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英语广告的语言论文参考文献 参考文献 [1] English TV Ads Collection[M].Nanchang: Hong Xing Electric Sound Press,1998. [2] Hu Zhuanglin,Linguistics. A Course Book[M].Beijing: Beijing University Press,2001. [3] Wang Shouyuan. Essentials of English Stylistics[M].Jinan: Shandong University Press,2000. [4] 杨志松.一句话打动你我[M].昆明:云南大学出版社,1993. [5] 肖颖.浅析英语广告的语言特点、修辞手法以及对广告英译的启示[J].吉林省学院学报,2010(5). [6] 卞瑞晨.广告英语中的押韵修辞及其翻译对策[J].山西财经大学学报,2006(2).请继续阅读相关推荐： 毕业论文 应届生求职 毕业论文范文查看下载 查看的论文开题报告 查阅参考论文提纲 查 阅更多的毕业论文致谢
Cultural Differences and Advertisement TranslationAbstract At present, with the rapid pace of economy’s development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the products’ successful launching to the world market. Advertisements’ translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors’ acceptance. Just like the idiom says “when in Rome do as Romans do”. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors. Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation Key Words: Ad Translation, Cultural Differences, Cultural Connotation, Cultural Identity 摘要: 广告语言作为一种特殊的实用文体,有其独有的特点,并蕴含一定的文化内涵。广告语言的翻译,是跨文化的交流活动,它不仅仅是将一种语言文字转换成另一种语言文字,而且使读者自然而然地认同广告的深层文化内涵,通过被吸引而产生广告的效应。 广告翻译必须注重目的语的文化背景,高质量的翻译不仅可以准确传达信息,还能引发读者的文化联想和审美想象,产生良好的广告效应,同时也宣传了本民族的文化,起到了对外交流的作用。为能灵活、有效和得体地表达出原语中的文化内涵以及广告信息,这就要求译者必须了解原语言和译语言的文化,确保信息准确传递。 本文结合广告翻译成功和失败的案例,从风俗习惯、社会政治制度、礼貌原则、推理模式、审美思想、语言结构六个方面文化差异对广告翻译的影响，忽视文化的差异，必将一定程度上影响广告信息的传递，产生误解，使广告翻译难以实现信息的等效交流，而进一步探讨应如何注重文化认同,分析其对广告功能、目的产生的影响。 关键词：广告翻译、文化差异、文化内涵、文化认同Contents Introduction Chapter 1:Introduction of Cultural Differences Chapter 2: Misunderstandings Caused by Cultural Differences Different Cultural Habits Cause Misunderstanding Different Social Political Constitution May Hinder the Convey of Information Different Courteous Principle May Lead to Communication Failure Different Reasoning May Cause Misunderstanding Different Aesthetic Thought Result in Different Appreciation View Different Language Structure May Make Information Depart from the Original Meaning Chapter 3: Role of Cultural Identity Conclusion References Introduction Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work. Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor’s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion. Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal. How the cultural differences influence the advertisement’s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this 1 Cultural Differences As the product of culture, advertisement can show the close relationship between language and culture. Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor’s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad’s guide. Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, “延年益寿”, “宫廷秘方”, “百年陈酿”,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the product may arises in their minds. Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like “……,用了都说好”, “我们都喝……,今天你喝了没有”, “……时尚内衣”, “部优”, “省优”, “中国消费者协会推荐产品”, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are “individuality”, “independence” and “privacy”.Different cultures determine that the product’s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad’s natural duty will end up with a failure. Thus, when conducting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad. Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up. Chapter 2 Misunderstandings Caused by Cultural Differences Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation. When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, “what translators deal with are some particular words, but what they face are two completely different cultures.” Another famous translation theorist Eugene A. Nida (1993) said, “Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.” Different Cultural Habits Cause Misunderstanding Cultural differences and conflicts make their existence wherever and whenever, they influence people’s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding. For example, a pen product of Shanghai named “白翎”, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, “金鸡鞋油，颜色有黑、棕、白、红、黄、蓝等.” It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as “Cock” always leads to a positive association, then the translation of “金鸡” naturally comes to Golden Cock, which seriously mislead receptor’s association, because in English cock is a usual indication of male words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , “芳芳” in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from “蜜蜂”, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee’s body. Different Social and Political Constitution May Hinder the Convey of Information Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, “某公司自1981年成立以来,在改革开放,加快企业转换机制方针指引下,以强烈的竞争意识,勇于开拓,积极进取,出口额逐年上升与世界80多个国家和地区的120多家厂商建立了良好的业务关系。” “ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.” Compare the two versions, “在改革开放,加快企业转换机制方针指引下”was neglected, since it will be difficult for foreigners to know about Chinese enterprise’s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion. Another example, a pencil sharpener with “大鹏” as its trade mark, and it is translated as “ROC hardeners”. Hardener is the biggest bird in Han’s national myth, having a positive meaning of ambitious and prosperous. While in westerners’ minds, “ROC” stands for “Republic of China”, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the products nor to defend national dignity. Different Courteous Principle May Lead to Communication Failure Courtesy is the common conducting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication. Here is an example, in china, public good Ads always get “禁止……”, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. “禁止” in English should be “Do not”, which is not mild but a word of harsh, . “Do not pick the flower!” “Do not make noise!”……, since such a stiff tone will unavoidably raise a sense of distance, it won’t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be “keep away from the flower!” “Take care of the flower, please!” which will certainly inspire people love flowers and take care of Different Reasoning May Cause Misunderstanding People speaking different languages may have different ways of thinking or reasoning. The way of using language must be restricted by people’s different cultural backgrounds. In the aspect of Ad’s translation, it may turn out difficult for people to gain the original meaning of the information, or even misunderstandings come up. There is an advertisement for cereal crust, “本品可即购即食，食用方便” describing the convenience of the food, the translation is opening and eating immediately, to westerners, immediately may lead to a negative association food will go bad if not be eaten immediately, this may surely damage product’s image. To keep accordance with English speaking habits, translation should be Always ready to serve, which manages to convey the original meaning. So Ad translation should not only keep literal coincidence with the original, but also reach the accurate closeness with the connotation of information and language. Only when the actual connotation received by the receptors can this translation be called a equivalent one. Different Aesthetic Thought Result in Different Appreciation View To reach elegance in sound, appearance and meaning, Chinese Ad language tends to use lots of couplet, parallel structure or four-character structure. This has much to do with Chinese special aesthetic thought. Look at the following advertisement. A marriage broker advertises like this “寻寻觅觅，韶华转眼飞逝；犹犹豫豫，知音再度难逢。” “寻寻” and “觅觅”, “犹犹” and “豫豫” although these words get the same meaning, they sound good in rhyme. Instead of redundant, it sounds so natural and harmonious. While In English, “synonyms repetition” is always avoided, thus considering their appreciating view, the translation should erase the unnecessary words. Next a successful translation practice will take you to the further notice about the different aesthetic thought. I came back I came back to softness and comfort I came back to Dr. White’s And I wonder why I ever went away. Because only Dr. White’s gives me two kinds of comfort The super comfort of their cotton-wool content have makes them so much softer. And the comfort of a safer, more absorbent towel, with a flush-away design, too, for even more convenience. I tried the rest, but I came back. Isn’t it time you came back to Dr. White’s? Dr. White’s two kinds of -(Woman, April 1997) Following is the Chinese version , “我归来了，那绵绵的柔情，那缕缕的温馨，唤我归。我归来了，白仕！我不解，那时为何离去？唯有那白仕，让我拥有双重舒适。那松软洁白的棉衬，使我倍感柔软适意，那良好的渗透性能 ，使我倍觉舒爽称意，还有那易冲易消融的特点，让我使用更加方便随意。我曾徘徊踌躇，情有他钟，可我还是归来了。难道您——不想也拥有白仕的那份柔情，那份温馨？” Above is the Ad for “Dr. White” feminine napkin, in which the metaphor rhetoric transfers the affection for home onto the product to make it impressive and stimulate consumers purchasing desire. From the view of cultural connotation, the association for home is the same, whether English speaking country or Chinese has the same affection for home. Where the difference lies is on the taste for language using. The first paragraph of the English version ,which is a English verse with simple words, expresses a nice image, however, Chinese verse always take efforts to make a fine figure to concretize the image. So if translated directly, it cannot keep in line with Chinese aesthetic habit, damage must arise to the text’s infection. To take closer to Chinese taste, this translated version put the image externalized and turn the simple style to luxury, whereby this Ad makes a good performence。 Different Language Structure May Depart the Information from the Original Meaning Ad is to convey information. When Ad receptors from different cultures encounter the same Ad, what do they read from the same content about the product, the Chinese-English translation shall be easy to understand for Chinese consumers, but it cannot raise the same idea to western receptors what so ever. For instance, in an airline waiting room there is a public Ad as follows, “为了您和大家的健康，吸烟请到吸烟区。” For your and others health, the passengers who smoke, please go to the smoking area. What the Ad wants to indicate is that the waiting room is not allowed to smoke, if someone needs smoking he has to go to the smoking area. Chinese-English translation’s meaning is very clear to Chinese readers, but westerners understanding to it tends to be odd, To consider your health you are welcomed to smoke in the smoking area. Another one, on many main roads, there are Ad slogan propagating safe communication, reading like this, “高高兴兴上班去，平平安安回家来” which means to the driver to remind them driving carefully and back home safely. The translation follow Chinese language structure, that is, Go to work happily and come back safely, which is definitely out of line with English expressing way. It fails to convey the ideal information. Westerners may certainly feel puzzled. 未完~~~~~~~
广告语言是广告的核心内容。社会文化影响并制约广告语言及其表达，广告语言则蕴含或反映社会文化。语言是民族的语言，广告存在于一定的社会之中。一个民族的哲学观念、思维模式、文化心理、道德观念、生活方式、风俗习惯、社会制度、宗教信仰等等都必然会对广告语言产生作用。所以，任何一个社会的广告语言不可避免地反映社会文化的各个方面。事实上，反映社会文化的广告语言易为人们所理解和接受，可大大促进广告的功能。认识到这一点，并努力探讨出社会文化与广告语言之间的内在关系，对于理解和赏析广告语言，对于指导创作、设计既符合广告表达基本原则，又适合特定民族文化特征的广告语言具有十分重要的作用。据笔者所知，我国学者对中西文化与广告语言的研究甚少，尤其缺乏比较研究。本文是这方面研究的一个尝试。一、哲学观念与广告语言曹志耘(1992：130)认为，各个民族都有其独特的对世界的认识和表达，有自己的哲学观念。哲学观念深刻地影响着有关语言的结构和运用，当然也影响着广告语言的应用。例如，天人合一是我国传统文化中一个最基本的哲学观念。在我国的一些广告中，天人合一观念对语言表达和接受的影响显而易见。如长虹牌电视机广告词“天上彩虹，人间长虹”，通过天上彩虹对人间“长虹”的映衬、比喻，给人一种天上人间一体，彩虹“长虹”一物的感受。通过这样的广告宣传，“长虹”彩电的美好形象栩栩如生地长驻于人们的脑际。“长虹”彩电驰名全国，颇受青睐，销售量跃居国产彩电之首，这固然与其质量息息相关，但无疑也与其广告词所创造的美好形象不无联系。扬子电气的电视广告则由人群在大地上组合成多姿多彩的扬子电气商标图案和“扬子电气”四个大字，在此场景里，人和文字融为一体。同时，该广告仅有的两句话“扬子天地，扬子电气”将商品与天地相提并论。这样，整个广告形成了一种十分强烈的天人合一的和谐气氛，非常引人入胜。再举数例：
①与书为友，天地长久。(某丛书广告)②皮革天地，迷人世界。(皮货商场)③得之于莺飞草长的天时，得之于土厚天高的地利!(房地产)以上广告词都含有天地一体的哲学思想，是天人合一的哲学观念深植于中华民族文化之中的自然流露，都能引起我国受众特有的感受和共鸣，容易激发人们的消费欲。强调群体、贬抑个体是中国哲学观念的另一重要特征。如汉语包括广告语言从大到小的表达顺序正是这一哲学观念的体现。又如我国的大多广告词十分精辟，往往以寥寥数语勾画商品或服务的特征、特点和优势，注重创造其总体形象，一般不很注重产品或服务的特点、优点的重墨细腻的描述。我国广告存在不突出个性的现象，这似乎也与中华文化中追求群体一致性，反对个体特殊性的传统思想有所联系。与此相反，突出个体和个性是西方哲学观念的一个重要方面。英语包括广告英语从小到大的表达顺序则是这一哲学观念的具体反映。如，英语广告特别注重对产品或服务的特性、特征进行缜密入微的重墨描述，特别突出其个性与众的不同之处。广告语篇，与形象优美的插图相互映衬相得益彰，把商品的个性和特征表现得淋漓尽致，巧妙而自然地将商品的价值转移到商品购买者身上，着力创造美满理想的生活氛围，把受众诱入引人入胜的境界，让消费的念头油然而生。这样的广告在西方处处可见，在我国则较为罕见。这种差异同中西各自的哲学观念和物质文明程度紧密相联。整齐、对称是人们对客观事物正确认识形成的一个哲学观念。我们知道，许多客观事物都具有整齐对称特征。人类各门学科包括建筑、美术都反映出这一特征。语言，包括广告语言，作为文化的载体，当然也表现出这个特征。中文广告中应用频繁的对偶式四字句就是整齐、对称的范例。如“质量第一，信誉至上”这样的四字句构成的对偶句非常整齐对称，符合中国人的表达和欣赏习惯。此外，中文广告中的许多广告词都是文字工整、结构匀称、琅琅上口的广告金句。如：④甜甜大白兔，宝宝心爱物!(白兔糖)；⑤追逐美丽画面，留下永恒回忆!(照像机)英语广告篇章也讲究整齐、对称。为数不少的广告标题和广告口号都是整齐、对称的句子。试看一例：⑥A business in millons,a profit in pennies.众所周知，英语广告篇章中的排比句俯拾即是，其中有些音节大约相等、结构颇为工整。如：⑦Earth is a person to be cared for Earth is a home to be managed…另外，英语各类广告中时尔可见短语排列式语篇。英国语言学家(1966：95)称之为block language(块式语言)。短语排列式广告篇章文字整齐，结构匀称，意思清楚，一目了然，给人印象深刻，过目难忘。短语排列式语篇在中文广告中也屡见不鲜，可能是受西方广告的影响吧。整齐、对称是人类对客观事物的一种正确认识，它反映在人类文明的各个方面。整齐、对称也是广告修辞特点之一。中文广告最讲究整齐对称，很少运用参差、错落、残缺等艺术手法，这大概是因为我国人民对整齐、对称的偏爱吧。西方广告既采用整齐对称的结构，又好用参差、错落、残缺等艺术手法，具有多姿多彩、含蓄隽永的效果。显然，中西广告的艺术手法与各自的文化传统包括哲学观念息息相关。二、思维模式与广告语言思维模式与语言之间存在互相制约、互相影响的关系。思维模式自然而然对广告语言的运用和接受产生影响。广告语言必然反映和影响思维模式。具象性是世界各民族的思维特点。人们习惯于形象思维，喜欢具体、形象、直观的语言。广告语言充满修辞格，通常非常生动形象。如：⑧停电24小时!依旧冷若冰霜。(上海航天电冰箱广告)⑨书为山谷，笔为径。(某彩色笔广告)⑩把柔媚浇在身上。(香浴乳广告)以上第⑧例含有明喻辞格，产品的特性和功能生动形象地表达出来了。第⑨句包含两个暗喻，书比作山谷，笔被喻为山径，清楚易懂。从暗喻可知，笔是通向知识殿堂的小路，是摘取知识之果的必备工具。第⑩例巧妙地将产品形象化为“柔媚”，制造了极柔极媚的体验，浪漫娇妩，极富诱惑力。英语广告措词也讲究生动形象。例如：(11)Breakfast without orange juice is like a day without sunshine.(12)Goldstar is the brightest star in electronics.上面第(11)句是个典型的明喻句式，第(12)句是个典型的暗喻句式。语言生动，意境鲜明，产品功能、公司形象具体生动地呈现于读者眼前，令人怦然心动。形象思维是人类思维特点之一。英汉广告大量使用比喻比拟等辞格来创造鲜明的意境和生动的形象，以便富有感染力地宣传商品或服务的特性，从而大大增强英汉广告功能。人类思维模式的另一特点是模糊性。所谓“弦外之音”、“言外之意”、“只可意会、不可言传”等等正是中国人对语言文字的特殊体验。尽管广告语言首先要求简明易懂，但恰到好处的模糊性、意会性，可使广告语言富于联想，回味无穷，大大增加广告的艺术感染力。汉语广告的模糊性常常在于运用精辟的言词巧妙的表达法或恰当的修辞，意味深长耐人寻味地创造商品或服务的整体形象。例如在杉杉牌西服的电视广告里，一位男士身上所穿的漂亮潇洒、楚楚动人的西服引起了众人的羡慕。一对情侣在喝饮料，小伙子羡慕地盯着这身西服，惊异地说：“杉杉牌西服!”他的女友立即半开玩笑地对他说：“不要太潇洒!”言外之意丰富而生动，十分耐人寻味。西方民族的思维模糊性在英语中也得到了充分体现。这种模糊性似乎跟汉语广告一样常见。英语广告的模糊性表现在好些方面，但主要在于利用双关(pun)、含蓄比较(implied comparison)等修辞手段或使用别出心裁的表达法来描述商品或服务的具体特性、特征和优点。如：(13)You'll go nuts for the nuts you get in fills you up and givesyou lots of go.(Leech,1966：185)该广告词包含双关语：go nuts( = become crazy)中的nuts与其前面的the nuts(坚果)均构成语义双关。显然，双关语表里双涉，一举两得，富于联想，灵活机动，深刻而生动地揭示广告产品的特性与功能。可见，广告语言的模糊性是作者匠心独运的生花妙笔。语言的模糊性存在于语音、词汇、语法修辞系统之中。广告的模糊性不但存在于广告文字中，而且存在于广告图像中。模糊的广告语言和插图给受众提供广阔的想像余地，诱发人们的想像思维，激发消费者对产品的联想，激起他们的购买欲望。
我的论文就是这个题目，和你的是一样的 先给个目录吧，内容太多。 有兴趣就留个emailContents摘要 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iAbstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iiContents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iiiI. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1II. The Overview of Advertising and Advertisement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Development of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Definition of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Functions of Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Types of Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4III. Language Features of English and Chinese Advertisement . . . . . . . . . . . . . . . . . . . . . . . Lexical Features. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Simple and Concise Vocabulary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Frequent Use of Adjectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Exact Use of Nouns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Syntactical Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Short Sentences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Affirmative Sentences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Imperatives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Interrogatives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ellipsis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Popularized and Colloquial Language . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Rhetorical Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Simile and Metaphor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Personification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pun . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Hyperbole . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Repetition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13IV. Translation Techniques of Advertisement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Literal Translation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Free Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Creative Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Abridgement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Supplementary Translation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Imitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19V. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Acknowledgements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
我的毕业论文也是广告英语 不过不是翻译这边的 是语言学方面的...
Cultural Differences and Advertisement TranslationAbstract At present, with the rapid pace of economy’s development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the products’ successful launching to the world market. Advertisements’ translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors’ acceptance. Just like the idiom says “when in Rome do as Romans do”. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors. Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation Key Words: Ad Translation, Cultural Differences, Cultural Connotation, Cultural Identity 摘要: 广告语言作为一种特殊的实用文体,有其独有的特点,并蕴含一定的文化内涵。广告语言的翻译,是跨文化的交流活动,它不仅仅是将一种语言文字转换成另一种语言文字,而且使读者自然而然地认同广告的深层文化内涵,通过被吸引而产生广告的效应。 广告翻译必须注重目的语的文化背景,高质量的翻译不仅可以准确传达信息,还能引发读者的文化联想和审美想象,产生良好的广告效应,同时也宣传了本民族的文化,起到了对外交流的作用。为能灵活、有效和得体地表达出原语中的文化内涵以及广告信息,这就要求译者必须了解原语言和译语言的文化,确保信息准确传递。 本文结合广告翻译成功和失败的案例,从风俗习惯、社会政治制度、礼貌原则、推理模式、审美思想、语言结构六个方面文化差异对广告翻译的影响，忽视文化的差异，必将一定程度上影响广告信息的传递，产生误解，使广告翻译难以实现信息的等效交流，而进一步探讨应如何注重文化认同,分析其对广告功能、目的产生的影响。 关键词：广告翻译、文化差异、文化内涵、文化认同Contents Introduction Chapter 1:Introduction of Cultural Differences Chapter 2: Misunderstandings Caused by Cultural Differences Different Cultural Habits Cause Misunderstanding Different Social Political Constitution May Hinder the Convey of Information Different Courteous Principle May Lead to Communication Failure Different Reasoning May Cause Misunderstanding Different Aesthetic Thought Result in Different Appreciation View Different Language Structure May Make Information Depart from the Original Meaning Chapter 3: Role of Cultural Identity Conclusion References Introduction Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work. Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor’s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion. Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal. How the cultural differences influence the advertisement’s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this 1 Cultural Differences As the product of culture, advertisement can show the close relationship between language and culture. Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor’s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad’s guide. Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, “延年益寿”, “宫廷秘方”, “百年陈酿”,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the product may arises in their minds. Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like “……,用了都说好”, “我们都喝……,今天你喝了没有”, “……时尚内衣”, “部优”, “省优”, “中国消费者协会推荐产品”, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are “individuality”, “independence” and “privacy”.Different cultures determine that the product’s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad’s natural duty will end up with a failure. Thus, when conducting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad. Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up. Chapter 2 Misunderstandings Caused by Cultural Differences Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation. When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, “what translators deal with are some particular words, but what they face are two completely different cultures.” Another famous translation theorist Eugene A. Nida (1993) said, “Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.” Different Cultural Habits Cause Misunderstanding Cultural differences and conflicts make their existence wherever and whenever, they influence people’s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding. For example, a pen product of Shanghai named “白翎”, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, “金鸡鞋油，颜色有黑、棕、白、红、黄、蓝等.” It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as “Cock” always leads to a positive association, then the translation of “金鸡” naturally comes to Golden Cock, which seriously mislead receptor’s association, because in English cock is a usual indication of male words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , “芳芳” in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from “蜜蜂”, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee’s body. Different Social and Political Constitution May Hinder the Convey of Information Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, “某公司自1981年成立以来,在改革开放,加快企业转换机制方针指引下,以强烈的竞争意识,勇于开拓,积极进取,出口额逐年上升与世界80多个国家和地区的120多家厂商建立了良好的业务关系。” “ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.” Compare the two versions, “在改革开放,加快企业转换机制方针指引下”was neglected, since it will be difficult for foreigners to know about Chinese enterprise’s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion. Another example, a pencil sharpener with “大鹏” as its trade mark, and it is translated as “ROC hardeners”. Hardener is the biggest bird in Han’s national myth, having a positive meaning of ambitious and prosperous. While in westerners’ minds, “ROC” stands for “Republic of China”, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the products nor to defend national dignity. Different Courteous Principle May Lead to Communication Failure Courtesy is the common conducting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication. Here is an example, in china, public good Ads always get “禁止……”, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. “禁止” in English should be “Do not”, which is not mild but a word of harsh, . “Do not pick the flower!” “Do not make noise!”……, since such a stiff tone will unavoidably raise a sense of distance, it won’t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be “keep away from the flower!” “Take care of the flower, please!” which will certainly inspire people love flowers and take care of Different Reasoning May Cause Misunderstanding People speaking different languages may have different ways of thinking or reasoning. The way of using language must be restricted by people’s different cultural backgrounds. In the aspect of Ad’s translation, it may turn out difficult for people to gain the original meaning of the information, or even misunderstandings come up. There is an advertisement for cereal crust, “本品可即购即食，食用方便” describing the convenience of the food, the translation is opening and eating immediately, to westerners, immediately may lead to a negative association food will go bad if not be eaten immediately, this may surely damage product’s image. To keep accordance with English speaking habits, translation should be Always ready to serve, which manages to convey the original meaning. So Ad translation should not only keep literal coincidence with the original, but also reach the accurate closeness with the connotation of information and language. Only when the actual connotation received by the receptors can this translation be called a equivalent one. Different Aesthetic Thought Result in Different Appreciation View To reach elegance in sound, appearance and meaning, Chinese Ad language tends to use lots of couplet, parallel structure or four-character structure. This has much to do with Chinese special aesthetic thought. Look at the following advertisement. A marriage broker advertises like this “寻寻觅觅，韶华转眼飞逝；犹犹豫豫，知音再度难逢。” “寻寻” and “觅觅”, “犹犹” and “豫豫” although these words get the same meaning, they sound good in rhyme. Instead of redundant, it sounds so natural and harmonious. While In English, “synonyms repetition” is always avoided, thus considering their appreciating view, the translation should erase the unnecessary words. Next a successful translation practice will take you to the further notice about the different aesthetic thought. I came back I came back to softness and comfort I came back to Dr. White’s And I wonder why I ever went away. Because only Dr. White’s gives me two kinds of comfort The super comfort of their cotton-wool content have makes them so much softer. And the comfort of a safer, more absorbent towel, with a flush-away design, too, for even more convenience. I tried the rest, but I came back. Isn’t it time you came back to Dr. White’s? Dr. White’s two kinds of -(Woman, April 1997) Following is the Chinese version , “我归来了，那绵绵的柔情，那缕缕的温馨，唤我归。我归来了，白仕！我不解，那时为何离去？唯有那白仕，让我拥有双重舒适。那松软洁白的棉衬，使我倍感柔软适意，那良好的渗透性能 ，使我倍觉舒爽称意，还有那易冲易消融的特点，让我使用更加方便随意。我曾徘徊踌躇，情有他钟，可我还是归来了。难道您——不想也拥有白仕的那份柔情，那份温馨？” Above is the Ad for “Dr. White” feminine napkin, in which the metaphor rhetoric transfers the affection for home onto the product to make it impressive and stimulate consumers purchasing desire. From the view of cultural connotation, the association for home is the same, whether English speaking country or Chinese has the same affection for home. Where the difference lies is on the taste for language using. The first paragraph of the English version ,which is a English verse with simple words, expresses a nice image, however, Chinese verse always take efforts to make a fine figure to concretize the image. So if translated directly, it cannot keep in line with Chinese aesthetic habit, damage must arise to the text’s infection. To take closer to Chinese taste, this translated version put the image externalized and turn the simple style to luxury, whereby this Ad makes a good performence。 Different Language Structure May Depart the Information from the Original Meaning Ad is to convey information. When Ad receptors from different cultures encounter the same Ad, what do they read from the same content about the product, the Chinese-English translation shall be easy to understand for Chinese consumers, but it cannot raise the same idea to western receptors what so ever. For instance, in an airline waiting room there is a public Ad as follows, “为了您和大家的健康，吸烟请到吸烟区。” For your and others health, the passengers who smoke, please go to the smoking area. What the Ad wants to indicate is that the waiting room is not allowed to smoke, if someone needs smoking he has to go to the smoking area. Chinese-English translation’s meaning is very clear to Chinese readers, but westerners understanding to it tends to be odd, To consider your health you are welcomed to smoke in the smoking area. Another one, on many main roads, there are Ad slogan propagating safe communication, reading like this, “高高兴兴上班去，平平安安回家来” which means to the driver to remind them driving carefully and back home safely. The translation follow Chinese language structure, that is, Go to work happily and come back safely, which is definitely out of line with English expressing way. It fails to convey the ideal information. Westerners may certainly feel puzzled. 未完~~~~~~~
广告语篇研究述评论文
【摘 要】 语篇分析研究始自20世纪二三十年代，至60年代开始蓬勃发展起来。语篇分析理论因为有很强的概括力和解释力，已经被用于解释多种语篇类型。本文主要综述了语篇分析理论在广告英语领域的研究状况，分析了该项研究的范围、相关课题、存在的问题及其发展前景。
【关键词】 广告语篇 语篇分析 研究
一、引言
语篇分析是还是一门正在兴起的学科。早在20世纪二三十年代，就有语言学家将目光牵引到对使用中的语言的研究。布拉格学派和伦敦学派就是较早接触这一领域的理论学派。到了60年代，这个学科逐渐发展起来。语篇分析在结合了“语言学、符号学、心理学、人类学、社会学、文学”（黄国文）等学科的理论之后，已成为一门专门研究交际中的语言的学科。
语篇分析这门学科在近年来虽然有了长足的发展，但还远未成熟，理论学家们正在这一领域积极地探索。就语篇这个概念而言，不同的语言学家就有着不同的观点。有些语言学家既指书面语言，又指口头语言。有些语言学家则认为语篇只能指书面语言，不包括口头语言。综合看来，语言学家们都认为：语篇是使用中的，在一定语境下的自然语言。而语篇分析研究的就是交际中的语言，“它涉及的是语言与它的使用情景（即语境）之间的关系”（黄国文）。
语篇分析的内容多种多样，可以研究语篇的衔接、连贯、句际关系、语篇的结构；也可以从语音、词汇、句法、语篇、指向平面加以研究。
二、语篇与广告语篇
虽然不同学者对于语篇各有其不同的定义，但综合来看，学者们在某些领域达成共识。他们认为语篇是在一定语境下，用自然语言表达语义的语言使用单位。而广告，无论是口头的，还是书面的，均符合这一定义，因此可以广告语篇为单位进行研究。尽管现阶段的广告凭借图像等众多方式吸引受众，但究其本质而言，广告仍是一种将自然语言应用在具体环境中的活动。以广告语篇作为研究单位，是可行的也是有理有据的。
众多语言学家在这一领域积极探索。诸如会话原则、系统功能语法理论被广泛地运用到分析中。有的学者从文体学角度，对广告的修辞、词汇特征、句法特征、文体功能进行归纳总结。还有的学者从文化角度研究广告中的女性形象、中西方文化差异在广告中的体现。另外，还有的学者结合美学、心理学总结英语广告中的诸多特征，成果蜚然。
三、广告语篇研究概况
1.总体研究情况
依据中国学术期刊网全文数据库（1994-2004）统计，已发表对广告语篇进行语篇分析的文章约为40篇，数量及年份分布情况如下表：
从上表我们可以看出，关于广告语篇的研究直到最近才有了充份的发展，引起语言学们足够的重视。 2.广告语篇的研究可归结为以下几大课题
（1）广告语篇和语用学理论相结合。随着语用学的发展，这种研究逐渐增多。广告语篇和文体学相结合。广告语篇和认知心理的结合。这个课题的研究成果相对较少。广告语篇和文化语境研究的`结合。
（2）从二十世纪90年代至今，我国专家学者围绕以上四个课题展开了系统而深入地讨论，其内容涵盖了以下具体问题：会话原则广告语篇中的应用，广告语篇中的证言式话语，广告语篇的叙事结构，语域理论在广告语篇中的应用，三大无功能理论在广告语篇中的应用，语类理论在广告语篇中的应用，广告语篇中的词汇句法特点，广告语篇中的修辞特点，认知心理理论在广告语篇中的应用，广告语篇中的文化诉求及其分析。
3.通过对以上四个课题十几个具体题目的研究，学者们在以下几个问题是达成了一致
（1）广告是自然语言在一定语境下的使用，可以用语篇分析的我种理论来分析其语篇特征。会话理论、语旨、语域理论都可用来分析广告语篇特征。另外，系统功能理论有着很大的理论张力可以用来解释、分析语篇中的种种特色。
（2）从词汇、句法方面来看，学者们同意广告文体比较口语化，句子简单。句子结构比较简单。一般都没有从句，还有的句子没有动词。从词汇角度来看，复合词较多；词的内部结构都比较简单。所用的词大多都是积极肯定、褒义词。专有名词出现机率较高。
（3）在修辞手段方面，语言学家们都同意制作人会采用大量的修辞手段，诸如头韵、排比、夸张等。
四、目前研究存在的主要问题
就目前的研究状况而言，课题分布是不平衡的。例如文体学就得了大量的关注。文体学的各个领域都得了学者们的关注，得到了充分的研究。许多语言学家专注于词汇、句法、修辞特点的分析。
除了文体学，对广告语篇进行语用分析也是研究重点之一。其中的系统功能语法的有关理论被广泛地应用到对广告语篇的分析中。诸如语旨、语域理论等。
但主要成就仅限于此，我们在其余课题上的收获甚少。从认知理论和文化角度来分析广告语篇尚鲜有人问津。
五、广告语篇研究前瞻
随着人类对计算机、人工智能、认知科学、认知心理学等学科研究的深入，认知模式和认知过程也日益受到我国外语界的关注。在未来的几年内，广告语篇和认知理论结合会有更大的生命力。另外，随着国际交往的日益密切，文化语境和广告语篇的结合也会有很大的理论空间。语用学和广告语篇的结合也会有很大的发展余地。其中系统功能理论就有着强大的理论张力，可以更多地和广告语篇结合。虽然广告语篇的文体特点已有了较完备的分析，但这并不意味着文体特点已没有了分析的余地。对于广告语篇中的文体特点变异的分析还有很大的发展空间。
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翻译是跨学科的，注定要采取多学科的视角研究翻译现象和翻译问题。一、选题范围 1、翻译与文化：可以从宏观和微观两个方面考虑。宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的...1、选题意义和背景。随着中国加入世界贸易组织，中国企业的对外联系也日益增多。中国企业要想打入国际市场，提高在国际市场上的知名度，企业网站或宣传册上的企业简介扮演着十分重要的地位。通过阅读企业宣传资料，读者可以看出企业外宣材料既有关于企业的基本信息介绍，也有企业所做的文字上、句法上、结构上的这染来达到推广企业、大市场的目的。汉语企业外宣材料的翻译在英译过程中会涉及到与目的语不同的语言习惯、行文方式以及文化因素、社会政治因素、心理因素和审美因素等，这就需要译者对原文本做出适当调整，从内容和形式上对语篇进行重构，以此实现对交际意图的顺应。根据赖斯的文本类型说，本文有三种类型，分别是“信息型”、“表达型”和“诱导型”.笔者认为，企业外宣翻译属于“信息型”和“诱导型”文本兼而有之，而且更侧重于“诱导型”.因此，外宣翻译要更加注重文本的交际功能，要更多的考虑如何使译文所传递的信息更便于目的语读者理解和接受，并让读者产生共鸣，继而付诸行动，实现译文预期的功能。比利时语用学家维索尔伦(Verschuem)提出了顺应论，将语言的使用过程看做语言为顺应不同的交际目的和交际对象进行动态选择的过程。因而可以从顺应论的视角研究语言使用。翻译作为一种特殊的交际方式，也可以从顺应论的视角对其进行研究。优秀的企业宣传材料不仅会提高企业的知名度，还会为企业带来不可估量的经济效益，因此任何一个想打入国际市场的企业务必在其外宣材料的翻译上做足功夫。由于中西方文化背景、历史渊源、生活环境的不同，译者在翻译企业外宣材料时为了获取目的语读者的认可并激发他们付诸行动，就要顺应目的语读者的阅读习惯、审美习惯以及心理因素、文化因素等对原文做出形式上和内容上的调整，而这一顺应的过程也是语篇重构的过程。本文突破性的将顺应论与语篇重构结合起来，并结合西麦克展览公司宣传材料和海天调味食品股份有限公司宣传材料及其翻译，试图从顺应论的视角分析企业外宣翻译中的语篇重构现象。2、论文综述/研究基础。1987年维索尔伦(Verschueren)提出顺应论之后，在语用学界引起了很大反响，不久国内学者就将其引进到中国来。国内学者不仅从理论层面对顺应论进行研究和探索，而且将顺应论应用到翻译理论和实践、外语教学、二语习得、文化传播等领域。在这些领域中，成果最大的当属顺应论对翻译理论和其应用的研究。我国真正将顺应论引入翻译研究开始于21世纪初希望能帮到你
1、论文题目
2、摘要与关键词
3、目录
4、翻译任务描述：主要写有关报告的背景，翻译任务的内容，目的、意义及报告整体结构。
5、翻译过程描述：包括译前——准备、文本特点分析、有关文献的查阅等，译中——翻译工具、翻译策略的选择等，译后——译后的校对、修改等。
6、文献综述：对该研究领域的研究现状（包括主要学术观点、前人研究成果和研究水平、争论焦点、存在的问题及可能的原因等）、发展前景等内容进行综合分析、归纳整理和评论，并提出自己的见解和研究思路，而不仅仅是相关领域学术研究的“堆砌"。
7、案例分析：如何通过具体翻译案例将翻译理论运用到翻译实践中，应从不同维度、不同侧面，如从词汇、句法、语篇等方面分析理论与实践的结合。这部分一定要分析到位，突出理论如何对翻译实践起指导作用，但也不能生搬硬套，要做到理论指导实践。
8、结论：主要包括翻译实践的总结、主要发现、局限性以及展望。
9、参考文献：应使用规范的格式将引用的参考文献一一列出（如APA或MLA）。
10、致谢。
翻译报告注意事项：
1、合理拟定翻译选题和理论
研究理论与选题的匹配程度和创新程度大概率会影响报告质量！一个优秀的选题通常源于对现实问题的兴致。选题必须是明确的问题，并与具体的学术领域紧密关联。选择方向、提炼观点、确定理论是确立题目的必经之路。
如果实在迷茫，不知道选取哪个理论，就把所有有关翻译的理论找出来，列一个清单，选择最擅长、最稳妥的理论我们需要大量阅读、吃透所选理论和与翻译材料，积极查阅知网等文献检索工具，多多查看与所选理论和翻译材料相近的类似的实践报告，学习使用规范严谨的学术语言。
2、制定翻译计划
在阅读材料之前，应当先统筹制定一份翻译方案，确定翻译进程，确定译中、译后总结复盘事宜。在阅读翻译材料过程中，可以顺手记录材料中的生词、术语、长难句，优先进行翻译。
3、撰写结论
撰写结论的内容，包括以下三个方面：
1）翻译过程的总结。
2）翻译报告的局限性。
3）对翻译的进一步展望。可主要写翻译中的经验、收获、局限以及建议等。
翻译方向的论文2010-09-15 20:31翻译是跨学科的，注定要采取多学科的视角研究翻译现象和翻译问题。一、选题范围1、翻译与文化：可以从宏观和微观两个方面考虑。宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的视角切入。阐述为什么有那样的译文？如严复的翻译，林纾的翻译，傅东华翻译《漂》时为什么使用归化的手段，鲁迅翻译的策略，翻译材料的选择等等。微观方面，可以讨论语言文字所承载的文化内容和内涵如何在翻译中表达，如文化负载词的翻译策略等。2、翻译与语言学理论：可以从篇章语言学，功能语言学（如喊韩礼德的系统功能理论等），对比语言学，心理语言学，交际语言学、文化语言学等方面考虑选题。如功能语言学和篇章语言学中讨论的衔接与连贯及其翻译，也可以讨论他们在英语和汉语中的差别入手，进一步讨论他们在翻译中的处理，主位、述位的推进极其在翻译中的体现。英语汉语对比及其翻译策略等等。3、翻译与语文学。主要从艺术的角度讨论文学翻译中的问题。4、应用翻译：主要从特殊用途英语如商务英语、科技英语、旅游英语等方面讨论在这些特殊领域中涉及的翻译问题如何处理。如旅游宣传资料的翻译等。5、译文对比：可以是同一篇文章、同一本书，不同的译者在同以时期或不同时期进行的翻译做的对比，也可以是同一个译者对同一篇文章或书在不同时期的翻译的对比；可以是翻译技巧等微观层面的对比，也可以是宏观曾面的对比，以探索为什么在不同时期译者回采取不同的策略，有哪些社会的、文化的、政治的、意识形态的原因？6、翻译及评论：首先选择一篇长文，一般是文学作品且没有人翻译过，进行翻译，翻译完后，从上述五个方面选择一个理论视角对自己的翻译进行评论。7、译者风格。8、翻译与美学。二、选题方法：上述各个方面均可写出几本甚至几十本专著，因此大家从上述方面可以选出一个写作的范围。缩小选题范围：首先是广泛浏览上述各有关方面翻译研究资料，以确定自己对哪方面感兴趣且有话可说，这是缩小范围的第一步。然后在自己感兴趣的范围内，浏览资料，做笔记，把有关资料的名称、作者、出版信息及重要观点和内容等资料记录下来，以便进一步缩小范围，形成初步的论文研究方向，然后在仔细浏览阅读这个研究方向资料，并作好相关笔记，为形成论文的观点打下基础，以确定初步的论文题目。三、选题资料来源：1、图书馆的藏书（有关翻译的图书在南区图书馆三楼、杂志包括现刊和过刊）。2、图书馆提供的电子数据库，如中国电子期刊全文数据库（CNKI），万方数据库。3、图书馆所藏的《全国报刊索引》上面记载了每年各个报刊杂志中主要的和重要的文章，这里主要指其中的语言文字类及英语类中的有关翻译的文章索引。该索引可以帮助我们了解在哪里可以找到所需的资料。4、常见杂志：《中国翻译》《中国科技翻译》《上海翻译》；《外国语》《外语教学与研究〈外语与外语教学〉〈外语教学〉〈外语研究〉〈解放军外国语学院学报〉〈外语学刊〉〈四川外语学院学报〉〈天津外国语学院学报〉〈山东外语教学〉，以及各综合性大学学报。2010-4-12 18:59 回复霸王霸玺329位粉丝2楼1.关于幽默在翻译中的缺失2.关于广告、公示语的翻译3.关于儿童文学的翻译4.关于商品说明书的翻译文章来源：原文链接： 19:01 回复霸王霸玺329位粉丝3楼1． 谈英语谚语的翻译 2． 谈英语幽默的翻译 3． 英语汉译技巧初探 4． 地方名胜古迹汉译英 5． 翻译中常见错误分析 6． 中英思维方式的差异对翻译的影响 7． 会话含义的推导与翻译 8． 词汇的文化内涵与翻译 9． 语境在翻译中的作用 10．翻译技巧探索 11．商标词翻译 12．广告语言的翻译 13．论英汉互译中的语义等值问题 14．英汉文化差异对翻译的影响 15．英汉谚语的理解和翻译 16．浅谈颜色词在英语中的翻译 17．中西文化差异与翻译障碍 18．英语比喻性词语中文化内涵及翻译 19．英语意义否定表现法及其汉译 20．浅谈新闻标题的翻译2010-4-12 19:02 回复霸王霸玺329位粉丝4楼一些用于翻译方向英语论文的参考文献本文分析了高校本科英语专业翻译方向课程体系的现状,指出现有课程体系存在的弊端,并提出了相应的调整对策。关键词:英 英语论文 摘要:专业课程体系能反映选择该附录1提供了三个方向的部分参考选题，考生可从中选择，也可根据自己的实际情况 并具有从事英语或商务英语翻译工作或实际工作的初步能力毕业论文应在老师指下由论文,英语,下载,毕业论文英语论文网首页>国内英语考试>英语论文题目>英语翻译论文题目 英语翻译方向论文题目论文作者：佚名论文属性：essay登出时间：2010-01-06编辑文档下载详细资料 更多附件5:外语系2004级翻译英语方向毕业论文选题方向参文档用文档搜索王!附件5:外语系2004级翻译英语方向毕业论文选题方向参考以下是些英语论文,你可以参考下:)~~ 英语毕业论文 英语论文类文章1001篇,里面有很多的:)~ 19:02 回复霸王霸玺329位粉丝5楼功能对等的角度论英语习语翻译法律语言特征和法律语言翻译英汉模糊语言对比研究及其翻译翻译中的语境因素分析导游词翻译中的跨文化意识涉外商函的特点及其翻译2010-4-12 19:04 回复霸王霸玺329位粉丝6楼The Characteristics of Athletic English and Its Translation体育英语的特点及翻译 翻译The Semantic Contrast of Color Words between English and Chinese and their Translation中英颜色词的语义对比及翻译 翻译Chinese Reduplicated Words and their Translation into English汉语叠词及其英译 翻译Brand Translation商标翻译 翻译On Translating Methods of Numerals between Chinese and English中英数字的翻译方法 翻译Literal and Free Translation in the Translation of Advertisement Headlines and Slogans广告用语的直译和意译 翻译On the Translation of Chinese Trade Mark into English中文商标的英译 翻译Culture Differences and Translation文化差异和翻译 翻译Charactecistics and Translation of Adventisement广告英语的特征及其翻译 翻译Principles and Methods on Brand-Translation商标翻译的原则和方法 翻译The Study on Features of Advertising and its Translation 广告语的点及其翻译 翻译Non-Correspondence in English-Chinese Translation of Color Words中英文翻译中颜色词的非对应 翻译A Study on the Translation of Movie Titles电影片名的翻译 翻译On the Cultural Signification of Animal Idioms and Translation动物俚语文化含义与翻译 翻译The Translation of Color Terms试论颜色词的翻译 翻译A comparative Study of the Old Man and the Sea---Concerning the Perfection in Literary Translation《老人与海》译文比较－谈影响文学翻译完美性的因素 翻译On the Translation of Advertisement ――From the Perspective Of Functionalist Theory从功能派理论角度看广告翻译 翻译Influence of Cultural Differences on Translation of Idioms文化差异与习语翻译 翻译Foreignizing and Domesticating Translations in Cross-cultural Vision跨文化视野中的异化和归化翻译 翻译The Subject and Topic in Chinese-English Translation Shift汉译英中的主位与话题 翻译The Loss of Affective Meaning in Translation ―from the Perspective of Cultural Differences从文化差异的角度看翻译中情感意义的丢失 翻译2010-4-12 19:05 回复霸王霸玺329位粉丝7楼On the Explicitness and Implicitness of Conjunctions in English-Chinese Translation Process论连词再英汉翻译中的显性和隐性存在 翻译Approaching Domestication and Foreignization in Translation from a Functional Perspective从功能翻译角度看归化与异化 翻译On Translation of Idioms论习语的翻译 翻译Translation of Chinese Receipts and the Differences of Cookery Culture between Chinese and English-speaking Countries中餐菜谱的英译及中西饮食文化差异 翻译On the Untranslatability due to Cultural Differences不可译现象在中英文化差异中的体现 翻译Extra-linguistic Context and Translation非语言语境与翻译 翻译Comparison and Translation of Chinese and English Idioms汉英习语对比与翻译 翻译On Translation of Chinese and English Idioms from Cultural Perceptives从文化的角度谈英汉习语的翻译 翻译Cultural Differences Between English and Chinese Idioms And Translation中英文习语翻译中的文化差异比较 翻译Impact of Culture Differences on Brand Translation of Trademarks 文化差异对商标翻译的影响 翻译Cultural Context and The Translation of Metaphors文化语境和隐喻的翻译 翻译Conversion of Part of Speech in English-Chinese Translation 英译汉中词类的转换 翻译Foreignizing and Domesticating strategies in Cross-cultural Translation 跨文化翻译中的异化与归化策略 翻译A Study of the Chinese-English Translation of Trademarks 浅谈商标的汉英翻译 翻译How To deal with culture-loaded words in idioms translation习语翻译中文化词的处理 翻译Cultural Connotation and Translation for Color Words颜色词的文化内涵与翻译 翻译The Translation of English Loanwords into Chinese英语外来词汉化的基本途径 翻译When in Rome do as the Romans do——On translation of Chinese trademarks into English入乡随俗——论中文商标的英译 翻译Cultural differences and Translation between Chinese and English Idioms汉英习语的文化差异与翻译 翻译Foreignization In Translation in the 21st in China21世纪中国的异化翻译 翻译The Transfer of Culture Image and of English and Chinese Idioms in Translating论英汉习语翻译中的文化意象的转化 翻译Basic Strategy for Advertisement Translation-Target-language Oriented Strategy广告翻译的基本策略－－以目的语言为取向的翻译策略 翻译2010-4-12 19:06 回复霸王霸玺329位粉丝8楼Lexical Rhetorical Devices in English-Chinese Translation英汉翻译中的词义修辞格 翻译The Criteria of the Translation of Computer English计算机英语的翻译标准 翻译Comprehension: A Very Important Part of Translation理解：翻译中不可或缺的一部分 翻译The Translation of the Brand Name商标名称的翻译 翻译Strategies for Translationg English Slang into Chinese英语俚语汉译的技巧 翻译Cultural Factors in the Translation of Poems诗歌翻译中的文化因素 翻译Cultural Differences and the Translation of Brand Names文化差异与商标翻译 翻译Cultural Differences and Untranslatability文化差异和不可译性 翻译Cultural Differences and Vocabulary Translation文化差异及词汇翻译 翻译The Application of Fuzziness in the Translation翻译中的模糊语现象 翻译Translator as Artist -Translator's Individuality in Literary Translation译者作为一位艺术家--论文学翻译中的译者个性 翻译The Translation of Movie Titles电影名的翻译 翻译Translating the English Verbs into Chinese 英 语 动 词 的 汉 译 翻译Colour Words and the Translation颜色词及其翻译 翻译Domestication and Foreignizationin The Book of Songs诗经翻译的归化和异化 翻译Cultural Comparison and Idioms Translation文化对比与习语的翻译 翻译Social-cultural Context and the Translator’s Choice of Words ——A Comparison of Two Chinese Versions of Jane Eyre社会文化背景和译者的选词——对简爱两种译本的比较 翻译The Effect That Non-linguistic Context Has on Translation非语言语境在翻译中的作用 翻译Cultural Gaps between English and ChineseIdioms and Their Translation英汉习语的文化差异及其翻译 翻译Words Translation between Different Cultures不同文化中词汇的翻译 翻译On Cultural Differences and Idiom Translation文化差异与习语翻译 翻译On Translation of English Trademarks Into Chinese----On Beauty In Sense Sound And Form浅谈英文商标的汉译－－意美、音美、形美 翻译Some of the Ways to Idiom Translation 习语翻译法 翻译Paralanguage and Literature Translation -With Reflections on the Version of Dream of Red Mansions副语言与文学翻译－－对《红楼梦》译本的思考 翻译Methods of Translating Color Words Based on Cultural Differences between Chinese and English 翻译Culture-gap Words and the Translation文化空缺词及其翻译 翻译Understanding-the Key to Translation理解是翻译的关键 翻译A Brief Talk about Two Approaches to the Translation of Metaphor浅谈隐喻翻译的两种方法 翻译A Glimpse of English Film Title Translation英语电影名翻译一瞥 翻译Social-cultural Differences and the Translator’s Choice of Words社会文化差异与译者的选词 翻译The Application of Domestication and Foreignization in the Translation of Culture文化翻译中归化与异化的应用 翻译Cultural Differences and Untranslatability文化差异与不可译性 翻译The Context in Relation to Translation语境与翻译 翻译Female and Translation女性与翻译 翻译Effects of Difference between the Chinese and Western Cultures on Translation中西文化差异对于翻译的影响 翻译The Cultural Differences and Translation of English and Chinese Idioms英汉习语的文化差异与翻译 翻译Cultural Gaps and Translation Limitation文化差异与翻译局限 翻译The Approaches to Proverb Translation in Cultural Context从文化语境谈谚语翻译 翻译Allusion Translation in Song Poems宋词典故的翻译 翻译Blind Spots in English Proverbs Translation英谚汉译中的盲点的探讨 翻译Advertisement Translation广告翻译 翻译Differences Between Chinese Headline and English Headline aswell as Their Translation论中英文新闻标题的差异与翻译 翻译On the Mistranslation of Idioms习语的误译 翻译
翻译期刊： 《中国翻译》、《经济学人》、《中国科技翻译》、《外语界》、《上海翻译》等都不错
翻译门户： 沪江英语翻译版、EN8848翻译版、 大家论坛翻译版（:.sage./forum-419-1.） 全球500强企业及知名企业的多语种对照网站（这也是很好的学习资源，实战性很强！）
公共微信平台： 翻译教学与研究（ID：fanyiluntan) 沃领域翻译（ID：WOW-TRAN） 乐思福教育（ID：Isfirst2013） 中视天之聪（ID：kaosee_4008112230）
经典的译作（双语对照版）： 《唐诗三百首》- 许渊冲 译 出版社:中国对外翻译出版公司 《孙子兵法》- Lionel Giles 译 《散文佳作108篇》（汉英·英汉对照） 等等
--- 最后我想说，如果你真的喜欢翻译、真的想去学习和了解翻译，生活里到处是素材！翻译是很实际的东西，更讲究实战、更需要用所学去解决交流和沟通中语言障碍，不妨淡化下理论~
《教育研究》、《高等教育研究》《清华大学教育研究》《教育学报》
新周刊（新锐）；求学（考试资讯，牛人学习方法介绍）；作文通讯（只能用好来形容，建议你初中版高中版阅读版3本都看）；南方周末人物（新闻，时代先锋人物）；参考消息（国际政治，全球视野，又便宜）；青年参考（它的专栏很有意思）；（读者，视野，青年文摘，意林选一本，这几种都差不多）；散文（我们语文老师推荐的）；科学美国人，牛顿科学这2本对初中生来说太难了，很多大学生才看这个，你自己选择；第一财经周刊（职场故事，品牌背后的运营）；经济观察报；心理学我暂时没有发现有特别好的；读书类杂志有：读书，万象，书城；电影类：看电影，环球银幕；美术设计：我觉得国际广告不错；青春类：萌芽，最小说。希望可以帮到你，以上杂志我都看过，当然我喜欢的时尚类，室内设计类，娱乐八卦类您又不要。
《传奇故事》汇集中外，贯穿古今。民间小故事，诙谐幽默；伟人大传奇，浪漫风雅。堪叹才子佳人的聚散离合，且看一代天骄在指点江山。这里有：社会记实，开心沙龙，侠影萍踪，惊险一刻。让本刊带您走进海市蜃楼，去寻找梦中的乐园！邮发代号36-8 《今古传奇·故事版》是今古传奇报刊集团主管的系列子刊之一，是一份以“传奇品质、百姓情怀、大众趣味”为办刊理念，以“传奇特色的新故事读本”为个性的故事刊物。邮发代号：38－349 《民间故事选刊 秘闻》探索未知世界，揭示事件真相，了解自然奥秘，解读千古之谜。一本男人必读、充满悬念的期刊。邮发代号18-29 山海经·故事奇闻 本刊主要刊登民间流传的故事、传说以及反映现实生活的新故事、新传说，是一本老少咸宜、雅俗共赏的民间文学杂志，主要栏目，既有“民间奇案”、“茶馆趣闻录”、“皇宫里的故事”、“妙联巧对故事”、等民间故事，又有反映现实生活的“城乡奇闻”、“伤心女子故事”、“家庭悲喜剧”、 “讽刺幽默故事”等新故事，还有“海外奇闻”、等反映域外风情的故事。邮发代号32-98 最推理杂志内容以推理小说为主，内容涵盖惊悚、悬疑、侦探、武侠等，一切以推理为出发点，挑战思维极限，考验缜密的逻辑。风格：先锋、酷炫、丰富多彩、可读性强。杂志力推原创，名家新秀携手亮相，联手打造包罗万象，令人耳目一新、心驰神往的异度空间。邮发代号14-86 《今古传奇》创刊于一九八一年，被评为历届湖北省优秀期刊，入选全国百刊工程，连续四届蝉联全国百种重点社科期刊。始终坚守“中国气派、民族风格、大众意识、时代精神”的办刊宗旨，坚持“传奇而不离奇，通俗而不庸俗”的办刊格调，曾刊发《玉娇龙》《春雪瓶》《亮剑》等 无数佳作，影响深远，以其独树一帜的传奇特色，赢得了海内外读者的广泛喜爱 邮发代号38-83 《中华传奇》是绝对的平民文学，大俗大雅，揭开伟人神秘面纱；凄情奇缘，走进红颜真实故事。从呼风唤雨指点江山的帝王到名不见经传的普通百姓，浪漫的故事，曲折的情节，令人叹为观止。本刊专题：人生况味，备感凄凉；当代记实，惊世骇俗。邮发代号42-101 后面的邮发代号在邮局均可订阅到
一般评职称需要考计算机。 但是符合下列条件之一者，可免全国专业技术人员计算机应用能力考试： （一）具有计算机专业中专毕业及以上学历的人员； （二）获得硕士学位，初次认定中级专业技术职务任职资格的人员； （三）获得博士学位的人员
《空中英语教室》，广播有配套听力节目。 《新东方英语》，有一些考试技巧、留学信息。 《疯狂英语》（口语、阅读两种） 《21st century》和《china daily》虽然是报纸但配合时事很好，也比较地道。
书虫系列啊，好多啊
《环球科学》,科学美国人的中文版《新周刊》,个人觉得挺好看的深度评《城市画报》,文艺小清新《中国国家地理》,这个就是风景图鉴级的大杀器如果喜欢设计,《PPAPER》挺不错……高端大气上档次到低调奢华有内涵都有。 满意请采纳
男生女生··· 花火（这本杂志里的小说一般结局都是悲剧，不过故事都很好看的，超感人的） 萌芽（这个就比较走文学路线了） 这三本我都看过，强烈推挤花火···
现代育儿期刊、小创客
藏汉翻译期刊有《语言与翻译杂志投稿》。《语言与翻译》（季刊）创刊于1985年，由新疆《语言与翻译》杂志社办。坚持党的四项基本原则，宣传党的民族政策和民族语言文字政策，贯彻百家争鸣，百花齐放的办刊方针。
如果你指的是英语语言研究相关的核心刊物的话，我给你作如下期刊的介绍：1、《外语界》，ISSN：1004-51122、《外语教学与研究》，ISSN：1000-04293、《现代外语》，ISSN：1003-61054、《中国外语》，ISSN：1672-93825、《外语研究》，ISSN：1005-72426、《外语学刊》，ISSN：1000-01007、《上海翻译》，ISSN：1672-93588、《外国语》，ISSN：1004-5139-----------希望有所帮助。
翻译是跨学科的，注定要采取多学科的视角研究翻译现象和翻译问题。一、选题范围 1、翻译与文化：可以从宏观和微观两个方面考虑。宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的...1、选题意义和背景。随着中国加入世界贸易组织，中国企业的对外联系也日益增多。中国企业要想打入国际市场，提高在国际市场上的知名度，企业网站或宣传册上的企业简介扮演着十分重要的地位。通过阅读企业宣传资料，读者可以看出企业外宣材料既有关于企业的基本信息介绍，也有企业所做的文字上、句法上、结构上的这染来达到推广企业、大市场的目的。汉语企业外宣材料的翻译在英译过程中会涉及到与目的语不同的语言习惯、行文方式以及文化因素、社会政治因素、心理因素和审美因素等，这就需要译者对原文本做出适当调整，从内容和形式上对语篇进行重构，以此实现对交际意图的顺应。根据赖斯的文本类型说，本文有三种类型，分别是“信息型”、“表达型”和“诱导型”.笔者认为，企业外宣翻译属于“信息型”和“诱导型”文本兼而有之，而且更侧重于“诱导型”.因此，外宣翻译要更加注重文本的交际功能，要更多的考虑如何使译文所传递的信息更便于目的语读者理解和接受，并让读者产生共鸣，继而付诸行动，实现译文预期的功能。比利时语用学家维索尔伦(Verschuem)提出了顺应论，将语言的使用过程看做语言为顺应不同的交际目的和交际对象进行动态选择的过程。因而可以从顺应论的视角研究语言使用。翻译作为一种特殊的交际方式，也可以从顺应论的视角对其进行研究。优秀的企业宣传材料不仅会提高企业的知名度，还会为企业带来不可估量的经济效益，因此任何一个想打入国际市场的企业务必在其外宣材料的翻译上做足功夫。由于中西方文化背景、历史渊源、生活环境的不同，译者在翻译企业外宣材料时为了获取目的语读者的认可并激发他们付诸行动，就要顺应目的语读者的阅读习惯、审美习惯以及心理因素、文化因素等对原文做出形式上和内容上的调整，而这一顺应的过程也是语篇重构的过程。本文突破性的将顺应论与语篇重构结合起来，并结合西麦克展览公司宣传材料和海天调味食品股份有限公司宣传材料及其翻译，试图从顺应论的视角分析企业外宣翻译中的语篇重构现象。2、论文综述/研究基础。1987年维索尔伦(Verschueren)提出顺应论之后，在语用学界引起了很大反响，不久国内学者就将其引进到中国来。国内学者不仅从理论层面对顺应论进行研究和探索，而且将顺应论应用到翻译理论和实践、外语教学、二语习得、文化传播等领域。在这些领域中，成果最大的当属顺应论对翻译理论和其应用的研究。我国真正将顺应论引入翻译研究开始于21世纪初希望能帮到你
翻译论文研究方法有哪些_论文研究方法有哪些文库_大学论文研究方法有哪几种写论文时具体使用的研究方法是什么调查法调查法是科研中最常用的方法之一。 是一种有目的、有计划、系统地收集研究对象现实情况和历史情况资料的方法。 调查方法是科研常用的基本研究方法，综合运用历史法、观察法等方法和对话、问卷调查、案例研究、测试等科学方式，规划、周密、系统地进行教学现象…… .论文翻译中常用的翻译方法是什么论文翻译中常用的翻译方法是根据英汉两种语言的不同思维方式、语言习惯和表达方式，在翻译时添加一些词、句子或句子，更加准确地表达原文中的含义汉语文学专业论文的研究方法是什么1、文献法文献法是一种古老而富有生命力的科学研究方法。 每个社会活动都想留下永久的痕迹，但各种各样的文献都不可或缺。 人的活动和认识的无限性与个人的生命和认识的有限性的矛盾决定了我们在研究死亡事实时必须依赖文献。 比较研究法作为一种思维方式，比较研究通晓教育研究的全部…… .论文中的研究方法翻译本文采用的研究方法主要是概念…… .theresearchmethodofthistexthasadoptedmainlyincludes : conceptanalysismethod，evidence anal“本论文主要研究内容如下”如何翻译正确？您可以这样翻译theminstarerecontofthispareareasfollows或theminstocontofthisthesareasfollows论文中的研究方法翻译^_^theresereationmetofthisthethasedpatedmainlyincludes : conceptanalysismethod，evidence analysis method，comparison analysis method ww毕业论文的研究方法应该怎么写？研究思路、研究方法、技术路线和实施步骤1、研究如何确定研究课题科学研究是问题―问题―课题教学是研究(掌握方法很重要，否则不是研究)。 进步和成果增长。 教育科学研究的课题主要来自两个方面： a .实践的来源—客观存在或潜在的教育实际问题，教育教育实践本身存在的问题…… .英语论文开头报告的研究方法和手段如何翻译？你的开题报告有什么要求？ 开题报告书需要多少字？ 具体形式的要求是什么？ 我希望你能帮助我。 顺利的开题报告主要包括以下几点。 (1)论文名称是课题名称的第一，名称必须正确规范。 正确地说，论文的名称必须明确论文研究的问题是什么、研究的对象是什么、论文是什么…… .英语专业论文、研究用语的翻译、研究方法是什么？研究方法Method这就够了英语毕业论文题目：从XX理论到散文翻译以XXX为例的文献综述是怎么写的？翻译方向的英语毕业论文可探讨某理论应用于英语翻译。 (选题越具体越好)，但还是要注意一些问题： 1。 这个理论不太古老，可以表达你的新意2 .例如从名家的翻译中选择，典型的3 .请从这个理论本身开始：论述这个理论的提出和发展现状，并且重点研究翻译的起源，最后进行总结。 …是.
英文论文写作也是先做出摘要引言，然后提出一些理论，最后通过一定的论点查找到问题，解决问题的一个过程，提出问题是依据现状来说，解决问题需要解决你提出的问题，这是论文的一个核心，在致谢方面，需要特别注重一下就行了，那么英文论文中研究方法有哪些？下面我们就为大家介绍一下。一、英文论文中研究方法有哪些？外语教学和科研中的两大研究方法（一）定性方法 （Qualitative approach）定性研究的基本情况：1. 研究者调查之前没有带什么框框；2. 研究者可以作为局外人观察要研究的现象，让一切事情让本来的规律去发生，发展，研究者不加控制和干扰；3. 研究者也可以参与到所调查的活动之中或者以观察者的身份参与活动；4. 在一般性的调查之后，可以进行深入的个案调查 （case study）； 5. 所采取的方法是综合法和归纳法，最后成果多是描述性的或在描述过程中揭示一定的规律（即提出假设或结论） .英文论文（二）定量方法 （Quantitative approach）通过一连串的数字，表格，图标来说明问题，如《广告语言中的语用预设》 ,陈新仁 ,1998分类：统计方法 （statistical method） :人口普查实验方法 （experimental method） :交际教学法比翻译法好定量研究的基本情况：1.定量法通常是从假设出发，事先有个看法；2.定量法往往是要控制和操纵变量的；3.定量强调研究的客观性，远离数据，远离当事人，是局外人的视角；4.所得数据信度高，具有可重复性；5.所得结论具有普遍性。（三）定性方法和定量方法的比较定性方法 定量方法现象学观点 逻辑实证主义观点1. 强调亲身参与活动而获得经验；2. 只有通过个人主观经验才能认识人类行为；3. 了解就是移情；4. 依赖定性数据。1. 强调用实验方法来获取数据；2. 只有摆脱主观状态才能了解社会现象的因果关系；3. 了解要保持距离；4. 依赖定性数据。综合法 分析法1. 从部分到整体；2. 整体观；3. 面向内部结构；4. 了解过程；5. 假设一种动态现时。1. 从整体到部分；2. 成分观；3. 面向外部结构；4. 了解结果；5. 假设一种静态现实。归纳法 演绎法1. 以观察材料为出发点；2. 事先没有形成看法；3. 探索性的，扩展性的，描述性的；4. 可以生成假设；5. 成果，描述或假设。1. 以假设为出发点；2. 事先进行预示；3. 简约性的，推断性的，验证性的；4. 假设检验；5. 成果，理论。自然观察 操纵和控制1. 观察面广，但较分散；2. 变量不加控制，有利于了解变量的复杂关系，但也容易顾此失彼；3. 注意内容，但容易忽视形式；4. 主观，但解释力强；（四）定性研究和统计研究中的调查手段1.观察 （observation）： participant and non-participant observation; not knowing what is not known and structured observation 访谈 （interview）： open, structured and semi-open interview2. 笔记和日记 （log）： detail is everything; chronological order3. 录音和录像4 . 口 头 自 陈 （verbal reporting）： 边 想 边 说 （think aloud）， 内 省 （introspection） , 回 忆（retrospection）5. 问卷 （questionnaire）： open, closed and semi-closed（五）实验研究真正的实验研究：研究者对自变量的控制；对被试者的随机抽样外 语 研 究 中 的 研 究 只 能 是 准 实 验 研 究 （quasi-experimental research） 和 前 实 验 研 究（pre-experimental research） 准实验研究交际法比传统的翻译法好Objectives: 交际法比翻译法好Subjects: 两组（班）学生，各种条件（年龄，性别等）都是等值的，尤其是成绩也差不多。Instruments : Procedure: 前测，分别教学一段时间，后测Results and discussion
毕业论文主要研究方法有以下：一、语言学（语言学一般理论的研究）。二、英美文学（英美文学的文化研究、作品分析等）。三、翻译学（翻译理论与实践探讨、译本研究以及名家名著翻译作品对比研究等）。四、英美文化（英美加澳新等西方国家文化以及与汉文化的比较研究）。五、教学法（英语教学法、测试学等方面的研究）。