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- 目录
篇1:语言学论文开题报告
语言学论文开题报告
1、论文(设计)题目:近十年来网络流行语的语言学分析
2、选题目的和意义;
目前关于网络流行语的现象研究方兴未艾,已有不少专家学者对其进行了探讨。总体来看,研究者的定量研究多于定性分析;多从语言学,心理学,教育学和审美学的角度进行评析;对其产生的原因的认识比较全面;对其后果和影响的分析比较客观;提出的对策建议也比较理性和宽容。但也面临着一些问题和不足:对网络流行语的生成方式,使用情况等研究还不够深入和全面,有的网络流行语研究中缺少理论指导和方法论指导,还需要我们本着科学的态度进行认真、深入和细致的整理和研究。
选题目的:网络流行语作为流行语的一支,以独特的风格和迅猛地传播速度出现在人们的日常生活中,对它的研究也越来越受到关注。本文力求运用语言学的理论,对网络流行语进行归纳和总结,使网络流行语在规范中发展。
选题意义:希望通过研究,使我们对网络流行语有更加深刻的了解,同时针对网络流行语中出现的不规范问题提出一些建议,“取其精华,去其糟粕”,使网络流行语健康发展。逐步丰富和拓展网络流行语的研究领域,激发我们对网络流行语进一步的研究和探索。
3、与本课题相关的研究文献和理论观点综述:
1、研究文献:
[1]曹起.网络流行语的语音变异分析[J] .辽宁工学院学报,2006,8;32. [2]陈建伟.网络流行语研究[D].广西:广西大学,2008.
[3]陈一民.语言学层面的网络流行语解读[J] .中南林业科技大学学报,2008,11:96. [4]李润生.网络词汇的造词法探析[J] .江西教育学院学报,2003. [5]伍铁平.普通语言学概要[M].高等教育出版社,1993:180.
[6]陈勇力.网络时代的新“语言 ”[D] . 福建:福建师范大学,2003. [7]黄伯荣,廖序东.现代汉语[M].北京:高等教育出版社,2002;312. [8]叶蜚声,徐通锵.语言学纲要[M] . 北京:北京大学出版社,1997:29. [9]邓文彬.网络语言的定位与规范问题[J] .西南民族大学学报,2009-01.
2、理论观点综述:
网络流行语的研究是现代汉语语言研究中的一个热门话题。它具有和其他领域的流行语一样的基本属性,又具有独特语言学领域的特色。
关于网络流行语的问题,目前学术界有不同的界定标准。比如有的学者所言,“网络流行语的产生和发展变化都不以个体的`意志为转移, 是社会集体意志的产物”,这是从社会语言学的角度论述的;还有研究者从语言中的修辞角度进行解释,网络流行语的各级语言单位在修辞手段应用上呈现出许多独到的修辞特点:有的则是从审美观点出发,指出网络流行语适应时代发展,更加迫求文明、美感和高雅。综上所述,网络流行语作为一种新的语言形式,泛指在网络传播中所应用和触及到的一切语言,对人们的生活影响越来越大,同时也引起学者的重视。
本文主要是从网络流行语的概念和发展入手,借鉴先前研究学者的经验,在语言学的基础上更加全面的对网络流行语进行归纳和总结。
4.论文的进度安排:
1.20XX年3月围绕选题收集材料。
2.20XX年4月撰写初稿。
3.20XX年5月修改完成。
主要研究内容:
一、网络流行语的概述
(一)网络流行语的概念
(二)网络流行语的发展现状
二、网络流行语产生的原因
(一)语言的合作原则
(二)语言的经济原则
(三)语言符号的任意性原则
三、网络流行语的生成方式
(一)语音手段
1、出现大量的谐音词
2、同音法
(二)词汇手段
1、词语的缩略法
2、旧词新用
3、借词的大量增加
(1)音译词
(2)意译词
(3)音译兼意译
4、数字或字母代替汉语词语
5、方言词的运用
(三)语法手段
1、词序的变化
2、词类的发展
3、语法中的类推作用
(四)修辞手段
1、隐喻的大量使用
2、借代的运用
3、仿词的出现
四、网络流行语的来源
(一)来源于社会热点事件
(二)来源于网民自创
(三)来源于影视文学作品
(四)来源于春晚经典台词
五、网络流行语的 影响
(一)积极影响
(二)消极影响
完成论文的条件、方法及措施:
条件:借助学校图书馆查阅一些与论文相关的书籍、期刊等资料;通过互联网搜索有关的大量信息作为参考;论文指导教师的指导与帮助。
方法及措施:首先,掌握大量与网络流行语密切相关的专业知识;第二,通过图书馆及互联网查阅关于网络流行语的相关文献,并将所获得的资料进行整理,做好相关笔记;第三,在不同年龄段网民中间做一系列问卷调查,用来掌握网络流行语的实际使用情况,用以支撑论文观点;第四,在论文指导老师的引导和帮助下,对论文进行修改,使其在理论及应用上更加严谨;最后,整理归纳所有的资料及调查数据,经指导老师的审核后完成论文,然后将资料进行保存,作为以后学习和工作的资料。
篇2:语言学硕士论文开题报告
论文题目:目的论在英汉广告翻译上的'应用
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 1992, 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 1992:29-31)。 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 1995: 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2002: 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.
The translator should pay attention to avoid leading ambiguity and interpretingwithout real understanding; 2) social and cultural equivalence. Translation is to introduce foreign culture. Due to the restriction of cultural differences and languageform, there is rarely a pair of words between English and Chinese, so the social andcultural factors should be considered in the translation equivalence. Strong culturalcolor of idioms, allusions, such as proper nouns in the translation should be adjusted,translate its true meaning; 3) the stylistic equivalence. One of the translation task isto reproduce the original style and literary style, keep the spirit and the form of theoriginal (蒋磊 1994:38-41)。 By contrast, other equivalence theory researchers are morevalued function equivalence. They think advertising translation should be followedby the equivalent principle on the basis of functional equivalence, and notconstrained by the original text expression (苏淑惠 1996:51-56)。
Some researchers point out that the aesthetic factors play a significant role incommercial advertising. Studies show that if there are connotation aesthetics andlanguage aesthetics, the advertising will be successful. Connotation aestheticsinclude the beauty of artistic conception, image, emotion and culture; languageaesthetics include the beauty of concise, word, sentence, phonology and rhetoric. Sotranslation should reproduce the original beauty, and extend when necessary, makethe translation have the same publicity effect with the original text ( 汪文格1999:86-89)。 They think that successful advertising is art fused of aesthetics,linguistics and psychology. In cross-cultural communication, when the literalmeaning and aesthetic feeling of advertising conflicts, the translator should abandonform, and reproduce the aesthetic feeling to strengthen its charisma and allure,achieve communicative effect. So advertising translation should adhere to theprinciple of dialectical unification of loyal and creative, organic combination ofequivalent and aesthetics (唐艳芳 2003:112-116)。
Some researchers argue that advertising communication task restricts the choiceof language. Advertising style brings out concise and implicit characteristics.
Creative advertising language and translation should show the characteristics in theaspects of words, grammar, and rhetoric and culture psychology. Perform goodstheme accurately, make the audience psychological resonance and have a buyingdesire (谢建平2002:37-40)。
The doctrine is not opposed to each other. They were essentially complementedeach other and fusion of each other. If advertising translation cannot be promotional, it will not be adopted. David Ogilvy said that advertising is not a kind of art form. Hedidn't want to hear others praise his advertising how creative. He just hopes it canattract people to purchase goods (David Ogilvy 2003)。
Since the early 90s, discussion about advertising translation methods appearedin foreign language periodicals, such as Chinese Translation. Li Xiangde points outthat four words phrase translations from Chinese into English can adopt threemethods: Literal translation, free translation and rhetorical translation. Literaltranslation is a corresponding structure. Free translation makes a little ellipsis,supplemented or sequential adjustment with the original text. Rhetoric translationusing rhetoric methods to make advertising language more vivid and attractive toconsumers (李祥德 1990:13-16)。
Jiang Lei summed up that there are four ways of advertising translation. Theyare literal translation, liberal translation, modeling translation and translation. Literaltranslation refers to retain the original text characteristics from content to culture.
Free translation refers to keep content and abandon the translation form. Modelingtranslation directly uses ready-made advertising formulas which are corresponding tothe original form. Translation means in accordance with the target language habits,translate from the angle of view, the actual situation and image (蒋磊 1994:38-41)。
Yang Quan Hong's article in science and technology of China points out thatdue to the particularity of international advertising, the translation should be differentfrom the traditional translation. As the supplement of routine advertising translation,the author put forward interpretation translation, namely, in order to adapt to thedestination market, recreate in target language against its original shape.
Interpretation translation helps across barriers in worldwide advertising translation,and it is conducive to make full use of its advantages in language translation (杨全红2000:16-19)。
Meng Lin and Zhan Jinghui analyze the types of puns in advertising, namely,homophonic puns, semantic puns, grammatical puns and idioms or colloquialismspun. They put forward the five kinds of punning translation (孟琳、詹晶辉 2001:48-51)。
In advertising translation, trademark translation is an important part. In terms ofits principle, researchers are generally recognized that it should be concise and vividas. Brevity is intended to facilitate the recognition memory. Vividness is to keep the brand image, maintain consistency of the global image. Two points are decided bythe inherent requirement of trademark function. According to the principle ofaesthetics, Hu Kaibao and Chen Zai Quan point out that the trademark translationshould be having popular beauty, simple beauty, strange beauty, rhyme beauty andartistic conception. Making trademark translation has affinity, arouse consumersdream, enhance their desire (胡开宝、陈在权 2000:51-53)。
Li Kexing summarizes Hong Kong enterprise and brand name translationprinciples and methods, proposes that from the perspective of a large number ofestablished translation, translator pursues four principles: considering both of soundand meaning; transliteration; avoid using ordinary common words (because thetrademark translation takes ordinary vocabulary exacerbate Chinese phenomenon ofpolysemy, negative social communication); avoid cultural taboos.
Jiang Lei from the perspective of social pragmatics, in view of theChinese-English cultural differences caused by the pragmatic failures in trademarktranslation, Jiang Lei puts forward five pragmatic translation strategies: 1.Highlightthe expressive function of a trademark; Show the national culture and seize theassociative meaning; 3.Picked up the auspicious beg, cater to consumer psychology;4.Cut accurate market positioning and pursuit of new business concepts; 5.Payattention to the cultural empathy and conform to the aesthetic psychological (蒋磊2002:52-56)。 This paper is full of examples. Jiang emphasizes the importance ofbrand translation in the cross-cultural barriers.
3、参考文献
David Ogilvy,(2003),《奥格威谈广告》。北京:机械工业出版社。
Guidere, Mathieu. Translation Practices in International Advertising. TranslationJournal, 2001(5)Gutt, Ernst-August. (2001)。 Translation and Relevance-Cognition and Context.
Shanghai: Shanghai Foreign Language Educaiton Press.
Hurbin, Pieerr. (1972)。 Peut-on traduire la Langue de la Publicé (Can One Translatethe Language of Advertisement)。 Babel: International Journal of Translation.
Leech, Geoffrey. (1974)。 Semantics. London: Longman Group.
Munday, Jeremy. (2001)。 Introducing Translation Studies. London and New York: Routledge.
Nord, Christine. (2001)。 Translating as a Purposeful Activity. Shanghai ForeignLanguage Educaiton Press.
Reiss, Katharina. (2005)。 Translation Criticism: The Potentials & Limitations.Shanghai: Shanghai Foreign Language Educaiton Press.
Seguinot, Candace. (1995) Translation and Advertising: Going Global in CulturalFunctions of Translation. In Schaffner, C., Kelly-Holmes, H. (Eds.), CulturalFunctions of Translation. Multilingual Matters.
Smith, V. and C. Klein-Braley. (1997)。 Advertising: A five-stage strategy fortranslation. In C. Nord et al. (Eds), Translation as Intercultural Communication. Amsterdam: Benjamins.
4、论文提纲
Chapter One provides a brief background on the study. It introduces and explains the necessity of the study.
Chapter Two reviews relevant research related to advertising translation. Itintroduces the related research studies of advertising translation in China and west.
Chapter Three presents the theoretical framework which is the fundamentaltheoretical guidance of the thesis. It reviews the background and the development ofthe Skopos theory, and introduces three principles of the Skopos theory: the Skoposrule, the coherence rule and fidelity rule.
Chapter Four introduces gives a general introduction of advertising and majorlanguage features of English advertising.
Chapter Five expounds and proves the applicability of the Skopos theory toEnglish-Chinese advertising translation and explores specific translation strategies toEnglish-Chinese advertising translation under the guidance of the Skopos theory.
Chapter Six is conclusion of the entire thesis. Through the above analysis andresearch, this thesis concludes that on the basis of the Skopos theory,English-Chinese translation can be effectively guided. Meanwhile, the thesis alsopoints out the shortages of the study.
5、论文的理论依据、研究方法、研究内容
Skopos Theory
6、研究条件和可能存在的问题
there are some analyses or comments in the thesis which may not beprofound because of limitation of advertising knowledge and practical workingexperience in the advertising field. However, in the future, more efforts will be madeto probe into the topic of advertising translation.
7、预期的结果
Meanwhile, English advertising is different from other literary translation. English advertising has its particular purpose and unique rhetorical features. To makethe target readers or consumers feel the charm of the source text, and finally promotethe goal of sale, translator should use flexible translation according to the differentrhetoric characteristics.
篇3:语言学及应用语言学硕士论文开题报告
语言学及应用语言学硕士论文开题报告
论文题目:留学生汉语关系从句的习得过程研究
一、研究的目的与意义
汉语关系从句又叫关系小句、定语从句和形容词小句,如“我送朋友的一本书”里面“我送朋友的”视为关系从句,“一本书”是中心语,“的”是关系从句的标句词。本文根据方梅(2004)将这种小句称为关系从句。关系从句通常用于修饰名词。根据位于所修饰的名词的前后关系从句可分为两种类型,一种是前置关系从句,一种是后置关系从句,而汉语关系从句是典型的前置关系从句。长期以来,汉语关系从句的名称和定义比较模糊,其研究也是零散的,没有一个完整的体系。早期研究重在描写方面,如黎锦熙(1924)、吕叔湘(1979)、朱德熙(1980)等对汉语关系从句类型的划分。近期的关系从句研究,如沈阳(1994),引进空语类理论和题元理论解释了很多困扰语法学界的问题。但是现有研究解释问题的力度和广度不是很强。关于关系从句是否有移位以及是否具有限定性和非限定性之分,学界观点不一。在对外汉语教学研究中,汉语关系从句的习得研究还比较少。尽管有的学者就汉语关系从句的习得的难度和顺序提出了相关假设,但假设的可信度还有待讨论。关于汉语关系从句的习得过程和偏误分析还有很多值得研究的地方。总体说来,汉语关系从句的本体研究和习得研究都还处于发展阶段,比较零散,没有完整的体系。本文主要是在前人理论研究的基础上,首先从关系从句的本体研究入手,主要探讨其在句法语义层面的特点,如汉语关系从句可以分为哪些类型、是否存在移位以及有无限定性和非限定性问题。其次按级别搜集HSK动态作文语料库中外国学生的作文,并对安徽大学国际教育学院的留学生进行相关的实验调查,研究汉语关系从句习得的阶段性特征与发展规律,以便促进第二语言教学研究的深入发展。本文的研究主要有以下意义:
1.以生成语法的管辖约束理论为视角,着重于英、汉关系从句的不同点,比较全面系统地研究汉语关系从句的分类、句法移位与非移位、限定性与非限定性以及留学生习得各类型汉语关系从句的过程特点等问题。用具体的现代汉语语料来分析验证汉语关系从句的句法语义特征。
2.本文选取母语为英语、目的语为汉语的第二语言习得者作为观察研究的对象。通过对HSK动态作文语料库中的语料进行搜集整理分析,对安徽大学国际教育学院的留学生进行实验研究,从中发现汉语关系从句在第二语言成人习得中的特点和规律。
3.在汉语关系从句本体的研究和习得研究的基础上,利用已有的理论和实践知识去指导对外汉语关系从句的教学。
二、国内外发展趋势
1.汉语关系从句的传统研究
国内汉语关系从句的研究最早可以追溯到《马氏文通》,接着有黎锦熙、吕叔湘、朱德熙等学者的研究。他们是指“我送朋友的一本书”对关系从句进行了分类研究。黎锦熙(1924)把关系从句分为形容词的,内动词的,外动词的;并依据关系从句出现的不同位置将其分为三式:附在名词前,插在句中,添在句后。吕叔湘(1990)分为四类,即:有起词无止词的,有起词兼有止词而拿起词作端语的,拿止词做端语的,拿句子的补词作端语的。朱德熙(1981)以“的”字结构作为研究的出发点,提出了“潜主语”、“潜宾语”、“转指”和“自指”的概念。他认为“VP的”可以分为转指和自指,前者可以独立使用,即做主宾语;后者不能独立使用,即做定语。他认为决定转指的条件就是看“VP的”中“V”的主宾语是否被提取,即是否留下主宾语空位,主宾语被提取的“VP的”就是转指结构。此外,他还引进“向”的理论,提出了“歧义指数公式”即“p=n-m”。朱德熙先生的`研究成果使关系从句的研究向前迈进了一大步,但仍有一些语法现象是其理论所无法解释的。总体说来,早期关系从句的研究分类标准不一,也比较笼统。
2.生成语法下的汉语关系从句研究
随着乔姆斯基生成语法的传入,国内学者开始运用生成语法的研究成果来研究汉语关系从句。沈阳(1994)引进空语类理论和题元理论,概括出“VP的”专指结构的题元提取规则并提出了优先转指原则:显性主宾语空位>隐性题元空位>组合名词题元空位。同时他还讨论了“非独立转指‘VP 的’”结构问题,提出可以从关系从句的外部寻找句法限制。
关于汉语关系从句,学界有移位说和非移位说两个观点。移位说认为汉语关系从句有算子移动或中心名词提升。移位说可以分为三种类型,第一种是标准方案说;第二种是中心语提升说;第三种是折中分析说。Ning(1993)和Chiu(1993)等持标准方案说,认为关系从句是算子移动的结果,但由于汉语没有“who、which”等英语算子对应的词项,故汉语关系从句是零形式算子移动的结果。中心语提升说以黄正德(1982,1998)为代表,即汉语关系从句是中心语移动的结果。Aoun和Li(2003)采取折中办法,对有些关系从句采用算子移位分析,而有些采用中心语移位分析。陈宗利(2007)从生成语法角度探讨汉语从句的内部结构及其句法推导,认为汉语既要通过特征匹配来实现也要通过从句显性移位来实现。非移位说即汉语关系从句既没有算子移动也没有中心语提升。Roger Hawkins(1997)认为汉语的关系从句从不涉及移位,其中的空语类是空代词而不是语迹。杨彩艳(2008)认为汉语关系化中没有移动,与英语关系化的移动语迹相对应的是空代词。她提出了六个方面的特征具体论述了汉语关系从句是非移动的。杨彩艳(2013)讨论了英汉关系从句的合格条件,她认为英语关系从句的谓词是句法开放性谓词,是移位生成的;而汉语关系从句是句法非开放性谓词,是非移位生成的,但就具体的汉语关系从句是怎样生成的她并没有详细说明。
就汉语关系从句在句法和语义方面是否具有限定性(restrictive relative clause,简称RRC)和非限定性(non-restrictive relative clause,简称NRC)的区别,生成语法学界有不同看法。观点一,黄正德、吕叔湘等人认为在汉语关系从句中有限定性和非限定性的区别。Chao(1968:286-287)认为,RRC是关系从句先于指示词,发挥的是区别功能。如“戴眼镜的那位先生是谁”。NRC是指示词先于关系从句,发挥的是注释功能。如“那位戴眼镜的先生是谁”。Huang(1982/1998:42-48)认为RRC/NRC和数量词语都是中心语的修饰语或附加语。当NRC处于数量词语的辖域内,由指示词来决定整个名词短语的所指。然而当数量词语处于RRC的辖域内,则由RRC决定整个名词短语的所指。观点二,Del Gobbo(2003)认为所有的汉语关系从句在句法和语义上都只有限定性关系从句,且和英语的关系从句是一样的,不论在显性句法中还是隐性句法中始终是中心语的附加语。de Vries(2006)认为,NRC是中心语的同位语,所以它只能位于中心语之后,而汉语关系从句位于中心语前,所以不存在NRC。
3.关系从句的多角度研究
Keenan(1977)等人通过对五十多种语言的研究提出的一个名词短语可及性阶梯的假设,认为主语>直接宾语>间接宾语>介词宾语>属格宾语>比较宾语(这里“>”表示更容易被关系化)。不是所有语言的这些成分都能被关系化,也不是所有语言都有这些成分。唐正大(2007)提出指示词的位置与关系化对象的关系。指示词先于关系从句,即被称为关内式,关内式主要是对汉语话题或主语的关系化。若关系从句先于指示词,则是关外式,主要是对宾语的关系化。文旭、刘润清(2006)则对“关系化”作出了解释,提出关系化的产物就是关系小句或者形容词性小句并提出以往的研究只注重结构,却忽视了语义、语用、认知等因素。他试图从认知语用的角度探讨汉语关系小句的限定性与非限定性问题,并将汉语关系小句分为限定性与非限定性小句。李大勤(2001)研究汉语关系化对话题化的影响。屈承熹(2005)指出汉语关系从句在句法上没有RRC与NRC的区别,而在语义上有此区别。他认为指示词和关系从句的语序与RRC-NRC区别无关。RRC-NRC语义上的区别是因为“这”或“那”的区别所致,与关系从句本身的句法性质无关。“那”既可表示有定,又可做指示词。当“那”做指示词时,关系从句作NRC解读,当“那”表示有定时,关系从句作RRC解读;“这”只能做指示词,故关系从句只能作NRC解读。文旭、刘润清(2006)认为语义上的RRC和NRC的区别取决于说话人在心理上赋予关系从句什么样的功能,如果一个关系从句具有附带说明功能,那它就作NRC解读,反之即作RRC解读。王远国(2011)提出了汉语可关系化的名词性成分和汉语所采用的关系化策略,即空缺策略和代词保留策略;并从汉语传统的“定心结构”中分离出汉语关系从句。刘丹青(2005)从跨方言的角度去研究汉语关系从句的标记词。蒋仁萍(2007)对交际动因在汉语关系从句中的运用做了描述。徐赳赳(2008)对汉语关系从句做了语法和篇章的分析,讨论了关系从句的结构、位置以及修饰成分的问题等。
4.汉语关系从句的第二语言习得研究
马志刚(2012)从类型学角度调查母语不同的学习者习得汉语关系从句中心语参数重新设定的情况,指出影响二语语法构建的因素既有母语类型学特征和自然语言共享的句法挽救手段也有学习者对目标所持的心理距离。戴运财(2010)就二语习得中的英汉关系从句习得进行了对比研究并从关系从句的中心词位置出发考察汉语关系从句的习得难度。研究结果包括:(1)汉语关系从句的习得难度顺序不符合以英语习得为基础的关系从句的习得理论假设,这是由加工策略和目的语的类型差异共同作用的结果。(2)中心词位置对汉语关系从句的习得没有产生显著的影响。(3)关系从句的类型对习得的影响是显著的。(4)中心词位置还与关系从句的类型交互作用影响二语习得。以上现象主要是由关系从句的加工策略与汉语关系从句的句法结构两个因素共同作用的结果。杨素英(2008)从汉语关系从句习得的角度提出了“零代词许可等级假设”,认为汉语关系从句的空位就是零代词,而且零代词的习得要比占位代词习得简单得多。张强和杨亦鸣(2010)利用事件相关电位技术考察了汉语主语位置的主语关系从句和宾语关系从句的加工过程,得出汉语关系从句表现出宾语关系从句的加工优势,其原因是汉语与印欧系语言在关系从句和中心语相对位置上的差异。刘涛、周统权和杨亦鸣(2011)通过对汉语关系从句的研究并依据ERP研究的相关证据得出汉语关系从句表现出主语关系从句的加工优势。冯丽萍和王亚琼(2013)对汉语关系从句的加工难度及其影响因素进行了实验研究,结果发现:在理解和产生任务中,宾语关系从句的加工难度均小于主语关系从句,表现出了同汉语母语者一样的宾语从句加工优势。
从以上学者的研究成果可以看出,汉语关系从句的研究还是比较零散的,具体的像关系从句的概念、类型,关系从句的句法是否涉及移位以及关系从句在语义上有无限定性都没有一致的观点。第二语言习得方面,研究者们偏重对主语关系从句与宾语关系从句的加工难度的实验研究以及对汉语关系从句的中心语习得难度顺序的考察。而就汉语关系从句的第二语言习得过程研究这方面并不充分。具体说来,有待研究的有:汉语关系从句标记有哪些;汉语关系从句是否涉及移位;句法语义上是否具有限定性和非限定性的区别;留学生习得各种类型的关系从句过程特点以及关系从句中显性代词和空代词的习得研究。此外将利用SPSS软件对留学生汉语关系从句的习得数据进行分析整理,从而更准确地揭示留学生汉语关系从句的习得特点。总而言之,还有很多问题需要我们进一步研究。
三、主要内容
首先,本文在国内外学者关于汉语关系从句研究的基础上,从生成语法理论观点出发研究汉语关系从句的句法语义特点,就汉语关系从句的类型、标记以及关系化等相关问题展开探讨。
其次,本文将通过对HSK动态作文语料库中母语为英语的考生作文进行搜集整理分析,并对母语为英语,目的语为汉语的留学生进行试验研究,试图发现汉语不同关系从句的习得过程与特点以及关系从句中的显性代词和空代词的习得特点,探讨留学生在汉语关系从句的习得过程中所出现的问题是否完全受母语迁移的影响以及其它可能性的影响因素。
最后,提出一系列行之有效的汉语关系从句的教学方法,为对外汉语教学提供理论支撑。
第一章 引言
1.1选题缘由和研究意义
1.2研究综述
1.2.1汉语关系从句的传统研究
1.2.2生成语法汉语关系从句研究
1.2.2.1移位与非移位说
1.2.2.2限定性与非限定性
1.2.3汉语关系从句的第二语言习得研究
1.2.4汉语关系从句的多视角研究
1.3研究目标、研究内容、研究方法
第二章 现代汉语关系从句
2.1汉语关系从句的定义
2.2汉语关系从句的关系化
2.2.1关系化的定义和产物
2.2.2关系化标记
2.2.3关系化策略
2.2.3.1代词保留策略
2.2.3.2空代词策略
2.3 汉语关系从句的分布情况
2.3.1主语关系从句的结构语义特点
2.3.2宾语关系从句的结构语义特点
2.3.2.1直接宾语关系从句
2.3.2.2间接宾语关系从句
2.3.2.3介词宾语关系从句
2.3.2.4比较宾语关系从句
2.3.3领属语关系从句的结构语义特点
2.4关系从句的显性代词的分布情况
2.5关系从句的空代词的分布情况
第三章 汉语关系从句习得的语料调查与分析
3.1调查的目的
3.2调查的对象及语料收集办法
3.3调查结果与分析
3.3.1主语关系从句、宾语关系从句和领属语关系从句的使用和偏误情况
3.3.2关系从句显性代词的使用和偏误情况
3.3.3关系从句空代词的使用和偏误情况
3.3.4调查结果的分析讨论
第四章 汉语关系从句习得的实验研究
4.1目的:主语关系从句、宾语关系从句和领属语关系从句的习得特征
4.2设计:问卷调查
4.3被试:安徽大学国际教育学院中级班、高级班留学生
4.4材料:问卷
4.5施测程序
4.6结果
4.7讨论
第五章 汉语关系从句教学
5.1汉语关系从句的教材现状及编写对策
5.2汉语关系从句课堂教学现状和教学对策
第六章 结语
6.1本文的结论
6.2研究的不足
6.3进一步研究的设想
四、研究方法
1.现代汉语语料统计分析
本文将以生成语法的约束管辖理论为指导,通过对北京大学CCL语料库中五万字现代汉语语料的考察,统计分析出现汉语关系从句的主要类型,对汉语关系从句的现象做全面的分析,为下面的习得研究打下基础。
2.HSK动态作文语料库语料统计分析
本文试图通过搜集北京语言大学HSK动态作文语料库中的50-100篇原始语料统计分析母语为英语的学生汉语关系从句习得的阶段性特征与发展规律,如果需要更多的语料补充,再从安徽大学国际教育学院的学生作业中搜集。现在仅做一个小范围的调查研究以证明研究的可行性。从中选取了母语背景为英语的作文31篇。经过整理,我们采用其中31条有效例句作为对比分析的参考样本,这31条例句分别来自31篇作文。在考察中发现,证书等级基本都是无证和C证,无证有11条有效例句,C证有9条有效例句,A证有5条,B证有6条。我们把无证暂定为习得的零起点水平阶段,C证暂定为习得的初级水平阶段,B证暂定为习得的中级阶段,A证暂定为习得高级阶段。这次小范围的调查结果如下图所示:
表1 关系从句的分布情况
证书级别 A证 B证 C证 无证 总计
个数 5个 6个 9个 11个 31个
表2主语关系从句和宾语关系从句的分布情况
证书级别 A证 B证 C证 无证
主语关系从句 1条 3条 4条 7条
宾语关系从句 4条 3条 3条 6条
总计 5条 6条 7条 13条
3.实验研究
主要的想法是对母语为英语的留学生发放问卷调查,进行纸笔测试。要求被试在无教师指导的条件下,阅读调查表中的20道改错题和选择题。问卷包括被测试者个人信息部分和题目部分,并采用统计学SPSS软件分析调查结果,以期得到完整全面的结论。以下是部分样题:
姓名(name):
国籍(nationality):
母语(native language):
学习汉语多长时间(Length of time that you have learnt Chinese):
汉语水平(Chinese level):
一、改错题。下面的汉语短语和句子可能有错误,请在你认为是错的句子后面进行改正。
1.它在街上乱跑的野狗。( )
2.你比他高一点的那个小伙子。( )
3.我送妈妈的那个礼物。( )
4.他姐是我女朋友的那个男孩。( )
5.学生替他理发的老人。( )
6.我送一本书的那个朋友。( )
二、选择题。请在下面4个可能的答案中,选择一个你认为最合适的句子,答案填在后面( )中
1.元旦晚会上,同学们玩得都很高兴。 受到了很多老师的表扬。( )
A.她跳舞好看的同学
B那个跳舞好看的同学
2.体育课上, 跑得很快。( )
A.那个人比我个子高的
B.那个比我高一头的人
3.商场里,小明告诉朋友:“ 在那里。”( )
A.他姐是我女朋友的那个男孩。
B.姐姐是我女朋友的那个男孩。
4.放假了,同学们要告别了。玛丽对杰夫说:“ 已经回家了。”( )
A.我最想念他的同学
B.我最想念他的那个同学
5.我最喜欢的是 。( )
A.那个送过我一本书的男生。
B.那个男生送给我一本书。
6.大学生小文一直乐于助人,同学都知道 已经80岁了。( )
A.小文替他理发的那个老人
B.小文替老人理发的他
五、研究进度
1.开题阶段:20XX年12月至20XX年3月19日。收集相关资料,思考写作方法,撰写开题报告。
2.初期阶段:20XX年4月至20XX年7月,对学生进行调查问卷及试题测试。
3.中期阶段:20XX年7月至20XX年1月,对调查问卷及测试题进行数据统计与分析,于7月底前撰写并提交论文初稿。
4.完成阶段:20XX年2月至20XX年3月,根据指导老师的修改意见反复修改,并在3月底前提交论文定稿。
主要参考文献:
[1]Aoun, J. & Li, Y.-H. A. Essays on the Representational and Derivational Nature of Grammar: the Diversity of WH-constructions [M].Cambridge: MIT Press, 2003.
[2]Chao, Y. R. A Grammar of Spoken Chinese [M].Berkeley: University of California Press,1968.
[3]Chiu, B. The Inflectional structure of Mandarin Chinese[D].Ph.D.Dissertation.Los Angeles: University of Carlifornia.1993.
[4]Del Gobbo. F. Appositive at the Interface[D].Ph.D. Dissertation. University of California at the Irvine.
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篇4:语言学专业硕士论文开题报告
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 1992, 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 1992:29-31)。 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 1995: 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2002: 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.
The translator should pay attention to avoid leading ambiguity and interpretingwithout real understanding; 2) social and cultural equivalence. Translation is to introduce foreign culture. Due to the restriction of cultural differences and languageform, there is rarely a pair of words between English and Chinese, so the social andcultural factors should be considered in the translation equivalence. Strong culturalcolor of idioms, allusions, such as proper nouns in the translation should be adjusted,translate its true meaning; 3) the stylistic equivalence. One of the translation task isto reproduce the original style and literary style, keep the spirit and the form of theoriginal (蒋磊 1994:38-41)。 By contrast, other equivalence theory researchers are morevalued function equivalence. They think advertising translation should be followedby the equivalent principle on the basis of functional equivalence, and notconstrained by the original text expression (苏淑惠 1996:51-56)。
Some researchers point out that the aesthetic factors play a significant role incommercial advertising. Studies show that if there are connotation aesthetics andlanguage aesthetics, the advertising will be successful. Connotation aestheticsinclude the beauty of artistic conception, image, emotion and culture; languageaesthetics include the beauty of concise, word, sentence, phonology and rhetoric. Sotranslation should reproduce the original beauty, and extend when necessary, makethe translation have the same publicity effect with the original text ( 汪文格1999:86-89)。 They think that successful advertising is art fused of aesthetics,linguistics and psychology. In cross-cultural communication, when the literalmeaning and aesthetic feeling of advertising conflicts, the translator should abandonform, and reproduce the aesthetic feeling to strengthen its charisma and allure,achieve communicative effect. So advertising translation should adhere to theprinciple of dialectical unification of loyal and creative, organic combination ofequivalent and aesthetics (唐艳芳 2003:112-116)。
Some researchers argue that advertising communication task restricts the choiceof language. Advertising style brings out concise and implicit characteristics.
Creative advertising language and translation should show the characteristics in theaspects of words, grammar, and rhetoric and culture psychology. Perform goodstheme accurately, make the audience psychological resonance and have a buyingdesire (谢建平2002:37-40)。
The doctrine is not opposed to each other. They were essentially complementedeach other and fusion of each other. If advertising translation cannot be promotional, it will not be adopted. David Ogilvy said that advertising is not a kind of art form. Hedidn't want to hear others praise his advertising how creative. He just hopes it canattract people to purchase goods (David Ogilvy 2003)。
Since the early 90s, discussion about advertising translation methods appearedin foreign language periodicals, such as Chinese Translation. Li Xiangde points outthat four words phrase translations from Chinese into English can adopt threemethods: Literal translation, free translation and rhetorical translation. Literaltranslation is a corresponding structure. Free translation makes a little ellipsis,supplemented or sequential adjustment with the original text. Rhetoric translationusing rhetoric methods to make advertising language more vivid and attractive toconsumers (李祥德 1990:13-16)。
篇5:语言学类硕士论文开题报告
语言学类硕士论文开题报告
开题报告的内容一般包括:题目、理论依据(毕业论文选题的目的与意义、国内外研究现状)、研究方案(研究目标、研究内容、研究方法、研究过程、拟解决的关键问题及创新点)、条件分析(仪器设备、协作单位及分工、人员配置)、课题负责人、起止时间、报告提纲等。下面给大家分享一个模板,大家可以更直观的看到论文开题报告的样子。希望这份论文开题报告对你有所帮助。
论文题目:********翻译上的应用
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 1992, 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 1992:29-31)。 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 1995: 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2002: 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.
The translator should pay attention to avoid leading ambiguity and interpretingwithout real understanding; 2) social and cultural equivalence. Translation is to introduce foreign culture. Due to the restriction of cultural differences and languageform, there is rarely a pair of words between English and Chinese, so the social andcultural factors should be considered in the translation equivalence. Strong culturalcolor of idioms, allusions, such as proper nouns in the translation should be adjusted,translate its true meaning; 3) the stylistic equivalence. One of the translation task isto reproduce the original style and literary style, keep the spirit and the form of theoriginal (蒋磊 1994:38-41)。 By contrast, other equivalence theory researchers are morevalued function equivalence. They think advertising translation should be followedby the equivalent principle on the basis of functional equivalence, and notconstrained by the original text expression (苏淑惠 1996:51-56)。
Some researchers point out that the aesthetic factors play a significant role incommercial advertising. Studies show that if there are connotation aesthetics andlanguage aesthetics, the advertising will be successful. Connotation aestheticsinclude the beauty of artistic conception, image, emotion and culture; languageaesthetics include the beauty of concise, word, sentence, phonology and rhetoric. Sotranslation should reproduce the original beauty, and extend when necessary, makethe translation have the same publicity effect with the original text ( 汪文格1999:86-89)。 They think that successful advertising is art fused of aesthetics,linguistics and psychology. In cross-cultural communication, when the literalmeaning and aesthetic feeling of advertising conflicts, the translator should abandonform, and reproduce the aesthetic feeling to strengthen its charisma and allure,achieve communicative effect. So advertising translation should adhere to theprinciple of dialectical unification of loyal and creative, organic combination ofequivalent and aesthetics (唐艳芳 2003:112-116)。
Some researchers argue that advertising communication task restricts the choiceof language. Advertising style brings out concise and implicit characteristics.
Creative advertising language and translation should show the characteristics in theaspects of words, grammar, and rhetoric and culture psychology. Perform goodstheme accurately, make the audience psychological resonance and have a buyingdesire (谢建平2002:37-40)。
The doctrine is not opposed to each other. They were essentially complementedeach other and fusion of each other. If advertising translation cannot be promotional, it will not be adopted. David Ogilvy said that advertising is not a kind of art form. Hedidn't want to hear others praise his advertising how creative. He just hopes it canattract people to purchase goods (David Ogilvy 2003)。
Since the early 90s, discussion about advertising translation methods appearedin foreign language periodicals, such as Chinese Translation. Li Xiangde points outthat four words phrase translations from Chinese into English can adopt threemethods: Literal translation, free translation and rhetorical translation. Literaltranslation is a corresponding structure. Free translation makes a little ellipsis,supplemented or sequential adjustment with the original text. Rhetoric translationusing rhetoric methods to make advertising language more vivid and attractive toconsumers (李祥德 1990:13-16)。
Jiang Lei summed up that there are four ways of advertising translation. Theyare literal translation, liberal translation, modeling translation and translation. Literaltranslation refers to retain the original text characteristics from content to culture.
Free translation refers to keep content and abandon the translation form. Modelingtranslation directly uses ready-made advertising formulas which are corresponding tothe original form. Translation means in accordance with the target language habits,translate from the angle of view, the actual situation and image (蒋磊 1994:38-41)。
Yang Quan Hong's article in science and technology of China points out thatdue to the particularity of international advertising, the translation should be differentfrom the traditional translation. As the supplement of routine advertising translation,the author put forward interpretation translation, namely, in order to adapt to thedestination market, recreate in target language against its original shape.
Interpretation translation helps across barriers in worldwide advertising translation,and it is conducive to make full use of its advantages in language translation (杨全红2000:16-19)。
Meng Lin and Zhan Jinghui analyze the types of puns in advertising, namely,homophonic puns, semantic puns, grammatical puns and idioms or colloquialismspun. They put forward the five kinds of punning translation (孟琳、詹晶辉 2001:48-51)。
In advertising translation, trademark translation is an important part. In terms ofits principle, researchers are generally recognized that it should be concise and vividas. Brevity is intended to facilitate the recognition memory. Vividness is to keep the brand image, maintain consistency of the global image. Two points are decided bythe inherent requirement of trademark function. According to the principle ofaesthetics, Hu Kaibao and Chen Zai Quan point out that the trademark translationshould be having popular beauty, simple beauty, strange beauty, rhyme beauty andartistic conception. Making trademark translation has affinity, arouse consumersdream, enhance their desire (胡开宝、陈在权 2000:51-53)。
Li Kexing summarizes Hong Kong enterprise and brand name translationprinciples and methods, proposes that from the perspective of a large number ofestablished translation, translator pursues four principles: considering both of soundand meaning; transliteration; avoid using ordinary common words (because thetrademark translation takes ordinary vocabulary exacerbate Chinese phenomenon ofpolysemy, negative social communication); avoid cultural taboos.
Jiang Lei from the perspective of social pragmatics, in view of theChinese-English cultural differences caused by the pragmatic failures in trademarktranslation, Jiang Lei puts forward five pragmatic translation strategies: 1.Highlightthe expressive function of a trademark; Show the national culture and seize theassociative meaning; 3.Picked up the auspicious beg, cater to consumer psychology;4.Cut accurate market positioning and pursuit of new business concepts; 5.Payattention to the cultural empathy and conform to the aesthetic psychological (蒋磊2002:52-56)。 This paper is full of examples. Jiang emphasizes the importance ofbrand translation in the cross-cultural barriers.
3、参考文献
David Ogilvy,(2003),《奥格威谈广告》。北京:机械工业出版社。
Guidere, Mathieu. Translation Practices in International Advertising. TranslationJournal, 2001(5)Gutt, Ernst-August. (2001)。 Translation and Relevance-Cognition and Context.
Shanghai: Shanghai Foreign Language Educaiton Press.
Hurbin, Pieerr. (1972)。 Peut-on traduire la Langue de la Publicé (Can One Translatethe Language of Advertisement)。 Babel: International Journal of Translation.
Leech, Geoffrey. (1974)。 Semantics. London: Longman Group.
Munday, Jeremy. (2001)。 Introducing Translation Studies. London and New York: Routledge.
Nord, Christine. (2001)。 Translating as a Purposeful Activity. Shanghai ForeignLanguage Educaiton Press.
Reiss, Katharina. (2005)。 Translation Criticism: The Potentials & Limitations.Shanghai: Shanghai Foreign Language Educaiton Press.
Seguinot, Candace. (1995) Translation and Advertising: Going Global in CulturalFunctions of Translation. In Schaffner, C., Kelly-Holmes, H. (Eds.), CulturalFunctions of Translation. Multilingual Matters.
Smith, V. and C. Klein-Braley. (1997)。 Advertising: A five-stage strategy fortranslation. In C. Nord et al. (Eds), Translation as Intercultural Communication. Amsterdam: Benjamins.
Samovar, Larry A. Richard E. Porter and Lisa A. Stefani. (2007)。 CommunicationBetween Culture 3rded. Beijing: Foreign Language Teaching and ResearchPress.
Schiffman, Leon G. and Kanuk, Leslie Lazar. (2001)。 Consumer Behavior. Beijing:Tsinghua University Press.
Hance J. Vemeer. (2004)。 Skopos and Commission in Translational Action. In Venuti,L. The Translation Studies Reader. (pp.227-238)。 New York and London:Routledge.
曹顺发,(2002),广告用语的翻译,《中国科技翻译》,第 1 期,第 43-45页。
丁树德,(1995),产品广告的英译应简洁,《中国翻译》,第 5 期,第 44-45页。
郭可,(1992),英语新闻与广告写作,《外国语(上海外国语大学学报)》,第 2 期,第 59-66 页。
胡开宝、陈在权,(2000),商标名称的`美学特征与英语商品名称的翻译,《中国翻译》,第 5 期,第 51-53 页。
蒋磊,(1994),谈商业广告的翻译,《中国翻译》,第 5 期,第 40-43 页。
蒋磊,(2002),文化差异与商标翻译的语用失误,《中国科技翻译》,第 3期,第 52-56 页。
黎凡,(1992),谈广告翻译的变通,《中国翻译》,第 2 期,第 29-31 页。
李克兴,(2010),《广告翻译理论与实践》。北京:北京大学出版社。
李祥德,(1990),广告中四字词组的英译法,《中国翻译》,第 3 期,第 13-16页。
孟琳、詹晶辉,(2001),英语广告中双关语的运用技巧及翻译,《中国翻译》,第 5 期,第 49-52 页。
苏淑惠,(1996),广告英语的文体功能和翻译标准,《外国语(上海外国语大学学报)》,第 2 期,第 51-56 页。
唐艳芳,(2003),谈广告翻译的美学策略,《浙江师范大学学报(社会科学版)》,第 2 期,第 112-116 页。
汪文格,(1999),谈商业文字翻译中美的再现与拓展,《湖南大学学报(社会科学版),第 S1 期,第 87-90 页。
王贞霞,(2013),论广告英语的翻译技巧,《郑州航空工业管理学院学报(社会科学版)》,第 32 卷第 4 期,第 123-125 页。
谢建平,(2002),含蓄--广告语言创意及翻译中的特色标记,《中国科技翻译》,第 2 期,第 37-40 页。
杨全红,(2000),译者,绎也--试探国际广告的非常规翻译法,《中国科技翻译》,第 1 期,第 18-21 页。
张沉香,(2007),功能目的理论与应用翻译研究。长沙:湖南师范大学出版社。
赵静, (1993),广告英语。北京:外语教学与研究出版社。
4、论文提纲
Chapter One provides a brief background on the study. It introduces and explains the necessity of the study.
Chapter Two reviews relevant research related to advertising translation. Itintroduces the related research studies of advertising translation in China and west.
Chapter Three presents the theoretical framework which is the fundamentaltheoretical guidance of the thesis. It reviews the background and the development ofthe Skopos theory, and introduces three principles of the Skopos theory: the Skoposrule, the coherence rule and fidelity rule.
Chapter Four introduces gives a general introduction of advertising and majorlanguage features of English advertising.
Chapter Five expounds and proves the applicability of the Skopos theory toEnglish-Chinese advertising translation and explores specific translation strategies toEnglish-Chinese advertising translation under the guidance of the Skopos theory.
Chapter Six is conclusion of the entire thesis. Through the above analysis andresearch, this thesis concludes that on the basis of the Skopos theory,English-Chinese translation can be effectively guided. Meanwhile, the thesis alsopoints out the shortages of the study.
5、论文的理论依据、研究方法、研究内容
Skopos Theory
6、研究条件和可能存在的问题
there are some analyses or comments in the thesis which may not beprofound because of limitation of advertising knowledge and practical workingexperience in the advertising field. However, in the future, more efforts will be madeto probe into the topic of advertising translation.
7、预期的结果
Meanwhile, English advertising is different from other literary translation. English advertising has its particular purpose and unique rhetorical features. To makethe target readers or consumers feel the charm of the source text, and finally promotethe goal of sale, translator should use flexible translation according to the differentrhetoric characteristics.
8、论文写作进度安排(略)
篇6:语言学类硕士论文开题报告
语言学类硕士论文开题报告范例
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 1992, 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 1992:29-31)。 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 1995: 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2002: 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.
The translator should pay attention to avoid leading ambiguity and interpretingwithout real understanding; 2) social and cultural equivalence. Translation is to introduce foreign culture. Due to the restriction of cultural differences and languageform, there is rarely a pair of words between English and Chinese, so the social andcultural factors should be considered in the translation equivalence. Strong culturalcolor of idioms, allusions, such as proper nouns in the translation should be adjusted,translate its true meaning; 3) the stylistic equivalence. One of the translation task isto reproduce the original style and literary style, keep the spirit and the form of theoriginal (蒋磊 1994:38-41)。 By contrast, other equivalence theory researchers are morevalued function equivalence. They think advertising translation should be followedby the equivalent principle on the basis of functional equivalence, and notconstrained by the original text expression (苏淑惠 1996:51-56)。
Some researchers point out that the aesthetic factors play a significant role incommercial advertising. Studies show that if there are connotation aesthetics andlanguage aesthetics, the advertising will be successful. Connotation aestheticsinclude the beauty of artistic conception, image, emotion and culture; languageaesthetics include the beauty of concise, word, sentence, phonology and rhetoric. Sotranslation should reproduce the original beauty, and extend when necessary, makethe translation have the same publicity effect with the original text ( 汪文格1999:86-89)。 They think that successful advertising is art fused of aesthetics,linguistics and psychology. In cross-cultural communication, when the literalmeaning and aesthetic feeling of advertising conflicts, the translator should abandonform, and reproduce the aesthetic feeling to strengthen its charisma and allure,achieve communicative effect. So advertising translation should adhere to theprinciple of dialectical unification of loyal and creative, organic combination ofequivalent and aesthetics (唐艳芳 2003:112-116)。
Some researchers argue that advertising communication task restricts the choiceof language. Advertising style brings out concise and implicit characteristics.
Creative advertising language and translation should show the characteristics in theaspects of words, grammar, and rhetoric and culture psychology. Perform goodstheme accurately, make the audience psychological resonance and have a buyingdesire (谢建平2002:37-40)。
The doctrine is not opposed to each other. They were essentially complementedeach other and fusion of each other. If advertising translation cannot be promotional, it will not be adopted. David Ogilvy said that advertising is not a kind of art form. Hedidn't want to hear others praise his advertising how creative. He just hopes it canattract people to purchase goods (David Ogilvy 2003)。
Since the early 90s, discussion about advertising translation methods appearedin foreign language periodicals, such as Chinese Translation. Li Xiangde points outthat four words phrase translations from Chinese into English can adopt threemethods: Literal translation, free translation and rhetorical translation. Literaltranslation is a corresponding structure. Free translation makes a little ellipsis,supplemented or sequential adjustment with the original text. Rhetoric translationusing rhetoric methods to make advertising language more vivid and attractive toconsumers (李祥德 1990:13-16)。
Jiang Lei summed up that there are four ways of advertising translation. Theyare literal translation, liberal translation, modeling translation and translation. Literaltranslation refers to retain the original text characteristics from content to culture.
Free translation refers to keep content and abandon the translation form. Modelingtranslation directly uses ready-made advertising formulas which are corresponding tothe original form. Translation means in accordance with the target language habits,translate from the angle of view, the actual situation and image (蒋磊 1994:38-41)。
Yang Quan Hong's article in science and technology of China points out thatdue to the particularity of international advertising, the translation should be differentfrom the traditional translation. As the supplement of routine advertising translation,the author put forward interpretation translation, namely, in order to adapt to thedestination market, recreate in target language against its original shape.
Interpretation translation helps across barriers in worldwide advertising translation,and it is conducive to make full use of its advantages in language translation (杨全红2000:16-19)。
Meng Lin and Zhan Jinghui analyze the types of puns in advertising, namely,homophonic puns, semantic puns, grammatical puns and idioms or colloquialismspun. They put forward the five kinds of punning translation (孟琳、詹晶辉 2001:48-51)。
In advertising translation, trademark translation is an important part. In terms ofits principle, researchers are generally recognized that it should be concise and vividas. Brevity is intended to facilitate the recognition memory. Vividness is to keep the brand image, maintain consistency of the global image. Two points are decided bythe inherent requirement of trademark function. According to the principle ofaesthetics, Hu Kaibao and Chen Zai Quan point out that the trademark translationshould be having popular beauty, simple beauty, strange beauty, rhyme beauty andartistic conception. Making trademark translation has affinity, arouse consumersdream, enhance their desire (胡开宝、陈在权 2000:51-53)。
Li Kexing summarizes Hong Kong enterprise and brand name translationprinciples and methods, proposes that from the perspective of a large number ofestablished translation, translator pursues four principles: considering both of soundand meaning; transliteration; avoid using ordinary common words (because thetrademark translation takes ordinary vocabulary exacerbate Chinese phenomenon ofpolysemy, negative social communication); avoid cultural taboos.
Jiang Lei from the perspective of social pragmatics, in view of theChinese-English cultural differences caused by the pragmatic failures in trademarktranslation, Jiang Lei puts forward five pragmatic translation strategies: 1.Highlightthe expressive function of a trademark; Show the national culture and seize theassociative meaning; 3.Picked up the auspicious beg, cater to consumer psychology;4.Cut accurate market positioning and pursuit of new business concepts; 5.Payattention to the cultural empathy and conform to the aesthetic psychological (蒋磊2002:52-56)。 This paper is full of examples. Jiang emphasizes the importance ofbrand translation in the cross-cultural barriers.
3、参考文献
David Ogilvy,(2003),《奥格威谈广告》。北京:机械工业出版社。
Guidere, Mathieu. Translation Practices in International Advertising. TranslationJournal, 2001(5)Gutt, Ernst-August. (2001)。 Translation and Relevance-Cognition and Context.
Shanghai: Shanghai Foreign Language Educaiton Press.
Hurbin, Pieerr. (1972)。 Peut-on traduire la Langue de la Publicé (Can One Translatethe Language of Advertisement)。 Babel: International Journal of Translation.
Leech, Geoffrey. (1974)。 Semantics. London: Longman Group.
Munday, Jeremy. (2001)。 Introducing Translation Studies. London and New York: Routledge.
Nord, Christine. (2001)。 Translating as a Purposeful Activity. Shanghai ForeignLanguage Educaiton Press.
Reiss, Katharina. (2005)。 Translation Criticism: The Potentials & Limitations.Shanghai: Shanghai Foreign Language Educaiton Press.
Seguinot, Candace. (1995) Translation and Advertising: Going Global in CulturalFunctions of Translation. In Schaffner, C., Kelly-Holmes, H. (Eds.), CulturalFunctions of Translation. Multilingual Matters.
Smith, V. and C. Klein-Braley. (1997)。 Advertising: A five-stage strategy fortranslation. In C. Nord et al. (Eds), Translation as Intercultural Communication. Amsterdam: Benjamins.
Samovar, Larry A. Richard E. Porter and Lisa A. Stefani. (2007)。 CommunicationBetween Culture 3rded. Beijing: Foreign Language Teaching and ResearchPress.
Schiffman, Leon G. and Kanuk, Leslie Lazar. (2001)。 Consumer Behavior. Beijing:Tsinghua University Press.
Hance J. Vemeer. (2004)。 Skopos and Commission in Translational Action. In Venuti,L. The Translation Studies Reader. (pp.227-238)。 New York and London:Routledge.
曹顺发,(2002),广告用语的翻译,《中国科技翻译》,第 1 期,第 43-45页。
丁树德,(1995),产品广告的英译应简洁,《中国翻译》,第 5 期,第 44-45页。
郭可,(1992),英语新闻与广告写作,《外国语(上海外国语大学学报)》,第 2 期,第 59-66 页。
胡开宝、陈在权,(2000),商标名称的美学特征与英语商品名称的翻译,《中国翻译》,第 5 期,第 51-53 页。
蒋磊,(1994),谈商业广告的翻译,《中国翻译》,第 5 期,第 40-43 页。
蒋磊,(2002),文化差异与商标翻译的语用失误,《中国科技翻译》,第 3期,第 52-56 页。
黎凡,(1992),谈广告翻译的'变通,《中国翻译》,第 2 期,第 29-31 页。
李克兴,(2010),《广告翻译理论与实践》。北京:北京大学出版社。
李祥德,(1990),广告中四字词组的英译法,《中国翻译》,第 3 期,第 13-16页。
孟琳、詹晶辉,(2001),英语广告中双关语的运用技巧及翻译,《中国翻译》,第 5 期,第 49-52 页。
苏淑惠,(1996),广告英语的文体功能和翻译标准,《外国语(上海外国语大学学报)》,第 2 期,第 51-56 页。
唐艳芳,(2003),谈广告翻译的美学策略,《浙江师范大学学报(社会科学版)》,第 2 期,第 112-116 页。
汪文格,(1999),谈商业文字翻译中美的再现与拓展,《湖南大学学报(社会科学版),第 S1 期,第 87-90 页。
王贞霞,(2013),论广告英语的翻译技巧,《郑州航空工业管理学院学报(社会科学版)》,第 32 卷第 4 期,第 123-125 页。
谢建平,(2002),含蓄--广告语言创意及翻译中的特色标记,《中国科技翻译》,第 2 期,第 37-40 页。
杨全红,(2000),译者,绎也--试探国际广告的非常规翻译法,《中国科技翻译》,第 1 期,第 18-21 页。
张沉香,(2007),功能目的理论与应用翻译研究。长沙:湖南师范大学出版社。
赵静, (1993),广告英语。北京:外语教学与研究出版社。
4、论文提纲
Chapter One provides a brief background on the study. It introduces and explains the necessity of the study.
Chapter Two reviews relevant research related to advertising translation. Itintroduces the related research studies of advertising translation in China and west.
Chapter Three presents the theoretical framework which is the fundamentaltheoretical guidance of the thesis. It reviews the background and the development ofthe Skopos theory, and introduces three principles of the Skopos theory: the Skoposrule, the coherence rule and fidelity rule.
Chapter Four introduces gives a general introduction of advertising and majorlanguage features of English advertising.
Chapter Five expounds and proves the applicability of the Skopos theory toEnglish-Chinese advertising translation and explores specific translation strategies toEnglish-Chinese advertising translation under the guidance of the Skopos theory.
Chapter Six is conclusion of the entire thesis. Through the above analysis andresearch, this thesis concludes that on the basis of the Skopos theory,English-Chinese translation can be effectively guided. Meanwhile, the thesis alsopoints out the shortages of the study.
5、论文的理论依据、研究方法、研究内容
Skopos Theory
6、研究条件和可能存在的问题
there are some analyses or comments in the thesis which may not beprofound because of limitation of advertising knowledge and practical workingexperience in the advertising field. However, in the future, more efforts will be madeto probe into the topic of advertising translation.
7、预期的结果
Meanwhile, English advertising is different from other literary translation. English advertising has its particular purpose and unique rhetorical features. To makethe target readers or consumers feel the charm of the source text, and finally promotethe goal of sale, translator should use flexible translation according to the differentrhetoric characteristics.
8、论文写作进度安排
(一)准备阶段
1.20XX年12月10日至20XX年1月8日,查阅收集文献资料,确定论题,准备开题报告。
2.20XX年1月9日至2月17日,进一步修正研究目标、内容和方法,完成开题报告。
3.20XX年1月18日至3月1日,进一步查阅文献,在网上开展问卷调查,收集资料,为论文写作做准备。
(二)写作阶段
1.20XX年3月2日至3月9日,整理文献资料和数据。
2.20XX年3月10日至3月31日,撰写论文初稿。
3.20XX年4月1日至4月21日,提交论文初稿,并根据指导教师意见修改论文初稿和二、三稿。
4.20XX年4月22日至4月25日,论文定稿、打印、送审,准备论文答辩。
(三)答辩阶段
论文答辩的具体时间由系确定。
篇7:语言学翻译方向硕士论文开题报告
语言学翻译方向硕士论文开题报告
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 textlanguage 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 1992 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 1992:29-31)。 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 compactstrengthen 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 1995: 42-43)。 Cao Shunfa also takes a large number of examples of bothEnglish-Chinese translation two aspects show that based on the principle of simplethe 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2002: 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.
The translator should pay attention to avoid leading ambiguity and interpretingwithout real understanding; 2) social and cultural equivalence. Translation is to introduce foreign culture. Due to the restriction of cultural differences and languageform there is rarely a pair of words between English and Chinese so the social andcultural factors should be considered in the translation equivalence. Strong culturalcolor of idioms allusions such as proper nouns in the translation should be adjustedtranslate its true meaning; 3) the stylistic equivalence. One of the translation task isto reproduce the original style and literary style keep the spirit and the form of theoriginal (蒋磊 1994:38-41)。 By contrast other equivalence theory researchers are morevalued function equivalence. They think advertising translation should be followedby the equivalent principle on the basis of functional equivalence and notconstrained by the original text expression (苏淑惠 1996:51-56)。
Some researchers point out that the aesthetic factors play a significant role incommercial advertising. Studies show that if there are connotation aesthetics andlanguage aesthetics the advertising will be successful. Connotation aestheticsinclude the beauty of artistic conception image emotion and culture; languageaesthetics include the beauty of concise word sentence phonology and rhetoric. Sotranslation should reproduce the original beauty and extend when necessary makethe translation have the same publicity effect with the original text ( 汪文格1999:86-89)。 They think that successful advertising is art fused of aestheticslinguistics and psychology. In cross-cultural communication when the literalmeaning and aesthetic feeling of advertising conflicts the translator should abandonform and reproduce the aesthetic feeling to strengthen its charisma and allureachieve communicative effect. So advertising translation should adhere to theprinciple of dialectical unification of loyal and creative organic combination ofequivalent and aesthetics (唐艳芳 2003:112-116)。
Some researchers argue that advertising communication task restricts the choiceof language. Advertising style brings out concise and implicit characteristics.
Creative advertising language and translation should show the characteristics in theaspects of words grammar and rhetoric and culture psychology. Perform goodstheme accurately make the audience psychological resonance and have a buyingdesire (谢建平2002:37-40)。
The doctrine is not opposed to each other. They were essentially complementedeach other and fusion of each other. If advertising translation cannot be promotional it will not be adopted. David Ogilvy said that advertising is not a kind of art form. Hedidn't want to hear others praise his advertising how creative. He just hopes it canattract people to purchase goods (David Ogilvy 2003)。
Since the early 90s discussion about advertising translation methods appearedin foreign language periodicals such as Chinese Translation. Li Xiangde points outthat four words phrase translations from Chinese into English can adopt threemethods: Literal translation free translation and rhetorical translation. Literaltranslation is a corresponding structure. Free translation makes a little ellipsissupplemented or sequential adjustment with the original text. Rhetoric translationusing rhetoric methods to make advertising language more vivid and attractive toconsumers (李祥德 1990:13-16)。
Jiang Lei summed up that there are four ways of advertising translation. Theyare literal translation liberal translation modeling translation and translation. Literaltranslation refers to retain the original text characteristics from content to culture.
Free translation refers to keep content and abandon the translation form. Modelingtranslation directly uses ready-made advertising formulas which are corresponding tothe original form. Translation means in accordance with the target language habitstranslate from the angle of view the actual situation and image (蒋磊 1994:38-41)。
Yang Quan Hong's article in science and technology of China points out thatdue to the particularity of international advertising the translation should be differentfrom the traditional translation. As the supplement of routine advertising translationthe author put forward interpretation translation namely in order to adapt to thedestination market recreate in target language against its original shape.
Interpretation translation helps across barriers in worldwide advertising translationand it is conducive to make full use of its advantages in language translation (杨全红2000:16-19)。
Meng Lin and Zhan Jinghui analyze the types of puns in advertising namelyhomophonic puns semantic puns grammatical puns and idioms or colloquialismspun. They put forward the five kinds of punning translation (孟琳、詹晶辉 2001:48-51)。
In advertising translation trademark translation is an important part. In terms ofits principle researchers are generally recognized that it should be concise and vividas. Brevity is intended to facilitate the recognition memory. Vividness is to keep the brand image maintain consistency of the global image. Two points are decided bythe inherent requirement of trademark function. According to the principle ofaesthetics Hu Kaibao and Chen Zai Quan point out that the trademark translationshould be having popular beauty simple beauty strange beauty rhyme beauty andartistic conception. Making trademark translation has affinity arouse consumersdream enhance their desire (胡开宝、陈在权 2000:51-53)。
Li Kexing summarizes Hong Kong enterprise and brand name translationprinciples and methods proposes that from the perspective of a large number ofestablished translation translator pursues four principles: considering both of soundand meaning; transliteration; avoid using ordinary common words (because thetrademark translation takes ordinary vocabulary exacerbate Chinese phenomenon ofpolysemy negative social communication); avoid cultural taboos.
Jiang Lei from the perspective of social pragmatics in view of theChinese-English cultural differences caused by the pragmatic failures in trademarktranslation Jiang Lei puts forward five pragmatic translation strategies: 1.Highlightthe expressive function of a trademark; Show the national culture and seize theassociative meaning; 3.Picked up the auspicious beg cater to consumer psychology;4.Cut accurate market positioning and pursuit of new business concepts; 5.Payattention to the cultural empathy and conform to the aesthetic psychological (蒋磊2002:52-56)。 This paper is full of examples. Jiang emphasizes the importance ofbrand translation in the cross-cultural barriers.
3、参考文献
David Ogilvy(2003),《奥格威谈广告》。北京:机械工业出版社。
Guidere Mathieu. Translation Practices in International Advertising. TranslationJournal 2001(5)Gutt Ernst-August. (2001)。 Translation and Relevance-Cognition and Context.
Shanghai: Shanghai Foreign Language Educaiton Press.
Hurbin Pieerr. (1972)。 Peut-on traduire la Langue de la Publicé (Can One Translatethe Language of Advertisement)。 Babel: International Journal of Translation.
Leech Geoffrey. (1974)。 Semantics. London: Longman Group.
Munday Jeremy. (2001)。 Introducing Translation Studies. London and New York: Routledge.
Nord Christine. (2001)。 Translating as a Purposeful Activity. Shanghai ForeignLanguage Educaiton Press.
Reiss Katharina. (2005)。 Translation Criticism: The Potentials Limitations.Shanghai: Shanghai Foreign Language Educaiton Press.
Seguinot Candace. (1995) Translation and Advertising: Going Global in CulturalFunctions of Translation. In Schaffner C. Kelly-Holmes H. (Eds.), CulturalFunctions of Translation. Multilingual Matters.
Smith V. and C. Klein-Braley. (1997)。 Advertising: A five-stage strategy fortranslation. In C. Nord et al. (Eds), Translation as Intercultural Communication. Amsterdam: Benjamins.
Samovar Larry A. Richard E. Porter and Lisa A. Stefani. (2007)。 CommunicationBetween Culture 3rded. Beijing: Foreign Language Teaching and ResearchPress.
Schiffman Leon G. and Kanuk Leslie Lazar. (2001)。 Consumer Behavior. Beijing:Tsinghua University Press.
Hance J. Vemeer. (2004)。 Skopos and Commission in Translational Action. In VenutiL. The Translation Studies Reader. (pp.227-238)。 New York and London:Routledge.
曹顺发,(2002),广告用语的翻译,《中国科技翻译》,第 1 期,第 43-45页。
丁树德,(1995),产品广告的英译应简洁,《中国翻译》,第 5 期,第 44-45页。
郭可,(1992),英语新闻与广告写作,《外国语(上海外国语大学学报)》,第 2 期,第 59-66 页。
胡开宝、陈在权,(2000),商标名称的美学特征与英语商品名称的翻译,《中国翻译》,第 5 期,第 51-53 页。
蒋磊,(1994),谈商业广告的翻译,《中国翻译》,第 5 期,第 40-43 页。
蒋磊,(2002),文化差异与商标翻译的语用失误,《中国科技翻译》,第 3期,第 52-56 页。
黎凡,(1992),谈广告翻译的变通,《中国翻译》,第 2 期,第 29-31 页。
李克兴,(2010),《广告翻译理论与实践》。北京:北京大学出版社。
李祥德,(1990),广告中四字词组的`英译法,《中国翻译》,第 3 期,第 13-16页。
孟琳、詹晶辉,(2001),英语广告中双关语的运用技巧及翻译,《中国翻译》,第 5 期,第 49-52 页。
苏淑惠,(1996),广告英语的文体功能和翻译标准,《外国语(上海外国语大学学报)》,第 2 期,第 51-56 页。
唐艳芳,(2003),谈广告翻译的美学策略,《浙江师范大学学报(社会科学版)》,第 2 期,第 112-116 页。
汪文格,(1999),谈商业文字翻译中美的再现与拓展,《湖南大学学报(社会科学版),第 S1 期,第 87-90 页。
王贞霞,(2013),论广告英语的翻译技巧,《郑州航空工业管理学院学报(社会科学版)》,第 32 卷第 4 期,第 123-125 页。
谢建平,(2002),含蓄--广告语言创意及翻译中的特色标记,《中国科技翻译》,第 2 期,第 37-40 页。
杨全红,(2000),译者,绎也--试探国际广告的非常规翻译法,《中国科技翻译》,第 1 期,第 18-21 页。
张沉香,(2007),功能目的理论与应用翻译研究。长沙:湖南师范大学出版社。
赵静, (1993),广告英语。北京:外语教学与研究出版社。
4、论文提纲
Chapter One provides a brief background on the study. It introduces and explains the necessity of the study.
Chapter Two reviews relevant research related to advertising translation. Itintroduces the related research studies of advertising translation in China and west.
Chapter Three presents the theoretical framework which is the fundamentaltheoretical guidance of the thesis. It reviews the background and the development ofthe Skopos theory and introduces three principles of the Skopos theory: the Skoposrule the coherence rule and fidelity rule.
Chapter Four introduces gives a general introduction of advertising and majorlanguage features of English advertising.
Chapter Five expounds and proves the applicability of the Skopos theory toEnglish-Chinese advertising translation and explores specific translation strategies toEnglish-Chinese advertising translation under the guidance of the Skopos theory.
Chapter Six is conclusion of the entire thesis. Through the above analysis andresearch this thesis concludes that on the basis of the Skopos theoryEnglish-Chinese translation can be effectively guided. Meanwhile the thesis alsopoints out the shortages of the study.
5、论文的理论依据、研究方法、研究内容
Skopos Theory
6、研究条件和可能存在的问题
there are some analyses or comments in the thesis which may not beprofound because of limitation of advertising knowledge and practical workingexperience in the advertising field. However in the future more efforts will be madeto probe into the topic of advertising translation.
7、预期的结果
Meanwhile English advertising is different from other literary translation. English advertising has its particular purpose and unique rhetorical features. To makethe target readers or consumers feel the charm of the source text and finally promotethe goal of sale translator should use flexible translation according to the differentrhetoric characteristics.
8、论文写作进度安排(略)
篇8:英语开题报告
Function and Application of Descriptive Translation Studies
1 Introduction
The intention of this study is to explore possible advantages of Descriptive Translation Studies as in its application in translation practice and translation analysis.
Since early 20th century, translation studies gradually broke away from the marginal status within other related disciplines and established itself as an empirical science. From then on, schools of thought have kept coming out and each claims its legitimacy for existence. Among these schools is Descriptive Translation Studies (DTS).
DTS approaches translation from an empirical perspective. Translation is viewed to be a social activity having significant importance in the receiving culture and for the target community. Therefore, translation is dealt with beyond the linguistic realization and language comparison, and is incorporated in social and cultural context.
My attention was first directed to DTS by its peculiar characteristic of observation, description and explanation. The subject is whatever happens in translation practice, from the determination of prospective function of translation to the process of translator’s choice of strategies, brainstorming and the revision, to the final product making appearance in the target community.
The method of DTS is basically descriptive. The prescriptive tendency and the problem-solution pattern is abandoned. Translation phenomena are noted down. With accumulated data, some underlying truths about translation will come out which will prove to be instructive not only for theoretical probe but also for applied translation practice. I will apply this descriptive method in the case study of this thesis.
A convenient tool has been set up to conduct DTS. “Norm” is operative at every stage of description and explanation. Function, process and product and their r
elationship as well are skeletal structure of what constitute descriptive studies. Translation phenomena are accounted for with the help of norm.
The case taken in this thesis is the Chinese classic The Dream of Red Mansions. Two English versions translated respectively by Yang Hsien-yi and David Hawks are compared and observations are made in regard to their translation approaches.
In this regard, my observations are limited to several aspects, I hope in-depth observation and explanation will done in light of DTS.
2 Outline
2.1 Development and major concepts of DTS
In this part I will describe Holms’ basic map of DTS and the relationship between function, process and product. I will also discuss some important concepts such as pseudo-translation, multiple translation, translationese, norm etc.
2.2 Methodolgy
I will in this part discuss the methodology of DTS before I apply the same to the case study in this thesis with emphasis to be placed on semiotic approach and the concept norm.
2.3 DTS in contrast to other theories
A contrast study will be conducted here with the objective to find the difference of DTS from other theories such as equivalence theory and the Chinese Xin Da Ya criteria. Some advantage will possibly be shown in this study.
2.4 Case study
In this part, translation of The Dream of Red Mansions (also translated as The Story of The Stone) will be under investigation in light of DTS. Translation samples to be quoted here will be selected at random.
2.5 Conclusion
Based on the above elaboration of DTS and the case study, possible conclusion will be on the advantage of DTS in specific study of translation. Suggestions on further research efforts will be made also.
(Note: While the topic will remain the same, the above arrangement of contents is subject to change in the process of writing.)
It is therefore pointless to try to make TC more scientific than is sensible in view of its complex subject-matter and available methods. Translating is a mental, multi-factorial activity which cannot exhaustively be investigated within a linguistic framework ignoring the person of the translator.”(Wilss, 1982: 217)
篇9:英语开题报告
英语开题报告
Function and Application of Descriptive Translation Studies
1Introduction
The intention of this study is to explore possible advantages of Descriptive Translation Studies as in its application in translation practice and translation analysis.
Since early20th century, translation studies gradually broke away from the marginal status within other related disciplines and established itself as an empirical science. From then on, schools of thought have kept coming out and each claims its legitimacy for existence. Among these schools is Descriptive Translation Studies (DTS).
DTS approaches translation from an empirical perspective. Translation is viewed to be a social activity having significant importance in the receiving culture and for the target community. Therefore, translation is dealt with beyond the linguistic realization and language comparison, and is incorporated in social and cultural context.
My attention was first directed to DTS by its peculiar characteristic of observation, description and explanation. The subject is whatever happens in translation practice, from the determination of prospective function of translation to the process of translator’s choice of strategies, brainstorming and the revision, to the final product making appearance in the target community.
The method of DTS is basically descriptive. The prescriptive tendency and the problem-solution pattern is abandoned. Translation phenomena are noted down. With accumulated data, some underlying truths about translation will come out which will prove to be instructive not only for theoretical probe but also for applied translation practice. I will apply this descriptive method in the case study of this thesis.
A convenient tool has been set up to conduct DTS. “Norm” is operative at every stage of description and explanation. Function, process and product and their r
elationship as well are skeletal structure of what constitute descriptive studies. Translation phenomena are accounted for with the help of norm.
The case taken in this thesis is the Chinese classic The Dream of Red Mansions. Two English versions translated respectively by Yang Hsien-yi and David Hawks are compared and observations are made in regard to their translation approaches.
In this regard, my observations are limited to several aspects, I hope in-depth observation and explanation will done in light of DTS.
2Outline
Development and major concepts of DTS
In this part I will describe Holms’ basic map of DTS and the relationship between function, process and product. I will also discuss some important concepts such as pseudo-translation, multiple translation, translationese, norm etc.
Methodolgy
I will in this part discuss the methodology of DTS before I apply the same to the case study in this thesis with emphasis to be placed on semiotic approach and the concept norm.
DTS in contrast to other theories
A contrast study will be conducted here with the objective to find the difference of DTS from other theories such as equivalence theory and the Chinese Xin Da Ya criteria. Some advantage will possibly be shown in this study.
Case study
In this part, translation of The Dream of Red Mansions (also translated as The Story of The Stone) will be under investigation in light of DTS. Translation samples to be quoted here will be selected at random.
Conclusion
Based on the above elaboration of DTS and the case study, possible conclusion will be on the advantage of DTS in specific study of translation. Suggestions on further research efforts will be made also.
(Note: While the topic will remain the same, the above arrangement of contents is subject to change in the process of writing.)
It is therefore pointless to try to make TC more scientific than is sensible in view of its complex subject-matter and available methods. Translating is a mental, multi-factorial activity which cannot exhaustively be investigated within a linguistic framework ignoring the person of the translator.”(Wilss,1982:217)
篇10:英语开题报告
2016英语开题报告(2)
题目:从违反合作原则角度研究《生活大爆炸》的幽默会话
A Study of Humor Produced by Violatingthe Cooperative Principle in Conversationsof The Big Bang Theory
学生姓名:刘**
专业:英语
班级学号:***
指导老师:王*
指导教师职称:讲师
选题的目的意义:
本文从语用学角度出发,运用合作原则分析当下美国情景喜剧《生活大爆炸》的言语幽默,对人们分析、理解、欣赏英语语言幽默提供了一些有效的建议。
国内外研究现状:
许多学者对于幽默的研究已有多个角度,如社会学、心理学、修辞学等,Grice的合作原则和Austin的言语行为理论等对于幽默的研究呈现出了多视角。
《生活大爆炸》自开播以来就深受美国广大观众的喜爱,尤其是大量年轻人。其角色之间的巧妙对话最能引起观众兴趣。由于其新颖性,对其研究很少,本文通过运用合作原则及相关知识,分析情景喜剧中幽默语言的会话含义的产生,是一种尝试。能够使观众和英语学习者更好的身临其境去感受不同的语言,文化,思维。同时为英语口语练习者提供更多更好的机会。
研究基本思路和方法:
论文主要是依据《生活大爆炸》具体实例剧情,从该情景喜剧语言中违反合作原则而产生的幽默话语进行研究,结合语言运用、文化交际等背景知识对《生活大爆炸》的典型对白进行剖析,首先概述理论体系,然后探究其别具特色的人物语言特征,从而概括出该剧的会话特色。论文主要分析具体的例子并对其归纳分类于合作原则。
研究的主要内容:
本文主要是展现角色间独具特色的语言魅力,同时揭示出日常生活中正常对话的重要依据,通过了解和学习不同的文化语言幽默,从中掌握人际交往中的技巧。
本文主要分析研究两个问题:第一,该情景喜剧中的幽默语言是如何通过合作原则及其各准则的违反来实现的;第二,通过对该剧情景喜剧幽默语言的研究,对我们的英语学习有何启示。
预期结果:
该剧《生活大爆炸》的对话特点十分突出,其幽默形式更是新颖独特。本论文首先介绍了《生活大爆炸》的人物性格,然后进一步探究语言特色及主要人物的话语言说方式,既从形式上对该剧进行了剖析,又在内容上揭示了美国生活,文化现实,论述了其对语言形成的影响。
通过研究,本论文认为,小说作者通过运用违反合作原则分析特色的人物语言的运用,分别从违反数量原则,质量原则,关系原则和方式原则具体剖析剧情归纳分类,总结其对幽默语言所产生的效果,从而为有效的日常交际提供一些技巧,并为英语语言的学习和使用带来一些启示。
篇11:英语开题报告
1 Introduction
The intention of this study is to explore possible advantages of Descriptive Translation Studies as in its application in translation practice and translation analysis.
Since early 20th century, translation studies gradually broke away from the marginal status within other related disciplines and established itself as an empirical science. From then on, schools of thought have kept coming out and each claims its legitimacy for existence. Among these schools is Descriptive Translation Studies (DTS).
DTS approaches translation from an empirical perspective. Translation is viewed to be a social activity having significant importance in the receiving culture and for the target community. Therefore, translation is dealt with beyond the linguistic realization and language comparison, and is incorporated in social and cultural context.
My attention was first directed to DTS by its peculiar characteristic of observation, description and explanation. The subject is whatever happens in translation practice, from the determination of prospective function of translation to the process of translator’s choice of strategies, brainstorming and the revision, to the final product making appearance in the target community.
The method of DTS is basically descriptive. The prescriptive tendency and the problem-solution pattern is abandoned. Translation phenomena are noted down. With accumulated data, some underlying truths about translation will come out which will prove to be instructive not only for theoretical probe but also for applied translation practice. I will apply this descriptive method in the case study of this thesis.
A convenient tool has been set up to conduct DTS. “Norm” is operative at every stage of description and explanation. Function, process and product and their r
elationship as well are skeletal structure of what constitute descriptive studies. Translation phenomena are accounted for with the help of norm.
The case taken in this thesis is the Chinese classic The Dream of Red Mansions. Two English versions translated respectively by Yang Hsien-yi and David Hawks are compared and observations are made in regard to their translation approaches.
In this regard, my observations are limited to several aspects, I hope in-depth observation and explanation will done in light of DTS.
2 Outline
2.1 Development and major concepts of DTS
In this part I will describe Holms’ basic map of DTS and the relationship between function, process and product. I will also discuss some important concepts such as pseudo-translation, multiple translation, translationese, norm etc.
2.2 Methodolgy
I will in this part discuss the methodology of DTS before I apply the same to the case study in this thesis with emphasis to be placed on semiotic approach and the concept norm.
2.3 DTS in contrast to other theories
A contrast study will be conducted here with the objective to find the difference of DTS from other theories such as equivalence theory and the Chinese Xin Da Ya criteria. Some advantage will possibly be shown in this study.
2.4 Case study
In this part, translation of The Dream of Red Mansions (also translated as The Story of The Stone) will be under investigation in light of DTS. Translation samples to be quoted here will be selected at random.
2.5 Conclusion
Based on the above elaboration of DTS and the case study, possible conclusion will be on the advantage of DTS in specific study of translation. Suggestions on further research efforts will be made also.
(Note: While the topic will remain the same, the above arrangement of contents is subject to change in the process of writing.)
It is therefore pointless to try to make TC more scientific than is sensible in view of its complex subject-matter and available methods. Translating is a mental, multi-factorial activity which cannot exhaustively be investigated within a linguistic framework ignoring the person of the translator.”(Wilss, 1982: 217)
篇12:英语开题报告格式
英语开题报告格式
为进一步严格学术规范,加强指导教师对学生论文写作的有效指导以及减少学生在写作过程的'盲目性,外语系特要求学生在论文选题和论文写作前期与指导教师保持联系,认真撰写开题报告,英语开题报告范文。外语系特对本届毕业论文开题报告作以下规定:
I. 英语专业学生开题报告写作语言为英文(填写毕业论文登记表中“开题报告”用中文)。
II. 开题报告写作步骤为:
1. Title (论文题目)
2. Thesis Statement (中心论点)
3. Purpose and Significance of Study (研究目的和意义)
4. Situation of Study (研究现状)
5. Difficulty of Study (研究难点)
6. Detailed Outline (详细提纲)
7. References (参考文献)。
III. 学生按规定时间完成开题报告后,指导教师组织小组开题并填写审核意见。
IV. 指导教师同意后,学生方可进行论文写作。
V. 本期末学生离校前须与指导教师见面,商讨下一步写作计划等事宜。
VI. 下期开学报到后小组长召集全组成员与指导教师见面,汇报论文资料收集或写作中存在的问题。
VII. 参考文献要求用APA格式或MLA格式。
VIII. 页面设置
纸型:A4(210 X 297毫米)即宽度:21厘米,高度29.7厘米。
页边距:上1.8厘米、下1.35厘米;左2.2厘米、右1.8厘米。装订线位置:左侧,装订线:0厘米,距边界:页眉1.6,页脚1.6。每页:32行,跨度23.5磅。
··········
······· 外 语 系
20xx-1
潼 城 大学
外 语 系
Tongcheng University
(B.A. Thesis Proposal)
论文题目:······
(英文题目在上、汉语题目在下)
专 业:······
指导教师:······
学 生:······
班 级:······
学 号:······
日 期:······
1. Title
2. Thesis Statement
3. Purpose and Significance of Study
4. Situation of Study
5. Difficulty of Study
6. Outline
7. References
开题过程:
···· 论文小组长(签名):
··· 日 期:
指导教师意见:
指导教师签名:
日 期:
篇13:英语开题报告
【一】英语论文的开题报告范文
function and application of descriptive translation studies
1 introduction
the intention of this study is to explore possible advantages of descriptive translation studies as in its application in translation practice and translation analysis.
since early 20th century, translation studies gradually broke away from the marginal status within other related disciplines and established itself as an empirical science.
from then on, schools of thought have kept coming out and each claims its legitimacy for existence.
among these schools is descriptive translation studies (dts).
dts approaches translation from an empirical perspective.
translation is viewed to be a social activity having significant importance in the receiving culture and for the target community.
therefore, translation is dealt with beyond the linguistic realization and language comparison, and is incorporated in social and cultural context.
my attention was first directed to dts by its peculiar characteristic of observation, description and explanation.
the subject is whatever happens in translation practice, from the determination of prospective function of translation to the process of translator’s choice of strategies, brainstorming and the revision, to the final product making appearance in the target community.
the method of dts is basically descriptive.
the prescriptive tendency and the problem-solution pattern is abandoned.
translation phenomena are noted down.
with accumulated data, some underlying truths about translation will come out which will prove to be instructive not only for theoretical probe but also for applied translation practice.
i will apply this descriptive method in the case study of this thesis.
a convenient tool has been set up to conduct dts.
“norm” is operative at every stage of description and explanation.
function, process and product and their relationship as well are skeletal structure of what constitute descriptive studies.
translation phenomena are accounted for with the help of norm.
the case taken in this thesis is the chinese classic the dream of red mansions.
two english versions translated respectively by yang hsien-yi and david hawks are compared and observations are made in regard to their translation approaches.
in this regard, my observations are limited to several aspects, i hope in-depth observation and explanation will done in light of dts.
2 outline
2.
1 development and major concepts of dts
in this part i will describe holms’ basic map of dts and the relationship between function, process and product.
i will also discuss some important concepts such as pseudo-translation, multiple translation, translationese, norm etc.
2.
2 methodolgy
i will in this part discuss the methodology of dts before i apply the same to the case study in this thesis with emphasis to be placed on semiotic approach and the concept norm.
2.
3 dts in contrast to other theories
a contrast study will be conducted here with the objective to find the difference of dts from other theories such as equivalence theory and the chinese xin da ya criteria.
some advantage will possibly be shown in this study.
2.
4 case study
in this part, translation of the dream of red mansions (also translated as the story of the stone) will be
under investigation in light of dts.
translation samples to be quoted here will be selected at random.
2.
5 conclusion
based on the above elaboration of dts and the case study, possible conclusion will be on the advantage of dts in specific study of translation.
suggestions on further research efforts will be made also.
(note: while the topic will remain the same, the above arrangement of contents is subject to change in the process of writing.)
it is therefore pointless to try to make tc more scientific than is sensible in view of its complex subject-matter and available methods.
translating is a mental, multi-factorial activity which cannot exhaustively be investigated within a linguistic framework ignoring the person of the translator.
【二】商务英语毕业论文开题报告
---绿色壁垒对中国农产品出口的影响
姓名:XX 班级:03544 学号:xx05040416 专业:商务英语(商务英语毕业论文开题报告(1))
一、论文的来源,目的,意义,国内外概况和预测
xx年11月10日深夜,世界贸易组织第四届部长级会议通过了中国加入世界贸易组织的决定。
无论按什么标准来撰写中国改革开放的历史,加入世界贸易组织都将会被列入这一时期最重大的事件之一。
加入世界贸易组织是中国改革开放的必然结果,中国加入世界组织必将加快改革开放的步伐。
可以说,中国加入世贸对中国绝大部分行业的发展是有利的,但有机遇同样就会有挑战,尤其是对中国农业的发展。
目前,中国农业正在进入一个新的发展阶段,中国加入wto,农业面临一个新的国际环境,新阶段新环境将把中国农业推向市场竞争的巅峰。
论文百事通中国农业的市场竞争会由国内竞争转向国内国际双重竞争,农业资源也会由国内配置转向国内国际双重配置。
中国入世,绿色壁垒逐步取代了关税和配额,成为我国农产品出口面临的最大障碍。
在这样的背景下,中国农业如何应对将会是一个亟待做出抉择的问题。
研究如何有效地利用wto规则和机制来保护和促进我国农业的发展将是一个重要的课题。
鉴于此,我选择了中国加入wto后的外贸研究这个论文课题,希望通过自己论文写作的过程,来加深对wto的了解。
二、有关论文课题调查和研究情况,预计论文达到的目的,要求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第3部分第2)项“格式”的规定。
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
【三】function and application of descriptive translation studies
1 introduction
the intention of this study is to explore possible advantages of descriptive translation studies as in its application in translation practice and translation analysis.
since early 20th century, translation studies gradually broke away from the marginal status within other related disciplines and established itself as an empirical science.
from then on, schools of thought have kept coming out and each claims its legitimacy for existence.
among these schools is descriptive translation studies (dts).
dts approaches translation from an empirical perspective.
translation is viewed to be a social activity having significant importance in the receiving culture and for the target community.
therefore, translation is dealt with beyond the linguistic realization and language comparison, and is incorporated in social and cultural context.
my attention was first directed to dts by its peculiar characteristic of observation, description and explanation.
the subject is whatever happens in translation practice, from the determination of prospective function of translation to the process of translator’s choice of strategies, brainstorming and the revision, to the final product making appearance in the target community.
the method of dts is basically descriptive.
the prescriptive tendency and the problem-solution pattern is abandoned.
translation phenomena are noted down.
with accumulated data, some underlying truths about translation will come out which will prove to be instructive not only for theoretical probe but also for applied translation practice.
i will apply this descriptive method in the case study of this thesis.
a convenient tool has been set up to conduct dts.
“norm” is operative at every stage of description and explanation.
function, process and product and their relationship as well are skeletal structure of what constitute descriptive studies.
★ 英语语言学论文
★ 开题报告范文模板
★ 开题报告
★ 开题报告范文
★ 开题报告 范文
★ 社会语言学
★ 语言学论文
英语语言学开题报告范文(共13篇)
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