能對(duì)價(jià)性和英語廣告用量 翻譯成中文

PAGE畢業(yè)論文（設(shè)計(jì)）PAGEPAGE4AcknowledgementsFirstofall,Iwouldliketothankmyfamilyfortheirbeingsupportiveformyentirelife.Iwouldneverbeabletoachievesomuchwithoutthem.IalsowishtoexpressmythanksandappreciationtomytutorMr.ZhangHongwu,whosecarefulreadingandprofessionaladviceareinvaluabletomethroughoutmythesiswriting.Ialsoliketogivealotofthankstoallteachersandschoolmateswhohavehelpedmesomuchinthesefouryears,especiallyMr.HeJiaju,Mr.MengFanyi,YangManru,LinYingping,ZhanQiuchan,andZhangLiyan.IalsofeelverygratefultomybestfriendsLiuJiachun,KeHongyu,ChenPeng,andLiaoLianhua.Thankthemforbeinghelpfulduringmywritingthisthesiswhileworking.OnlybecauseofthemcanIbeabletobewhoIamnow.AbstractAsmanytransnationalenterprisesareenteringintoChina’smarket,EnglishadvertisementisplayingamoreandmoreessentialroleinestablishingapositiveimageoftheenterprisesandpromotingproductstotheChinesesociety,whichmakestheEnglishadvertisementtranslationintoChinesemoreandmoreimportantinenhancingChinesepeople’sinformationvolume.However,asapracticaltextstyle,advertisementisquitedifferentfromcommonliteraryworks.Ithasaveryspecificandmaterialpurposeofattractingconsumers’attentionandpersuadingthemtotakeactionafterreading,whichrequiresthattheadstextsbeasfullyexpressedaspossibleinthetargetlanguagesoastoachievetheiroriginalvaluesandfunctionssuchasattention,memory,readability,expressiveness,directivity,andaesthetics.Functionalequivalenceprovidesatheoreticalbasefortheadtranslation.Functionalequivalence,raisedbyEugeneA.Nida,whichimpliesdifferentdegreesofadequacyfromminimaltomaximaleffectivenessfactors,isdefinedas“intermsofthedegreetowhichthereceptorsofthemessageinthereceptorlanguagerespondtoitinsubstantiallythesamemannerasthereceptorsinthesourcelanguage”(Nida1969:24).Itdoesnotmatterwhichlanguageanadistranslatedto,theonlypurposeofdrawingconsumers’attentionandstimulatingthemtopurchasetheproductorservicebeingadvertisedwillneverchange.Fromthispointofview,functionalequivalencecouldbeviewedastherightprincipleofadvertisingtranslation.Inthisthesis,theauthorholdstheviewthatfunctionalequivalenceshouldberegardedastheprincipleofEnglishadvertisementtranslationintoChinese.AndfunctionalequivalenceinEnglishadtranslationintoChineseshouldbeachievedatthreelevels,namely,semanticlevel,stylisticlevel,andrhetoriclevel.Thispaperconsistsmainlyofsevenparts.Thefirstpartisabriefintroductiontothewholethesis.Inthesecondpart,abriefintroductiontoadvertisingispresented,andthethirdpartdealswiththefeaturesofadvertisinglanguagefromthreeaspects,respectively,lexical,syntactical,andrhetorical.Inthefourthpart,theauthorintroducesthetheoryoffunctionalequivalence.PartfiveandPartsixarethekeypartsinthispaper.TheauthorlistsrequirementsandprinciplesforfunctionalequivalenceinEnglishadvertisementtranslationintoChinese,andcitesmanyexamplestoillustratethatfunctionalequivalenceshouldbeviewedastheprincipleofadvertisingtranslation.Andinthefinalpart,aconclusionofthewholepaperismade.Heretheauthorstatesagainthatfunctionalequivalenceistherighttheorytoguideadvertisingtranslation.Keyword:advertisingadvertisinglanguagefunctionalequivalenceadvertisementtranslation 摘要隨著許多跨國企業(yè)進(jìn)入中國市場，英語廣告在為企業(yè)建立正面形象還有向中國社會(huì)推銷產(chǎn)品中起著越來越重要的作用。這也讓英語廣告漢譯的重要性在增加中國人的信息量的過程中逐漸突顯出來。然而，作為一個(gè)實(shí)用性文體，廣告與一般的文學(xué)作品有很大不同。它有一個(gè)很明確及實(shí)際的目的就是吸引消費(fèi)者的注意并說服他們?cè)陂喿x了廣告之后采取行動(dòng)。這就要求廣告的翻譯版也必須在目標(biāo)語中達(dá)到其原始價(jià)值及功能，如注意價(jià)值、記憶價(jià)值、可讀性、表達(dá)性、引導(dǎo)性及美感功能。功能對(duì)等為廣告翻譯提供了一個(gè)理論基礎(chǔ)。由尤金奈達(dá)提出的功能對(duì)等指出了從最小到最大的各程度上的對(duì)等，被定義為“譯文對(duì)譯文接受者所起的作用應(yīng)與原文對(duì)原文接受者所起的作用大體對(duì)等”(奈達(dá)1969:24)。不論一則廣告被翻譯成何種語言，其吸引消費(fèi)者注意并刺激消費(fèi)的唯一目的是不會(huì)變的。從這個(gè)角度看，功能對(duì)等可以作為廣告翻譯的最佳原則。在本文中，作者認(rèn)為功能對(duì)等應(yīng)該作為英語廣告漢譯的指導(dǎo)原則。而且，在英語廣告漢譯中達(dá)到功能對(duì)等必須分別在語義、文體及修辭等三個(gè)層次上實(shí)現(xiàn)對(duì)等。本文主要包括了七個(gè)部分。第一部分是對(duì)全文的簡要介紹；第二部分對(duì)廣告作了簡要的介紹，第三部分分別從詞匯、句法、修辭等三個(gè)方面介紹了英語廣告語言的特點(diǎn)。第四部分是對(duì)功能對(duì)等的介紹。第五、六部分是全文的重點(diǎn)部分。作者列出了在英語廣告漢譯過程中實(shí)現(xiàn)功能對(duì)等的要求及原則，并列舉許多例子來說明為何功能對(duì)等應(yīng)該作為廣告翻譯的指導(dǎo)原則。在最后一部分，作者對(duì)全文作了總結(jié)并重申了功能對(duì)等是廣告翻譯的最佳指導(dǎo)原則。關(guān)鍵字：廣告廣告語言功能對(duì)等廣告翻譯FunctionalEquivalenceandEnglishAdvertisementTranslationintoChineseTOC\o"1-4"\h\z\u1.Introduction 62.Abriefintroductiontoadvertising 72.1Thedefinitionsofadvertising 72.2Thefunctionsofadvertising 83.FeaturesofEnglishadvertisinglanguage 93.1Lexicalfeatures 103.1.1Creationofnewwords 10Misspelling 10Coinage 11Borrowedwords 12Abnormalwordcollocation 123.1.2Frequentusesofadjectivesandtheircomparativedegreeandsuperlativedegree 133.1.3Frequentusesofshortformsandcompoundwords 143.2Syntacticalfeatures 143.2.1Usingsimpleandshortsentence 143.2.2Usinginterrogativeandimperativesentences 153.2.3Frequentuseofellipticalsentences 163.3Rhetoricalfeatures 163.3.1Analogy 163.3.2Pun 173.3.3Personification 183.3.4Rhyme 184.Functionalequivalence 194.1Nida’sformalequivalenceanddynamicequivalence 194.2Functionalequivalence—thefurtherdevelopmentofdynamicequivalence 204.3Thereasonsforfunctionalequivalenceasguidelineinadvertisementtranslation 215.RequirementsforfunctionalequivalenceinEnglishadvertisementtranslationintoChinese 235.1Equivalenceatsemanticlevel 245.2Equivalenceatstylisticlevel 255.3Equivalenceatrhetoriclevel 256.TheprinciplesofimplementingfunctionalequivalenceinEnglishadvertisementtranslationintoChinese 276.1Beingnatural,accurate,andconcise 276.2Thepriorityofcontentoverform 287.Conclusion 29References 311.IntroductionEversinceChina’sopeninguptotheworldin1979,theadvertisingindustryhasbeendevelopingatanincrediblespeed.Thetotalexpenditureonadvertisingreachesto287.5billionRMBin2006,18%morethanin2005(Net.1).ChinanowhastakentheplaceofJapantobecomethesecondofthetoptenadvertisinggiantsintheworld(Net.2).AnditisbelievedthatwiththeopeningoftheOlympicGamesin2008,thegrowthofChina’sadvertisingindustrywillundoubtedlyriseupwithamuchmoreenormouspacethaneverbefore.Advertisingtranslation,asatypeofinterculturalcommunicationandanewfieldofstudy,isreceivingmoreandmoreattentionthaneverbefore.However,thetheoreticalstudyonthisnewfieldoftranslationisstillfarfromsatisfactory.Differentschoolsholddifferentviewsontheguidingprincipleofadvertisingtranslationandsomeresearchesareonlyfocusingonspecificadvertisingtranslationmethodssuchasrhetoricandslangandsoonwhichonlydealwithspecificissues.Amongalltheprinciplesthathavebeenproposedbydifferentschools,functionalequivalenceisoneofthemostimportantguidelinesforadvertisementtranslation.Itsuccessfullyachievestheinherentfunctionoftheadvertisementinspiteofthedifficultiesintranslatingcausedbythefeaturesofthetextstyleoftheadvertisement.2.AbriefintroductiontoadvertisingBeforeweproceedtostudythefunctionalequivalenceinadvertisementtranslation,weneedtohaveaclearconceptaboutadvertising,suchashowitisdefined,andwhatfunctionsithas.2.1ThedefinitionsofadvertisingInEnglish,theword“advertise”hasitsoriginin“advertere”inLatin,whichmeans“togiveinformationtothepublicconcerning”,or“todrawattentiontosomething”(MacquarieDictionary2003:13).TheAmericanMarketingAssociation(AMA)statedthatadvertising“isthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Accordingtothisdefinition,wemaynoticethatadvertisingbearssiximportantcharacteristics:(1)Charge.Normally,advertisershavetopayfortheadsmadeforthemforpurchasingtimeandspacefortheirmessageinaselectedmedium.(2)Non-personal.Generallyspeaking,advertisingtargetsnotmerelyonesingleconsumerinparticular.(3)Identifiedadvertisersorsponsors.Alladsaremadeforfulfillingthepurposesoftheadvertisers.(4)Transmission.Totransmittheinformationofthesponsor’sgoodsforsaleandservicesprovidedtothepublic.(5)Bycertainmedia.Alltheadsmustdependoncertainmediasuchastelevision,radio,magazines,newspaper,andsoontoreachthetargetaudience.(6)Trytopersuadeorinfluence.Advertisingisanartofpersuasiveness.Sponsorspayfortheadvertisementtopersuadeconsumerstobelievewhattheyhavesaidabouttheirproductsandservices.2.2ThefunctionsofadvertisingNotalladvertisingattemptstoaccomplishthesameobjectives.Thus,differentpeopleholddifferentopinionsaboutthefunctionsofadvertising.AccordingtoWells,Burnett,andMoriarty(1999:15),therearetwobasicfunctionsthatadvertisingperforms:Productadvertisingandinstitutionaladvertising.ChenPeiai(2004:63)proposedthatthefunctionsofadvertisingincludetheinformingfunction,themarketingfunction,thepersuasivefunction,andthedirectivefunction.Althoughtherearevariousopinionsaboutthefunctionsofadvertising,theystillhavesomethingincommon.Let’ssumupasfollows:（1）Informativefunctions.Advertisingalwaysbearsinformationtoinformcustomersofthelatestproductsandservices.Andthroughsomecertainmedia,advertisingcanperformthisfunctiontoagreatnumberofpeoplewithinlimitedtimeandspace.(2)Marketingfunction.Thisfunctionincludespersuasiveanddirectiveelements.Advertisingprovidesthedetailedinformationandcreatesafavorableimageoftheproductsandservicesadvertised,whichinfluencescustomers’attitudeandbehaviorwhentheyaredoingshopping.Thisfunctioncanlargelyenlargesalesanddirectproductioninbothdirectandindirectways.Sincesellingproductsasthefinalgoalofadvertising,marketingfunctionshouldbeviewedasoneofthemostimportantfunctionsofadvertising.(3)Aestheticfunction.Thisfunctionisbecomingincreasinglynecessaryinmodernadvertisements.Inasituationwhereitistechnologicallypossibleformorefirmstoproducelargelyidenticalproducts,itisadvertisement’sresponsibilitytopersuadeconsumerstobuyaspecificcommodity,thusadvertisementnowadaysneedstobemoreattractive.Ithasnotonlytoprovideinformationbutalsotomakepeoplefeelasenseofenjoyment,especiallyinmoderntimes.3.FeaturesofEnglishadvertisinglanguageItissaidthatwearesurroundedbyairandadvertisements.Thoughthisstatementisalittlebitexaggerated,ithappenstogiveusarealimageofthemodernlife.Itdoesnotonlymeanthatadvertisements,likeair,areeverywhereinourlifebutalsoasimportantasair.Advertisementisthebridgebetweentheproducts,services,andconceptsadvertisedandtheconsumers.Itspreadsinformationtoasmanyreceptorsaspossibleinanexactandefficientway.Aswehavementioned,advertisement,asaspecialstylewithhighcommercialvalue,hasaveryimportantfunctiontoconvincepeopletopurchaseproductsorservices,ortodirectpeopletolookatordosomething.Therefore,advertisementtextsmusthavesellingpower.Thatistobeeye-catching/ear-catchingandreadable.AndthefeaturesofEnglishadvertisinglanguagearecloselyrelatedwiththeabovecharacteristicsofadvertisement.Englishadvertisinglanguageisakindofloadedlanguage,bearingastrongpersuasivepower.Ithasmanyuniquefeaturesatdifferentlevels,whicharerespectivelylexical,syntactical,andrhetoricallevels.3.1LexicalfeaturesEnglishadvertisinglanguageisnotliketheEnglishlanguageincommonuse.Thelexemesofitarealwayssuccinct,specialandcreative.3.1.1CreationofnewwordsMisspellingSomecopywriterspurposelymisspellthewordswhicharefamiliartoeveryonesoastoachievetheaimofattractingattentionandbeinguniquetobeeasiertoremember.Forexample:(1)DrinkaPintaMilkaDay(2)Weknoweggsctlyhowtoselleggs.(3)Krispycreamdoughnut.(4)GoingEast,StayingWestin.(Westinisahotel.)Example(1)isanadvertisementforabrandofmilk,which,intherightway,shouldbe“DrinkaPintofMilkaDay.”Thecopywritertakestheadvantagethatthepronunciationof“of”soundslikethepronunciationof“a”after“pint”.Thus,thisadvertisementarousespeople’sattentionandinterest;meanwhile,italsoachievesbeautyandrhythmofthelanguageofadvertisement.Example(2)isanadvertisementforsellingeggs.Theword“eggsctly”comesfromtheword“exactly”.Sincethisadvertisementisforsellingeggs,themisspellingimpressesthereadersby“egg”,whichisexactlywhattheadvertisementaimsat.Inexample(3),“Krispy”isactually“crispy”.Example(4)isanadvertisementforahotel.Thecopywritermisspells“western”to“westin”onpurpose,becausethenameofthehotelis“Westin”.Coinage Inordertomaketheadvertisementpeculiarandfascinating,copywritersalwayscoinnewwords.Theyusuallymakesomechangestothetradenamesorfullwordslikeadjectivesandverbs.Forexample:(5)TheorangemostestDrinkintheworld.(6)Whenyourtastegrowsup,Winstonout-tastesthemall.(Anadvertisementforcigarette)(7)GiveaTimextoall,toallagoodTime.(Anadvertisementforwatch) Thebolditalicsintheexamplesabovearecoinages.Example(5)isanadvertisementfororange.Theword“orangemostest”=orange+most+-est,whichindicatesthesuperbqualityoftheorange.Inexample(6),thecompoundword“out-taste”isnotexactlyinEnglishvocabulary.Butweallknowthat“out”usuallymeansoutstanding.Thus,thenewlycreatedword“out-taste”doesnotonlyindicatetheexcellenttasteofthecigarettebutalsoworkinconcertwiththeword“taste”inthefirsthalfofthesentence,whichcreatesasenseofrhythm.Inexample(7),theword“Timex”isactuallycompoundedbythewords“time”andtheprefix“ex-”.InEnglish,theprefix“ex-”alwaysstandsforexcellentinquality;meanwhilethisisanadvertisementforwatch,theword“Timex”makespeoplethinkofthewatchingoodquality.BorrowedwordsInmanyEnglishadvertisementsforfood,drinks,garmentsandsoon,thereareoftenFrenchorSpanishwords.Withtheborrowedwords,theadvertisementsmakethereadersthinkofforeigncountries.Forexample:(8)ThesesuperbcigaretteshavebeenskillfullycreatedforthediscerningclientelewhohavecometoexpectthelegendaryperfectionoftheHouseofCartier.TheFrenchword“clientele”createsaromantic,elegant,andgracefulimageofFrance.AbnormalwordcollocationAccordingtopsychology,advertisinglanguagemustachievetheeffecttoattractconsumers’attentionandkeeptheirinterestsoastostimulatetheirdesiretopurchase.So,theadvertisementdesignersalwaysliketobreaktheregulationsandcreatesomethingthatgenerallyneveroccurstous.Forexample:(9)Whenitisdifficulttocommunicateclearlywithwords,speakPolaroid...Whenyoutalkaboutlife,speakPolaroid.Grammatically,theword“speak”cannotcollaboratewiththeword“Polaroid”.However,thisisjustwhatcatchesreaders’eyesandleavesthemadeepimpression.3.1.2FrequentusesofadjectivesandtheircomparativedegreeandsuperlativedegreeThereareusuallyalotofevaluativeanddescriptiveadjectivesinadvertisementtexts,whichareusedtocommendtheproductsorservicesadvertised,suchassoft,tender,beautiful,good,real,delicious,smooth,gentle,fresh,new,fabulous,marvelous,wonderful,superb,refreshing,lovely,juicy,special,great,supreme,idealandsoforth.Forexample:(10)Anunrivaledinternationalconnectionofexceptionalnaturalfiberbedding,clothing,intimateapparelandpersonalaccessories,fordiscussingadultsandsomeveryfortunatechildren.Inthisad,wecanseetheadjectivescountonethirdofitstotalnumberofwords,whichmakestheadmorevividandpersuasive.Furthermore,thecomparativedegreeandthesuperlativedegreeofadjectivesarealsofrequentlyusedinadvertisements,whichisbecauseaproduct’sadvantagesbecomemoreprominentwhencomparedwithitscounterpartsandthesuperlativedegreeofadjectivescouldassurethefinequalityofthatproduct.Forexample:(11)Forthefirsttime,there’saremarkablegelthatcangiveyourhairanylookyouwantsleeker,fuller,straighter,curlier,morenatural,evenwetwithoutadropofalcoholoroil.(12)Theworld’smostcomfortablecar.Thesuccessiveuseofcomparativedegreeinexample(11)andthesuperlativedegreeinexample(12)enhancetheads’persuasiveness.3.1.3FrequentusesofshortformsandcompoundwordsThebasicfeatureofadvertisementistoconveyasmuchinformationaspossibleinlimitedtimeandspace,sotherearemanyshortformsandcompoundwordsinEnglishadvertisement.Forexample:（13）ForRent:1-bdm.mod.furn.210/mo.A/CavailafterXmas.Thisisaveryclassicaladwithshortforms.Inthisad,thewords“bdm”,“mod.”,“furm”,“Mo.”,“A/C”,“avail”,“Xmas”respectivelystandfor“bedroom”,“modern”,“furniture”,“month”,“airconditioning”,“available”,and“Christmas”.Besides,compoundwordsareflexibleandexpressive,suchasbest-seller,piping-hotcoffee,shinning-leanandsoon.3.2SyntacticalfeaturesAdvertisementlanguagehasitsowncharacteristicsinsyntaxcomparedwithothertypesofwriting.3.2.1UsingsimpleandshortsentenceBeingterseisthebeststyleofadvertisinglanguage,becauseshortsentencesarealwaysvividandlivelyandeasyforreaderstounderstand.Forexample:(14)Ilovethisgame.(AnadforNBA)(15)Eat&Eat&Eat&Eat&NotFeeltheLeastBitGuilty.(Anadforpopcorn)(16)Thetasteisgreat.(AnadfortheNestCoffee)Fromtheexamplesabovewenoticethatshortandsimplesentencesareeasiertoorganizeandexpress.Theyaredirective,clear,andvivid;meanwhile,theyaremoreeffectiveinarousingthepublic’sinterest.3.2.2UsinginterrogativeandimperativesentencesTheuseofinterrogativesentenceshortensthedistancebetweentheadsandthereaders,becauseusuallyinterrogativerequirestheothersidetorespondandthisseemsthatthereadersarecommunicatingwiththeads,whichdirectsthereaderstothinkandremember.Let’stakealookatthefollowingexamples:(17)Wheredoyouwanttogotoday?(Microsoft)(18)HaveyoueverdreamedofascendingthestepsofgreattemplebuilttotheGod?(Anadforatravelingagency)Theinterrogativesentencesinexample(17)and(18)arousethereaders’curiositysoastolurethemtoconsume.Exceptforinterrogativesentences,imperativesentencesareoftenusedinadstoo.Forexample:(19)Takeiton!(Puma)(20)Justdoit!(Nike)(21)Obeyyourthirst!(Spring,abrandofdrinks)Thoughtheimperativesentencesintheexamplesaboveareshort,theyarepowerfulandeasytoarousethereaders’desiretopurchase.3.2.3FrequentuseofellipticalsentencesThefeatureofellipticalsentencesisconcise,sotheyareefficientinconveyinginformationwithinlimitedtimeandspace,andtheyarealwayspowerfulandpersuasive.Forexample:(22)Welead,otherscopy.(Liguangcopier)(23)Alwayswithyou.(ChinaTelecom)(24)Intelligenceeverywhere.(Motorolamobilephone)(25)Goodtothelastdrop.(MaxwellHouseCoffee)Inexample(22),thetwosimpleverbs“l(fā)ead”and“copy”containlotsofinformation.Theydonotonlyindicatethefunctionoftheproductbutalsoshowtheleadingpositionoftheproductinitsindustry.Theword“always”inexample(23)indicatesthatthesignalofChinaTelecomcoversalargeareaandtheirserviceisalwaysavailabletothecustomers.3.3RhetoricalfeaturesTheuseofrhetoricaldevicesinadtextscanenrichtheexpressionofadvertisinglanguageandlargelyenhancetheeffectonreaders.3.3.1AnalogyTherearetwokindsofanalogywildlyusedinadtexts,whicharesimileandmetaphor.Withanalogy,peoplecomparetheproductsadvertisedtosomethingvividandconcretetocreateaspecificimageabouttheproducts.Examplesasfollows:(26)Lightasbreeze,softascloud.(Simile)(27)Today，SakuraBankislikeathrivingsakura．(Simile)(28)KodakisOlympiccolor.(Metaphor)Example(26)isanadforabrandofgarment.Simileisusedinthisad,whichcomparesthegarmenttobreezeandcloudtomakereadersthinkabouttheexcellentqualityofthegarment.Inexample(27),SakuraBankiscomparedtoathrivingsakura,thetreeofJapan,whichindicatesthattheBankisingoodmanagementandrunningverywell.Inexample(28),metaphorisused.Theword“Olympic”makespeoplethinkofthespiritoftheOlympicGameswhichishigher,faster,andstronger.KodakiscomparedtoOlympiccolorindicatingitsgoodquality.3.3.2PunPunisanamusinguseofawordofphrasethathasseveralmeaningsorthatsoundslikeanotherword.Thereareusuallythreeapproachestoachievepun:bythepronunciation,meaning,orgrammar.Punsarefrequentlyusedinadstoattractthereaders’attentionbecauseitcancreateasenseofhumorandwit.Thefollowingareexamples:(29)Moresunandairforyoursonandheir.(30)Spoilyourselfandnotyourfigure.(31)Cokerefreshesyoulikenoothercan.Inexample(29),thecopywriterusesthetwopairsofwordssun-sonandair-heir,whichhavethesamepronunciation,tomaketheadrhythmicalandeasytoremember.Inexample(30),theword“spoil”hastwomeanings.Thefirstmeaningis“indulge”whilethesecondmeaningis“destroy”.Thisisanadforanice-cream,whichwillnaturallyarousethereaders’desiretopurchase.3.3.3PersonificationBypersonificationwemeanthatsomethingwithoutlifeisrepresentedorthoughtofasahumanbeing,orthingshavingqualitiesorfeelingsofhumanbeings.Theuseofpersonificationinadtextswillmaketheadslivelier.Forexamples:(32)Applethinksdifferent.(AppleisabrandofPC)Inexample(32),theaddesignerpersonifies“Apple”,likeitcanthinkashumanbeings.Thus,theadwillbemoreaffectionateandvivid.Moreexamples:(33)Unlikeme,myRolexneverneedsarest.--Rolex(34)“Hi,I’mRustyJones.”–MatexCompany3.3.4RhymeRhymeinadtextsmakestheadsrhythmicalandeasytoremember.Takeanadforabeer“Mygoodness!MyGuinness!”forexample.Inthisad,thealliterationandtheendrhymeoftheword“goodness”arethesameasthoseoftheword“Guinness”.Therefore,theadisrhythmicaltoreadandeasytoremember.Anotherexample:(35)Sea，sun，sand，seclusion—andSpain!4.FunctionalequivalenceTranslationequivalencehasbeenusedbymanytranslationtheoriststodescribethenatureandextentoftherelationshipwhichexistbetweensourcelanguage(SL)andtargetlanguage(TL)textsorsmallerlinguisticunits.Thistheoryhaslongbeendiscussed.FromthethreeprinciplesproposedbyA.F.Tytler(1790):(1)Thatthetranslationshouldgiveacompletetranscriptoftheideasoftheoriginalwork;(2)Thatthemannerandstyleofwritingshouldbeofthesamecharacterwiththatoftheoriginal;(3)ThatthetranslationshouldhavealltheeaseoftheoriginalcompositiontoMonaBaker’s(1992)equivalenceatwordlevel,abovewordlevel,atgrammaticallevel,attextuallevelandatpragmaticlevel,amongwhich,Nida’sequivalencetheoryisoneofthemostmutualandcompete.4.1Nida’sformalequivalenceanddynamicequivalenceAsBelloc(1924)stated:“Thereare,properlyspeaking,nosuchthingsasidenticalequivalence”,so,onemustintranslatingseektofindtheclosestpossibleequivalence.Thus,NidastatestwokindsofequivalenceinhisbookTowardaScienceofTranslating,namely,formalequivalenceanddynamicequivalence.Formalequivalencefocusesonthemessageitself,inbothformandcontent.Withthisapproach,oneisconcernedwiththecorrespondencessuchaspoetrytopoetry,sentencetosentence,andconcepttoconcept.Viewedfromthisformalorientation,oneisconcernedthatthemessageinthereceptorlanguageshouldmatchascloselyaspossiblethedifferentelementsinthesourcelanguage,whichmeans,forexample,thatthemessageinthereceptorcultureisconstantlycomparedwiththemessageinthesourceculturetodeterminestandardsofaccuracyandcorrectness.Ontheotherhand,dynamicequivalenceisbasedupontheprincipleofequivalenceeffect.