Nida’sFunctionalEquivalenceTheoryandApplication.doc

Nida’s Functional Equivalence Theory and Application

By Martin

Class 1, 2010, School of English Study

June 18, 2012

Abstract

In fact, the essence of Nida’s Functional Equivalence Theory﹙F-E Theory﹚emphasis that the functional equivalence of information instead of the direct formal equivalence in translation. The relationship between the target language receptor and the target text should generally be equivalent to that between the source language receptor and the source text. This paper presents the translation strategy in the application of proverb and advertisement and help readers use the F-E Theory flexibly. Then, the paper lays a certain foundation for our further translation study.

Key Words

Functional Equivalence Theory﹙F-E Theory﹚; Proverb Translation; Advertisement Translation.

Introduction

Being the kernel of the translation theory, Functional Equivalence Theory is proposed by Eugene Nida —the famous linguist and translator in America. His theories were introduced into China earlier which had a remarkable influence on the translation theoretical circle in 1960s and 1970s. Therefore, F-E Theory not only has a great impact on Chinese translation circle, but also gains a great many comments.
1. The essence of Nida’s Functional Equivalence Theory
﹙1﹚The Foundation of F-E Theory
1. Social Linguistics and Communicative Function of Language: Nida put Dynamic Equivalence Theory﹙D-E Theory﹚ forward from the perspective of social linguistics and communicative function of language, which is written in his book, Toward a Science of Translating, published in 1964. Afterwards, he replaced the D-E Theory with F-E Theory, because Function, as a form of communication in translation, which lays emphasis on the contents and results was more rational than Dynamic.
2. Chomsky’s transformational and generative grammar ﹙T-G Grammar﹚: According to the Surface Structure and Deep Structure of Chomsky’s T-G Grammar, Nida proposed that translation should mainly reflect the functional equivalence in the deep structure rather than formal correspondence in the surface structure. Thus, the translation text can be basically read, understood and appreciated in an original way.
﹙2﹚The Criterion and Principle of Translation
The essence of translation is paraphrasing: That is to say, paraphrasing the source text into the target language and make readers understand the meaning of source text through translation. In other words, Nida believes that the contents are more important than the form in translation. However, he also emphasized that although the form is in a second place, it does not mean the insignificance of the form. If form is neglected for the sake of contents, the translation text looks must be tedious and aesthetic feeling of the source text will disappear. On the other hand, if form is overemphasized, literal fidelity cannot be expressed properly. The translation text will be superficial and away from the point.

2. The Application of Nida’s Functional Equivalence Theory
﹙1﹚The Application of F-E Theory in Proverb Translation
Proverb is the magnificent treasure in human culture treasury. It is the accumulation and sublimation of various experiences in human’s long-term livelihood and social practice. Therefore, having a good command of using proverb helps people understand the thinking methods as well as the customs and habits of a nation. Then, we use F-E Theory to get a grip of proverb translation.
Some English proverbs have no profound meaning or obscure allusion but merely words and phrases combination in a plain and straightforward way. For Example, Health is wealth can be translated into Chinese “健康就是财富”; when three know it, all know it can be translated into Chinese “三人知，天下晓”. This kind of proverbs can be comprehended literally so that word-for-word translation will not bring any problems. However, the other kinds of proverbs have rather distinctive difference in cultural background, thinking pattern, standard of behaviors and lifestyle.
According to the difference of culture and lifestyle between China and west, we can easily understand that why the latter is more acceptable than the former one. For this reason, the characteristics of distinctive culture and language and beauty in sound, form and sense can all be expressed through the F-E Theory.

﹙2﹚The Application of F-E Theory in Advertisement Translation
The style of the ad language is often distinctive and inspiring and it should catch the customers’ attention immediately through its special affection, stimulating people’s desire to buy. Thus, the proper use of ad language makes further influence and much meaning than ad itself. Some ads aphorism spread all over the world and are widely known by every family. To make the commercial ads successful, the impact of the translation of ad language should be equal to the original ad language. We can find out the meaning of the source text from the target language accurately under the instruction of F-E Theory

1. The Feature of Advertisement Language
（1） Brief
Being restricted by many limitations such as time and money, advertisements are always hoping to appeal the viewers’ attentions. Many famous English ads win by their preciseness. For example, Intelligence everywhere. ﹙MOTOROLA﹚

（2）Colloquialism
      Spoken language increases the affinity of ads. The spoken language that we use in our daily life is often adopted in ads. And some small words make the ads more acceptable for people. For instance, One boy is boy, two boys half a boy, three boys no boy. (Birth Control in China) 

     （3）Creativity
     The advertisement producers always create new ways and methods to highlight their products from many others’. Distinctive ads make people stand still and lead people to endless aftertastes.

     （4）Rhetoric
    Rhetoric is art of using language impressively or persuasively, especially in public speaking. To increase the function of aesthetics and persuasion, translators often use rhetoric or transplant the rhetoric of original texts.

   2. The Strategy of Advertisement Translation Based on F-E Theory

（1）Literal Translation
Literal translation is the common method in translation which translates original meaning in a literal way. To some ads language which have a clear meaning, a simple structure and a integrated sentence, literal translation can express the information in a very clear and definite way.

（2）Transliteration
Because of its uniqueness and proprietary, transliteration is the most common skill adopted in brand translation. For example, Nokia诺基亚;Motorola摩托罗拉;Konka康佳. Phonetic translation method is widely adopted in translation practice due to its plainness and easy accessibility as well as the unification between translated name and original name.

（3）Translation
Due to the difference on culture and language, a translator needs to express the same information from different perspectives of the source text in the process of ads translation. That is to say, on the basis of the language habits, a translator uses superb technique of combining false and truth to do his/her translation according to contexts and phrases.

Conclusion
　Nida’s F-E Theory does not fit for all kinds of situations. Because of the huge and conspicuous diversity between Chinese and English languages, sometimes, inevitably, the translation exist some deficiencies on form and meaning. As a result, the scope the F-E Theory can apply to be confined. But admittedly, it has profound guiding significance. In short, we should use Nida’s Functional Equivalence flexibly.  

Bibliography
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