生态翻译类论文开题报告

开题报告范文例文大全6篇。本科毕业论文开题报告论文题目the Application and Innovation zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载of Gothicism in Wuthering Heights一、选题的意义和研究现状zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载1．选题的目的、理论意义和现实意义 zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载长时期以来, 人们视艾米莉•勃朗特为英国文学中的“斯芬克斯”。关于她本人和她的作品都有很多难解之谜, 许多评论家从不同的角度、采用不同的方法去研究, 得出了不同的结论, 因而往往是旧谜刚解, 新谜又出, 解谜热潮似永无休止。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载本文立足于欧美文学中的哥特传统研究《呼啸山庄》的创作源泉, 指出艾米莉•zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载勃朗特在主题、人物形象、环境刻画、意象及情节构造等方面都借鉴了哥特传统, 同时凭借其超乎寻常的想象力, 将现实与超现实融为一体, 给陈旧的形式注入了激烈情感、心理深度和新鲜活力, 达到了哥特形式与激情内容的完美统一, 使《呼啸山庄》既超越了哥特体裁的“黑色浪漫主义”, 又超越了维多利亚时代的“现实主义”, 从而展现出独具一格、经久不衰的艺术魅力。2．与选题相关的国内外研究和发展概况 zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载各民族的文学中都有许多惊险、恐怖的故事, 但似乎没有哪一种文学像英美文学那样不仅创作出数量众多、质量优秀的恐怖文学作品, 而且还形成了一个持续发展、影响广泛的哥特传统( Gothic tradition) 。哥特文学现在已经成为英美文学研究中的一个重要领域。对哥特文学的认真研究开始于20 世纪二三十年代, 到70 年代以后, 由于新的学术思潮和文学批评观念的影响, 该研究出现了前所未有而且日趋高涨的热潮。根据在国际互联网上的搜索, 到2000 年9月为止, 英美等国的学者除发表了大量关于哥特文学的论文外, 还至少出版专著达184部, 其中1970 年以后为126 部, 仅90 年代就达59 部, 几乎占总数的三分之一。当然,近年来哥特文学研究的状况不仅在于研究成果迅速增加, 更重要的是它在深度和广度方面都大为拓展, 并且把哥特传统同英美乃至欧洲的历史、社会、文化和文学的总体发展结合起来。二、研究方案zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载1．研究的基本内容及预期的结果（大纲）zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载研究的基本内容:本文立足于欧美文学中的哥特传统研究《呼啸山庄》的创作源泉, 指出艾米莉•zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载勃朗特在主题、人物形象、环境刻画、意象及情节构造等方面都借鉴了哥特传统, 同时凭借其超乎寻常的想象力, 将现实与超现实融为一体, 给陈旧的形式注入了激烈情感、心理深度和新鲜活力, 达到了哥特形式与激情内容的完美统一, 使《呼啸山庄》既超越了哥特体裁的“黑色浪漫主义”, 又超越了维多利亚时代的“现实主义”, 从而展现出独具一格、经久不衰的艺术魅力。预期的结果（大纲）:zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载1．A Survey of GothiczFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Definition of GothiczFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 the Origin of Gothic NovelszFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Historical ReasonszFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Folklore in Germantic NationalityzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Drama in the RenaissancezFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 the Bible and Legends in ChristianityzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Development of the Novel ItselfzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Challenge of Romanticism to RationalismzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Sublime and BeautifulzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载2. Emily’s Gothic HeritagezFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 ThemezFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Good and EvilzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 RevengezFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Characters DescriptionzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Villain-herozFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Delicate Young GirlzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Atmosphere, Environment and PlotzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 TerrorzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 MysteryzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 SupernaturalzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载’s Gothic Innovation zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Combination of romanticism and RealismzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Change of the BackgroundzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Use of SymbolismzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Stream of ConsciousnesszFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载 Illusion and SubconsciousnesszFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载. Description of Figure Emotion and PsychologyzFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载Reference2．拟采用的研究方法zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载主要有资料查找、理论探讨研究、阅读法3.研究所需条件和可能存在的问题zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载研究所需条件：纸张、打印设备、图书馆、互联网上获取国内外文献资料；zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载可能存在的问题：(1)文献不足;zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载(2) 由于个人的观点和能力，使对研究对象分析不够全面和深入。三、研究进度安排、参考文献及审查意见zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载1．研究进度安排zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（1）论文指导第一周（学期第八周）：学生完成初稿。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（2）论文指导第二周（学期第九周）：指导教师审阅论文初稿后发回修改。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（3）论文指导第三周（学期第十周）：学生交论文第二稿。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（4）论文指导第四周（学期第十一周）：指导教师审阅第二稿并发回给学生进一步修改。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（5）论文指导第五周（学期第十二周）：定稿zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（6）论文指导第六周（学期第十三周）：交定稿的打印稿和电子文本。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（7）论文指导第六周（学期第十三周）：本周星期五至论文指导第七周（学期第周）星期五，指导教师和评阅教师写评语，学生做好答辩准备。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载（8）论文指导第七周（学期第十四周）：星期三至论文指导第八周（学期第十五周）开展答辩工作。zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载2. 应收集资料及主要参考文献（不少于8条）zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[1] Bronte, Charlotte. 1907. Charlotte Bronte’s preface to the second edition, Wuthering Heights. London: J. M. Dent Sons Ltd. p. 英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[2] Gerin, Winifred. 1971. Emily Bronte [M]. New York: Oxford University 英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[3] Marie, Mulvey-Roberts. ed. handbook to gothic literature [A]. New York: New York University Press. p. 英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[4] Punter, David. 1980. The Literature of Terror [M]. London: Longman. p. 英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[5] 方平. 1993 .希望在人间?论〈呼啸山庄〉(《呼啸山庄》译序) [M]. 上海译文出版社. 第24页.zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[6] 盖斯凯尔夫人. 2000 .夏洛蒂•勃朗特传[M]. 张淑荣等译. 北京: 团结出版社. 第11?12页.zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[7] 肖明翰. 2001. 英美文学中的哥特传统[J]. 外国文学评论第3期.zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载[8] 鲜于静. 2003. 神秘和怪诞的魅力??福克纳小说《八月之光》的哥特艺术研究[MA]. 中国学位论文全文库. zFs英语帮 - 免费在线英语学习听力口语练习大中小学四六级GRE托福商务英语资料教材下载英语论文开题报告范文例文大全6篇。Function and Application of Descriptive Translation Studies

英语专业翻译方向论文开题报告范文

以下是由我整理的.英语专业翻译方向论文的开题报告范文，供大家参考!

How to Deal with Ellipsis in English-Chinese Translation

I. Purpose and Significance

With the development of globalization, the world’s political, economic and cultural communications are becoming increasingly frequent. Therefore, the role of translation cannot be ignored. However, the differences between English and Chinese cultures that are reflected in the two languages pose considerable difficulty.

It is acknowledged that when doing translation one can not translate word for word, or sentence by sentence. Therefore, we must use some translation strategies such as amplification, ellipsis, conversion and so on. Ellipsis as one of the basic translation methods plays an essential role in English-Chinese rendition. Translators apply it in order to make their versions more coherent and understandable.

According to the Oxford Advanced Learner’s English-Chinese Dictionary, ellipsis means leaving out a word or words from a sentence deliberately, when the meaning can be understood without them. Ellipsis in translation does not mean cutting some content from the original articles. What could be omitted are words that are useless in translated works or else they will make the versions redundant or disobey the manner of expression in another language.

Some words and phrases are useless in Chinese but necessary in English. Articles in English are the most significant phenomenon from this aspect. They are very important in English, but we can hardly see any reflection of this part in Chinese. Ellipsis is designed on the basis of faithfulness to the original text, making it more fluent, smooth, concise, thus conforming to idiomatic Chinese. The paper will explore ellipsis in English-Chinese translation from five aspects, which are ellipses of pronouns, conjunctions, articles, prepositions, modifications, so as to achieve smoother and clearer communications among China and English-speaking countries.

II. Literature Review

Long before, some people began to learn other countries’ languages to understand others cultures. In China, Xuanzang was the first translator who not only translated the Sanskrit sutras into Chinese, but introduced the first Chinese writings to foreign countries, making foreigners understand China’s ancient culture. Meanwhile, he was the first to translate Lao Tse's works into Sanskrit. Indian scholars had a high opinion of Xuanzang, "In China, there is no such great translator, and also in the human cultural history, we can only say that Xuanzang is the first great translator."(Ye Lang, 2008) We can say that it was Xuanzang who motivated people to know the different parts of the world, their cultures and the peoples who live there. Then, some big countries such as America, China, and so on became a melting pot.(Gu Zhengkun, 2000) People have imperceptibly spent thousands of years in knowing each other.

With China’s entry into WTO and its open-up policy, cross-cultural exchanges are increasingly frequent between this country and others. A lot of foreign tourists come to visit China. While traveling, these foreigners are not satisfied with the translations of the scenic spots. Sometimes, they even feel confused. A lot of problems exist in the translation, such as misuse of words, poor expression of meaning and so on. All of these poor translations do harm to our country’s international image, and cause a lot of inconveniences for the foreign visitors. (Ma Zuyi, 2000). I am fond of tourism and being a free tourist like the others who are good at enjoying their wonderful lives. The love of tourism makes me feel the need to improve the translation. But every time when I have a trip, many unsuitable translations of the names of those scenic spots will embarrass me. Tourism is part of intercultural communication, so proper translation of the scenic spots become more and more important to our country.

Communication plays a significant role in the globalized society. In order to know each other better, people from all over the world have tried a verity of ways. Of course, translation is one of them. All translators have done their best to make the translated works more consistent with the needs of people.(Gu Jinming, 1997) From my perspective, they really have done a great job. And I want to retrospect the cause of their development. After a thorough evaluation, I choose a branch of translation—ellipsis in translation from English to Chinese, then I did the following jobs.

I put all my researches and other stuffs together, and then I found that it is a common case in English and Chinese which draws much academic interest. In 1976, Halliday and Hsan classified ellipsis into nominal, verbal and clausal ellipsis. This classification exerts great influence in academic circle. Thereafter, ellipsis in Chinese and English has been studied according to this theory, which is based on different layers of structure. This kind of study underlines differentiations and similarities of ellipsis in Chinese and English.

Another famous theory to explain ellipsis is Economy Principle. Economy Principle was put forward by Chomsky (1991,1993, and 1995) in his Generate Crammer. It maintains that language and linguistic study follow Economy Principle, which means using the least effort to express the most information. This principle just coincides with ellipsis in function.

In this thesis, I think that brevity is the most obvious and common function of ellipsis, especially in daily language. And in both English and Chinese, people advocate brevity. Shakespeare once remarked, “brevity is the soul of wit”, and in Chinese there are numerous idioms like “yan jian yi gai” (meaning compendious). However, apart from the function of brevity, ellipsis embodies other functions which are also pretty common in the two languages but less noticed.(Hua Xianfa,2002)These functions distribute in both English and Chinese unevenly and represent great colorfulness of language. Exploring other functions of ellipsis and searching for functional recreation in translation will be of much benefit to both English to Chinese and Chinese to English translation.

I found that when Chinese authors try to analyse ellipsis in English to Chinese translation, they always initially put articles in the list. They consider that it is a common phenomenon that Chinese always leave out personal articles. While it is obviously different in English that almost every sentence has a subject, we can see articles fluently. That is because when we translate from English to Chinese, personal articles can be omitted, even though sometimes it may appear once, it can also be omitted if necessary. Furthermore, if the objects can be seen obviously, personal articles should also be omitted. However, it never happens in English. From this point, it is not only allowable but also necessary when we translate personal articles which are objects in sentences into Chinese.

In my point of view, the development of society has in some way has deliberately promoted the way of people’s thinking, translation system has become more and more perfect, people from all over the world have enjoyed the convenience. However, we can not neglect that there are still some problems in this field in China, and we have less influential Chinese translators in the world. Therefore, we still have a long way to go in translation.

III. Feasibility Analysis

This academic paper is a feasible project and the reasons are as follows:

have great interests in the way of English-Chinese translation.

have already studied translation methods and have been familiar with the functions and applications of ellipsis .

have collected enough references both Chinese and Western on ellipsis in

translation and do a scrupulous study of the relationship between them.

have a carefully planned schedule and have worked out a detailed outline of this thesis.

have acquainted myself with the correct format, a clear and complete structure required by the academic paper, and my adequate English competence will enable me to write in fluent and precise English.

instructor is a qualified translator who is familiar with the subject I havechosen.

IV. Problems of the research and solutions

1. Problems

Despite the references I have collected and read, a thorough study of ellipsis in English-Chinese translation from the point of freely using still needs far more. What’s more, owing to the limited ways of getting references in Xinjiang, I will have to make full use of my present resources. Also, this is the first time I have ever written such a serious academic paper. I am therefore a learner and lack the needed training and experience.

2. Solutions

(1) I shall make full use of my already acquired references which come from books, magazines and the Internet as well.

(2) I shall value my own original thoughts and mainly rely on detailed analysis that I have read from the books which have closely idea with my purpose.

(3) When I have difficulties in the writing process, I shall consult my instructor and seek for help.

V. Necessary conditions

1. Our university and school of foreign languages have provided the basic study and research conditions and facilities, including books and journals in the library and reading rooms.

2. The Internet is another source of information and on the campus we have easy access to the Internet.

3. I have been assigned an instructor to guide me through the whole process of planning and writing.

VI. Outline

I. Introduction

A. A Brief Introduction of Ellipsis in Translation

B. What Should We Pay Attention to When Dealing with Ellipsis

C. The Reason Why Ellipsis Is So Widely Used in Translation

1. Chinese Expressions Are Much Briefer Than That of English

2. English Grammar Is Wee-Knit and Complete in Sentence Structure

II. The Principles of Ellipsis

A. Omitted Words Must Be Useless And Unnecessary in the Translated Works

B. The Meaning of the Omitted Words Is Implied in the Test

C. Omitted Words Which Are Self-Evident

Ш. The Functions and Applications of Ellipsis

A. The Coherence of the Meaning of Expression

B. The Coincidence of the Manner of Expression

1. Ellipsis of Articles

a. Ellipsis of Definite Articles

b. Ellipsis of Indefinite Articles

2. Ellipsis of Prepositions

3. Ellipsis of Pronouns

a. Ellipsis of Personal and Impersonal Pronouns

b. Ellipsis of Indefinite Pronouns

c. Ellipsis of Relative Pronouns

4. Ellipsis of Conjunctions

a. Ellipsis of Coordinating Conjunctions

b. Ellipsis of Subordinate Conjunctions

5. Ellipsis of Rhetoric

a. Ellipsis of Repeated Words

b. Ellipsis of Synonyms

翻译学论文开题报告

开题报告是提高选题质量和水平的`重要环节。下面是我为大家整理的一篇以《目的论在英汉广告翻译上的应用》为例的语言学硕士论文开题报告，供参考阅读，希望对您有所帮助。

1、选题意义和背景

The progress of economic globalization has greatly hit the social life.

Advertising has become an important way of modern marketing and has attractedmerchants and the company. As people's consciousness worldwide enhances, manyproducts and services of advertising will be translated into other languages forpromotion to explore overseas markets. Advertising, as an effective way ofdisseminating brand information, has penetrated into many aspects of social life, andit plays a bridge role in connection and communication. Since China's accession tothe WTO, its connection with the world gets even closer. More and moreinternational enterprises and product brands come into China's huge market.

Translation of products and services for overseas consumers is not only the functionof promoting consumption, but also the effect of external publicity. In the globalmarket, advertising translation not only brings an opportunity for advertising, butalso has brings the huge challenge. Therefore, mastery of both Chinese and Englishadvertising translation is particularly important.

Skopos theory is the foundation and the core theory of functionalism. Skopostheory holds that the process of the whole translation behavior is determined to thepurpose of translation action, that is, the end justifies the means. The purpose of thetranslation behavior is the core element which determines the translation process.

Advertising translation has a strong purpose. What is more important toadvertising translation is whether translation can convey the purpose of source textand achieve the anticipated target of the source text, so as to attract the attention offoreign customers to induce their consumption desire, eventually to incur purchasebehavior.

2、论文综述/研究基础

1 Advertising Translation Studies in the West.

Advertising translation was mentioned in translation studies for the first time inHurbin's (1972) article “Peut-on traduire la langue de la publicé” (Can OneTranslate the Language of Advertising?)。 At that time, linguistics was the dominanthumanistic discipline, meanwhile, linguistics made translating a code-switchingoperation. Equivalence-based linguistic approaches mainly focus on the source text.

Hurhin argued that for one source text, there are several translations, and thetranslators chose which translation is the most appropriate one. Hurbin also pointedthat if glossaries of advertising language is compiled, this was made easier. So thetranslators will be easy to find the most appropriate equivalent expressions betweenthe source and the target text.

In Candace Seguinot's (1995) article “Translation and Advertising: GoingGlobal in Cultural Functions of Translation”. The main opinion of which is thatacross cultural boundaries, there is an understanding of culture and semioticsappearing in the marketing of goods and services. It goes well beyond both languageand design.

Another representative article “Advertising: a five-stage strategy for translationin Translation” as Intercultural Communication which is edited by C. Nord et al. Thearticle is published by Smith & Klein-Braley (1997)。 In this article, they conduct acontrastive analysis of English and German advertising. Then they developedtaxonomy of strategies for the analysis of advertising translation.

Up to now, the book which maybe the only one published exclusively onadvertisement translation is Translation Practices in International Advertisingwritten by Mathieu Guidere (2001)。 This book mainly talks about various aspects ofadvertising translation in international market and mainly concerns the globaladvertising of multinational companies, because they need to translate their productsinformation into other languages. The author analyzes some examples in advertisingtranslation and he shows readers some essential problems in current translation ideas.

This book introduced the strategies of translation which are implemented by the multinational firms to break into new markets.

2 Advertising Translation Studies in China.

Domestic advertising translation studies officially started in 1990s. In terms ofresearch contents, the initial studies mainly focused on the discussion about specificadvertising translation of idioms and the existing problems in Chinese-Englishadvertising translation. That was the primary stage. Years later, advertisingtranslation principle and criteria became the research themes. People hold the viewthat, advertising translation should give attention to in many aspects, such as text,language beauty, consumer psychology. Researchers illustrated their respectivepoints of view from different angles. Since the late 90s, although the discussion oftranslation principle and criteria were still mentioned, the researchers' attention weregradually focused on translation of difficult parts in advertising, such as therhetorical devices, emotional transmission, brand image and trademark reproduction ,etc. In terms of research methods, domestic advertising translation study mainly usesthe inductive method and the case study. Nevertheless, in recent years, researchersbegin to use the theory achievements of pragmatics and other related disciplines toanalyze different kinds of problems in advertising translation, and then put forwardsome translation strategies.

As early as xx, Li Fan proposed the development of the advertising languageposed a severe challenge to advertising translation. The artful advertisings require thetranslator to break hard the tradition of the original, boldly innovate, and improve thequality of translation. There are three reasons for flexible advertising translation: 1)the purpose of advertising is to induce consumer to purchase products. Text is justmeans, so translations do not have to stick to the text equivalent; 2) the feature ofadvertising language is vivid, which is the essence of advertising language. If thetranslation is not bold to change, there will be no magic translation; 3) formulaicexpressions are common use in advertising, if not alternative, it may be translatedinto foreign stereotyped writing (黎凡 xx:29-31)。 At the same time, researchersthought in terms of some specific advertisements, flexible translation seems to be theonly way, especially in the four kinds of advertising: 1) advertising used of witty and polished words; 2) advertising used of brand name; 3) advertising used of puns; 4)advertising with strong national culture color.

In order to achieve concise expression, attract more readers' attention, facilitatereaders recognize and remember, advertising writing should follow the KISSprinciple, namely, “keep it short and sweet” (郭可 1992:57-64)。 A great number ofstudies on advertising translation are associated with concise problem. Ding Shude isdedicated to his studies. He holds that: 1) Chinese advertising often uses modifiers toemphasis, product characteristics, while English advertising is simple words, mainlywith oral type. a lot of subject-predicative phrases in Chinese can be directlytranslated into adjectives English , such as 速度快、效率高、行动灵活 can betranslated into “fast, efficient and handy”; 2) There are a large number of the fourwords in Chinese advertising structure, which bring parallelism and overlapping tostrengthen language, but there is no such characteristic in English. InChinese-English translation should hold the center, around the center word leads toall aspects; 3) there are often loose sentences, which express a large amount ofinformation in Chinese advertising. Translation should be concise and compact,strengthen the logic; 4) Chinese advertising commonly uses formulaic expressions.

Translation should be fascinating, considering the overall rhetorical, but not stackrhetoric. Good English advertising language is not many words, but it is impressive(丁树德 xx: 42-43)。 Cao Shunfa also takes a large number of examples of bothEnglish-Chinese translation two aspects show that based on the principle of simple,the translation of advertising language should strive to use the most simple languageto express the most complex meaning, to make it easy to be remembered (曹顺发xx: 43-45)。

Equivalence theory is based on Nida's equivalence translation theory. On thisbasis, some researchers point out that commercial advertising translation is mainlyon the equivalence of semantic, social and cultural, and stylistic aspect. 1) Thesemantic equivalence. This is the most basic and important equivalence. From wordto chapter, in order to achieve the semantic equivalence, the first thing to thetranslator is that he must determine the meaning of the translation unit in context.