语言学翻译方向硕士论文开题报告

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篇1：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。

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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：社会工作方向硕士论文开题报告

社会工作方向硕士论文开题报告范例

一、研究课题

族群社会工作：新概念的提出与探析

二、研究缘起与研究目的

9月，在经历一番机缘曲折之后，终于笔者背上行囊踏上了南下云南民族大学继续学习社会工作的列车。云南是中国少数民族最多的省份，而云南民族大学是中华民族学、人类学和社会学的研究重镇。学术研究，特别是社会工作研究，是面向人群的，是在地化(localization)的。如何发挥这一区位及院校资源优势，更好地提升自己的学术能力，丰富和拓展社会工作研究，成为笔者思考的重要议题。

由于民族院校的缘故，从学校氛围，到师资结构，以及主要研究方向均与民族议题紧密地联系在一起。在这种氛围的熏陶下，笔者开始系统地学习民族学、人类学的相关知识。在这个学习过程中，笔者系统地了解到中国的民族发展史，民族建制史，开始深入了解和理解中国各民族的特色、特点与差异。这样的学习，让笔者对社会工作中所讲的“个别化”原则的深意和重要性的理解更加深刻。特别是在完成课业之余，有幸参与了一项关于佤族的专项课题研究，从而使笔者从个案的角度对“民族”概念的理解更进一步。正是在这一课题的研究过程中，笔者开始以社会工作的视角思考，社会工作从业者①以现有的“民族”知识体系是否能够顺利地进入案主的生活世界;面对不同民族的案主，社会工作从业者应当如何提供专业的服务;面对同一民族不同分支的案主，社会工作从业者应当如何提供专业的服务。

带着上述问题，笔者开始了对民族社会工作相关研究成果的研读和学习。对于中国学术界而言，社会工作本身是一个新的知识领域，而对于社会工作界而言，民族议题更是一个新的研究方向。所以，笔者能够查阅到的相关研究成果十分有限，在基础概念体系和理论架构等方面还处于探索阶段，目前尚未形成系统的知识体系。面对这样的研究现实，笔者萌生了一种系统梳理和研究国内外相关文献资料，形成系统的民族社会工作知识体系的盲目的初生牛犊不怕虎般的学术“野心”和天真的学术使命感和责任感。

笔者的不自量力很快得到了“惩罚”。从研读和学习中国的相关文献开始，笔者就注意到学者们在民族社会工作的基础概念使用上各有千秋。如何梳理，如何取舍?笔者陷入了困境。于是，又回过头来仔细研读民族学、人类学和社会工作的基础理论着作，面对着汗牛充栋般的理论着作，“公说公有理，婆说婆有理”的知识体系，反观自己的初衷，笔者开始萌生一种老虎吃天一般的忧伤。

于是，笔者思考和研究的目的变得更加务实而具体——到底怎样的命名才是符合社会工作专业特点的'，到底怎么样的基础定位才是切合社会工作实务开展的?于是，在综合分析了众多相关概念以后，“民族”和“族群”这对冤家很自然的成为了笔者的困扰。在看完“民族”与“族群”的“恩怨史”之后，笔者依然是一头雾水，两者之间如何选择，依然没有眉目。无奈之中，笔者又开始反观社会工作的基本价值定位。社会工作是“以生命影响生命”的一门科学和艺术，它关照的是社会情境中，生活世界中的非结构性的具体的人。这是专业社会工作服务的基本出发点。在此基础上，检视和梳理外在建制化与人之间的各种互动形式，以及由此而产生的对人的各种影响，再以专业的方式方法消解人与建制化之间的矛盾，从而达成人“诗意的栖息”。那么，如何理解人呢?马克思讲，“人的本质并不是单个人所固有的抽象物。在其现实性上，它是一切社会关系的总和”。显然，民族性是人的“一切社会关系”的一种，是人的基本属性之一。从1950年开始，中央和地方民族事务机关组织专门工作队伍，对全国各地提出的400多个族群名称进行识别，到1983年共确认了56个民族，构成了中国现行的民族体系。

这也成为中国开展民族工作、民族研究的一个重要的不可讨论的前提。然而，对于专业社会工作服务来讲，视角定位越靠近案主的社会情境和生活世界就越容易达成对案主的理解，也只有在这种理解的基础上才能真正开展有助于案主的专业社会工作服务。从这个角度来讲，建立在“科学”基础之上的56个民族体系略显笼统，并不能直接抵达案主所处的社会情境、生活世界。另外，荀子说，“力不若牛，走不若马，而牛马为用，何也?曰：人能群，彼不能群。每一人都处在大大小小不同的“群”之中，人在这些“群”中获得必要的社会化，从而形成人对“群”自我认同与社会定义。大体来看，56个民族的族称体系，更多只是基于各种需要的权宜之举。在民族识别前每一个民族都有着多种自称或他称，每一种称谓都有着一定的社会渊源，它可能是一段历史，可能是一种关系，可能是一种崇拜，总是每一个称谓都深深地嵌入在相关人的生命之中，影响着他/她们的社会化与自我认同。一定程度上说，每一种称谓背后都是一个“群”，不同的称谓意味着不同的“群”，虽然民族识别基于科学和理论对他/她们进行了合并，但是这并不意味着他/她们之间基于历史、文化和习俗等方面的差异不存在。

三、论文结构安排

本文在行文上主要按照引言——概念提出背景——相关概念辨析——民族社会工作的局限——族群社会工作提出的理论依据——族群社会工作概念的提出与阐释——结论的逻辑展开论述，共分为六个部分。

引言部分主要概述了本文的思路历程和主要内容，对国内外相关概念的使用情况进行了综述，阐述了文章主要结构与研究方法，并对研究的难点和创新点进行了说明。

第一章主要从中国族群发展现状和趋势的角度阐述了专业社会工作介入族群议题的必然，并从社会工作专业化，服务领域细分和民族工作机制创新两个方面诠释了专业社会工作介入族群议题理论研究与实务实践兴起的原因。

第二章主要对专业社会工作介入族群议题相关的核心概念“族群”、“民族”和“社会工作”进行界定和分析，并对国内外相关概念进行了系统全面的辨析。

第三章主要对民族社会工作的提出和应用情况进行概述和分析，并从未能把握和体现民族议题发展的趋势和主要矛盾等四方面阐述民族社会工作概念的局限性。

第四章主要概述族群社会工作概念提出的理论依据，包括族群理论;中华民族多元一体格局理论;多元文化理论;生活世界与公民社会理论;社会工作建制化与二律悖反命题;社会工作个别化原则。

第五章提出族群社会工作概念，从体现和把握了民族议题发展的趋势和主要矛盾等四个方面论证了族群社会概念的正当性，界定族群社会工作的概念，并从服务对象、关注的议题、主要分类和基本原则几个方面对族群社会工作进行了阐释。

结论与讨论部分对本文的主要结论进行了梳理，并对本文存在的缺陷和继续研究的空间进行讨论。

四、研究方法

“工欲善其事，必先利其器，这句古训充分揭示了方法的重要性。从一定程度上说，方法决定了结果的可靠性。所以，如何选择研究方法则是研究的关键。

选择什么样的研究方法，首先要看选题的本体的性质和特点，其次则受研究者的学术背景影响明显。

五、研究难点与创新点

难点：从全球社会工作发展的角度来看，社会工作正处在一个尴尬的时期，一面是蔓延至今的疑问——“社会工作是不是一个专业，一面是“社会工作的终结的耸人命题。中国社会工作的重建正是在这个时候。这致使我们在重建过程中，没有成熟理论体系可以学习和借鉴，只能长时间的处于迷茫与彷徨之中，摸着石头过河，建设有中国特色的社会工作——本土化。皮之不存毛将焉附。

作为整体的学科发展的不成熟性，无疑会影响学科分支的发展。不计建国前的发展的话，中国专业社会工作介入族群议题的发展只是近七八年的事情。在迷乱的大形势下，专业社会工作介入族群议题无论是在理论上，还是在实践上都处于彷徨之中。在这样的语境下，开展基础理论研究既必要又无助。

创新点：第一，梳理了专业社会工作介入族群议题相关的众多概念，为使用不同概念的学者进行对话和交流提供了一个平台;第二，从公民社会、治理理论的角度分析社会工作的本质，提出专业社会工作是立足与“社会”的观点，并以此探讨族群议题，理顺了专业社会工作介入族群/民族议题与传统民族工作之间的关系;第三，提出了一个新概念——族群社会工作，丰富了社会工作知识体系;第四，引介国外及中国台湾地区专业社会工作介入族群议题理论研究与实务实践的经验，对族群社会工作概念进行了初步的阐述，无疑对进一步开展族群社会工作理论研究和实务实践奠定了基础。

六、论文提纲

引 言

一、研究缘起与研究目的

二、文献综述

(一)国内相关概念使用

(二)国外相关概念使用

三、研究的理论意义与实践价值

(一)研究的理论意义

(二)研究的实践价值

四、论文结构安排

五、研究方法

(一)多学科理论相结合

(二)理论与实际相结合

(三)宏观研究与微观研究相结合

六、研究难点与创新点

(一)研究难点

(二)研究创新点

第一章 社会工作的族群议题背景

一、中国族群现状与发展

(一)族群构成多样且增长迅速

(二)族群分布广泛

(三)各族群之间差异明显

(四)族群流动人口问题日益突出

二、理论研究与实务实践的发展

(一)社会工作的族群议题

(二)中华民族工作机制创新

第二章 族群社会工作的核心概念与相关概念辨析

一、核心概念辨析

(一)族群

(二)民族

(三)社会工作

(四)民族、族群与社会工作

二、相关概念辨析

(一)国内相关概念的辨析

(二)国外相关概念的辨析

第三章 民族社会工作的提出、应用与局限

一、民族社会工作概念的提出与应用

(一)政治语境中的概念

(二)专业术语概念

二、民族社会工作概念的局限

(一)未能体现和把握民族议题发展的趋势和主要矛盾

(二)未能体现社会工作社会性

(三)与社会工作个别化原则不匹配

(四)“民族”概念在中西语言中无法有效对接

第四章 族群社会工作的理论依据

一、族群理论

二、中华民族多元一体格局理论

三、多元文化理论

四、生活世界与公民社会理论

五、治理理论

六、社会工作建制化与二律悖反命题

七、社会工作个别化原则

第五章 族群社会工作的提出与阐释

一、族群社会工作概念的正当性

(一)体现和把握民族议题发展的趋势和主要矛盾

(二)体现了社会工作的社会性特点

(三)体现社会工作的个别化原则

(四)便于国际学术讨论和交流

二、族群社会工作的概念界定

三、族群社会工作的服务对象

四、族群社会工作关注的议题

五、族群社会工作的主要分类

(一)按照所服务族群的分布特点分类

(二)按照涉及族群的多寡分类

(三)按照族群所在地的性质分类

(四)按照族群的是否迁移的特点分类

(五)按照社会工作基本工作方法分类

(六)按照不同的服务议题分类

六、族群社会工作的基本原则

(一)族群敏感原则

(二)政治敏感原则

(三)反思性原则

(四)承继与发展原则

(五)差异性与统一性原则

结论与讨论

一、主要结论

二、讨论

篇8：社会工作方向硕士论文开题报告

一、研究课题

族群社会工作：新概念的提出与探析

二、研究缘起与研究目的

209月，在经历一番机缘曲折之后，终于笔者背上行囊踏上了南下云南民族大学继续学习社会工作的列车。云南是中国少数民族最多的省份，而云南民族大学是中华民族学、人类学和社会学的研究重镇。学术研究，特别是社会工作研究，是面向人群的，是在地化(localization)的。如何发挥这一区位及院校资源优势，更好地提升自己的学术能力，丰富和拓展社会工作研究，成为笔者思考的重要议题。

由于民族院校的缘故，从学校氛围，到师资结构，以及主要研究方向均与民族议题紧密地联系在一起。在这种氛围的熏陶下，笔者开始系统地学习民族学、人类学的相关知识。在这个学习过程中，笔者系统地了解到中国的民族发展史，民族建制史，开始深入了解和理解中国各民族的特色、特点与差异。这样的学习，让笔者对社会工作中所讲的“个别化”原则的深意和重要性的理解更加深刻。特别是在完成课业之余，有幸参与了一项关于佤族的专项课题研究，从而使笔者从个案的角度对“民族”概念的理解更进一步。正是在这一课题的研究过程中，笔者开始以社会工作的视角思考，社会工作从业者①以现有的“民族”知识体系是否能够顺利地进入案主的生活世界;面对不同民族的案主，社会工作从业者应当如何提供专业的服务;面对同一民族不同分支的案主，社会工作从业者应当如何提供专业的服务。

带着上述问题，笔者开始了对民族社会工作相关研究成果的研读和学习。对于中国学术界而言，社会工作本身是一个新的知识领域，而对于社会工作界而言，民族议题更是一个新的研究方向。所以，笔者能够查阅到的相关研究成果十分有限，在基础概念体系和理论架构等方面还处于探索阶段，目前尚未形成系统的知识体系。面对这样的研究现实，笔者萌生了一种系统梳理和研究国内外相关文献资料，形成系统的民族社会工作知识体系的盲目的初生牛犊不怕虎般的学术“野心”和天真的学术使命感和责任感。

笔者的不自量力很快得到了“惩罚”。从研读和学习中国的相关文献开始，笔者就注意到学者们在民族社会工作的基础概念使用上各有千秋。如何梳理，如何取舍?笔者陷入了困境。于是，又回过头来仔细研读民族学、人类学和社会工作的基础理论着作，面对着汗牛充栋般的理论着作，“公说公有理，婆说婆有理”的知识体系，反观自己的初衷，笔者开始萌生一种老虎吃天一般的忧伤。

于是，笔者思考和研究的目的变得更加务实而具体——到底怎样的命名才是符合社会工作专业特点的，到底怎么样的基础定位才是切合社会工作实务开展的?于是，在综合分析了众多相关概念以后，“民族”和“族群”这对冤家很自然的成为了笔者的困扰。在看完“民族”与“族群”的“恩怨史”之后，笔者依然是一头雾水，两者之间如何选择，依然没有眉目。无奈之中，笔者又开始反观社会工作的基本价值定位。社会工作是“以生命影响生命”的一门科学和艺术，它关照的是社会情境中，生活世界中的非结构性的具体的人。这是专业社会工作服务的基本出发点。在此基础上，检视和梳理外在建制化与人之间的各种互动形式，以及由此而产生的对人的各种影响，再以专业的方式方法消解人与建制化之间的矛盾，从而达成人“诗意的栖息”。那么，如何理解人呢?马克思讲，“人的本质并不是单个人所固有的抽象物。在其现实性上，它是一切社会关系的总和”。显然，民族性是人的“一切社会关系”的一种，是人的基本属性之一。从1950年开始，中央和地方民族事务机关组织专门工作队伍，对全国各地提出的400多个族群名称进行识别，到1983年共确认了56个民族，构成了中国现行的'民族体系。

这也成为中国开展民族工作、民族研究的一个重要的不可讨论的前提。然而，对于专业社会工作服务来讲，视角定位越靠近案主的社会情境和生活世界就越容易达成对案主的理解，也只有在这种理解的基础上才能真正开展有助于案主的专业社会工作服务。从这个角度来讲，建立在“科学”基础之上的56个民族体系略显笼统，并不能直接抵达案主所处的社会情境、生活世界。另外，荀子说，“力不若牛，走不若马，而牛马为用，何也?曰：人能群，彼不能群。每一人都处在大大小小不同的“群”之中，人在这些“群”中获得必要的社会化，从而形成人对“群”自我认同与社会定义。大体来看，56个民族的族称体系，更多只是基于各种需要的权宜之举。在民族识别前每一个民族都有着多种自称或他称，每一种称谓都有着一定的社会渊源，它可能是一段历史，可能是一种关系，可能是一种崇拜，总是每一个称谓都深深地嵌入在相关人的生命之中，影响着他/她们的社会化与自我认同。一定程度上说，每一种称谓背后都是一个“群”，不同的称谓意味着不同的“群”，虽然民族识别基于科学和理论对他/她们进行了合并，但是这并不意味着他/她们之间基于历史、文化和习俗等方面的差异不存在。

三、论文结构安排

本文在行文上主要按照引言——概念提出背景——相关概念辨析——民族社会工作的局限——族群社会工作提出的理论依据——族群社会工作概念的提出与阐释——结论的逻辑展开论述，共分为六个部分。

引言部分主要概述了本文的思路历程和主要内容，对国内外相关概念的使用情况进行了综述，阐述了文章主要结构与研究方法，并对研究的难点和创新点进行了说明。

第一章主要从中国族群发展现状和趋势的角度阐述了专业社会工作介入族群议题的必然，并从社会工作专业化，服务领域细分和民族工作机制创新两个方面诠释了专业社会工作介入族群议题理论研究与实务实践兴起的原因。

第二章主要对专业社会工作介入族群议题相关的核心概念“族群”、“民族”和“社会工作”进行界定和分析，并对国内外相关概念进行了系统全面的辨析。

第三章主要对民族社会工作的提出和应用情况进行概述和分析，并从未能把握和体现民族议题发展的趋势和主要矛盾等四方面阐述民族社会工作概念的局限性。

第四章主要概述族群社会工作概念提出的理论依据，包括族群理论;中华民族多元一体格局理论;多元文化理论;生活世界与公民社会理论;社会工作建制化与二律悖反命题;社会工作个别化原则。

第五章提出族群社会工作概念，从体现和把握了民族议题发展的趋势和主要矛盾等四个方面论证了族群社会概念的正当性，界定族群社会工作的概念，并从服务对象、关注的议题、主要分类和基本原则几个方面对族群社会工作进行了阐释。

结论与讨论部分对本文的主要结论进行了梳理，并对本文存在的缺陷和继续研究的空间进行讨论。

四、研究方法

“工欲善其事，必先利其器，这句古训充分揭示了方法的重要性。从一定程度上说，方法决定了结果的可靠性。所以，如何选择研究方法则是研究的关键。

选择什么样的研究方法，首先要看选题的本体的性质和特点，其次则受研究者的学术背景影响明显。

五、研究难点与创新点

难点：从全球社会工作发展的角度来看，社会工作正处在一个尴尬的时期，一面是蔓延至今的疑问——“社会工作是不是一个专业，一面是“社会工作的终结的耸人命题。中国社会工作的重建正是在这个时候。这致使我们在重建过程中，没有成熟理论体系可以学习和借鉴，只能长时间的处于迷茫与彷徨之中，摸着石头过河，建设有中国特色的社会工作——本土化。皮之不存毛将焉附。

作为整体的学科发展的不成熟性，无疑会影响学科分支的发展。不计建国前的发展的话，中国专业社会工作介入族群议题的发展只是近七八年的事情。在迷乱的大形势下，专业社会工作介入族群议题无论是在理论上，还是在实践上都处于彷徨之中。在这样的语境下，开展基础理论研究既必要又无助。

创新点：第一，梳理了专业社会工作介入族群议题相关的众多概念，为使用不同概念的学者进行对话和交流提供了一个平台;第二，从公民社会、治理理论的角度分析社会工作的本质，提出专业社会工作是立足与“社会”的观点，并以此探讨族群议题，理顺了专业社会工作介入族群/民族议题与传统民族工作之间的关系;第三，提出了一个新概念——族群社会工作，丰富了社会工作知识体系;第四，引介国外及中国台湾地区专业社会工作介入族群议题理论研究与实务实践的经验，对族群社会工作概念进行了初步的阐述，无疑对进一步开展族群社会工作理论研究和实务实践奠定了基础。

六、论文提纲

引 言

一、研究缘起与研究目的

二、文献综述

(一)国内相关概念使用

(二)国外相关概念使用

三、研究的理论意义与实践价值

(一)研究的理论意义

(二)研究的实践价值

四、论文结构安排

五、研究方法

(一)多学科理论相结合

(二)理论与实际相结合

(三)宏观研究与微观研究相结合

六、研究难点与创新点

(一)研究难点

(二)研究创新点

……

篇9：翻译专业硕士论文开题报告

论文题目：从顺应论的视角看企业外宣翻译中的语篇重构。

1、选题意义和背景。

随着中国加入世界贸易组织，中国企业的对外联系也日益增多。中国企业要想打入国际市场，提高在国际市场上的知名度，企业网站或宣传册上的企业简介扮演着十分重要的地位。通过阅读企业宣传资料，读者可以看出企业外宣材料既有关于企业的基本信息介绍，也有企业所做的文字上、句法上、结构上的这染来达到推广企业、大市场的目的。汉语企业外宣材料的翻译在英译过程中会涉及到与目的语不同的语言习惯、行文方式以及文化因素、社会政治因素、心理因素和审美因素等，这就需要译者对原文本做出适当调整，从内容和形式上对语篇进行重构，以此实现对交际意图的顺应。根据赖斯的文本类型说，本文有三种类型，分别是“信息型”、“表达型”和“诱导型”.笔者认为，企业外宣翻译属于“信息型”和“诱导型”文本兼而有之，而且更侧重于“诱导型”.因此，外宣翻译要更加注重文本的交际功能，要更多的考虑如何使译文所传递的信息更便于目的语读者理解和接受，并让读者产生共鸣，继而付诸行动，实现译文预期的功能。

比利时语用学家维索尔伦(Verschuem)提出了顺应论，将语言的使用过程看做语言为顺应不同的交际目的和交际对象进行动态选择的过程。因而可以从顺应论的视角研究语言使用。翻译作为一种特殊的交际方式，也可以从顺应论的视角对其进行研究。优秀的企业宣传材料不仅会提高企业的知名度，还会为企业带来不可估量的经济效益，因此任何一个想打入国际市场的企业务必在其外宣材料的翻译上做足功夫。由于中西方文化背景、历史渊源、生活环境的不同，译者在翻译企业外宣材料时为了获取目的语读者的认可并激发他们付诸行动，就要顺应目的语读者的阅读习惯、审美习惯以及心理因素、文化因素等对原文做出形式上和内容上的调整，而这一顺应的过程也是语篇重构的过程。本文突破性的将顺应论与语篇重构结合起来，并结合西麦克展览公司宣传材料和海天调味食品股份有限公司宣传材料及其翻译，试图从顺应论的视角分析企业外宣翻译中的语篇重构现象。

2、论文综述/研究基础。

1987年维索尔伦(Verschueren)提出顺应论之后，在语用学界引起了很大反响，不久国内学者就将其引进到中国来。国内学者不仅从理论层面对顺应论进行研究和探索，而且将顺应论应用到翻译理论和实践、外语教学、二语习得、文化传播等领域。在这些领域中，成果最大的当属顺应论对翻译理论和其应用的研究。我国真正将顺应论引入翻译研究开始于21世纪初。

1 国外顺应论研究状况。

比利时语用学家维索尔伦(Verschueren)在《IprA工作文集》(IprA WorkingDocument 1) (1987, 45-48)中发表了一篇名为《作为顺应论的语用学》，标志着顺应论的提出。1995年，他较为详细并系统地在他主编出版的第一本《语用学手册》(handbook of Pragmatics)中对顺应论进行了进一步阐述。他认为，语言的使用过程就是语言为顺应不同的交际目的和交际对象进行动态地选择的过程。他将语用学描述为关于语言整体的、功能性综观，并将语用学定义为语言和交际在认知、社会与文化方面的研究。1998年，阿萨卡瑟(AsaKasher)主编的《语用学的关键概念》Pragmatics;: Critical Concepts)论文集中，维索尔伦发表了一篇名为《交际动态过程的语用模式》(v4 Pragmatic model for the dynamatics of communication )的文章，主要研究了顺应论中顺应的动态性。1999年，在他的专着《语用学新解》(Understaning Pragmatics)中，维索尔伦强调了语用学的地位和作用，这本书的出现标志着顺应论走向成熟。该书主张把语用学当作一种研究视角，突破了以往学者将语用学看作语言学的一个核心分支(语音学、音位学、形态学、句法学、语义学)的看法，而认为语用学是一种语言功能的视角或纵观，贯穿于语言学研究和使用的方方面面，可以照应到语言的各个层次。运用这一视角，可以研究不同的语言材料。这是一种研究方法上的革命，可以为语言的不同层面进行语用分析，也为语用学的学科性质进行了重新定位。

2 国内顺应论研究状况。

钱冠连是国内第一位将顺应论引入中国进行研究的学者。在他发表在《外语教学与研究》上的.《语用学：语言适应理论----Verschueren语用学新论评述》(1991,62-66)的文章中，将维索尔伦对语言适应包括五个方面，即适应的对象、层次、阶段、领悟程度和适应策略进行了分析，并且就语言适应、选择和语言功能综观三者的关系进行了探讨，认真分析对比了维索尔伦的语用学新论和以往的语用学的区别。他还在《外语教学与研究》上发表了一篇《语用学：统一连贯的理论框架J.Verschueren〈如何理解语用学〉述评》(2000,230-232)，该文章首先解释了语用学综观论的理论源头。维索尔伦从Morris的理论中得出了任何规则里都有语用成分，也能从不同的语言成分中审视到语用视角。其建设性意义体现在将语用学从语言学的并列学科出分割出来，使其不再属于语言资源的语言学，而是加入到语言使用的语言学去，作为是一种语言综观和视角来研究和使用，这不仅仅可以解决语用学问题，还为今后人们从语用学角度解释其他问题提供了一种新的视角。

国内除钱冠连外，2007年何自然主编的《语用三论：关联论顺应论模因论》一书也对维索尔伦的顺应论进行了详细介绍和评述。和以往语言学及语用学着作不同的是，该书紧紧把握住语用学研究与发展的方向，集语用学的三个前沿理论(关联论、顺应论、模因论)为一体来向国内读者进行西方翻译理论的介绍。

关于顺应论的部分，该书介绍了顺应论的理论来源、顺应论的三个核心概念、顺应论的视角观、顺应论的分析维度、顺应论的应用等。本书中理论与实例有效结合，为读者展现了顺应论的完整框架及其应用。该书指出，顺应论是宏观语用学的核心，顺应论为我们提供了一个研究和探讨语用学的全新视角。谭晓晨发表在《外语与外语教学》上的《语境的动态研究一--维索尔伦的语境适应论评介》(2000, 50-52)中介绍了维索尔伦的语境适应论，探讨了语言和语境互为构建的动态关系，指出动态生成的语境观是对传统语境研究及时而必要的补充。孙炬发表在《山东大学学报》上的《维索尔伦顺应论的语言哲学观》(2007,51-55)从语言哲学的立场阐释了维索尔伦的顺应论。语言的使用是哲学立场的反映，纵观维索尔伦的语用思想，折射出体现在意义观、心理认知观和语境观三个方面的语言哲学。此外，刘正光、吴志高从哲学、心理学以及语言学的角度论述了顺应论的理论基础，除了对语言顺应论做出肯定，他们还指出“将‘顺应’看成一把万能的朗匙，以解释所有的语言运用，有运用过度之嫌”(李元胜，2007:124)。

中国学者不仅专门对顺应论进行研究，还将其与其他理论结合或者将顺应论应用到不同的领域。在利用顺应论对其他问题进行研究的过程中，顺应论对翻译的研究占据多数。

从理论研究的角度来看，有的学者侧重于顺应论对翻译理论研究的启示，戈玲玲在发表在《外语学刊》上的《顺应论对翻译研究的启示----兼论语用翻译标准》(2000,7-11) -文中，为我们展现了语用翻译理论的发展历程，它超越了以往语言学研究的框架，将翻译看作是一种动态的信息交流活动。文章还指出，根据顺应论，语言和语境之间的顺应是一个相互的过程，两者可以相互影响，同样，翻译作为语言转换的过程，也会涉及到原语和目的语之间的相互顺应，这种顺应应该以满足交际双方的需要为目的，对交际语境、语言的选择和语言结构做出改变。

有的学者从顺应论的角度分析翻译策略和方法，王建国发表于《外语研究》上的《从语用顺应论的角度看翻译策略与方法》(2005,55-59) -文中，针对国内外翻译界对翻译方法和翻译策略的争论，他指出直译、意译、归化、异化只是翻译方法，而不是翻译策略，动态顺应才是翻译策略。同时，他还指出翻译的过程和结果是动态顺应的过程和结果。

顺应论在与翻译结合的过程中，学者们除了从翻译理论研究的角度分析和阐释顺应论对翻译研究的意义外，还将顺应论应用到具体的翻译实践中去，比如文学作品译作分析、应用文本译作分析，同时还有学者将顺应论与语用策略研究、外语教学研究、跨文化交际等方面联系起来。

叶苗在其着作《应用翻译语用观》COn Pragmatics Translation from theperspective of Pragmatics)中，首先对应用翻译进行了定位，然后从语用学的角度研究应用翻译。同时她主张以顺应论为基础来讨论和解释异化，并以《选美中国》为例，结合应用翻译中“异化”和“归化”之争，提出了在对具有中国文化特色的应用文本翻译时，译者可以采取异化策略，担负起传播中国文化的使命，扩大目的语读者的文化语境、认知语境，激发他们对中国文化和传统的兴趣和探索，增强我国软实力。

纵观国内顺应论的研究现状以及顺应论与翻译结合的研究现状，可以看出在顺应论对翻译的结合方面，研究者几乎都是从文学翻译、应用文翻译的角度进行研究，而且很多研究还是局限于维索尔伦顺应论的推介和重申，缺乏创新点，并且对理论的适用范围没有做出明确规定，导致了顺应论在很多领域的误用和滥用。

3、参考文献。

Reiss, Katharina. Translation Criticism, The Potential &上海外语教育出版社，2004.

Verschueren, Jef. Understanding Pragmatics. Beijing: Foreign LanguageTeaching and Research Press. 2000.

戈玲玲。《顺应论对翻译研究的启示--兼论语用翻译标准》[J].黑龙江，外语学刊。2002 (3) :7-11.

公海燕《顺应论视角下广告翻译研究》。2012.

何自然。Pragmatics and CE/EC Translation [J].北京‘外语教学。1992 (1) ; 19-25.

何自然。《语用三论：关联论顺应论模因论》M.上海，上海教育出版社。2007.

何自然，冉永平。《语用学概论》[M].长沙，湖南教育出版社。2002.

胡芳毅，贾占波。《外宣翻译：意识形态操纵下的改写》[J] ?上海，上海翻译。2010⑴：23-28.

蒋澄生，廖定中。《语用学需要“顺应”潮流--顺应论的几个关键概念述评》[J].广州，广东工业大学学报。2005 (1) : 68-71.

贾文波。《应用翻译功能论(第二版)》[M].北京，中国出版集团公司。2012.

李明。《商务英语翻译(汉译英)》[M]?北京，高等教育出版社。2007.

李元胜《顺应论在中国的研究综述》[J].成都，成都大学学报 2007⑶：123-126.

刘恩祥，刘颖，李哲。《论语言顺应的动态性一基于广告语言的分析》[J].佛山，佛山科学技术学院学报(社会科学版)》。2011 (1) :70-73.

卢立程《企业对外宣传材料翻译中的语篇重构》[J].肇庆，肇庆学院学报。2007⑶：53-56.

钱冠连。《语用学：统一连贯的理论框架--J. Verschueren〈如何理解语用学〉述评》[J].北京，外语教学与研究。2000(3) :230-232.

钱冠连。《语用学：语言适应理论一“Verschueren语用学新论评述》[J] ?北京，外语教学与研究。1991(1)：61-66.

孙炬。《维索尔伦顺应论的语言哲学观》[J].济南，山东大学学报(哲学社会科学版)。2007 (6) :51-55.

潭晓晨。《语境的动态研究-维索尔伦的语境适应论评介》[J].北京，外语与外语教学。2002 (6)：50-52.

王建国。《从语用顺应论的角度看翻译策略与方法》[J].南京，外语研究。2005(4) :55-59.

叶丽萍《顺应论在企业简介汉英翻译中的应用》。2012,叶苗。《应用翻译语用观研究》M.上海，上海交通大学出版社。2009.

张运桥，严敏芬。《语用三观：关联论、顺应论、模因论评介》[J].广州，外语艺术教育研究。2009(3) :36-38.

4、论文提纲。

1 引言

2 文献综述

2.1国外顺应论研究状况

2.2国内顺应论研究状况

3 顺应论简介

3.1顺应论的三个核心概念

3.1.1 变异

3.1.2商讨性

3.1.3 顺应

3.2顺应论的两个分析维度

3.2.1语境因素的顺应

3.2.2语言结构顺应

3.3顺应论在翻译中的应用

4 从顺应论的视角看企业外宣翻译中的语篇重构

4.1企业外宣翻译的文本和语言特点

4.2语篇重构的概念

4.3从顺应论的视角看形式的语篇重构

4.3.1语篇衔接和连贯方式与形式的语篇重构

4.3.2语言风格与形式的语篇重构

4.4从顺应论的视角看内容的语篇重构

4.4.1心理世界与内容的语篇重构

4.4.2文化现象与内容的语篇重构

4.4.3社会规范和政治制度与内容的语篇重构

5 结论

5、论文的理论依据、研究方法、研究内容。

本论文选取了两篇企业外宣材料，分别是《西麦克展览公司简介》和《海天味业网站宣传资料》，并由本人对其进行翻译。根据翻译过程中出现的问题，并结合顺应论的相关分析维度和语篇重构的两大类型，分析译者为顺应目的语读者的语言习惯、文化背景、社会规约和心理因素等所做出的调整。

6、研究条件和可能存在的问题。

本文以顺应论为基础，结合语篇重构的概念，分析了西麦克展览公司宣传材料和海天调味食品股份有限公司宣传材料英译过程中的语篇重构现象。企业外宣材料不仅仅涉及到基本信息传达，而且涉及到企业文化、价值观念、影晌力的传递。因此企业外宣翻译不是简单机械地表达和传递信息，还要从目的语读者的角度对原文作出调整，使目的语读者在阅读外宣材料时被其所传递的企业信息所吸引，继而激发他们采取行动。因此，译者为了符合目的语读者的阅读习惯、审美习惯、思维方式、文化背景要对原文进行内容上和形式上的语篇重构。包括语篇衔接与连贯方式的顺应、语言风格的顺应、心理世界的顺应、文化现象的顺应以及社会规范和政治制度的顺应。同时译者为了达到以上这些顺应的目的，选择顺应的过程中也包含了对原文从词语、句子结构、篇章衔接以及内容上进行重构。

对于企业的外宣翻译，只有设身处地地从目的语读者的角度去思考和翻译，巧妙地对原文进行语篇重构来顺应目的语读者的语言和文化，才能激发读者付诸行动，为企业的形象宣传和经济发展带来实实在在的好处。

7、预期的结果。

企业外宣翻译要通过对原文进行语篇重构来顺应目的语社会的语言语境、心理世界、社交世界、文化世界等，才能更好地实现外宣翻译的交际功能，达到良好外宣效果。

8、论文写作进度安排。

★ 翻译在职硕士论文开题报告

★ 英语语言学开题报告范文

★ 怎么写硕士论文开题报告

★ 医学专业的硕士论文开题报告

★ 工程管理硕士论文开题报告

★ 怎样写教育硕士论文的开题报告

★ 硕士论文开题报告和论文撰写的参考要点

★ 硕士论文选题和开题报告的原则和要求

★ 翻译硕士的开题报告

★ 开题报告范文模板

语言学翻译方向硕士论文开题报告（集锦9篇）

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