商业广告翻译策略探究英语论文.doc
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1、本科生毕业论文(设计)册作者姓名 XX 指导教师 XXX 所在学院 XXX学院 专业(系) 英语教育 班级(届) XXXX级X班 完成日期 XXXX 年 5 月 8 日XXXX大学本科毕业论文(设计)任务书编 号: 论文(设计)题目: 商业广告翻译策略探究 学 院: XXX学院 专业: 英语教育 班级: X班 学生姓名: XX 学号: XXXX指导教师:XXX 职称:XX 1、 论文(设计)研究目标及主要任务 广告是一种具有很高商业价值和实用性的文体,一则广告必须具备说服力和记忆价值。本文着重研究商业广告中英文翻译的策略,给译者提供较为实用的广告翻译方法。2、 论文(设计)的主要内容该论文包括
2、五部分。本文第一部分讨论了商业广告翻译的几个基本概念和商业广告业的发展趋势。在第二部分分别从三个部分论述了中英广告用语的不同特点。接下来介绍了广告翻译的理论基础,然后将翻译理论与商业广告翻译实际相结合,总结了商业广告翻译的评价标准,以奈达的“动态对等”理论作为主要理论基础。本文的最后部分总结了在中英商业广告翻译过程中常用的七种翻译方法,并附有实例及评论。3、 论文(设计)的基础条件及研究路线从广告翻译的理论出发,分析广告翻译的发展,评析广告翻译的标准,主要研究路线是广告翻译的语言特点,广告翻译的理论基础,广告翻译的实践应用。4、 主要参考文献Eugene Albert Nida. 1964 A
3、 Synopsis of English Syntax Summer. Oklahoma: Institute of Linguistics, University of Oklahoma Press郭著章,李庆生. 2003. 英汉互译实用教程,武汉:武汉大学出版社刘卫东,2001,寻求广告翻译的最佳关联,南宁:广西大学出版社5、 计划进度阶段起止日期1初定题目查阅资料2012-12-2013-32列出提纲2013-3-2013-43确定初稿2013-4-2013-54论文定稿2013-5-085指 导 教师: 年 月 日教研室主任: 年 月 日注:一式三份,学院(系)、指导教师、学生各一份
4、XXXX大学本科生毕业论文(设计)开题报告书学生姓名XX论文(设计)题目商业广告翻译策略探究指导教师XXX专业职称XX所属教研室商务英语研究研究方向翻译课题论证: 近年来随着商品经济的发展和各国经贸交往的增加,随着世界经济的逐渐融合蓬勃发展和进出口贸易的日益兴盛,来自世界各地的国家和地区争先恐后地在异国占领市场。因此,中英文广告的翻译显得越来越重要。它强调的是译文的效果,不仅要提供明白易懂的商品信息,而且还要具有原文的感染力,让译文读者也能获得同样的感受。本文就现实生活中的一些典型的英语广告着手,从翻译效果的角度探讨如何在广告翻译中实现在功能对等的基础上的效果。本文首先讨论了商业广告翻译的几个
5、基本概念和商业广告业的发展趋势。然后分别论述了中英广告用语的不同特点。接下来介绍了广告翻译的理论基础,首先从宏观介绍了几种较为流行的翻译理论,包括中国古代严复的“信、达、雅”,奈达以及纽马克的主要理论,然后将翻译理论与商业广告翻译实际相结合,总结了商业广告翻译的评价标准,以奈达的“动态对等”理论作为主要理论基础。最后总结了在中英商业广告翻译过程中常用的七种翻译策略,包括直译、意译、音译、增译、减译、套译、转译。方案设计: 从广告翻译的理论出发,分析广告翻译的发展,评析广告翻译的标准,主要研究路线是广告翻译的语言特点,广告翻译的理论基础,广告翻译的实践应用。进度计划:2012年12月至次年3月
6、确定题目及查阅相关文献 2013年3月31号 列出提纲 2013年4月20号 确定初稿 2013年5月8 号 论文定稿指导教师意见: 指导教师签名: 年 月 日教研室意见: 教研室主任签名: 年 月 日XXXX大学本科生毕业论文(设计)文献综述Literature ReviewIn translation history, Functional Equivalence is a variant of the comparable effect. Tylter, British translation theorists, was the first person who proposed th
7、e comparable effect theory. In 1790, in his book On the Principles of Translation, he gave the good translation a definition: A good translation is to completely convert the advantages of the original text to another language, enable those people in target language countries can clearly comprehend,
8、strong feelings, just as people using the original language comprehension. This means that a good translation should be able to make the same effect in different language societies as that in the original one. The German translation theorists Kaul called it comparable effect (same effect) in the boo
9、k Art of Translation in 1896. The concept of functional adequacy in translating has been described in a number of books and articles as“dynamic equivalence”It was first put forward in Toward a Science of Translating (1964) and elaborated in The Theory and Practice Translation (1969) in great detail.
10、 Functional Equivalence is the same that of dynamic equivalence. Thus dynamic equivalence is defined as that in terms of the degree to which the receptors of the message in the receptor language respond to it is substantially the same manner as the receptors in the source language” (NidaTabet,1969).
11、At the end of the 19th century, Yan Fu, put forth the three principle of translationfaithfulness, expressiveness and elegance. Faithfulness means equivalence, mainly concerning the content. Expressiveness refers to the relationship between the message and the receptors. Elegance relate to style. In
12、a word, Yan Fu made great contributions to the development of translation of China. Afterwards, there is a great number of translators and translation theorist such as Lu Xun, Qu Qiubai and Ji Xianlin, etc. They also put forward a lot of translation theories similar to equivalence theory in the west
13、ern countries. All of them have contributed to the development of equivalence theory.Functional equivalence is one of the most suitable translation theories for advertising translation. The term “equivalence” in translation first appeared in J.R.Firths writing (1957) when he stated that “the so-call
14、ed translation equivalence between two languages are never really equivalent” (Snell-Hornby, 1988). Briefly, J.R.Firth,Nida, Catford, Baker, Newmark and Wilss,all of these theorists have endeavored to interpret the notion of equivalence,approached equivalence from different angles and perspectives a
15、nd all have contributed much to this area of research.In 1969 the famous American translation theorist Eugene A. Nida put forward functional equivalence theory. Unlike the traditional translation theories that mainly stress the correspondence between the source language and target language, Nidas fu
16、nctional equivalence theory readers response. Nida points out that in order to reach the ideal translation, it is necessary to find the closet natural equivalence. Nidas functional equivalence theory opened up a new perspective to translation studies. In Nidas view, translation is not only the equiv
17、alence of words meaning, but also includes semantics, and style, the message translation of both the surface lexical information, but also deep cultural information. Nidas focus on receptors response in his new concept of translating is actually the theory of dynamic equivalence, which is directed p
18、rimarily toward equivalence of response rather than equivalence of form(Nida,1969). In Nidas opinion, a dynamic equivalent translation must fit the receptor language and culture in order to make the translated message intelligible and natural to the target language receptors. “A translation of dynam
19、ic equivalence aims at complete naturalness of expression,and tries to relate the receptor to modes of behavior relevant within the context of his own culture;it does not insist that he understands the cultural patterns of the source language context in order to comprehend the message (Nida,1964:159
20、).” In 1969, in Nidas work, from one language to another, he started to use the term functional equivalence to replace dynamic equivalent. However, there is not much difference between them. Nida described functional equivalence like this: Basically, dynamic equivalence has been described in terms o
21、f functional equivalence. The translation has been defined on the basis that the receptors of a translation should comprehend the translated text to such all extent that they call understand how the original receptors must have understood the original text (Nida, 1969).” Nida further perfect his the
22、ory in the 1990s. In his book Language, Culture and Translating, he divided functional equivalence into different degrees of adequacy from minimal to maximal effectiveness on the basis of both cognitive and experiential factors. The Minimal definition of functional equivalence is “The readers of a t
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