广告翻译的语用失误及翻译技巧英语论文.docx

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1、广告翻译的语用失误及翻译技巧英语论文XXXX大学本科毕业论文设计任务书编号：论文设计题目：广告翻译的语用失误及翻译技巧学院：XXX学院专业：XXXX班级：XXX级XX班学生姓名：XXX学号：XXXX指导老师：XXX职称：XX1、论文设计研究目的及主要任务本文的研究目的是讨论中英文广告的语言差异和文化差异引起的广告翻译中的语用失误及其常用的翻译技巧。其主要任务是通过分析中英文广告的语言差异和文化差异并介绍翻译技巧，尽量避免翻译实践中的语用失误，提升译者广告翻译的水安然平静能力。2、论文设计的主要内容本文共有三章：第一章介绍广告的语言特点和文化特点；第二章列举了广告翻译中的语用失误并分析了造成语用

2、失误的原因；第三章分别从语言差异和文化差异两个角度介绍广告翻译经常用到的一些翻译技巧3、论文设计的基础条件及研究道路本文的基础条件是翻译学家的一些理论观点和广告翻译的实例。研究道路是结合中英文广告的语言差异和文化差异，描绘广告翻译中的一些实际存在的语用失误，并阐述了常用的广告翻译技巧。4、主要参考文献Leech.1981.G.N.Semantics.2nded.Harmondsworth:PenguinBooks，1981.Thomas,Jenny.1983.Cross-culturalPragmaticFailure.SelectedreadingforPragmatic,1983(2).陈

3、宏薇、李亚丹，新编汉英翻译教程，上海：上海外语教育出版社，2004。蒋磊，1994，谈商业广告的翻译。（中国翻译），1994年第5期，38-41页。5、计划进度阶段起止日期1确定初步论文题目3月16日前2与导师见面，确定大致范围，填开题报告和任务书，导师签字3月16日-3月23日3提交论文提纲3月23日-3月30日4交初稿和文献综述3月30日-4月20日5交终稿和评议书5月8日前指导老师：年月日教研室主任：年月日XXXX大学本科生毕业论文设计开题报告书XXX学院XXXX专业XXXX届学生姓名XXX论文设计题目广告翻译的语用失误及翻译技巧指导老师XXX专业职称XXX所属教研室翻译系教研室研究方向

4、翻译与文学课题论证：研究分析中英文广告的语言差异和文化差异并介绍常用的广告翻译技巧，以求尽量避免翻译实践中的语用失误，提升译者广告翻译的水安然平静能力。方案设计：第一章：介绍广告的语言特点和文化特点。第二章：列举了广告翻译中的语用失误并分析了造成语用失误的原因。第三章：分别从语言差异和文化差异两个角度介绍广告翻译经常用到的一些翻译技巧。进度计划：3.14-3.16确定论文题目3.16-3.23拟写论文提纲3.23-3.30提交并修改论文提纲3.30-4.20提交并修改论文初稿4.20-5.8拟写并提交论文终稿指导老师意见：指导老师签名：年月日教研室意见：教研室主任签名：年月日XXXX大学本科生

5、毕业论文设计评议书姓名XXX学院XXX学院专业英语翻译年级班XXXX级笔译班论文题目广告翻译的语用失误及翻译技巧完成时间XXX年5月5日论文内容摘要随着全球经济一体化的加速以及中国对外开放程度的加深，我国的广告翻译行业以史无前例的速度快速发展起来。基于这一热门，广告翻译研究也变得越来越重要了。在研究广告翻译之前，充分了解广告的特点是特别必要的。在本文的第一章中，笔者分别从语言和文化两个角度分析了广告的特点，这也是当下一个引人瞩目的话题。然而，并不是所有的译者都能对广告的特点有很好的了解，因而在广告翻译的实践中经常会出现一些语用失误。本文的第二章旨在分析这些语用失误产生的原因并列举了一些语用失误

6、的实例，结合例子能更清楚地说明了解广告语言和文化特点的重要性。第三章从广告翻译的语言差异和文化差异两个角度分析了广告翻译的技巧。把握这些翻译技巧是做好广告翻译的必要条件。指导教师评语年月日指导老师职称讲师初评成绩当前位置：文档视界广告翻译的语用失误及翻译技巧英语论文广告翻译的语用失误及翻译技巧英语论文XXXX大学本科生毕业论文设计文献综述LiteratureReviewAsonewaytopromoteproductsandstimulateconsumption,theadvertisementisplayingamoreandmoreimportantrole.Anexcellentadv

7、ertisementcanarouseconsumers?desiretopurchaseproducts.Therefore,itcontributestogainingprofitsfortheproducer.Inordertohelpdomesticproductsachieveabetterperformanceintheglobalmarket,advertisingtranslationisbecomingmoreandmoresignificant.Since1980s,researchonadvertisinglanguagecouldbeseeninafewEnglishj

8、ournals.However,inChina,theresearchonadvertisingtranslationwasstartedin1990s.Asregardtotheresearchcontents,earlierthesesmainlyfocusedontranslationmethodsofadvertisinglanguageandthequestionsthatlayinadvertisingtranslation.Thiswastheinitialstage.Afterwards,theresearchcontentsbegantoinvolveinthecriteri

9、onsandprinciplesofadvertisingtranslation.Duringthisperiod,researchersrecognizedthatmanyaspectsindealingwithadvertisingtranslationshouldbetakenintoconsideration,suchastextinformation,aestheticlanguageandconsumers?psychology,etc.Theyheldondifferentopinionsfromdifferentperspectives.Thiswasthecontention

10、stage.Sincethelate1990s,thoughthediscussiononcriterionsandprinciplesofadvertisingtranslationcontinued,researcherspaidmoreattentiontothedifficultiesinadvertisingtranslation,suchasthefiguresofspeechinadvertisements,transferofaffectivefactors,thereproductionofbrandimages,preservationofproductfeaturesan

11、detc.Thiswasthein-depthstage.Asregardtotheresearchmethods,domesticadvertisingtranslationmainlyadoptedinductivemethodandexampleanalyses.However,inrecentyears,researchersbegantousethetheoreticalachievementsinpragmaticsandotherrelevantsubjectstoanalyzequestionsoccurredinadvertisingtranslation.According

12、ly,theyhadputforwardsometranslationstrategies,whichweregratifyingprogress.LiuFagongpublishedOnPrincipleofChinese-EnglishTranslationofAdvertisingLanguagein1999.Hepointedoutthatsinceadvertisinglanguagecombinedwordscleverlyandmethodicallytoconsumers,itstranslatingprincipleshouldbedifferentfromtheprinci

13、plesforliterarytranslationortechnicaltranslation.AdvertisingtranslationfromChinesetoEnglishshouldnotonlyconveytheoriginalmeaning,butalsocarrytheoriginaladvertisingeffect.HeproposedthattheprincipleofChinese-Englishadvertisingtranslationmightbenatural,exact,andplain.Bynatural,hemeantthattheexpressions

14、houldbesmoothandacceptedbyEnglishspeakers.Byexact,hebelievedthatthetranslationshouldconveythesameinformationoftheoriginaltextaccurately.Astoplain,thetranslationshouldbeeasilyunderstoodandnotawkwardforreading,thatisthetargettextshouldbeconcise,vividandappealing.JinHuikangisapioneerincross-culturalcom

15、munication.In2002,hepublishedTranslationinCross-culturalCommunication,inwhichhediscussedculturaldifferencesfromtheperspectiveofChinesecharactersandEnglishwords,waysofexpressingideas,variousformsofaddressinginbothlanguagesandsoon.Heemphasizedonculturalfactorsintranslationandputforwardtranslationstrat

16、egies.Atlast,JinHuikangmadeathoroughstudyinculturaldifferencesbyaddingsomenewideasfromtheperspectiveofpublicandcommercialadvertisements.However,thingsarequitedifferentintheforeigncountries.RichardE.Porteristhefirstscholartostudythetheoryofinterculturalcommunication.In1972,PorterpublishedIntercultura

17、lCommunication:AReader.Hepointedthatthereareeightculturalfactorsaffectinginterculturalcommunication.Porterassumedthatthereareculturaldifferencesamongdifferentnations,whicharethemainobstaclesofinterculturalcommunication.He,therefore,stressedthatbothparticipantsshouldbefamiliarwithnotonlytheirownlangu

18、ageandculture,butalsothelanguageandcultureofothers,especiallytheirdifferences.Inhisopinion,tolearnotherpeoplescultureistounderstandwhattheymean,whiletokeepthosedifferencesinmindistoexpressclearlyandnottocausemisunderstandingorevenhurt.Bydoingthis,thecommunicationcouldbeperformedsmoothly.RichardE.Por

19、terfurtherexplainedthattomaketheotherunderstand,surmountingobstaclesintermsofculturecouldbethemostdemandingtask.Withaviewtorealizethesuccessfulcommunication,sometimesenculturationisnecessary.Inotherwords,vocabularyandexpressionpatternswithstrongdistinctivefeaturesshouldbeavoided,andexplanationisneed

20、edwhenwordsorconcepthavenodirectequivalents.Ignoranceofculturaldifferenceswouldresultinfailureincommunication.Portersopinionandrelevanttheoriesininterculturalcommunicationprovidethepresentstudywithatheoreticalframework.In1982,MichaelGeispublishedTheLanguageofTelevisionAdvertising,whichwasanotherling

21、uisticworkinthisfield.HeanalyzedAmericantelevisionadsinthepragmaticperspective.Thestudyofadvertisinglanguagehasclosetiewithcommunicationandpragmatics,becauseitwillbemeaninglessifweconsiderthelanguageofadsasitstandswithouttouchinguponitsgoalandfunctions.VestergaardandSchrodersTheLanguageofAdvertising

22、,whichispublishedin1985,analyzedthelanguageusedinadvertisingmainlyfromsociolinguisticperspective.TheystateAdvertisingtakesmanyforms,butinmostofthem,languageisofcrucialimportance.VestergaardandSchroderdiscussedboththelinguisticformsandtheircontentinwrittenadvertisements.Theynotonlytalkedabouttheexpli

23、citmessageinadvertisements,butalsofurtherexplorethehiddensocialmotivationsimpliedintheadvertisements.Intheresearchprocessofadvertisingtranslation,theauthorfindsthatmanyresearcherspaymoreattentiontoimprovetheirtranslationabilitytotranslationtheEnglishadvertisements.Thereisnodoubtthatwecanbenefitalotf

24、romthesuccessfulexamplesofforeigncommercialadvertisements.However,withthereformandopening-uppolicy,Chinahasbecomethebiggestexportcountryintheworld.Translatorshavetheresponsibilitytopropagateourexcellentproducts,thusestablishingagoodnationalandinternationalimageforChina.当前位置：文档视界广告翻译的语用失误及翻译技巧英语论文广告翻

25、译的语用失误及翻译技巧英语论文ThePragmaticFailuresandSkillsofAdvertisingTranslationBYXXXXXX,TutorAThesisSubmittedtoDepartmentofEnglishLanguageandLiteratureinPartialFulfillmentoftheRequirementsfortheDegreeofB.A.inEnglishAtXXXXUniversityMay5th,XXXX摘要随着全球经济一体化的加速以及中国对外开放程度的加深，我国的广告翻译行业以史无前例的速度快速发展起来。基于这一热门，广告翻译研究也变得越来越重要了。在研究广告翻译之前，充分了解广告的特点是特别必要的。在本文的第一章中，笔者分别从语言和文化两个角度分析了广告的特点，这也是当下一个引人瞩目的话题。然而，并不是所有的译者都能对广告的特点有很好的了解，因而在广告翻译的实践中经常会出现一些语用失误。本文的第二章旨在分析这些语用失误产生的原因并列举了一些语用失误的实例，结合例子能更清楚地说明了解广告语言和文化特点的重要性。第三章从广告翻译的语言差异和文化差异两个角度分析了广告翻译的技巧。把握这些翻译技巧是做好广告翻译的必要条件。关键词：广告特点差异语用失误翻译技巧