英语专业论文.doc

河南农业大学华豫学院本科毕业论文（设计）河南农业大学华豫学院本科毕业论文（设计）任务书分 院 外国语学院 专 业 英语 班 级 英本0601 学 生 胡会芳 学 号 060210146 指导教师 宋彩菊 论文题目 A Study of Functionalist Approaches &Translation Strategies in International Advertisement Translation 1、论文的主要任务及目标 此论文旨在探讨在功能理论指导下的广告翻译及策略。从广告功能的实现着眼,提出“适应法”应用于国际广告翻译当中的必要性和可行性,阐述国际广告翻译中的文化适应性理念与原则。论述在功能翻译理论指导下的国际广告“直译”“适应”“创造”等翻译策略的具体方法。2、论文的主要内容 论文主要包括三个部分：摘要，正文和结尾。摘要部分主要介绍研究目的和论文的结构。正文部分由五章组成。第一章和第二章主要介绍广告及翻译的功能,广告翻译相关的基本概念和理论,以及广告翻译中的功能理论。.更第三章宏观地论述功能翻译理论在国际广告翻译中的应用。第四章和第五章针对实例充分肯定功能翻译理论在国际广告翻译实践中的重要性和实用性，同时也指出其作为一种理论的局限性。结尾部分对以上研究进行总结。3、论文的基本要求本专业内选题，体现所学专业特点。选题能够使学生达到综合运用所学知识获得比较全面的训练，同时也能使少数学生对某些专题进行比较深入的研究。论文严格按照本科生论文标准格式写作。严格自律，不抄袭，有创新性。4、主要参考文献 1 Nord, Christian. Translation as a Purposeful Activity: Functional Approaches Explained. 上海：上海外语教育出版社,2001. 2 Longman Dictionary of Contemporary English. Beijing: Foreign Language Teaching and Research press, 1998.3 刘宓庆.当代翻译理论M.北京：中国对外翻译出版社,1998.4 陈淑华.英语修辞与翻译M.北京:北京邮电学院出版社,1990. 5、论文进度安排论文各阶段名称起 止 日 期1拟定论文题目2009.12.18-2009.12.302列提纲2009.12.31-2010.1.213搜集资料2010.1.22-2010.2.224初稿2010.2.23-2010.4.55定稿2010.4.5-2010.5.1注：一式三份，学院、指导教师、学生各一份。河南农业大学华豫学院本科毕业论文（设计）河南农业大学华豫学院本科毕业论文（设计） 学号：060210146A Study of Functionalist Approach & Translation Strategies in International Advertisement Translation功能理论与国际广告翻译策略研究分 院 外国语学院 专 业 名 称 英 语 班 级 英 本0601 姓 名 胡 会 芳 指 导 教 师 宋 彩 菊 2010年5月10日 A Study of Functionalist Approach & Translation Strategies in International Advertisement Translation by Hu HuifangSupervisedby Song CaijuHuayu College of Henan Agricultural University May 2010Contents 摘要Abstract1. Introduction11.1 Definition of Advertisement 1 1.2 Categories of Advertising 2 1.3 Functions of International Advertising 22. International Advertisement Translations 43. Functionalist Translation Theories 53.1 Background of Functionalist Translation Theory 53.2 Principles of Functionalist Translation Theory 7 3.2.1 Skopos Theory73.2.2 Function plus Loyalty74. Translation Strategies in International Advertisement in Light of Functionalist Approaches84.1 Direct Translation 94.1.1 No Translation9 4.1.2 Transliteration9 4.1.3 Literal Translation 9 4.2 Adapted Translation 10 4.3 Creative Translation 10 4.4 Compiled Translation11 4.5 Supplementary Translation115. Conclusion 12References 13Acknowledgements 14摘要随着国际交往的日益深入,有效的国际广告翻译需求变得越来越广泛。然而对广告翻译策略的研究尚未得到系统的发展,从文学翻译和宗教作品翻译中所得出的传统翻译理论对广告翻译的指导也缺乏实践依据。所以，此论文旨在探讨在功能理论指导下的广告翻译及策略。论文介绍了广告及翻译的功能,广告翻译相关的基本概念和理论。广告的最终目的就是促进销售。广告翻译与其它文学翻译和技术翻译的不同之外在于广告本身所具有的极其鲜明和及其突出的商业特性,所以那些潜在的顾客是否买你的产品被视为评价商业广告是否成功的最重要的标准。论文还着重阐述了国际广告翻译中的功能理论。然而此论文并不能概括所有重要的广告翻译理论，作者希望将来能探索到更加实用的广告翻译策略。关键词：功能翻译理论；广告翻译；翻译策略；翻译要求AbstractThe rapid progress of international exchanges calls for a great amount needs of advertisement translation. However, the study of advertisement translation is far from satisfactory in terms of specific strategies and the traditional literature translation theories seem increasingly inadequate. Therefore, this thesis we aim at discussing the translation of advertisement from a perspective of functionalist approaches. The advertising translation makes the advertising fulfill its function in the international market. .更Under the guidance of functionalist approaches, we are supposed to focus on the expected functions in the target culture and are encouraged to make good use of various sources of information to render satisfactory target texts. In this thesis, we also noticed that stylistic features are regarded as the great importance when we deal with the problem of advertising translation, so we need to pay attention to the links between its language features and its functions. In order to make the translation more readable and reach the Skopos of advertising translation, adaptation is one of the effective strategies to fulfill the intended function in advertisement translation; however we cannot analyze every important area of it. We hope in the future, we can explore more successful translation strategies applicable to advertising translation.Key Words: advertisement translation；functionalist approaches；strategies；translation brief141. Introduction 1.1 Definition of AdvertisementAdvertisement, as the most representative sign of contemporary society, has been becoming the major part of our life. According to the American Marketing Association, advertisement is defined as “The non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Advertisement itself has developed into various forms which we could encounter almost everyday. They are on different kinds of mass media. Even on the side of buses we can see it. Indeed, as Qian Yuan summarizes, the advertisement has become a highly powerful institution. It helps manufactures and corporation to increase profits, manipulates social values and attitudes, and shapes peoples life style. The history of advertisement could be traced back as early as 3000 BC when the early advertisements were found for an ointment dealer, a scribe and a shoemaker on Babylonian clay tablets. However, the advertisement industry in China is just a newly-emerged field. There had been no domestic genre of advertisement until late 1970s. The implementation of reform and opening up policy gave room for the modern advertisement in China for the first time and after a development of over 30 years, the expenditure of advertisement in China is expected to 12 billion US dollars, which has made China the fourth largest advertisement market only after the United States, Japan and Germany. Advertisement is not only the propaganda or the introduction to some certain products; it functions as promoting the manufactures image or advocating the ideas of the enterprise to the potential customers. Its final purpose is to sell goods and make the profits. To fulfill the demand of advertisement, the sellers always want the advertisement to be trust-worthy and expect that the customers would accept and follow the contents that an advertisement has boosted.The famous AIDCA principle summarizes that a successful advertisement must be able to achieve the following five standards, that is to attract attention, to arouse interest, to stimulate desire, to create conviction and to get action. When a product is introduced to another country, usually the original advertisement is adopted to meet the needs of the new market. This phenomenon has made a very specialized field of business operation and translation practice. As a specialized and important area on translation, advertisement translation has its own features and rules, which deserve an intensive and systematic study. As we know, a successful advertisement translation can influence the customers imperceptibly but enormously, and it can arouse peoples interests in buying the products and bring about profit for a company. However, a failed advertisement will not only cause economic losses but also directly influence the image of a company even a country, whereas a successful translation could enhance the reputation of a brand and a good advertisement itself is more than an advertisement but it could reach a consequence far beyond its business value.1.2 Categories of Advertising There are many ways to classify advertising. If we take the property and content of advertising as the standard of classification, we can classify advertising into two main categories: business advertising and non-business advertising. Advertising is mainly for-profit purpose, seeking to increase demand for their products or services. Other non-profit organizations are not typical advertising clients, and rely upon free channels, such as public service announcements. From the target audiences pint of view, consumer advertising, business advertising, service advertising, specified advertising, charity advertising fall into this category. Advertising can also be classified according to the writing method. There is hard-sell advertising and soft-sell advertising. The former refers to the-reason-why advertising which tells the feature of something advertised to persuade readers to accept it. Usually, this kind of advertising uses a matter-of fact tone and is for selling industrial products. Variations of advertising may include product placement, sponsorship, publicity, public relations, underwriting, and sales promotion.We will limit our discussion to the written form of various advertising and mainly, focus our attention on the international business advertising in this thesis.1.3 Functions of International AdvertisingNowadays the world witnesses an extraordinary growth in the number of business operating internationally. Customers around the globe watch Sony television and drive Toyota autos, smoke Marlboro cigarettes and write with Parker pens. Shoppers can stop in for a MacDonalds burger in Paris or Beijing, and German and Japanese Citizens alike increasingly make their purchases with the American Express Card thats the result of function of advertising. Advertising is a fast growing industry in modern societies. Multinational companies promote their products to various countries by means of glamorous advertisements in different languages. You just have to watch the satellite broadcast television channels for a day to see the same campaigns shown in several languages. With the media revolution and its string of intangible exchanges, the translator suddenly found himself involved in every aspect of intercultural communication. Wherever the local language is an influential parameter, he is called in as a decoder and mediator, sometimes even as a negotiator. Advertising, be it written or audiovisual, is now one of the areas of activity that most often makes use of the services of specialized translators. Now lets discuss the functions of international advertising from this point of view. So all experience the following actions from connecting with the advertisement to purchasing the product: Attention, attracting attention. When a commodity appears on the market, the advertising purpose is to make people notice it. Attraction, stimulating interests. If the readers interests have risen, the advertising should also hold his/her attention and make him/her believe that the subject this advertising is of great interest to him/her; Desire, creating desire. The advertising has to convince the reader that the product or service will meet some need or create a need which he/she has not felt before; Action, taking action. The advertising may urge the customer to buy the commodity or accept the service. From the above procedure, we may see that the advertisement is imposed great importance as a communicative vehicle; it plays a significant role in our society. Crystals and Davy state that there are two main functions of advertising: informing and persuading. The latter is also called influencing and it is the primary function, which means, the overriding function of advertising is to persuade or manipulate the potential consumers to buy a product and accept the ideas, values, and life style which are associated with the product. Advertisement is used to convince the consumers that the products they are advertising will satisfy their needs or that the particular products advertised has some qualities which will make it superior to other similar products and are their best choices .So it is reasonable to say that persuasiveness is the most important function of advertising. In the absence of this persuasive intent, a communication might be news, but not advertising; and the informative function serves for the purpose of exerting the persuasive effect at its best .Thus, fulfilling the intended communicative purpose is the main concern for advertisers. The persuasive power of an advertisement is exhibited by verbal and non-verbal elements produced by professional advertising experts. As a mass communication, we can conclude the following 5 functions for international advertising in a broad sense: marketing, communicative, educational, economic and social ones.Marketing function. Advertising presents the sales information to a large group of people known as the target audience by various media and motivates them to make a purchase. It introduces a new product or service to the readers, including its color, size, and usage, etc. Communicative function. Advertising is “verbal/non-verbal, public, one-way communication.” It uses verbal and non-verbal elements to present the information about products, services and ideas to influence and persuade people to make choices and at last take some actions, especially to purchase the products and services.Educational function. Advertising can accelerate technological advances in industry and build a better understanding and appreciation of ideologies. Economic function. Advertising stimulates competition among firms. Then, the firms will take up all kinds of measures to improve products and gain advantage in the competition. To a great extent, it booms economic advancement of society and helps society to achieve abundance. Social function. Advertising is one of the major forces that help increase productivity and raise the living standard. In the above 5 functions, the marketing function and the communicative function are the main functions of advertising. 2. International Advertisement TranslationsWith the ever lasting growth of Chinese economy and extensive international and domestic markets, more and more Chinese products are exported to foreign regions and countries, meanwhile, various goods from other regions and countries are seeking fortune in China. However, advertisement translation did not emerge as a topical problem and had been out of sight of the scholars until 1990s. Study on literary translation has a long tradition both in China and in the West. The traditional translation criteria such as faithfulness or equivalence however are unable to justify the necessary adaptation in advertisement translation, meanwhile, principles and techniques developed from and designated for translating literary and religious works do not serve necessarily when they are to be the guide of practice of advertisement translation. A number of articles have been published in major professional periodicals such as Chinese Translation Journal and Shanghai Journal of Translators to criticize such a negative phenomenon, but so far none has ever adequately described the practice of advertisement translation or established a satisfactory model. In this case, a more appropriate theoretical framework is called for. Functionalist translation theory, which emerged in the 1970s, emphasized the functionality of the target text in the target culture. Applied in advertisement translation, functionalist translation theory means focusing on the main function of the translated advertisement with achievement of the intended purpose, such as talking people into buying the goods or service advertised.(Baker, 2000:235)3. Functionalist Translation Theories3.1 Background of Functionalist Translation TheoryThe traditional Chinese translation theories should be reviewed before we talk about Western translation theories. The history of Chinese translation theories could be firstly traced back in Six Dynasties and Song Dynasty, and experienced a development of technology and religion literature translation in Ming and Qing Dynasties. The flourished period of traditional Chinese translation theories lasted from the late 1910s to late 1940s. The achievements of traditional Chinese translation theories are mainly derived from the experience of Buddhist scripture and literature translation, quite lot principles among which are still in a dominant position in the translation studies in China today. However, the Chinese theorists focused primarily on literature translation, which is in pursuit of the harmony of aesthetic language form and content and the literal value of source language and target language. They seldom put their efforts on the pragmatic translation which is diversified in contents, varied in forms with different purposes. For quite a long time, the “second-graded” pragmatic texts are beyond the sight of the Chinese researchers. Therefore, the traditional Chinese translation theories seem to be unpersuasive when applied in the pragmatic translation. In the West, modern linguistics played an active role in the development of translation theory in 1950s to 1960s and it had a dominant status in translation field. Due to the profound influence from the discipline of linguistics, translation theorists were enlightened from these linguistic theories and from their respective sub-theories. Translation studies became linguistics-oriented and were defined as a subordinate category of applied linguistics. In 1965, in the bo