Chapter Two Literature Review
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2.1 The Theoretical Foundation
Any practical study needs a theoretical foundation which provides a guidance to the practice. This chapter will analyze the functional equivalence theory which has made great contribution to advertising translation.
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2.1.1 Development of Functional Equivalence
The concept of dynamic equivalence was firstly mentioned by Nida (1959) in the article Principles of Translations as Exemplified by Bible Translating as he attempted to define translating. When the theory was put forward, there were a lot of followers while a few people doubted it. The expression “dynamic equivalence” is superseded by “functional equivalence” in order to avoid some misunderstandings in his book From One Language to Another (Nida & Waard 1986). Although there are still some opposing voices, Nida?s translation theory has attracted and will continue to attract people with its theoretical and practical value in translation studies.
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2.1.1.1 Nida’s Functional Equivalence
After putting forward the expression of dynamic equivalence, Nida first postulated the concept of dynamic equivalence translation in 1964. Later Nida came up with a much clearer definition of dynamic equivalence as follows: in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in the source language (Nida & Taber 1969).
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（二）注释
本科阶段毕业论文的注释使用夹注，不采用脚注或尾注。
夹注 ：某些引文或所依据的文献无需详细注释者，以夹注的形式随文在括弧内注明。
A. 来自专著的直接引语，作者姓名在文中已经出现
Direct quotations from a book, author’s name in text 格式：出版年份：页码。 Format: Year: page number(s). Example:
Rees said, “As key aspects of learning are not stable, but changeable, this opens the way for the role of the teacher as the pre-eminent mediator in the process” (1986:241).
B. 来自专著的直接引语，作者姓名在文中没有出现
Direct quotations from a book, author’s name NOT in text 中文专著引用格式：作者姓名（用拼音写出姓名）+ 出版年份：页码。 如：（Jin Shenghua 2003:26）。
凡在论文中需要注明中文文献引用出处时，涉及到作者的统一使用姓名的拼音形式。 英文专著引用格式 Format:
Author’s last name（英文作者只写姓，不写名）, year: page number(s). Example:
“One reason perhaps is that the Chinese audience is more familiar with and receptive to Western culture than the average English reader is to Chinese culture” (Fung 1995:71).
C. 来自某篇文章的直接引语，作者姓名在文中已经出现 Direct quotations from an article, author’s name in text 格式：发表年份 Format: Year Example:
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Ernst Rose submits, “The highly spiritual view of the world presented in Siddhartha exercised its appeal on West and East alike” (1974).
D. 来自某篇文章的直接引语，作者姓名在文中没有出现 Direct quotations from an article, author’s name NOT in text 格式：作者姓名拼音及出版年份。 Format: Author’s last name +year. Example:
“Everything rests on the notion that there is such a thing as ?just? words – but there isn?t” (Bateson 1972).
E. 来自专著的间接引语，作者的姓名在文中已经提到
Indirect quotations from a book, author’s name in text 格式：出版年份：引文页码。 Format: Year: page number(s). Example:
According to Alun Rees (1986:234), the writers focus on the unique contribution that each individual learner brings to the learning situation.
F. 来自专著的间接引语，作者的姓名在文中没有提到 Indirect quotations from a book, author’s name NOT in text 格式：作者姓名拼音，出版年：引文页码。 Format: Author’s last name, Year: page number(s). 如果所述观点可直接从原文中找到，使用Example 1的格式: see Author?s last name +Year: page number(s). Example 1:
It may be true that in the appreciation of medieval art the attitude of the observer is of primary importance (see Robertson 1987:136).
如果所述观点部分与原文有关，使用Example 2的格式:
c.f. Author?s last name +Year: page number(s).
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Example 2:
It may be true that in the appreciation of medieval art the attitude of the observer is of primary importance (c.f. Robertson 1987:136).
G. 来自文章的间接引语，作者的姓名在文中没有提到 Indirect quotations from an article, author’s name NOT in text 格式：作者姓名拼音，出版年份。
Format: Author’s last name, Year: Examples: Example:
It is argued that if communication is to be successful, the people involved need to share the same referential meaning of the words they are using (Byron & Fleming 1999).
H．提到某人的观点与姓名
Reference of author’s name and opinion(s) in text 格式：发表年份（紧跟姓名后）
Format: Year（following the author’s last name）. Example:
Fries (1981) attempted to provide evidence that Theme is a meaningful concept by showing a
number of short texts.
I． 提到某人的观点（没有提到姓名）
Reference of author’s opinion(s), name NOT in text 格式：作者姓名拼音+发表年份 Format: Author’s last name, Year. Example:
The point has been argued before(Frye 1988).
J. 互联网资料 Internet information 格式：编号
Format: Number of order.
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Example:
“A deconstructive reading is a reading which analyses the specificity of a text?s critical difference from itself” (Net.2.).
(注：Net.2.“征引文献”中的编号，是为了便于注明文内引语的出处。参看第Ⅱ部分：“参考文献”中的“互联网资料 Internet information”)
注：
1. 夹注中如出现两名作者，
A. 中文文献：（Jin Shenghua & Zhang Nanfeng） 以拼音的形式列出两位作者的姓名中间用“&”连接 B. 英文：（Alcock & Thornhill）两位作者的姓氏（only last name），中间用“&”连接
2. 三位及以上的作者，只需列出一位作家，后面添加et al.(means：and others) A. 中文：（Jin Shenghua et al.） 一位作者的姓名拼音+et al. B. 英文： (Millar et al.) last name of one author + et al.
3. 同一位作者同年份出版的不同著作
根据出版月份的先后在出版年份添加a或b，并与论文reference部分保持一致 Eg.: (Bateson 1972a) (Bateson 1972b)
（三）参考文献
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