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翻译报告本科毕业论文

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翻译报告本科毕业论文

在毕业论文写作过程中阅读翻译外文文献是一个非常重要的环节,尤其是研究生同学,一般导师都会要求阅读一定数量的英文文献,这是因为许多领域高水平的文献都是外文文献,借鉴一些外文文献翻译的经验是非常必要的。

如何写开题报告,如何写文献综述,如何阅读外文文献,可以说,阅读一定数量的外文文献是毕业论文写作的必经之路。

要求如下:

1、前言

简要说明写作的目的,有关的概念以及综述范围,说明有关主题的现状或争论焦点,所要解决的问题等。一般以 100~200 字为宜,使读者在读完前言后对有关问题获得一个初步的轮廓。

2、主体

主体部分是全文的主要部分,具体写法以能较好地表达综述的内容为准则。通常根据内容的多少,将主体部分分为几段,每段有小标题。

可按年代顺序综述。也可按不同的问题进行综述,还可按不同的观点进行比较综述,不管用那一种格式综述,都要将所搜集到的文献资料归纳、整理及分析比较,阐明有关主题的历史背景、现状和发展方向,以及对这些问题的评述。

主题部分应特别注意代表性强、具有科学性和创造性的文献引用和评述。

主体部分每一段落的开始应是综合提炼出来的观点,即论点;接着是文献所提出的实验结果或调查事实,即论据,可见主体部分是按论点和论据组织材料的。

总之,综述主体部分是以综合概括的论点开头引路,继之以诸家的资料、实验结果为论据展开层次论证。所以,综述也是一种论证文章的体裁,只是论点与论据都是前人文献所提供。

如果前人的观点分散或不甚明确,则需作者整理概括,成为开头。在论述某些观点时,作者可有倾向性,但对相反的观点也应简要如实列出。对存在的矛盾和问题应充分如实描述。

3、总结

常见的方式有:

①扼要的概括、精练主题部分的主要内容;

②介绍尚待解决的问题及对前景的展望;

③某些篇幅较小的综述,也可以省略结束语。

4、参考文献

通常凡引述的资料和主要的论点都应注明文献出处,以便使读者检索查阅。所引文献应以近 3 年内者为主;另外,未公开发表的资料不宜作为参考文献。

在我国许多期刊希望列出重要的参考文献,一般限为 20~30 条为宜;但国际上许多生物医学期刊的综述文章,其参考文献甚多,全篇所列文献常达数百条之多。参考文献的著录格式国内尚不统一,应按各刊「投稿须知」要求撰写。

扩展资料:

1、如何查询国内专利文献

可通过中国国家知识产权局()和中国专利信息中心()网站上的「专利检索」。

可以免费检索全部中国专利信息(有文摘)。如需获取专利全文,则需前去中国国家知识产权局查阅,也可通过 CSDL 馆际互借和原文传递系统代为办理。

2、如何查询国外专利文献

科学院用户可首先选择查询 Web of Knowledge 中Derwent Innovations Index (德温特世界专利索引),它是检索专利的权威数据库,收录全球了 40 多个专利机构的 900 万条基本专利,1800 万项专利,该库大部分有文摘,小部分有全文。

3、其它可供利用的网上免费数据库

欧洲专利局专利数据库:

 (免费 文摘)

美国专利商标局专利数据库:

(免费 文摘、全文)

WTO知识产权组织:

(免费 文摘)

IBM专利数据库资源:

(免费 文摘、部分全文)

更多请参见中国专利信息网上的(国外)专利网站:

外文翻译要求:(1)选定外文文献后先给指导老师看,得到老师的确认通过后方可翻译。(2)选择外文翻译时一定选择外国作者写的文章,可从学校中知网或者外文数据库下载。(3)外文翻译字数要求3000字以上,从外文文章起始处开始翻译,不允许从文章中间部分开始翻译,翻译必须结束于文章的一个大段落。

本科毕业设计论文外文翻译基本格式

论文常用来指进行各个学术领域的研究和描述学术研究成果的文章,简称之为论文。它既是探讨问题进行学术研究的一种手段,又是描述学术研究成果进行学术交流的一种工具。它包括学年论文、毕业论文、学位论文、科技论文、成果论文等。以下是我精心整理的本科毕业设计论文外文翻译基本格式,欢迎大家借鉴与参考,希望对大家有所帮助。

本科毕业设计论文外文翻译基本格式

一、要求

1、与毕业论文分开单独成文。

2、两篇文献。

二、基本格式

1、文献应以英、美等国家公开发表的文献为主(Journals from English speaking countries)。

2、毕业论文翻译是相对独立的,其中应该包括题目、作者(可以不翻译)、译文的出处(杂志的名称)(5号宋体、写在文稿左上角)、关键词、摘要、前言、正文、总结等几个部分。

3、文献翻译的字体、字号、序号等应与毕业论文格式要求完全一致。

4、文中所有的图表、致谢及参考文献均可以略去,但在文献翻译的末页标注:图表、致谢及参考文献已略去(见原文)(空一行,字体同正文)。

5、原文中出现的'专用名词及人名、地名、参考文献可不翻译,并同原文一样在正文中标明出处。

三、毕业论文设计外文翻译的内容要求

外文翻译内容必须与所选课题相关,外文原文不少于6000个印刷符号。译文末尾要用外文注明外文原文出处。

外文翻译要求:

1、外文资料与毕业设计(论文)选题密切相关,译文准确、质量好。

2、阅读2篇幅以上(10000字符左右)的外文资料,完成2篇不同文章的共2000汉字以上的英译汉翻译

3、外文资料可以由指导教师提供,外文资料原则上应是外国作者。严禁采用专业外语教材文章。

4、排序:“一篇中文译文、一篇外文原文、一篇中文译文、一篇外文原文”。插图内文字及图名也译成中文。

5、标题与译文格式(字体、字号、行距、页边距等)与论文格式要求相同。

下页附:外文翻译与原文参考格式

英文翻译 (黑体、四号、顶格)

外文原文出处:(译文前列出外文原文出处、作者、国籍,译文后附上外文原文)

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MTI专业毕业论文一般会选择写翻译实践报告,而翻译实践报告则要求提供至少10000字的翻译材料(双语)附在翻译实践报告之后,即附录。

Graduation design /Graduate Thesis /internship report

毕业设计不会做,抄也要讲究方法作为一个已经毕业了的大学生,在做毕业设计的过程中,无论是设计成果的研究还是毕业论文的撰写,不可回避的一个问题就是抄袭。作为一个过来人,我想说的是,做毕业设计难免会有抄袭的现象,但是一定要掌握方法,千万不要盲目的抄完了事,那样做是非常危险的。有的同学看都不看就抄到论文上去了,有的同学拿着别人做完的东西都不研究一下就参加答辩去了。我就听过一个活生生、血淋淋的例子——老师问:“你这段代码是什么意思?”答:“我不知道。”老师又问下一段代码,又不知道,老师问:“这是你做的吗?”答:“不是,老师给的。”其结果可想而知了。你们想想,那些东西都是往届毕业生做出来的,老师们能看不出来吗?掩耳盗铃,自欺欺人,大家都是成年人,我想不用多说了吧。大家在完成毕业设计的过程中肯定会遇到各种各样的现实性困难,成果做不出来了怎么办?论文写不出来了怎么办?外文文献不会翻译怎么办?其实这都好办,世界上再难的技术也是人做出来,没有成果就找个现成的东西;论文写不出来就多看几本书,多引用书里的内容;外文水平不高就用翻译软件。总之一句话,你有张良计,我有过墙梯,物竟天择,适者生存。文章转自 众赏文库 毕业设计论文,专业文档下载

毕业设计Diploma project毕业论文Dissertation实习报告Internship report

翻译本科论文开题报告

题 目:试论英汉语中含数字习语的翻译策略 一、选题的背景与意义: (一)选题的背景: 英语和汉语均是世界上历史悠久的语言之一,它们在长期的发展中积淀了大量的习语,其中包括含数字的习语。数字习语是指含有基数词和序数词的习语,是习语中不可或缺的一部分。在英语和汉语中,含数字的习语都占据了重要地位。随着21世纪经济全球化的快速推进,各国间文化的交流与合作也空前的多了起来,英汉习语研究领域也相应地出现了新的气象。作为英汉习语的重要组成部分,含数字的习语也成了中外学者着力研究的对象之一。越来越多的专家学者对含数字习语的翻译进行了大量而广泛的探讨与研究。 1.国外研究现状 国外对含数字习语的研究相对较少,但对习语的研究大致可分为三个阶段。早期的习语研究通常以L. P. Smith于1925年发表的《词与习语》(Words and Idioms)一书作为开始。他探讨了习语的来源与结构,根据习语的意象进行分类,并指出习语的基本特征:习语的意义不是它组成词的意义的总和。他指出:“习语的含义是不透明的,可以用来表达决心,愤怒,谩骂的内心情感,体现了英语词汇在习语中的巧妙用处” 。 从20世纪30年代到50年代,以结构主义理论为基础,C. F. Hockett强调了语境在识别和解释习语中的重要地位,解释了习语的深层结构和语义特征,使得习语的定义开始走向规范化。到了20世纪60年代,具有整体性、凝固性的习语受到Chomsky 生产语法理论的影响,其研究陷入了僵局,但始终没有停止。直到以B. Fraser为代表的语言学家提出了习语固定性等级理论,承认习语的固定性,但认为习语仍具有转换潜力 ,习语的研究再次得到了关注。从20世纪80年代开始,习语的研究进入了一个新阶段。语言学家们开始探讨习语在交际活动中所起的作用,开辟了习语在交际环境里的功能研究,更具有现实意义。其中研究成果最为突出的是澳大利亚语言学家C. Fernando,她的代表作为《习语与习语特征》(Idioms and Idiomaticity)。近年来,越来越多的学者从语言的文化背景角度来研究 习语的形成,Nida(1993)曾说过:“文化对习语、习语的意义的影响是非常深远的,如果没有认真地研究背景,就难以透彻理解习语的深刻含义” 。所以,要研究含数字的习语,首先要了解其数字的文化内涵。 在翻译方面,研究成绩最为卓著的应属美国的翻译理论家E. A. Nida和英国杰出的翻译理论家Peter Newmark。20世纪60年代,E. A. Nida 出版了《翻译的科学探讨》和《翻译理论与实践》,把语言学理论引入翻译研究,提出了“形式对等”和“动态对等”的概念。在2003年出版的《语言与文化——翻译中的语境》一书中,E. A. Nida从多学科角度研究翻译。他指出:“要想成为优秀的翻译者,仅仅会说两种语言是不够的,还要了解语言背后的文化” 。1981年,Peter Newmark在第一部著作《翻译问题探讨》中,提出了交际翻译(communicative translation)和语义翻译(semantic translation)的新概念。1999年,在其论著的《论翻译》一书中,他提出了全新概念的“翻译关联法” 。 翻译是一项艰巨而复杂的工作,习语的翻译更是翻译中的难点。Mona Baker在《换言之:翻译教程》(In Other Words: A Course Book on Translation)中指出了一种语言中的习语与其所处的文化背景息息相关,习语的翻译难点在于,用不同的文化背景的习语翻译,所引起的联想是不同的。书中列出了其翻译的难点:(a)没有对等的习语。(b)有相似的习语,但使用的情景不同,两个成语的内涵也不同。(c)译出语中字面意义和含义同时有效,有双重含义,而到了译入语中只能选择其一。也就是说,两者并不是形式和内容都能做到对等。Mona Baker在本书中还指出了习语翻译的策略:(a)使用意义对等、形式相似的习语。(b)使用意思相近但形式不同的习语。(c)使用释译。(d)略去不译 。 2.国内研究现状 在数字文化研究方面,刘明阁认为:“数字不独属于数字王国,还应用于成语或词组中,在不同民族、宗教、历史、社会习俗等因素作用下,被赋予特殊的联想意义,蒙上了神秘的文化色彩” 。他在《跨文化交际中汉英语言文化比较研究》一书中具体阐述了英汉语中的偏好数字以及汉英数字文化差异的成因。 包惠南在其所著的《文化语境与语言翻译》中,分析了数字“四”、“六”、“七”、“八”、“九”的文化内涵,特别提到了西方人对数字“十三”的忌讳,反映了东西文化中不同的数字观念 。成昭伟在其所著的《英语语言文化导论》一书中对英语数字的表义功能和文化色彩进行了简要剖析,对中西方的数字文化提出了自己的见解 。李丽在“数字习语的文化根源”中重点研究英语数字的文化背景,对其中的“3”和“13”,“6”和“7”,“5”和单数崇拜进行了分析,并提出宗教文化,古希腊罗马神话和文化思维方式影响了英语数字习语的形成 。 在含数字习语的翻译方面,从20世纪90年代开始,国内对英汉语中含数字习语翻译的研究呈蓬勃发展之势。早在1989年,由邓炎昌和刘润清先生所著的《语言与文化》一书中对数字习语就有所提及 。刘明阁认为:“东西方语言文字、习语表达、风俗习惯等方面都含有许多数字词以及与数字有关的知识” 。在其2003年出版的《英语文化翻译学教程》一书中,用一个章节的内容描写了数字在习语中的应用和翻译,并将它们按数字进行分类研究。此外,全国各级报刊相继刊登了不少与此有关的研究文章。1998年,陈琳霞在“英汉数字习语互译方法中”一文中提出了7中翻译方法——对应直译、不等值翻译、习语套用法、夸张数字略译法、译特定含义、删略重复词义、采用引申义 。唐丽在2008年发表的“英汉数字习语翻译策略初探”一文中探讨了数字与习语的关系及其翻译策略,提出了五种翻译方法——等值译法或直译法、注释法、借代法、意译法、归化译法 。 (二)选题的意义: 1.理论意义: 习语是从语言中提炼出来的短语或短句,是语言的核心和精华。习语作为一种特殊的语言形式,它与一个民族的地理环境、历史背景、经济生活、风俗习惯、宗教信仰、心理状态、价值观念等方面息息相关,能够清楚地反映出一个民族的文化特色。研究英汉语中含数字习语的翻译时,学者可以从中获取大量的有关中西方数字文化的知识,了解中西方的文化差异,增强文化意识。其次,对英汉含数字习语互译的研究有利于语言的发展,促进国际间的交流与合作。此外,研究含数字习语的翻译对英汉语的教学与学习也有一定的参考价值和启示作用。 2.实践意义: 实践证明,研究英汉语中含数字的习语有利于学者积累大量的习语词汇,提高学者的语言应用能力,在不同的语境中能够有效、得体、恰当地运用习语。在实际生活中,能够正确表达习语,消除误会,避免分歧。其次,有效地对其翻译策略进行研究有利于促进学者掌握正确的翻译方法,懂得将直译、意译、归化、异化等的翻译方法具体地应用于含数字习语的互译中。在平时的学习中,能够快速地辨别出文章中的习语及其含义,有助于正确翻译全文。掌握含数字习语的翻译策略,能够提高学者的整体水平,不仅包括语言水平,还包括文化素养。由于目前对含数字习语的研究大部分集中在理论方面,实际应用方面还不是很多,所以,笔者应该更侧重于实例研究,同时结合数字文化的理论知识,从两方面对英汉语中含数字习语的翻译策略进行分析和总结,从而提高学者的语言水平。 二、研究的基本内容与拟解决的主要问题: (一)研究的基本内容 1.含数字习语的介绍 .数与数字习语的关系 .含数字习语的定义:回顾学者以往对含数字习语的研究,探讨他们提出的定义 2.含数字习语的文化因素 .中国数字的文化内涵 .西方数字的文化内涵 .英汉含数字习语的文化内涵差异分析 3.含数字习语的翻译理论 .含数字习语的直译法 .含数字习语的意译法 4.含数字习语的具体翻译策略 .含数字的汉语习语的英译探讨 .列举一些含数字的汉语习语,根据不同的习语特征运用不同的翻译方法 .含数字的英语习语的汉译探讨 .列举一些含数字的英语习语,根据不同的习语特征运用不同的翻译方法 5.结论 (二)拟解决的主要问题 习语是文化的积淀,是语言的精华。整个学习语言的过程都离不开对习语的学习。要想真正掌握对英汉语中含数字习语的翻译,首先就应该了解两种语言中的数字文化内涵,包括数字的特点及其在不同语境中的用法,译者必须努力提升自身的跨文化敏感度。其次,译者要跳出仅局限于了解数字语言与文化的关系,应该具体到在含数字习语中针对数字的文化根源和对比翻译进行探讨和研究,同时要注意语境对其翻译的影响。此外,学者要多积累英汉含数字的习语,多度相关读物,试着比较出英汉两种语言语中含数字习语的表达差异,探讨出可行的翻译策略。 三、研究的方法与技术路线: 1.研究的方法 1)参考文献法:对相关文献等理论依据进行详实地参考,为论文奠定坚实的理论基础。 2)比较与对照法:通过比较和对照,分析不同翻译方法对含数字习语翻译的优缺点。 3)理论思辨法:在现有理论基础上,针对现状做出自己的分析,提出适合本课题研究的理论框架。 4)调查法:调查不同的翻译方法所得出的不同译文对读者的接受度和欣赏效果。 5)归纳法:通过一系列的实例分析概括总结英汉含数字习语的翻译策略。 2. 技术路线 1)利用学校图书馆和网络资源,收集本课题研究的相关书籍、文献资料。 2)对搜集到的文献资料进行分类、分析、对比、归纳,提出自己的理论框架和解决问题的办法。 3)经常与导师联系和交流,接受导师的帮助和指导。 四、研究的总体安排与进度: 日期 毕业论文各阶段名称 备注 — 搜集相关资料、选题并完成开题报告。 — 认真撰写,完成论文初稿。 .— 完成论文二稿和三稿。开展中期检查 — 完成论文修改与定稿,将论文装订成册上交 — 审查验收,评阅教师给出成绩毕业论文答辩和成绩评定(含优秀论文的评定) 五、主要参考文献: Baker, Mona. In Other Words: A Course Book on Translation. Beijing: Foreign Language Teaching and Research Press, 2000. Fernando, Chitra. Idioms and Idiomaticity. Shanghai: Shanghai Foreign Language Education Press, (accessed November 14, 2011) Nida, Eugene A. Language and Culture-Contexts in Translating. Shanghai: Shanghai Foreign Language Education Press, 2001. 包惠南,《文化语境与语言翻译》。北京:中国对外翻译出版公司,2001。 常润芳,“英汉数字习语的文化根源及对比、翻译探析”,《河南大学学报》,1(2008):155。 陈琳霞,“英汉数字习语互译方法”,《浙江师大学报》,2(1998):66-69。 成昭伟,周丽红,《英语语言文化导论》。北京:国防工业出版社,2011。 李丽,王成,“英语数字习语的文化根源”,《西安欧亚学院学报》,4(2005):55-57。 刘明阁,《跨文化交际中汉英语言文化比较研究》。开封:河南大学出版社,2009。 骆世平,《英语习语研究》。上海:上海外语教育出版社,2005。 唐丽,“英汉数字习语翻译策略初探”,《南宁技术学院学报》,4(2008)88-90。 张镇华,《英语习语的文化内涵及其语用研究》。北京:外语教学与研究出版社2007。

A Contrastive Study between English and Chinese Idioms(题目:二号,黑体,加粗,居中,除了英语小词外,其他单词首字母都要大写;另外:除了题目外,论文中所有英文的字体均采用“Times New Roman”)(学院、专业、学号、作者姓名、指导教师姓名(小四号宋体字,加粗),依次排印在论文题目下,上空二行,居中)【Abstract】 This paper centers on the different expressions of …… (英文摘要:上空二行;题目采用五号“Times New Roman”字体,加粗,置于粗体方括号【】内,顶格放置;随后的内容与前面的粗体方括号【】之间空一格,不用其他任何标点符号;采用五号“Times New Roman”字体,不加粗;单倍行距。)【Key Words】 idiom; comparison; English; Chinese (英文关键词:题目采用五号“Times New Roman”字体,加粗,两个单词的首字母要大写,置于粗体方括号【】内,顶格放置;随后的内容与前面的粗体方括号【】之间空一格,不用任何其他标点符号,采用五号“Times New Roman”字体,不加粗,除了专有名词外,其他单词的首字母不大写,各单词之间用分号“;”隔开,分号之后空一格;最后一个关键词之后不用任何标点符号;单倍行距。)1. Introduction (顶格,除了第一个单词及专有名词外,其他单词首字母都不要大写;标题最后不用任何标点符号,上空两行)In both English and Chinese, …. So, this essay is trying to focus on the differences between Chinese and English idoms in terms of their essential meaning, customary usage and typical expression (Chang Liang, 1993:44; Li Guangling, 1999). (段落第一行缩进4个英文字符;夹注的标注法:出现在夹注中的作者必须与文后的参考文献形成一一对应关系;注意一个或多个作者间的标点符号,时间、页码等的标注法;另外,汉语参考文献的作者要以拼音形式出现,不能出现汉语姓氏;夹注出现在标点符号之前)2. The similarities between English idioms and Chinese idioms In English, …. And it can be clearly seen in the below examples:(1) I don’t know。我不知道。 (2) I am not a poet. 我不是诗人。 (正文中的例子以(1),(2)…为序号排列,直至最后一个例子;而①, ②…则为脚注或尾注的上标序号)3. The differences between English idioms and Chinese The characteristics of English idioms(正文章节序号编制:章的编号:1. ,2., 3.,…;节的编号:…,…;小节的编号为:, …。小节以下层次,采用希腊数字加括号为序,如(i),(ii)…;之后再采用字母加括号,如(a), (b),…;每章题目左顶格,小四号字,加粗;每节(及小节以下)题目左顶格,小四号字,不加粗但要斜体;所有章节的题目都单独一行,最后不加任何标点符号)….In conclusion, …. The characteristics of Chinese idioms….Feng (1998) found some problems as shown in the following examples (注意此句中夹注的另一种写法):(9) We never know the worth of water till the well is dry.(10) People take no thought of the value of time until they lose it.…. The analysis of the differences between English and Chinese idioms… (i) ….….(ii) ….…. 4. Conclusion….Bibliography (References) (小四号,加粗,后面不加任何标点符号) Sanved, ed. The Oxford book of American literary anecdotes[C]. New York: OUP, 1981.常亮,“关于英语的偏离否定”[J] 。《外国语文》,1993,4:44。 冯树健,“否定之否定新说”[J] 。《英语辅导》,1998,6:11。 李光陵,“不完全否定浅析” [J] 。《大学英语》,2000,30:30。 (论文最后的参考文献中所有文献的排列顺序:尾注:按照编号顺序。夹注:英文文献----网络文献----汉语文献,各个文献的先后以作者的姓氏字母或拼音为序,不用单独加序号或编号;每个参考文献的第二行起必须缩进4个英文字符;倍行距;另外,与文中的夹注一一对应;不同类型的参考文献写法请参照写作指南中附件2的内容)

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.

翻译专业本科论文开题报告

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.

本科翻译专业论文开题报告

1. 论文的开题报告怎么写 论文的开题报告怎么写 【开题报告怎么写啊?我的论文题目是《运用现代教育技术优化数学 有格式的,由于开题报告是用文字体现的论文总构想,因而篇幅不必过大,但要把计划研究的课题、如何研究、理论适用等主要问题说清楚,应包含两个部分:总述、提纲.1 总述开题报告的总述部分应首先提出选题,并简明扼要地说明该选题的目的、目前相关课题研究情况、理论适用、研究方法、必要的数据等等.2 提纲开题报告包含的论文提纲可以是粗线条的,是一个研究构想的基本框架.可采用整句式或整段式提纲形式.在开题阶段,提纲的目的是让人清楚论文的基本框架,没有必要像论文目录那样详细.3 参考文献开题报告中应包括相关参考文献的目录4 要求开题报告应有封面页,总页数应不少于4页.版面格式应符合以下规定.开 题 报 告 学 生:一、 选题意义 1、 理论意义 2、 现实意义 二、 论文综述 1、 理论的渊源及演进过程 2、 国外有关研究的综述 3、 国内研究的综述 4、 本人对以上综述的评价 三、论文提纲 前言、 一、1、2、3、··· ···二、1、2、3、··· ···三、1、2、3、结论 四、论文写作进度安排 毕业论文开题报告提纲一、开题报告封面:论文题目、系别、专业、年级、姓名、导师二、目的意义和国内外研究概况三、论文的理论依据、研究方法、研究内容四、研究条件和可能存在的问题五、预期的结果六、进度安排。 论文开题报告怎么写? 说实在的 现在我刚好也遇到这个问题 一、如何选择问题 我一直萦绕于怀的,是在写博士论文开题报告的一年多时间里,导师薛澜教授反复追问的一个问题:“你的 puzzle 是什么?”多少次我不假思索地回答“我的问题就是,中国的半导体产业为什么发展不起来。” 薛老师问题以其特有的储蓄,笑而不答。我在心中既恼火又懊丧:这么简单的道理,这么明显的答案,到底哪儿不对了?! 奥妙就在于提出问题的“层次”。不同于政策研究报告,学术文章聚集理论层面、解决理论问题。理论是由一系列前设和术语构造的逻辑体系。 特定领域的理论有其特定的概念、范畴和研究范式。只有在相同的概念、视角和范式下,理论才能够对话;只有通过对话,理论才能够发展。 极少有硕博论文是创造新理论的,能这样当然最好,但难度很大。我们多数是在既有理论的基础上加以发展,因此,在提出问题时,要以“内行”看得懂的术语和明确的逻辑来表述。 审视我最初提出的问题“中国半导体产业为什么发展不起来”,这仅仅是对现象的探询,而非有待求证的理论命题。我的理论命题是:“中国产业政策过程是精英主导的共识过程吗?”在这个命题中,“政策过程”、“精英政治”、“共识诉求”三个术语勾勒出研究的理论大体范围和视角。 简历下载 其次,选择问题是一个“剥笋”的过程。理论问题总是深深地隐藏在纷繁复杂的现实背后,而发现理论问题,则需要运用理论思维的能力。 理论思维的训练是一个长期积累的过程。不过初学者也不必望而却步,大体上可以分“三步走”:第一步,先划定一个“兴趣范围”,如半导体产业、信息产业、农村医疗、高等教育体制等,广泛浏览相关的媒体报道、 *** 文献和学术文章,找到其中的“症结”或“热点”。 第二步,总结以往的研究者大体从哪些理论视角来分析“症结”或“热点”、运用了哪些理论工具,如公共财政的视角、社会冲突范式等。第三步,考察问题的可研究性,也就是我们自己的研究空间和研究的可行性。 例如,西方的理论是否无法解释中国的问题?或者同一个问题能否用不同的理论来解释?或者理论本身的前提假设、逻辑推演是否存在缺陷?通过回答这些问题,我们找到自己研究的立足点。不过还要注意我们研究在规定的一到两年时间内,是否可能完成?资料获取是否可行?等等。 最后,如何陈述问题?陈述问题实质上就是凝练核心观点的过程。观点应当来自对现实问题的思考和总结,而不是为了套理论而“削足适”。 中国的政治、经济和社会发展充满动态的、丰富的景象,如何才能用恰当的术语、准确的逻辑表述出来呢?雄心勃勃的初学者往往提出宏伟的概念或框架,但我的建议是尽可能缩小研究范围、明确研究对象,从而理清对象的内存逻辑,保证能在有限的时间内完成规范的? 简历吧 术论文。如“中国半导体产业政策研究”就是一个非常含糊的陈述,我们可以从几个方面来收缩话题:( 1 )时间:从 1980 年到 2000 年;( 2 )对象: *** 的叛乱者和决策行为,而不是市场、企业、治理结构等;( 3 )视角:政治和 *** 理论中的精英研究;( 4 )案例: 908 工程、 909 工程、 13 号文件和《电子振兴》,这是发生在 1980 - 2000 年间半导体政策领域的两个重大工程和两个重要文件。 通过这样的明确界定,我们将目光集中在“政策过程”、“精英”、“共识”几个显而易见的概念上,问题也就水落石出了。同时,问题清楚了,我们在筛选信息和资料时也就有了明确的标准,在这个“信息冗余”的时代,能够大大提高研究效率。 二、 如何做文献综述 首先需要将“文献综述( Literature Review) ”与“背景描述 (Backupground Description) ”区分开来。我们在选择研究问题的时候,需要了解该问题产生的背景和来龙去脉,如“中国半导体产业的发展历程”、“国外 *** 发展半导体产业的政策和问题”等等,这些内容属于“背景描述”,关注的是现实层面的问题,严格讲不是“文献综述”,关注的是现实层面问题,严格讲不是“文献综述”。 “文献综述”是对学术观点和理论方法的整理。其次,文献综述是评论性的( Review 就是“评论”的意思),因此要带着作者本人批判的眼光 (critical thinking) 来归纳和评论文献,而不仅仅是相关领域学术研究的“堆砌”。 评论的主线,要按照问题展开,也就是说,别的学者是如何看待和解决你提出的问题的,他们的方法和理论是否有什么缺陷?要是别的学者已经很完美地解决了你提出的问题,那就没有重复研究的必要了。 简历 清楚了文献综述的意涵,现来说说怎么做文献综述。 虽说,尽可能广泛地收集资料是负责任的研究态度,但如果缺乏标准,就极易将人引入文献的泥沼。 技巧一:瞄准主流。 主流文献,如该领域的核心期刊、经典著作、专职部门的研究报告、重要化合物的观点和论述等,是做文献综述的“必修课”。而多数大众媒体上的相关报道或言论,虽然多少有点价值,但时间精力所限,可以从简。 怎样摸清该领域的主流呢?建议从以下几条途径入手:一是图书馆的中外学术期刊,找到一两篇“经典”的文章后“顺藤摸瓜”,留意它们的参考文献。 论文的开题报告怎么写啊? 开题报告主要包括以下几个方面: (一)论文名称 论文名称就是课题的名字 第一,名称要准确、规范。 准确就是论文的名称要把论文研究的问题是什么,研究的对象是什么交待清楚,论文的名称一定要和研究的内容相一致,不能太大,也不能太小,要准确地把你研究的对象、问题概括出来。 第二,名称要简洁,不能太长。 不管是论文或者课题,名称都不能太长,能不要的字就尽量不要,一般不要超过20个字。 (二) 论文研究的目的、意义 研究的目的、意义也就是为什么要研究、研究它有什么价值。 这一般可以先从现实需要方面去论述,指出现实当中存在这个问题,需要去研究,去解决,本论文的研究有什么实际作用,然后,再写论文的理论和学术价值。这些都要写得具体一点,有针对性一点,不能漫无边际地空喊口号。 主要内容包括:⑴ 研究的有关背景(课题的提出): 即根据什么、受什么启发而搞这项研究。 ⑵ 通过分析本地(校) 的教育教学实际,指出为什么要研究该课题,研究的价值,要解决的问题。 (三) 本论文国内外研究的历史和现状(文献综述)。 规范些应该有,如果是小课题可以省略。 一般包括:掌握其研究的广度、深度、已取得的成果;寻找有待进一步研究的问题,从而确定本课题研究的平台(起点)、研究的特色或突破点。 (四)论文研究的指导思想 指导思想就是在宏观上应坚持什么方向,符合什么要求等,这个方向或要求可以是哲学、政治理论,也可以是 *** 的教育发展规划,也可以是有关研究问题的指导性意见等。 (五) 论文写作的目标 论文写作的目标也就是课题最后要达到的具体目的,要解决哪些具体问题,也就是本论文研究要达到的预定目标:即本论文写作的目标定位,确定目标时要紧扣课题,用词要准确、精练、明了。 常见存在问题是:不写研究目标;目标扣题不紧;目标用词不准确; 目标定得过高, 对预定的目标没有进行研究或无法进行研究。 确定论文写作目标时,一方面要考虑课题本身的要求,另一方面要考率实际的工作条件与工作水平。 (六)论文的基本内容 研究内容要更具体、明确。 并且一个目标可能要通过几方面的研究内容来实现,他们不一定是一一对应的关系。大家在确定研究内容的时候,往往考虑的不是很具体,写出来的研究内容特别笼统、模糊,把写作的目的、意义当作研究内容。 基本内容一般包括:⑴对论文名称的界说。应尽可能明确三点:研究的对象、研究的问题、研究的方法。 ⑵本论文写作有关的理论、名词、术语、概念的界说。 (七)论文写作的方法 具体的写作方法可从下面选定: 观察法、调查法、实验法、经验总结法、 个案法、比较研究法、文献资料法等。 (八)论文写作的步骤 论文写作的步骤,也就是论文写作在时间和顺序上的安排。论文写作的步骤要充分考虑研究内容的相互关系和难易程度,一般情况下,都是从基础问题开始,分阶段进行,每个阶段从什么时间开始,至什么时间结束都要有规定。 课题研究的主要步骤和时间安排包括:整个研究拟分为哪几个阶段;各阶段的起止时间。 毕业论文开题报告怎样写?范文! 一、如何选择问题 我一起萦绕于怀的,是在写博士论文开题报告的一年多时间里,导师薛澜教授反复追问的一个问题:“你的 puzzle 是什么?”多少次我不假思索地回答“我的问题就是,中国的半导体产业为什么发展不起来。” 薛老师问题以其特有的储蓄,笑而不答。我在心中既恼火又懊丧:这么简单的道理,这么明显的答案,到底哪儿不对了?!奥妙就在于提出问题的“层次”。 不同于政策研究报告,学术文章聚集理论层面、解决理论问题。理论是由一系列前设和术语构造的逻辑体系。 特定领域的理论有其特定的概念、范畴和研究范式。只有在相同的概念、视角和范式下,理论才能够对话;只有通过对话,理论才能够发展。 极少有硕博论文是创造新理论的,能这样当然最好,但难度很大。我们多数是在既有理论的基础上加以发展,因此,在提出问题时,要以“内行”看得懂的术语和明确的逻辑来表述。 审视我最初提出的问题“中国半导体产业为什么发展不起来”,这仅仅是对现象的探询,而非有待求证的理论命题。我的理论命题是:“中国产业政策过程是精英主导的共识过程吗?”在这个命题中,“政策过程”、“精英政治”、“共识诉求”三个术语勾勒出研究的理论大体范围和视角。 其次,选择问题是一个“剥笋”的过程。理论问题总是深深地隐藏在纷繁复杂的现实背后,而发现理论问题,则需要运用理论思维的能力。 理论思维的训练是一个长期积累的过程。不过初学者也不必望而却步,大体上可以分“三步走”:第一步,先划定一个“兴趣范围”,如半导体产业、信息产业、农村医疗、高等教育体制等,广泛浏览相关的媒体报道、 *** 文献和学术文章,找到其中的“症结”或“热点”。 第二步,总结以往的研究者大体从哪些理论视角来分析“症结”或“热点”、运用了哪些理论工具,如公共财政的视角、社会冲突范式等。第三步,考察问题的可研究性,也就是我们自己的研究空间和研究的可行性。 例如,西方的理论是否无法解释中国的问题?或者同一个问题能否用不同的理论来解释?或者理论本身的前提假设、逻辑推演是否存在缺陷?通过回答这些问题,我们找到自己研究的立足点。不过还要注意我们研究在规定的一到两年时间内,是否可能完成?资料获取是否可行?等等。 最后,如何陈述问题?陈述问题实质上就是凝练核心观点的过程。观点应当来自对现实问题的思考和总结,而不是为了套理论而“削足适履”。 中国的政治、经济和社会发展充满动态的、丰富的景象,如何才能用恰当的术语、准确的逻辑表述出来呢?雄心勃勃的初学者往往提出宏伟的概念或框架,但我的建议是尽可能缩小研究范围、明确研究对象,从而理清对象的内存逻辑,保证能在有限的时间内完成规范的学 术论文。如“中国半导体产业政策研究”就是一个非常含糊的陈述,我们可以从几个方面来收缩话题:( 1 )时间:从 1980 年到 2000 年;( 2 )对象: *** 的叛乱者和决策行为,而不是市场、企业、治理结构等;( 3 )视角:政治和 *** 理论中的精英研究;( 4 )案例: 908 工程、 909 工程、 13 号文件和《电子振兴》,这是发生在 1980 - 2000 年间半导体政策领域的两个重大工程和两个重要文件。 通过这样的明确界定,我们将目光集中在“政策过程”、“精英”、“共识”几个显而易见的概念上,问题也就水落石出了。同时,问题清楚了,我们在筛选信息和资料时也就有了明确的标准,在这个“信息冗余”的时代,能够大大提高研究效率。 二、 如何做文献综述 首先需要将“文献综述( Literature Review) ”与“背景描述 (Backupground Description) ”区分开来。我们在选择研究问题的时候,需要了解该问题产生的背景和来龙去脉,如“中国半导体产业的发展历程”、“国外 *** 发展半导体产业的政策和问题”等等,这些内容属于“背景描述”,关注的是现实层面的问题,严格讲不是“文献综述”,关注的是现实层面问题,严格讲不是“文献综述”。 “文献综述”是对学术观点和理论方法的整理。其次,文献综述是评论性的( Review 就是“评论”的意思),因此要带着作者本人批判的眼光 (critical thinking) 来归纳和评论文献,而不仅仅是相关领域学术研究的“堆砌”。 评论的主线,要按照问题展开,也就是说,别的学者是如何看待和解决你提出的问题的,他们的方法和理论是否有什么缺陷?要是别的学者已经很完美地解决了你提出的问题,那就没有重复研究的必要了。清楚了文献综述的意涵,现来说说怎么做文献综述。 虽说,尽可能广泛地收集资料是负责任的研究态度,但如果缺乏标准,就极易将人引入文献的泥沼。技巧一:瞄准主流。 主流文献,如该领域的核心期刊、经典著作、专职部门的研究报告、重要化合物的观点和论述等,是做文献综述的“必修课”。而多数大众媒体上的相关报道或言论,虽然多少有点价值,但时间精力所限,可以从简。 怎样摸清该领域的主流呢?建议从以下几条途径入手:一是图书馆的中外学术期刊,找到一两篇“经典”的文章后“顺藤摸瓜”,留意它们的参考文献。质量较高的学术文章,通常是不会忽略该领域的主流、经典。

翻译专业开题报告

开题报告是毕业论文答辩委员会对学生答辩资格审查的一个重要依据材料。下面是我为大家收集整理的翻译专业开题报告,欢迎阅读。

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

选题的原因、基本内容:

英语成语(idiom)是英语的核心与精华。其内容丰富,寓意深刻,具有浓厚的感情色彩。如果能在文章、谈话或对外交往中,恰当地加以运用,会大大增加语言的表达能力,收到良好的效果。英语谚语是英语语言的'精华,是英国艺术宝库的瑰丽明珠。英语谚语的句式特点是句式简单,语言精炼,富于形象比喻,充满浓郁的民族色彩。学习和研究英语谚语有助于启迪思想,开拓视野,了解英国的历史文化、风土人情,以及英国人民的人生哲理,同时还可以学到生动活泼的大众语言。

本文通过比较英汉成语及谚语这两种语言的相似及不同之处,详细的介绍英语成语及谚语。第一部分主要从内容和形式两方面谈谈英语成语及谚语的基本特色;第二部分谈及英语成语及谚语的一般翻译方法和翻译时应该注意的一些问题。

相关资料收集情况:

陈亚光。小议英谚语和成语的创新。上海外国语学院学报,1983。

黄粉保。英汉成语翻译漫谈。云梦学刊,1999/2

顾雪梁。语成语英译探索。广州师范学院学报,1993/2。

张培基,喻云根,李宗杰,彭谟禹。《英汉翻译教程》。北京:中国外语教育出版社,xx/8

杨永和。英语谚语的修辞特点研究。重庆工学院学报,xx/3。

论文提纲:

thesis statemen:this essay discourse the features and translation of english

idioms and proverbs. and from the society culture to find out the basic different between chinese.

outline

ⅰ. introduction: for chinese students, english idioms and proverbs is a stumbling block. so the characteristics and translation of idioms and proverbs should be studied.

ⅱ. the characteristics of english idioms and proverbs

a. the characteristics of english idioms

1. simple but rich

2. harmonious phonology

3. vivid metaphor

b. the characteristics of english proverb

1. concise and clear

2. symmetrical sentence pattern

3. rich and varied rhetoric

ⅲ. the translation of english idioms and proverbs

a. the theories of translation

1. literal translation

2. free translation

3. mechanical application of the synonym chinese proverb

4. literal translation and free translation

b. the points of translation

1. the literal translation of proverbs prohibited

2. the translation of proverbs to keep the original text style

3. the translation of proverbs to notice the national characteristic

4. the translation of proverbs to notice the artistic characteristic

ⅳ. conclusion

指导教师意见:

指导教师签名:

年 月 日

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.

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