开题报告-英语小说题目汉译的原则与策略浅析.doc

开题报告-英语小说题目汉译的原则与策略浅析.doc CWL/JL/JWC/ZY012-02 论文(设计)题目:语境差异对广告翻译的影响 系(院): 外国语学院 专 业: 英语(商贸)方向 年级(班): 2006级 3班 学 号: 200620144072 姓 名: 黎春垚 指导教师: 陈艳华 2009年12月 30 日 重庆文理学院本科毕业论文(设计)开题报告 1.选题的目的和意义: As industrial revolution happens, the boards among countries became closer and closer. Human beings more frequently trade their unique goods and services from one country to another; it is no longer just a limitation that doing business in the domestic market; therefore, international marketing principle emerged. However, doing business in a country which has a completely different culture is not easy at all. According to definition of advertising, businessmen or businesswomen needs to understand what their target audiences need and want, and then they try their best to increase customers’ awareness based on their products positively, so that maximize profits for their particular entities. In fact, Chinese economy increased so rapidly in the last few years; therefore, it brings most of foreign organizations attentions up. Most of those aggressive organizations are western-culture based companies. They need to make or outsource marketing research in different field; history background, culture background and current logistic availabilities for Chinese market, etc. They had to make a positive imagine and win Chinese favor; therefore, they need to pay attention to taboo at a Chinese perspective. 2.国内外研究现状(文献综述): There are many scholars at home and abroad have made profound researches to the issue of the influence of the context difference in the translation of advertisement. for instance, in How to Look on the Translation of the Advertisement from the point of view of cross-culture Communication which is published on the Anhui University of sciences Paper, studies how to deal with the conflicts among different countries in the translation of advertisement. The Context in Translation, published by the Land-force Institution of Harbin Engineering University of Heilongjiang Province, expatiates the problems in translation from faithfulness, expressiveness, elegance, the alternative meaning and the lexical selection in the understanding and expression aspects. The on Advertising Culture published by the china Economy Press focus on the feature and outlines that translation of advertisement should be combined with context. Nevertheless, people seldom study from the point of context difference. The contemporary advertisements holds up rich culture value information. Their influence on the life style, thoughts and ideas of the contemporary people become stronger and stronger. In translation of advertisement, if the difference of the context perhaps lead to the things in advertisement can't be well presented, the result of the advertisement of translation cannot be good. Consequently, it is very important to study on the point of the influence of the context difference in the translation of advertisement. 1 3.选题研究的 内容 财务内部控制制度的内容财务内部控制制度的内容人员招聘与配置的内容项目成本控制的内容消防安全演练内容 : Cultural differences, political influences and religion are three major factors cause campaign logos cannot translate into another language exactly and adequately. For example, when Disneyland made their 1st move into Europe, they are not aware of both French culture and legitimate alcohol regulations; they tried to bring exactly same rules， which include drinking in their playground, from the State to Europe. However, most of Europeans are likely drink in outdoor and get hangovered. They are also not familiar with the French Alcohol Act, which are not allowed residents drink overnight in outdoor in order to avoid crime and etc. Therefore, Disneyland made a failure at 1973 due to lack of adaptation. As per the Disneyland failure, it became a scenario and rang a bell, shows how important marketing adaptation is in order to successfully gain market shares in an outland, to most of multination corporations. The content can be divided into two parts. In the first part, the author will analysis Advertisement influence development of an organization in the new market setting, and in the second part the author will explain how to translate an advertisement properly. 4.选题研究的技术路线、研究方法和要解决的主要问题: Researching Routes: The author accomplished this thesis by looking materials up Internet and resource centers, some of the references were borrowed from reference room of our department and the library. What’s more, some suggestions were given by my instructor and classmates. Researching Method: Data selection, comprehensive analysis, questionnaire Key issues: 1( the context, it can be divided into two aspects, one is the cultural traditions which refers to the masses in social life inherite the pattern of life .the other is the social regulation. which refers to regulations and restrictions the society has made during the process of communication. It includes discourse context, situational context and cultural context. Therefore, if one wants to choose the proper words in ads according to the appropriate context, one must have sufficient knowledge and understanding about the language culture and habits 2(advertising translation should follow the principle of correspondence in meaning and similar function AD should be short and easy to read, easy to attract consumers’ interests and the uniqueness of affection should be reflected in the target language. one may be in this kind of situation, there are many transliteration words in Chinese words or more homonym and apolysemous phenomenon, the advertisement translation for foreign words may added difficulty gradually. 2 5.研究与写作计划: From Nov. 2009to Dec. 2009 Collecting references and choosing the topic to write; From Dec. 2009 to Jan.2010 Reviewing literatures and researching the topic; From Jan. 2010 to Feb. 2010 Writing and make out the draft; From Feb.2010 to Mar. 2010 Editing draft and completing the final version ; From Mar. 29,2010 to April 9,2010 Making an preparation for replying to an accusation; From April 12, 2010 to April 23, 2010 To reply to an accusation. 6.参考文献: [1]Leech G. N.English in Advertising [M] .London Longman， 1996 [2]Bovée Courtland L.Contemporary Advertising [M] .Boston Richard D， 1989 [3]Wu Zhiming, Hu Zhiwei.Selection of English Advertisement Language [M] .Beijing Beijing University Press， 1999 [4]Yang Rongqi, Chen Yuhong.Appreciation of English Advertisement Style [M] .Wuhan Huazhong Science and Technical University Press， 1995 [5]陈新,陈俭,丁建宁.美国广告用语及图形设计[M] .南京江苏人民出版社， 1995 [6]罗刚,刘象愚.文化研究读本 [M] .北京中国社会科学出版社， 2000 [7]陆军.翻译中的语境 [D] .黑龙江哈尔滨 工程 路基工程安全技术交底工程项目施工成本控制工程量增项单年度零星工程技术标正投影法基本原理 大学， 2002 [8]贾玉新.跨文化交际学 [M] .上海上海外语教育出版社， 1997 [9]权循莲.从跨文化交际的角度看广告语的翻译[J] .安徽理工大学学报， 2005 [10]王建华,周明强,盛爱萍.现代汉语语境研究 [M] .杭州浙江大学出版社， 2002 [11]吴满意.广告文化 [M] .北京 中国经济出版社， 1995 [12]王彭善, 《如何使翻译本土化》,湖南学者出版社，1989 [13]贺国强, 《商务写作技巧》,大连理工大学出版社，2005 [14]张树瑶, 《广告语的应用》,西藏民族学院校刊,第20期，2009 7.指导教师意见: 签名: 年 月 日 3 8.开题审查小组意见: 教研室主任或组长签名: 年 月 日 说明:本表另行装订成册。 4