广告英语毕业论文.doc

分类号_ 论文选题类型英语语言文学u d c 编号 本科毕业论文（设计）题 目论广告英语的翻译技巧及其在英语教学中的应用 院 （系） 外国语学院 专 业 英 语 年 级 2008级 学生姓名 郑 晴 学 号 2008212655 指导教师 华先发 二o一二年1on techniques translation of advertisements and their use in english teachinga thesis submitted to the school of foreign languages ccnuin partial fulfillment of the requirements for ba degree in english language and literatureby zheng qingsupervisor: hua xianfaacademic title: professor signature: april 2012华中师范大学学位论文原创性声明本人郑重声明：所呈交的学位论文是本人在导师指导下独立进行研究工作所取得的研究成果。除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。本人完全意识到本声明的法律后果由本人承担。学位论文作者签名： 日期： 年 月 日学位论文版权使用授权书本学位论文作者完全了解学校有关保障、使用学位论文的规定，同意学校保留并向有关学位论文管理部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权省级优秀学士学位论文评选机构将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。本学位论文属于1、保密 ，在_年解密后适用本授权书。2、不保密 。（请在以上相应方框内打“”）学位论文作者签名： 日期： 年 月 日导师签名： 日期： 年 月 contentsabstract in chinese iabstract in english .ii1. introduction.12. literature review. 22.1 definition of advertisement22.2 origination of advertisement. 23. translation of ads benefits teaching. 33.1 translation is conductive to comprehension and memory 43.2 translation helps us to improve the speaking skill.43.3 translation conduces to develop english intergrated applied abilities. 5 3.4 translation helps students to focus on study and raise interest. 54. advertisements language. 54.1 cultural differences between china and west.64.2 language differences between china and west.64.3 influences of the difference on ads.65.the translation of chinese and english ads.65.1 present research. 7 5.2.1 skopos principles.7 5.2.1 legitimacy principles7 5.2.2 cultural adaptation.75.3 examples and analysis.7 5.3.1 the translation of advertisements.7 5.3.2 examples and analysis.8 5.3.3 the translation of advertisements.85. conclusion.10bibliography.12中文摘要二十世纪初，自造纸业传入西方，开创了广告新纪元。自从第二次世界大战后，由于竞争进一步加剧和科学技术的突飞猛进，推动了广告业的迅速发展。 在当，广告无处不在，其中英语广告已经逐渐脱颖而出，形成一种独具特色的应用性语言类广告。一般而言，对于广告翻译的研究有四个方面，广告翻译语用学研究，实地调研，结合各相关学科的最新成果进行广告翻译研究，发掘更新更好的广告翻译实例研究。后三者属于值得开垦深入的新方向，且总体上极少探讨过广告翻译与教学法相结合。本文总结了广告翻译研究的发展阶段，本文试图采用以上不同的几个学术观点，从词汇、句法及修辞三方面介绍了英语广告的语言特征，并通过实例分析介绍了英语广告的翻译方法及策略，通过研究能提高英语翻译法应用水平，广告用语翻译技巧，对英美文化的理解以及跨文化有认相应认知的提高；其次，引起人们广告翻译实例在英语教学应用中得到充分利用和获得更多教学启迪.根据英语新课程教学改革要求，老师在教学中应面向全体学生，关注学生的情感，遵循语言学习的规律，结合广告翻译法，从而变“苦学”为“乐学”，养成自我学习英语的习惯。关键词：广告翻译；词汇；句法；修辞；教学法abstractin the early 12th century，since the papermaking technology was introduced into the west, advertising industry had stepped towards a new era. then, after world war two, due to the intensified commercial competition and the advancement of science and technology by leaps and bounds, they promote the growth of the advertising industry. nowadays, advertising is ubiquitous. as the most used language, english owns an outstanding status in advertising with special characteristics. generally speaking, there are four fields of research in this field: ads translation in pragmatics , research studies, the studies by the combination of the related subjects and the latest achievements the advertising translation studies exploring newer and better advertising translation cases. the last three aspects are worth probing into, the combination of advertising translation and teaching methodology was rarely mentioned. i have summed up some of the phases of the research, and try to shed light on the characteristics of english advertisement in views of vocabulary, syntax, rhetoric. in addition, it discusses the strategies of translation, in this way we can average up the ability of carrying out the theories and the comprehension of british and american culture; secondly, it makes people tend to use related examples at english class and enlighten teachers and students with creative thoughts. the reform of new curriculum requires the attention of teaching to student direct experience, aiming at making class more effective.key words: advertising translation; vocabulary; syntax; methodology1. introductionnowadays, as we know, there are more and more fierce marketing competition, under this condition, a good quality will be necessary if you want to make your commodity attractive to the consumers among millions of other competitors(曹志耘, 1992). in kinds of competence, a successful advertisement is a very important part. in this international marketing environment, a proper advertisement, especially when facing various consumers with different nationalities, different languages and different custom background, how to advertise your merchandise in a proper and efficient way is the most important thing in these factors.generally speaking, there are four fields of research in this field: ads translation in pragmatics, research studies, the studies by the combination of the related subjects and the latest achievements the advertising translation studies exploring newer and better advertising translation cases. the last three aspects are worth probing into; the combination of advertising translation and teaching methodology was rarely mentioned. in the early 12th century，since the papermaking technology was introduced into the west, advertising industry had stepped towards a new era. then, after world war two, due to the intensified competition and the advancement of science and technology by leaps and bounds, they promoted the growth of the advertising industry. with the influence of global economy combination, there has been more and more business communications among different nations, everyone aims at developing his market abroad by promoting the sale of their productions, one of the extremely important tasks is to make their own production and manufacturers famous all over the world by advertising. nowadays, advertising is ubiquitous. as the most used language, english owns an outstanding status in advertising, which forms practical linguistic advertisements with special characteristics. we cannot deny that many of the civil enterprises havent realized how to create an english advertisement, and search for help from an inexpert translator instead of professional agency, that leads to a poor quality of the advertisement translation. some of the translation consignor knows little about english, inexpert helps inexpert, the quality of the translated advertisement will not be assured, and so that, many of the translator did a poor work with various intolerable mistakes.this thesis start with the differences and the specialty of the advertise language, concerning about the diversities between chinese and english advertise language use, the reason of the diversities and the way of solving the problem.from the very beginning, it has been advocated that english should be used throughout the class. although it offer a favorable atmosphere for learning english, which benefits the abilities of speaking and listening, but the consequence is somewhat disappointed. through periods of practice in teaching english, liya dan believes that there still exists many disadvantages, which contraries the reality. therefore, it is not carried out strictly.the shortcomings mainly lie in following aspects: firstly, students would come across misunderstanding. during the teaching process, even the best students may have half-baked knowledge about what teacher says, let alone students with poorer knowledge. for most students, it is the most difficult to figure out some unfamiliar and long words in specific fields or complicated sentences. secondly, if one has been in such unfamiliar speech situation for a long time, it becomes more difficult for him. thirdly, with proper chinese translation interspersed in your speech, it would lubricate students comprehension. in western translation circle, translation methodology has called attention since the 1860s, delisle noted that translation as a independent subject, it differs from pure language teaching. it demands special training. teaching consequence is important for people, in order to achieve a satisfactory; i suggest that we blend translation into teaching so that the quality can be improved.2. literature reviewas the most used language, english owns an outstanding status in advertising, which forms practical linguistic advertisements with special characteristics(周晓,周怡, 2004). in this international marketing environment, a proper advertise, especially when facing various consumers with different nationalities, different languages and different custom background, how to advertise your merchandise in a proper and efficient way is the most important thing from other importance(曹志耘, 1992). in the early 12th century，since the papermaking technology was introduced into the west, advertising industry had stepped towards a new era. then, after the world war two, due to the intensified competition and science and technology by leaps and bounds, and promote the rapid development of the advertising industry(李克兴, 2004).as the competition activities, advertisement is aimed to draw consumers attention, and satisfy their demands, help to bring about purchasing behavior(李克兴.,2004). finally, the companies have realized the harmony of economic returns. therefore, a successful advertisement translation is to market their domestic commodity abroad, and occupy foreign market with efficient. however, it is not easy to accomplish a successful translation, because it is related to comprehension and origin creation, and the consumers language characteristics(金惠康, 2002).2.1 definition of advertisementadvertising is a kind of commercial action(刘宓庆, 1999). it has a specific commercial aim and its most important function is promotion. meanwhile, advertisement is a kind of culture communication. according to wikipedia, advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services(赵静, 1992).2.2 origination of advertisementthe word “advertisement” is said to be from foreign languages. it originated from the latin word “adaverture”, which means drawing ones attention(李克兴, 2004). during the middle english era, （about 13001475），it changed into “advertise”，its meaning has broadened into “bring something to ones attention”，or “notice sb to catch his/her attention”. advertisement is the product of peoples aimed information communication and transmission activities. product advertising comes out during the late period of the primitive society and early slavery society, while social advertising appeared in the early stages of the matriarchal clan commune(许建平, 2003). advertising is divided into public service advertising and commercial advertising. we are most familiar with commercial advertising. social advertising includes political advertisement, public welfare advertisement, etc. until the end of 17th century, britain started on massive commercial activities(李运兴, 2001). at this time, the word “advertising” was widely used. advertising, then, represented not an advertisement, but a series of advertising campaign.3. translation of ads benefits teaching3.1 translation is conductive to comprehension and memoryenglish interpretation is a vital mean to enhance english skills, not adequate for all the vocabulary and sentences. then, teacher would explain them in advance, after that, teacher would expound on the meaning to extricate any misunderstanding. for instance, when teacher says daisy, and describes it as a white flower with a yellow center, students would know this kind but are unable to speak out its particular name. if teacher pointed it as 雏菊, they will sink into their minds with a vivid portrayal. besides, as the teacher adds that some girls are named after daisy, it is easier for them to remember. for another example, internalize has the english version: make(esp.aprincipleorapatternofbehavior)aconsciousorunconsciouspartoftheselfastheresultoflearningorrepeatedexperienceinsociety. it seems inexplicable to students. instead, we would make the interpretation as 使内在化， or enumerating instances are much beneficial.for more examples, an apple for everybody keeps worries away. translation version：天天有苹果，烦恼远离我。in the ads, apple not only refers to a kind of fruit, but also refers to the computer.as for somewhat complicated and difficult sentences, we may get twice result with half efforts. when we come across the discourse:multiplereflections,mistakes,anddiffractioneffectsattheedgesofthesamplearegenerallyconsideredthemainsourcesoferrors.toenhancethemeasurementaccuracy,specialattentionmustbepaidtothechoiceoftheradiatingelements,thedesignofthesampleholder,andthesamplethicknessandlocationbetweenthetwo radiatingelements.(the former paragraph can be translated as 多次反射、失配，及样品边缘的衍射效应是误差的主要根源。为提高测量的精度，特别注意辐射元件的选择，样品支架的设计以及辐射元件间的样品的厚度和取向。) we should analyze the structure and the relation so that translation is clearer.3 .2 translation helps us to improve the speaking skill.grammar-translation is a traditional and ancient teaching method. but it was rejected since 1870s, communication approach, discourse approach, and listening speaking approach are adopted. because lack of explanation, the translation is very obscure; besides, it seems chinglish.jianping xu noted that difficult sentences translation should be divided into five steps: 1. find out structure;2. deduce the gist of the essay;3. decide the relation. the second step is to express, lies in the following steps:1. understanding and reach out a draft 2. polish up the translation.pay attention to details. stemsthatsendelectronsovercopperwires。可译为：尽管越南人均年收入只有220美元，它计划每年增加的30万条线路将全部为有数字转换的光纤电缆，而不是那些以铜线传送电子信号的廉价系统。 except for the skills of translation, teacher also needs to impart the theories, because it plays directive role in the virtual process. qin liu have illuminate his own idea on the relation between theories and practice dialectically. firstly, the theories has enlightenment function and cognitive function. the theories identify, describe, analysis, probe into practice, and extract and purify out principles. via the revelation of the theories, we can be convinced of the essence, conventions, behavior patterns of the particular translation activities. secondly, the theories possesses perform function and directive function., which teaches us how to recognize and reduce to practice referring the theories as an aid, leaving the translation activities to be a initiative ones and be a high-level language communication and more than the craftsmans feats. moreover, it has the specifications for adjustments and regulation. those specifications help us to distinguish right or wrong, adjust some problems.3.3 translation conduces to develop english integrated applied abilities.english teaching purpose is to develop students english proficiency all-round: listening, speaking, reading, writing and translating techniques. judging from the language teaching regularity and teaching practice, the preceding five basic skills are complementary to each other and promote each other. through the translation of the teaching and training, students improve is not only the translation level. when students do oral translation, students it demands the practice of listening and speaking. when write translation, the thinking and organization of words by students will improve the language writing skills. through interpreting training, students master the basic english sentence patterns quickly, some difficult words, the difficult sentences, idioms, sayings and cultural knowledge, thus broaden the students knowledge, strengthened basic foundation of english, the reading speed , making reading comprehension easier.3.4 translation helps students to focus on study and raise interestalthough most students have learned for many years, english is not the mother tongue. it would be boring when students have listened for prolonged periods. then, wandering of attention may occur frequently. liyun xing noted that proper chinese version medicate their stress and worries away with creative jokes or words. for instance, go to great lengths this phrases explanation can adopt some english and chinese translation so that the point would engrave on their minds.theywenttogreatlengthstokeeptheaffairsecret.他们竭尽全力为这事保密。thefamousactorwenttogreatlengthstohidefromnewswritersandphotographers.这位著名演员竭尽所能躲避记者和摄影师. at the same time, if teacher gives another example on atlength.:goodswimmersatlengtharedrowned.its translation :“善水者溺，善骑者坠”或“会水水下死，会拳拳下亡。” teacher can gather some classic or genius and illuminating creativity to translate. wisdom from these has dawned on us to independently appreciate words and be originally creative.4. advertisement language4.1 cultural differences between china and westchina is an agricultural country from the ancient times. as peoples life is firmly attached to land, agriculture, the thought that man is an integral part of nature comes into being. thats to say, man and nature is a