2020年语言学类硕士论文开题报告范例

语言学类硕士论文开题报告范例引导语：开题报告就是确定了课题研究方向后，课题负责人在调查研究的基础上撰写的报请上级批准的选题计划，以下是搜集的语言学类硕士论文开题报告范例，欢迎大家阅读!1、选题意义和背景Theprogressofeconomicglobalizationhasgreatlyhitthesociallife.Advertisinghasbeeanimportantwayofmodernmarketingandhasattractedmerchantsandthepany.Aspeople'sconsciousnessworldwideenhances,manyproductsandservicesofadvertisingwillbetranslatedintootherlanguagesforpromotiontoexploreoverseasmarkets.Advertising,asaneffectivewayofdisseminatingbrandinformation,hasperatedintomanyaspectsofsociallife,anditplaysabridgeroleinconnectionandmunication.SinceChina'saessiontotheWTO,itsconnectionwiththeworldgetsevencloser.MoreandmoreinternationalenterprisesandproductbrandseintoChina'shugemarket.Translationofproductsandservicesforoverseasconsumersisnotonlythefunctionofpromotingconsumption,butalsotheeffectofexternalpublicity.Intheglobalmarket,advertisingtranslationnotonlybringsanopportunityforadvertising,butalsohasbringsthehugechallenge.Therefore,masteryofbothChineseandEnglishadvertisingtranslationisparticularlyimportant.Skopostheoryisthefoundationandthecoretheoryoffunctionalism.Skopostheoryholdsthattheprocessofthewholetranslationbehaviorisdeterminedtothepurposeoftranslationaction,thatis,theendjustifiesthemeans.Thepurposeofthetranslationbehavioristhecoreelementwhichdeterminesthetranslationprocess.Advertisingtranslationhasastrongpurpose.Whatismoreimportanttoadvertisingtranslationiswhethertranslationcanconveythepurposeofsourcetextandachievetheanticipatedtargetofthesourcetext,soastoattracttheattentionofforeigncustomerstoinducetheirconsumptiondesire,eventuallytoincurpurchasebehavior.2、论文综述/研究基础1AdvertisingTranslationStudiesintheWest.AdvertisingtranslationwasmentionedintranslationstudiesforthefirsttimeinHurbin's(1972)article“Peut-ontraduirelalanguedelapublicé”(CanOneTranslatetheLanguageofAdvertising?)。Atthattime,linguisticswasthedominanthumanisticdiscipline,meanwhile,linguisticsmadetranslatingacode-switchingoperation.Equivalence-basedlinguisticapproachesmainlyfocusonthesourcetext.Hurhinarguedthatforonesourcetext,thereareseveraltranslations,andthetranslatorschosewhichtranslationisthemostappropriateone.Hurbinalsopointedthatifglossariesofadvertisinglanguageispiled,thiswasmadeeasier.Sothetranslatorswillbeeasytofindthemostappropriateequivalentexpressionsbetweenthesourceandthetargettext.InCandaceSeguinot's(1995)article“TranslationandAdvertising:GoingGlobalinCulturalFunctionsofTranslation”.Themainopinionofwhichisthatacrossculturalboundaries,thereisanunderstandingofcultureandsemioticsappearinginthemarketingofgoodsandservices.Itgoeswellbeyondbothlanguageanddesign.Anotherrepresentativearticle“Advertising:afive-stagestrategyfortranslationinTranslation”asInterculturalCommunicationwhichiseditedbyC.Nordetal.ThearticleispublishedbySmith&Klein-Braley(1997)。Inthisarticle,theyconductacontrastiveanalysisofEnglishandGermanadvertising.Thentheydevelopedtaxonomyofstrategiesfortheanalysisofadvertisingtranslation.Uptonow,thebookwhichmaybetheonlyonepublishedexclusivelyonadvertisementtranslationisTranslationPracticesinInternationalAdvertisingwrittenbyMathieuGuidere(xx)。Thisbookmainlytalksaboutvariousaspectsofadvertisingtranslationininternationalmarketandmainlyconcernstheglobaladvertisingofmultinationalpanies,becausetheyneedtotranslatetheirproductsinformationintootherlanguages.Theauthoranalyzessomeexamplesinadvertisingtranslationandheshowsreaderssomeessentialproblemsincurrenttranslationideas.Thisbookintroducedthestrategiesoftranslationwhichareimplementedbythemultinationalfirmstobreakintonewmarkets.2AdvertisingTranslationStudiesinChina.Domesticadvertisingtranslationstudiesofficiallystartedin1990s.Intermsofresearchcontents,theinitialstudiesmainlyfocusedonthediscussionaboutspecificadvertisingtranslationofidiomsandtheexistingproblemsinChinese-Englishadvertisingtranslation.Thatwastheprimarystage.Yearslater,advertisingtranslationprincipleandcriteriabecametheresearchthemes.Peopleholdtheviewthat,advertisingtranslationshouldgiveattentiontoinmanyaspects,suchastext,languagebeauty,consumerpsychology.Researchersillustratedtheirrespectivepointsofviewfromdifferentangles.Sincethelate90s,althoughthediscussionoftranslationprincipleandcriteriawerestillmentioned,theresearchers'attentionweregraduallyfocusedontranslationofdifficultpartsinadvertising,suchastherhetoricaldevices,emotionaltransmission,brandimageandtrademarkreproduction,etc.Intermsofresearchmethods,domesticadvertisingtranslationstudymainlyusestheinductivemethodandthecasestudy.Nevertheless,inrecentyears,researchersbegintousethetheoryachievementsofpragmaticsandotherrelateddisciplinestoanalyzedifferentkindsofproblemsinadvertisingtranslation,andthenputforwardsometranslationstrategies.Asearlyas1992,LiFanproposedthedevelopmentoftheadvertisinglanguageposedaseverechallengetoadvertisingtranslation.Theartfuladvertisingsrequirethetranslatortobreakhardthetraditionoftheoriginal,boldlyinnovate,andimprovethequalityoftranslation.Therearethreereasonsforflexibleadvertisingtranslation:1)thepurposeofadvertisingistoinduceconsumertopurchaseproducts.Textisjustmeans,sotranslationsdonothavetosticktothetextequivalent;2)thefeatureofadvertisinglanguageisvivid,whichistheessenceofadvertisinglanguage.Ifthetranslationisnotboldtochange,therewillbenomagictranslation;3)formulaicexpressionsaremonuseinadvertising,ifnotalternative,itmaybetranslatedintoforeignstereotypedwriting(黎凡1992:29-31)。Atthesametime,researchersthoughtintermsofsomespecificadvertisements,flexibletranslationseemstobetheonlyway,especiallyinthefourkindsofadvertising:1)advertisingusedofwittyandpolishedwords;2)advertisingusedofbrandname;3)advertisingusedofpuns;4)advertisingwithstrongnationalculturecolor.Inordertoachieveconciseexpression,attractmorereaders'attention,facilitatereadersrecognizeandremember,advertisingwritingshouldfollowtheKISSprinciple,namely,“keepitshortandsweet”(郭可1992:57-64)。Agreatnumberofstudiesonadvertisingtranslationareassociatedwithconciseproblem.DingShudeisdedicatedtohisstudies.Heholdsthat:1)Chineseadvertisingoftenusesmodifierstoemphasis,productcharacteristics,whileEnglishadvertisingissimplewords,mainlywithoraltype.alotofsubject-predicativephrasesinChinesecanbedirectlytranslatedintoadjectivesEnglish,suchas速度快、效率高、行动灵活canbetranslatedinto“fast,efficientandhandy”;2)TherearealargenumberofthefourwordsinChineseadvertisingstructure,whichbringparallelismandoverlappingtostrengthenlanguage,butthereisnosuchcharacteristicinEnglish.InChinese-Englishtranslationshouldholdthecenter,aroundthecenterwordleadstoallaspects;3)thereareoftenloosesentences,whichexpressalargeamountofinformationinChineseadvertising.Translationshouldbeconciseandpact,strengthenthelogic;4)Chineseadvertisingmonlyusesformulaicexpressions.Translationshouldbefascinating,consideringtheoverallrhetorical,butnotstackrhetoric.GoodEnglishadvertisinglanguageisnotmanywords,butitisimpressive(丁树德1995:42-43)。CaoShunfaalsotakesalargenumberofexamplesofbothEnglish-Chinesetranslationtwoaspectsshowthatbasedontheprincipleofsimple,thetranslationofadvertisinglanguageshouldstrivetousethemostsimplelanguagetoexpressthemostplexmeaning,tomakeiteasytoberemembered(曹顺发xx:43-45)。EquivalencetheoryisbasedonNida'sequivalencetranslationtheory.Onthisbasis,someresearcherspointoutthatmercialadvertisingtranslationismainlyontheequivalenceofsemantic,socialandcultural,andstylisticaspect.1)Thesemanticequivalence.Thisisthemostbasicandimportantequivalence.Fromwordtochapter,inordertoachievethesemanticequivalence,thefirstthingtothetranslatoristhathemustdeterminethemeaningofthetranslationunitincontext.Thetranslatorshouldpayattentiontoavoidleadingambiguityandinterpretingwithoutrealunderstanding;2)socialandculturalequivalence.Translationistointroduceforeignculture.Duetotherestrictionofculturaldifferencesandlanguageform,thereisrarelyapairofwordsbetweenEnglishandChinese,sothesocialandculturalfactorsshouldbeconsideredinthetranslationequivalence.Strongculturalcolorofidioms,allusions,suchaspropernounsinthetranslationshouldbeadjusted,translateitstruemeaning;3)thestylisticequivalence.Oneofthetranslationtaskistoreproducetheoriginalstyleandliterarystyle,keepthespiritandtheformoftheoriginal(蒋磊1994:38-41)。Bycontrast,otherequivalencetheoryresearchersaremorevaluedfunctionequivalence.Theythinkadvertisingtranslationshouldbefollowedbytheequivalentprincipleonthebasisoffunctionalequivalence,andnotconstrainedbytheoriginaltextexpression(苏淑惠1996:51-56)。Someresearcherspointoutthattheaestheticfactorsplayasignificantroleinmercialadvertising.Studiesshowthatifthereareconnotationaestheticsandlanguageaesthetics,theadvertisingwillbesuessful.Connotationaestheticsincludethebeautyofartisticconception,image,emotionandculture;languageaestheticsincludethebeautyofconcise,word,sentence,phonologyandrhetoric.Sotranslationshouldreproducetheoriginalbeauty,andextendwhennecessary,makethetranslationhavethesamepublicityeffectwiththeoriginaltext(汪文格1999:86-89)。Theythinkthatsuessfuladvertisingisartfusedofaesthetics,linguisticsandpsychology.Incross-culturalmunication,whentheliteralmeaningandaestheticfeelingofadvertisingconflicts,thetranslatorshouldabandonform,andreproducetheaestheticfeelingtostrengthenitscharismaandallure,achievemunicativeeffect.Soadvertisingtranslationshouldadheretotheprincipleofdialecticalunificationofloyalandcreative,organicbinationofequivalentandaesthetics(唐艳芳xx:112-116)。Someresearchersarguethatadvertisingmunicationtaskrestrictsthechoiceoflanguage.Advertisingstylebringsoutconciseandimplicitcharacteristics.Creativeadvertisinglanguageandtranslationshouldshowthecharacteristicsintheaspectsofwords,grammar,andrhetoricandculturepsychology.Performgoodsthemeaurately,maketheaudiencepsychologicalresonanceandhaveabuyingdesire(谢建平xx:37-40)。Thedoctrineisnotopposedtoeachother.Theywereessentiallyplementedeachotherandfusionofeachother.Ifadvertisingtranslationcannotbepromotional,itwillnotbeadopted.DavidOgilvysaidthatadvertisingisnotakindofartform.Hedidn'twanttohearotherspraisehisadvertisinghowcreative.Hejusthopesitcanattractpeopletopurchasegoods(DavidOgilvyxx)。Sincetheearly90s,discussionaboutadvertisingtranslationmethodsappearedinforeignlanguageperiodicals,suchasChineseTranslation.LiXiangdepointsoutthatfourwordsphrasetranslationsfromChineseintoEnglishcanadoptthreemethods:Literaltranslation,freetranslationandrhetoricaltranslation.Literaltranslationisacorrespondingstructure.Freetranslationmakesalittleellipsis,supplementedorsequentialadjustmentwiththeoriginaltext.Rhetorictranslationusingrhetoricmethodstomakeadvertisinglanguagemorevividandattractivetoconsumers(李祥德1990:13-16)。JiangLeisummedupthattherearefourwaysofadvertisingtranslation.Theyareliteraltranslation,liberaltranslation,modelingtranslationandtranslation.Literaltranslationreferstoretaintheoriginaltextcharacteristicsfromcontenttoculture.Freetranslationreferstokeepcontentandabandonthetranslationform.Modelingtranslationdirectlyusesready-madeadvertisingformulaswhicharecorrespondingtotheoriginalform.Translationmeansinaordancewiththetargetlanguagehabits,translatefromtheangleofview,theactualsituationandimage(蒋磊1994:38-41)。YangQuanHong'sarticleinscienceandtechnologyofChinapointsoutthatduetotheparticularityofinternationaladvertising,thetranslationshouldbedifferentfromthetraditionaltranslation.Asthesupplementofroutineadvertisingtranslation,theauthorputforwardinterpretationtranslation,namely,inordertoadapttothedestinationmarket,recreateintargetlanguageagainstitsoriginalshape.Interpretationtranslationhelpsacrossbarriersinworldwideadvertisingtranslation,anditisconducivetomakefulluseofitsadvantagesinlanguagetranslation(杨全红2000:16-19)。MengLinandZhanJinghuianalyzethetypesofpunsinadvertising,namely,homophonicpuns,semanticpuns,grammaticalpunsandidiomsorcolloquialismspun.Theyputforwardthefivekindsofpunningtranslation(孟琳、詹晶辉xx:48-51)。Inadvertisingtranslation,trademarktranslationisanimportantpart.Intermsofitsprinciple,researchersaregenerallyrecognizedthatitshouldbeconciseandvividas.Brevityisintendedtofacilitatetherecognitionmemory.Vividnessistokeepthebrandimage,maintainconsistencyoftheglobalimage.Twopointsaredecidedbytheinherentrequirementoftrademarkfunction.Aordingtotheprincipleofaesthetics,HuKaibaoandChenZaiQuanpointoutthatthetrademarktranslationshouldbehavingpopularbeauty,simplebeauty,strangebeauty,rhymebeautyandartisticconception.Makingtrademarktranslationhasaffinity,arouseconsumersdream,enhancetheirdesire(胡开宝、陈在权2000:51-53)。LiKexingsummarizesHongKongenterpriseandbrandnametranslationprinciplesandmethods,proposesthatfromtheperspectiveofalargenumberofestablishedtranslation,translatorpursuesfourprinciples:consideringbothofsoundandmeaning;transliteration;avoidusingordinarymonwords(becausethetrademarktranslationtakesordinaryvocabularyexacerbateChinesephenomenonofpolysemy,negativesocialmunication);avoidculturaltaboos.JiangLeifromtheperspectiveofsocialpragmatics,inviewoftheChinese-Englishculturaldifferencescausedbythepragmaticfailuresintrademarktranslation,JiangLeiputsforwardfivepragmatictranslationstrategies:1.Highlighttheexpressivefunctionofatrademark;Showthenationalcultureandseizetheassociativemeaning;3.Pickeduptheauspiciousbeg,catertoconsumerpsychology;4.Cutauratemarketpositioningandpursuitofnewbusinessconcepts;5.Payattentiontotheculturalempathyandconformtotheaestheticpsychological(蒋磊xx:52-56)。Thispaperisfullofexamples.Jiangemphasizestheimportanceofbrandtranslationinthecross-culturalbarriers.3、参考文献DavidOgilvy,(xx)，《奥格威谈广告》。北京：机械工业出版社。Guidere,Mathieu.TranslationPracticesinInternationalAdvertising.TranslationJournal,xx(5)Gutt,Ernst-August.(xx)。TranslationandRelevance-CognitionandContext.Shanghai:ShanghaiForeignLanguageEducaitonPress.Hurbin,Pieerr.(1972)。Peut-ontraduirelaLanguedelaPublicé(CanOneTranslatetheLanguageofAdvertisement)。Babel:InternationalJournalofTranslation.Leech,Geoffrey.(1974)。Semantics.London:LongmanGroup.Munday,Jeremy.(xx)。IntroducingTranslationStudies.LondonandNewYork:Routledge.Nord,Christine.(xx)。TranslatingasaPurposefulActivity.ShanghaiForeignLanguageEducaitonPress.Reiss,Katharina.(xx)。TranslationCriticism:ThePotentials&Limitations.Shanghai:ShanghaiForeignLanguageEducaitonPress.Seguinot,Candace.(1995)TranslationandAdvertising:GoingGlobalinCulturalFunctionsofTranslation.InSchaffner,C.,Kelly-Holmes,H.(Eds.)，CulturalFunctionsofTranslation.MultilingualMatters.Smith,V.andC.Klein-Braley.(1997)。Advertising:Afive-stagestrategyfortranslation.InC.Nordetal.(Eds)，TranslationasInterculturalCommunication.Amsterdam:Benjamins.Samovar,LarryA.RichardE.PorterandLisaA.Stefani.(xx)。CommunicationBetweenCulture3rded.Beijing:ForeignLanguageTeachingandResearchPress.Schiffman,LeonG.andKanuk,LeslieLazar.(xx)。ConsumerBehavior.Beijing:TsinghuaUniversityPress.HanceJ.Vemeer.(xx)。SkoposandCommissioninTranslationalAction.InVenuti,L.TheTranslationStudiesReader.(pp.227-238)。NewYorkandLondon:Routledge.曹顺发，(xx)，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，(xx)，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，(xx)，《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，(xx)，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，(xx)，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，(xx)，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，(xx)，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，(xx)，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ChapterOneprovidesabriefbackgroundonthestudy.Itintroducesandexplainsthenecessityofthestudy.ChapterTworeviewsrelevantresearchrelatedtoadvertisingtranslation.ItintroducestherelatedresearchstudiesofadvertisingtranslationinChinaandwest.ChapterThreepresentsthetheoreticalfram