《广告翻译》大纲及教案

广告翻译》课程教学大纲课程代码：21900054课型：翻译能力模块课开课学期：第5学期学时：9周X2学时/周=18学时考核方式：考试一、课程概述本课程是翻译专业的一门岗位能力课，也是一门翻译技能课程。广告翻译为第三学年第五学期开设的翻译岗位能力课，其目的在于通过讲述广告的定义、广告的文体特征、广告的功能、修辞特点，以及一些翻译技巧和理论，如直译、意译等，使学生从整体上把握广告翻译的基本理论知识，并通过大量的课堂练习和课外实习，培养学生较强的实际翻译应用能力，能熟练地进行英汉广告互译，为其今后从事商务翻译、广告英汉互译等文字处理工作打下坚实的基础。二、学时分配UnitTopicPeriod1TheGeneralIntroductiontoAdvertisements22ThePrinciplesofAdvertisingTranslation43TheStrategiesforAdvertisingTranslation84PracticalWorkofAdvertisingTranslation4Total18三、教学内容Unit1：TheGeneralIntroductionofAdvertisementsInthisunit,wewillfirsthaveadiscussionaboutthedefinitionofadvertising,whichisthefocusofdifferentscholars.However,basedontheirdefinitions,wecandrawaconclusionthatAdvertisingisapaid,mass-mediatedattempttopersuade.Itisaone-waycommunicationwhosepurposeistoinformpotentialcustomersaboutproductsandservicesandhowtoobtainthem.Thenwewillgotopresentthestyleandfunctionofadvertising.Unit2：ThePrinciplesofAdvertisingTranslationInthisunit,wewillintroducesomebasicprinciplesinadvertisingtranslation,whichare:faithfulness,creationandfunctionalism.Andwewillmakestudentsknowsometypesandstrategiesforadvertising,suchasliteraltranslation,freetranslation,creativetranslation,supplementarytranslation,condensedtranslation,andnotranslation.Unit3：TheStrategiesforAdvertisingTranslationInthisunit,wewillstartfromthediscussionoftheadvertisingofCocoCola,andthenwewillintroducethestrategyforthetranslationofadvertisingtopic,suchasusingellipticalsentence,imperativesentence,paradox,idiomandproverb,etc.Wealsodiscusssomeproblemsinadvertisingtranslation,suchasthosewithouttitleandslogan,lowtranslationquality,lackofinterestandinconsistency.Unit4：PracticalWorkofAdvertisingTranslationThisunitwillletstudentsdosomepracticalworkaboutadvertisingtranslation,throughwhichwecanapplyalltheprinciplesandstrategiesofadvertisingtranslationintopractice.Forinstance,thetranslationofsomebrands,thetranslationofsomepassage,etc.Andwemayindicatemorerulesandproblemsinpracticalwork,suchasacculturation.四、建议教材（或自编讲义）与教学参考书建议教材：自编讲义教学参考书1、程镇球.《翻译问题探索》，商务印书馆，1980.2、钱歌川.《翻译的技巧》，商务印书馆，1981年.3、许渊冲.《翻译的艺术》（论文集），中国对外翻译出版公司，1984.4、郑易里.《英华大辞典》（修订第二版），商务印书馆，1987.5、范仲英.《实用翻译教程》，外语教学与研究出版社，1994.6、古今明.《英汉翻译基础》，上海外语教育出版社，1997.7、刘宓庆.《文体与翻译》，中国对外翻译出版公司，1998.8、杨平主.《名作精译》，青岛出版社，1998.9、孙致礼.《翻译：理论与实践探索》，译林出版社，1999.10、陈宏薇.《汉英翻译基础》，上海外语教育出版社，2000.11、徐小娟.《广告英语》，首都经济贸易大学出版社，2002.12、华英、马永堂.《广告英语教程》，经济管理出版社，2004.13、方梦之、毛忠明.《英汉汉英应用翻译教程》，上海外语教育出版社，2005.14、Eugene,A.Nida&Chr.R.Taber,E.J.Brill，1982TheTheoryandPracticeofTranslation五、考核与评价本课程的考核由平时考核和期末考核构成，两者成绩之和为本课程最终成绩。平时考核占总成绩40%，包括考勤20%，作业和小测验10%，课堂参与（讨论和回答问题）10%，期末考核占总成绩60%。期末考核采取闭卷，在试卷中，应注重主观题与客观题的比例，以主观题为主，重点考查学生的实际广告翻译能力。LessonPlansUnit1ObjectivesStudentswillbeableto:understandthedefinitionofadvertisingandhaveabasiccommandofitsstyleandfunction;usetheirownwordstointerpretthemeaningandpurposeofadvertising.TeachingStepsStep1:WarmingupAskSssomequestionsconcerningthetopic.PresentacoupleofexamplesforSstoexplorethestyleofadvertising.Step2:Presentationoflearningcontent1.DefinitionofadvertisingAdvertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts，servicesorideasbyidentifiedsponsorsthroughthevariousmedia。2.FunctionofadvertisingThefunctionofadvertisingistobuildbrandrecognition,createexchange,createvalue,andtospreadaspecificmessage.Foreveryorganizationandeveryproductorservice,advertisingtendstofulfilaspecificgoalorobjective.Neverthelessonthegeneralfront,advertisingisamechanismthatfulfilsall,someoroneofthethreemajorfunctions:Firstlyadvertisinghasaninformingnature-aboutorganizations,aboutproductsandservices,abouttheenvironment,thesociety,thetrendsinsocietyandmanymoreaspectsoflife.Thisdealswiththecognitivecontextofthetargetaudienceinwhichtheygrasptheinformationandchannelizeitaccordingtotheirowncomprehensionandpredilection.Secondlyadvertisingprovidestheincentivestoviewersforthemtoengageinaction.Thisdealswiththeemotionaldimensionofthetargetaudience,whichconcentratesontouchingandpersuadingtheconsumersratherthaninformingandapprisingthem.Thethirdfunctionofadvertisingistoprovideconstantremindersandreinforcementstogeneratethedesiredbehaviortheadvertiserwantsfromthem.Thisisaparticularlyeffectivefunctioninthelongrunasremindersandreinforcementsregisterintheconsumers'minds,becomingthebaseonwhichtheyshapetheirfuturedecisions.StyleofadvertisingMonosyllables;refinedlanguage;rhetoricdevices,Step3:DiscussionandPractice1.SsareengagedindiscussionoftheexamplesrelatedtothepresentationandputtheirhandsontheexercisesgivenontheBb.Step4:AssignmentReadmoreanddotheexercisesonP.17.Unit2ObjectivesStudentswillbeableto:1.knowthefeaturesofadvertisingEnglishandChinese;2.grasptheprinciplesofadvertisingtranslation.TeachingStepsStep1:Warmingup1.QuestionstohelpSshaveafirstlookatthetopictobeaddressed.Step2:Presentationoflearningcontent1.EnglishmorphologyinadvertisingVerb;adjective;noun;compound;wordbuilding2.EnglishsyntaxinadvertisingSimplesentence;interrogativeandimperativesentence;disjunctivesentenceRhetoricaldevicesinadvertisingEnglishFigureofspeech;personification;pun;repetition;rhymeStep3:DiscussionandPractice1.Moreexamplesprovidedtoelicitdiscussion2.guidedpracticetoconsolidatethelearningStep4:AssignmentReadmoreaboutthetopicanddotheexercisesonP.26.Unit3ObjectivesStudentswillbeableto:1.masterthemethodsandstrategiesofadvertisingtranslation;2.studyhowthemethodsandstrategiescanbeproperlyappliedintranslationpractice.TeachingStepsStep1:Warmingup1.QuestionstoassistSstothinkaboutthetopicandenhancetheirinterestinlearninginthesession.Step2:Presentationoflearningcontent1.principlesofadvertisingtranslation:sellingpower、memoryvalue、attentionvalue、readability2.basicwaysofE-CorC-Eadvertisingtranslationliterarytranslation;freetranslation;copingtranslation;conversion;non-associativetransliterationandassociativetransliteration;homophonictransliterationStep3:DiscussionandPractice1.Moreexamplesprovidedtoelicitdiscussion2.guidedpracticetoconsolidatethelearningStep4:AssignmentReadmoreaboutthetopicanddotheexercisesonP.105.Unit4ObjectivesStudentswillbeableto:1.conductaseriesofadvertisingtranslation,fromChinesetoEnglishorfromEnglishtoChinese,withtheaidofthetheori