功能对等视域下广告英译研究——基于华为产品广告语的案例分析

A Study on Advertising Translation from the View of Functional Equivalence Theory—A Case Analysis Based on Huawei Product Advertisements

摘要: 在全球化的时代下，中国的品牌开始加速自己走向世界市场的步伐，它在海外的表现将会被作为一个品牌是否是一个优秀品牌的标尺。做好广告语的英译工作，将是助推这些中国品牌海外发声的力量。研究基于尤金·奈达的功能对等理论为分析方法，选取华为旗下三款产品——HUAWEI Pura 80 Pro、HUAWEI WATCH CT 6 Pro和HUAWEI FreeBuds 7i的广告语及英译文本为分析材料，分别从译文策略上所体现的功能对等、译者意图的内在顺应，探究译者的策略运用是否可以在很大程度上达到译文读者心理反应等同的目的，判断是否能够真正取得与原文相同或相似的交际效果，从而有效辅助品牌进行海外形象建构及市场营销。为进一步拓展理论视角，本研究同时引入德国功能学派弗米尔提出的“目的论”(Skopos Theory)作为补充分析框架，功能主义翻译目的论为广告翻译提供了重要的理论支撑与实践指南。此外，理论层面的价值还体现在：研究对于如何运用广告翻译实践策略所作的探索补充及在品牌的海外语言使用中发挥对中国品牌的国际语言策略的参考作用。

Abstract: In the context of globalization, Chinese brands are accelerating their expansion into international markets, with overseas performance increasingly regarded as a key indicator of brand excellence. The translation of advertising slogans plays a pivotal role in facilitating this global outreach, serving as a crucial medium for cross-cultural communication. This study employs Eugene Nida’s Functional Equivalence Theory as its analytical framework and examines the Chinese original and English translated versions of advertising slogans for three representative Huawei products: the HUAWEI Pura 80 Pro smartphone, the HUAWEI WATCH CT 6 Pro smartwatch, and the HUAWEI FreeBuds 7i wireless earbuds. Through a systematic comparative analysis, the research investigates how functional equivalence is realized at lexical, syntactic, and cultural levels, and how translator intent aligns with cross-cultural adaptation strategies. The study aims to determine whether these translation strategies can effectively elicit psychological responses in target readers that parallel those of source-text readers, thereby achieving comparable communicative effects. To further expand the theoretical perspective, this study also incorporates Vermeer’s Skopos Theory as a complementary analytical framework. Skopos Theory provides both theoretical support and practical guidance for advertising translation. Ultimately, it assesses how such translation supports overseas brand image construction and marketing initiatives. Furthermore, at a theoretical level, this research contributes to the understanding of practical translation strategies in advertising and offers insights relevant to the formulation of international language strategies for Chinese brands operating globally.