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功能语言学视域下的中国-东盟宣传语英译研究.docx

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功能语言学视域下的中国-东盟宣传语英译研究 Title:TranslationResearchonChina-ASEANAdvertisingSlogansfromthePerspectiveofFunctionalLinguistics Introduction Intoday'sglobalizedworld,effectivecross-culturalcommunicationisofutmostimportance,particularlyinthearenaofadvertising.AsChinaandtheAssociationofSoutheastAsianNations(ASEAN)continuetostrengthentheireconomicandtradeties,theneedtodevelopappropriateadvertisingslogansthatresonatewithbothChineseandSoutheastAsianconsumersbecomescrucial.ThispaperaimstoexplorethetranslationofChina-ASEANadvertisingslogansfromtheperspectiveoffunctionallinguistics,highlightingthesignificanceofculturaladaptationandlinguisticchoicesintheprocess. 1.FunctionalLinguisticsandAdvertising Functionallinguisticsfocusesonthecommunicativefunctionoflanguageinreal-lifesituations.Itemphasizestheanalysisoflanguagebasedonitscontext,purpose,andintendedmeaning.Applyingfunctionallinguisticstoadvertisingallowsforamorecomprehensiveexaminationofslogans'effectivenessinachievingtheirdesiredimpact. 2.CulturalAdaptationinAdvertisingSlogans Culturaladaptationplaysavitalroleintranslatingadvertisingslogans.Itinvolvesadjustingthemessage,imagery,andlinguisticelementstosuitthetargetculturewhilepreservingtheoriginalintent.InthecontextofChina-ASEANadvertising,theslogansmustconsiderculturaldifferencesinvalues,beliefs,andlinguisticexpressions. 3.LinguisticChoicesinChina-ASEANAdvertisingSlogans Everylanguagehasitsuniquelinguisticfeaturesthataffectadvertisingslogans.Translatorsmustcarefullyselectwords,idioms,andrhetoricaldevicestocreateslogansthatarememorable,persuasive,andculturallyappropriate.Languagechoicesshouldpromotepositiveassociationswiththeadvertisedproductsorservices. 4.CaseStudies:China-ASEANAdvertisingSlogans ThissectionpresentscasestudiesofselectedChina-ASEANadvertisingslogansandtheirtranslations,highlightingtheapplicationoffunctionallinguisticsprinciples.Itexamineshowtheseslogansaddressthetargetaudienceandachieveeffectivecommunication. a.CaseStudy1:China-ElectronicsPartnership Thiscasestu