Advertising Translation in the Perspective of Functional Equivalence Theory

Abstract

With the development of China's national economy, the middle class has expanded and consumer power has increased. Especially in recent years, China's demand for international luxury brands is also on the rise. The next ad text can be seen everywhere in your daily life and is also one of the longest text types handled by professional translators in real work. This study uses luxury brand ad copy as a corpus based on the functional equivalence theory of translation and adopts a case analysis method, and this can be found by analyzing target consumer groups, brand positioning and stories. of the brand of each luxury brand. The original text emphasizes the attractiveness and appeal of the brand, highlights the consumer's purpose and suggests an adaptive translation strategy. Through the practice of translation, the translator discovered that the author of the original ad copy used positive vocabulary-level adjectives to highlight the merits of the product and attract customers. In the case of sentence patterns, based on the purpose of each module to convey information, relatively high-pitched long sentences are skillfully used to reflect the elegant style and cultural height of the product to increase distance from the audience or use short sentences. Bring the audience closer to the audience with a warm and caring tone. More and more consumers show the interest to luxury brands. The authors argue that when dealing with translations, one should try to reflect the characteristics of each module and convey that effect.