广告英语中修辞格的翻译策略英汉汉英翻译方向英语论文.docx

1、广告英语中修辞格的翻译策略英汉汉英翻译方向英语论文XXXX大学本科毕业论文（设计）任务书编 号： 论文（设计）题目： 广告英语中修辞格的翻译策略 学 院： XXX学院 专业： 机器翻译 班级：机器翻译班学生姓名：XXX 学号： XXX 指导教师： XXX 职称： 讲师 1、 论文（设计）研究目标及主要任务 本论文的研究目标是研究广告英语中修辞格的翻译策略。主要任务是从受众心理学的角度分析广告英语中修辞格的翻译方法。2、 论文（设计）的主要内容 本论文分为五章，第一章介绍广告的起源和发展，第二章介绍广告英语中修辞格的应用，第三章介绍成功的广告和失败的广告分别会对消费者产生什么影响，第四章介绍四种

2、实用的翻译方法，第五章总结全文，指出翻译方法的重要性。3、 论文（设计）的基础条件及研究路线 本论文的基础条件是不同的修辞方法在广告英语中的应用，研究路线是从心理学角度分析广告英语中修辞格的翻译策略。4、 主要参考文献John Locke. 2008. John Locke and The Rhetoric of Modernity. Beijing: Lexington Books. Linda Hutcheon. 1985. A Theory of Parody: The Teaching of Twenties-centry Art Forms. London: Routledge.冯翠

3、华. 1995. 英语修辞大全M. 上海：外语教学与研究出版社.5、 计划进度阶段起止日期1确定论文题目3月9日前2与导师见面，确定论文的大致范围，填开题报告和任务书，导师签字 3月9日-3月16日3提交论文提纲3月16日-3月27日4交初稿和文献综述3月27日-4月20日5交终稿和评议书5月8日前指 导 教师： 年 月 日教研室主任： 年 月 日注：一式三份，学院（系）、指导教师、学生各一份XXXX大学本科生毕业论文（设计）开题报告书 XXX 学院 机器翻译 专业 XXX 届学生姓名XXX论文（设计）题目广告英语中修辞格的翻译策略指导教师 XXX 专业职称 讲师所属教研室翻译教研室研究方向

4、英汉汉英翻译 理论与实践课题论证：从心理学角度分析广告英语中修辞格的翻译策略方案设计：第一章介绍广告的起源和发展； 第二章介绍广告英语中修辞格的应用； 第三章介绍成功的广告和失败的广告分别会对消费者产生什么影响； 第四章介绍四种实用的翻译方法； 第五章总结全文，指出翻译方法的重要性。进度计划：3月9日前确定初步论文题目 3月16日前写开题报告、任务书 3月27日前交论文提纲 4月20日前交初稿和文献综述 5月8日前交终稿和评议书指导教师意见： 指导教师签名： 年 月 日教研室意见： 教研室主任签名： 年 月 日XXXX大学本科生毕业论文（设计）文献综述Literature ReviewMode

5、rn society is an information society. Advertisements, as a means of information transmission, have become an indispensable part in peoples daily life. With the development of science and technology as well as the diversity of mass media, tidal waves of advertising seem to affect every corner around

6、the world and have influenced people pervasively. Wherever you are, either in the bus, in the supermarket, or at home watching TV, listening to the radio, advertisements seem to be an unexpected guest, coming into view or instigating our eardrums. At present, the advertising industry, replacing tour

7、ism, has become the biggest smokeless industry around the world. Excellent advertisements can both bring profitable return to enterprises and be efficient paths of cultural transmission. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along,

8、as The Language of Advertising, by Vestergaard & Schorder, says,Advertising takes many forms, but in most of them language is of crucial importance(Vestergaard & Schorder, 1991:12). Therefore, many linguists have made research of advertising language. It is a kind of communicative action and has spe

9、cial features and techniques that are different from other languages. Advertising language is a style of immediate impact and rapid persuasion. The goal of an advertisement is to persuade the public of the merits of a particular product or service, in order that they will take out some of their mone

10、y.The advertisement is a good mirror of the times. Its language boasts the features of concision, connotation, originality and lifelikeness, meeting peoples both material and spiritual need. To achieve these goals, rhetoric is absolutely necessary. It is an art of properly choosing language means an

11、d expressive ways to convey emotional feelings in accordance with situation. Therefore, advertisers realize the importance of good translation of figures of speech. Only in this way can Chinese people have a better understanding of foreign habits, culture, values, and way of thinking, which benefits

12、 further exchange among countries against the backdrop of globalization. This thesis, through listing abundant examples, will put emphasis on the analysis of translation strategies of figures of speech in English advertisement from psychological perspectives.Aristotle was one of the most famous thin

13、kers and orators in ancient Greek. In his famous book, Rhetoric, rhetoric was defined as the art of persuasion(Aristotle, 1981:56). Whereas, John Locke, a noted English philosopher of the late17th century, said that rhetoric was the science of oratory, the art of speaking with elegance, and force(Jo

14、hn Locke, 2008:28). At present, the meaning of rhetoric has been extended. Rhetoric can be explained as the art of using language effectively and persuasively. Psychology exercises an influence on peoples behavior and all their action is guided by some psychological factors. There is a close link be

15、tween advertising and psychology. A scientific advertising is often produced in accordance with the law of psychology. To achieve the best results, advertising must apply the principles of psychology and the strategy to guide the advertising campaign to attract consumers attention. Only by making fu

16、ll use of the knowledge of psychology and understanding the psychological factors of consumers, can the advertising succeed, enable enterprises to benefit from it. Then comes psychology of advertising. It, as an emerging interdisciplinary science, studies psychological needs and behavior regulation

17、of advertising recipients. The famous translator Eugene A.Nida said that the translation and the original text should be equal in an appropriate natural way. The translation should be measured on the basis of targeted people. If the response of readers to the translation is basically consistent with

18、 that to the original text, then it can be thought that the translation is successful. Advertising translation, in line with functional equivalence criteria, should have a similar effect of publicity, information transfer and empathy with the original one. In order to achieve functional equivalence,

19、 translators need to understand the characteristics of the original morphology, syntax and rhetoric, and reproduce them in translation. The translator should analyze their similarities and differences adopt the same or similar rhetorical devices in the translation. Investigations and researches show

20、 that successful advertisements can not do without rhetorical devices. The use of rhetoric can greatly enhance the lifelikeness, sense of humor and sense of rhythm, making advertising achieve desired results. In the popular English advertising, rhetoric has been widely involved. People find themselv

21、es in an entirely new world while appreciating the advertising works, and can not help thinking highly of advertising designer. At the same time, translating these figures of speech has been difficult. In order to be faithful to the original works, translators have to come up with some methods to de

22、al with rhetoric. Convey the intent of original advertisement subtly to consumers through the version that accords with aesthetic standards of Chinese consumers.Linguist Geoffrey N. Leech, a famous British, once said that slogan must be vivid, compelling, readable, memorable and has promotional effe

23、cts. To create this kind of slogan, the choice of words and rhetoric are of essence. Translation of advertising, like creation of advertising, should, on the basis of original contents and features, flexibly use various rhetorical devices and translation skills so as to make the translation reproduc

24、e the original information, forms and styles as much as possible. Making the translation retain the charm and appeal of the original is to attract more consumers and stimulate their desire to purchase, thus achieving the purpose and effect of advertising translation. This paper introduces four pract

25、ical translating ways of English advertisement, that is literal translation, free translation, supplementary translation and sets of translation. Literal translation should preserve not only original contents, but also original form, especially the comparison, image and local color in the original t

26、ext. Free translation can make up vocabulary vacancy or structural difference. In many cases, translators need to abandon or change original form or some rhetorical devices in order to make translations, with readability, conform to language specification and idiomatic expression. Sometimes, it is h

27、ard to translate a few figures of speech such as rhyme, repetition and palindrome. Under these circumstances, strategies of transforming form, supplementation and emphasizing on tone can be adopted to maximize the original rhetorical effect. And sets of translation refers to selecting the same figur

28、e of speech from Chinese to express the original meaning.XXXX大学本科生毕业论文（设计）评议书姓 名XXX学院XXX学院专业机器翻译年级（班）XXX机器翻译班论 文 题 目 广告英语中修辞格的翻译策略完成时间2013/5/6论文内容摘要 广告是向人们传递信息，以语言为载体的一门综合艺术。广告英语作为一种应用语言，已逐渐从普通英语中独立出来，成为一门独具特色的专用语言。为了使其语言更具趣味性、生动性和说服力，广告制作人常借用一些修辞手段增强语言的魅力，达到更好的宣传效果。因而注重广告英语修辞格的翻译方法十分必需。但由于英汉两种语言在语音

29、、语法、修辞及文化背景等方面存在着差异，所以，对不同的广告英语修辞格应采用不同的翻译方法，使广告译文既能保留广告原文的精神及风格，又能富含风趣和幽默。只有这样，读者才能有美的享受，在轻松愉快中接受商品信息，从而达到广告的宣传目的。这篇论文是对英语广告修辞的翻译策略的浅析。首先对广告的起源、发展及其修辞特点做了介绍，接着讨论了英语广告中常用的六种修辞，然后对广告中应用的心理学做了分析，最后以保留英语广告地道的味道以及迎合中国消费者的心理为目的，总结了四种实用的翻译技巧。指导教师评语 年 月 日指 导 教 师职称初评成绩答辩小组姓名职称教研室组长成员答辩记录： 记录人签字： 年 月 日答辩小组意见

30、： 组长签字： 年 月 日学院意见： 评定成绩： 签章 年 月 日本科生毕业论文设计题目 广告英语中修辞格的翻译策略 作者姓名 XXX 指导教师 XXX 所在学院 XXX学院 专业（系） 机器翻译 班级（届） XXX级机器翻译班 完成日期 XXX 年 5 月 6 日The Translation Strategies of Figures of Speech in English AdvertisementByXXXProf. Song XXXA Thesis Submitted to Department of EnglishLanguage and Literature in Partia

31、l of the Requirements for the Degree of B.A. in EnglishAt XXXXUniversityMay 6th , XXX AbstractPassing information to people, advertising is an integrated arts with language as its carrier. Advertising English, as an applied language, has been gradually independent from ordinary English, and become a uniquely exclusive language. In order to make the language more interesting, vivid and persuasive, advertising designers often borrow some rhetorical devices to enhance the charm of the language to achieve better publicity. Th