To Revisit Advertising Translation under Nida’s Translation Theory

DOI

10.2991/hss-26.2016.74How to use a DOI?

Keywords

Advertising language, Functional equivalence, Advertisement translation.

Abstract

With the rapid development of the global economy, the production of commodities has become extremely prosperous, and the competition has become exceedingly fierce. Therefore, in order to promote sales, manufacturers of each country try their best to set up their images and trademarks of the products through advertising. After a careful study, it concludes that Nida’s functional equivalence is an effective principle for C-E advertisement translation. It also suggests that the translation of advertisement should be “natural”, “accurate”, and “concise”. The theory “content over form” advocated by Nida is mainly for the purpose of solving cultural differences in translation.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Luxin Zhang
PY  - 2016/01
DA  - 2016/01
TI  - To Revisit Advertising Translation under Nida’s Translation Theory
BT  - Proceedings of the 2016 International Conference on Humanities and Social Science
PB  - Atlantis Press
SP  - 444
EP  - 447
SN  - 2352-5398
UR  - https://doi.org/10.2991/hss-26.2016.74
DO  - 10.2991/hss-26.2016.74
ID  - Zhang2016/01
ER  -