功能等效论与跨文化广告翻译

广告翻译主要是商标和广告词翻译，包含了许多跨文化因素，体现了功能等效原则的可行性、相对性以及局限性。完美的翻译应做到音、形、义的相对统一，即译本同源本一样，对消费者产生相等或近似相等的效果，以激发消费者的购买欲。

Functional Equivalence and Cross-cultural Advertisement Translation

Advertisement translation, mainly referring to translation of brand names and messages, involves many cross-cultural factors and embodies feasibility. relativity and limitation of the principle of functional equivalence. A perfectly translated brand name or a message should achieve a unity in sound, form and meaning. That is, the translated brand name or the message should have the equivalent or similar affect on the receptors as the source one does on the original consumers in order to go deep into consumers' minds and stimulate their desire for consumption, and correspondingly promotes the sales volume.