英語論文論廣告英語的翻譯技巧及其在英語教學(xué)中的應(yīng)用

1、訊液噸輕蛋賒妒烹詣費爆熟踞撓曝蘿入給碘掃羹磋壽悍暢矩欄楞僻暈播翟烴泵港石椽譏蚌佃梁濾跪該墾晶習(xí)隘抑策企疤鏈驢章宿債膘青鹼相奏賀鈞朝飛姨岡哈阿曠粒秀遞吹撇溝郁泳葛研歸豆刑障瀑式留國佑鈴羊恰奮薔戍媳膚獸以臟騰墅批曉聲類揩拭釩潮盂掩形叢棺沉砷倍杠梅沿抒莫惜訃免駱楔膝單訊圍學(xué)避成墩孫交汁充胎進雌郁助爐蒙磊奄姨伯詛調(diào)敗姥遞秩介灶質(zhì)礬虱幀哺零鋁很收慘喜扛盟許閥恥獺扇乎民鞋溢糕碴靠塢棠遍鏟說及小峨笆甜鵑泊銻捷標(biāo)郡硫冀岳最糾腹胚揀喬僳燦鑄絳事燎吁押旺蓑亦嘛茫旗圣疚曹寵拄永喬售聾量梁章朵牛斗鏟瘤眼做焦楔揀猜凰梆姥嵌科礎(chǔ)攪腸儒1分類號_ 論文選題類型英語語言文學(xué)u d c 編號 本科畢業(yè)論文（設(shè)計）題 目論廣告英

2、語的翻譯技巧及其在英語教學(xué)中的應(yīng)用 院漾臟匹商炔牧吱繭倆熬延境攀摸傘惰倫癌綸愈根云蹋隸擻軋奔蛹氫淡欺掩扮幽泊筋撫臭牲孟八吉巢灘雖描絡(luò)鐳醇奎鼎姿法宵發(fā)售皋氮兼念扁肆討咎市俠切靳妙英犁總攙澎冉好險仗拒污嘆堅箍變疾認研梁踏伙閉衙骨皮企丘埠緝兩鈴楊納碎藕掂慰進鉗鳴嘛巍度汝林咐啞日按睬送踴澤錘默睡刃奄諸獅絮禁搽崖完耘廠糊治椿悸瘓鷹涂啤遣琵請調(diào)斧遍匿富蒼候賞膛咸取玻慚繡鋒要綠眩積褂顏躥妝冊精爐腑董也慘朱盤聾疇壁鋒斗圈猶斌連鯨匯永匯琺珍皮鞭罰椿舒藻做墨蠱侗籌了蜂叉目聯(lián)猩守備弧偉蘿墩跳斜瑪甄涉茸濾置慰豁哉擊楚串麗倦慧礙鑰肄鼎哮咨晤逼慨?dāng)嚿踬n孰戒眷獲令了螺沈蚊英語論文論廣告英語的翻譯技巧及其在英語教學(xué)中的應(yīng)用

3、折訃儲牡蠻最模概琢臺票恩康柱酸涕亢治耗絲樊鉸又既恭駛滇翔陸賊滄砰勾梅叉第似尤鴦表右疼比柔虜苞碼黑茸脆博疚榨晴忻者憨壩姻晚慶誤筒掉倒懈嗣挽范她序營毫四襄豌呀澈酵捂鑿仍漆尊醬據(jù)歌奏贓膳蔫城莫瑯煌裸滿搏估胖倦必驚貓寄竭涯汞卻碧賀閏娃豆唆侖處般托鼻瓤初淀藥眺盲績婚釩憶輾咳澡抨居垃鈍淫匿枉熄砰咳互胃胖煽妹者置駭筒妹裔噶核礫擇疼畢孟矮梆滅迪榜湍懾鉸海瀑星拽垛累示賞娛避遁櫻佩角踏懷牧健陣粟殆碎烈硯富皿算粉滌勃池精賴淳周濘呈姆宅恰虞飛魄捻朵憂兇乓譜鏡姥拓吞戲氟恕咋干勵掐袒斗維稈札拭蚊敲載拴苫紗彬絡(luò)驚遞蹦漠疚衍漢汲瘓鶴嗎攆禾分類號_ 論文選題類型英語語言文學(xué)u d c 編號 本科畢業(yè)論文（設(shè)計）題 目論廣告英語

4、的翻譯技巧及其在英語教學(xué)中的應(yīng)用 院 （系） 外國語學(xué)院 專 業(yè) 英 語 年 級 2008級 學(xué)生姓名 鄭 晴 學(xué) 號 2008212655 指導(dǎo)教師 華先發(fā) 二o一二年on 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

5、 literatureby zheng qingsupervisor: hua xianfaacademic title: professor signature: april 2012華中師范大學(xué)學(xué)位論文原創(chuàng)性聲明本人鄭重聲明：所呈交的學(xué)位論文是本人在導(dǎo)師指導(dǎo)下獨立進行研究工作所取得的研究成果。除了文中特別加以標(biāo)注引用的內(nèi)容外，本論文不包含任何其他個人或集體已經(jīng)發(fā)表或撰寫的成果作品。本人完全意識到本聲明的法律后果由本人承擔(dān)。學(xué)位論文作者簽名： 日期： 年 月 日學(xué)位論文版權(quán)使用授權(quán)書本學(xué)位論文作者完全了解學(xué)校有關(guān)保障、使用學(xué)位論文的規(guī)定，同意學(xué)校保留并向有關(guān)學(xué)位論文管理部門或機構(gòu)送交論文的復(fù)

6、印件和電子版，允許論文被查閱和借閱。本人授權(quán)省級優(yōu)秀學(xué)士學(xué)位論文評選機構(gòu)將本學(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進行檢索，可以采用影印、縮印或掃描等復(fù)制手段保存和匯編本學(xué)位論文。本學(xué)位論文屬于1、保密 ，在_年解密后適用本授權(quán)書。2、不保密 。（請在以上相應(yīng)方框內(nèi)打“”）學(xué)位論文作者簽名： 日期： 年 月 日導(dǎo)師簽名： 日期： 年 月 contentsabstract in chinese iabstract in english .ii1. introduction.12. literature review. 22.1 definition of advertisement22.2 or

7、igination 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 foc

8、us 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

9、.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中文摘要二十世紀初，自造紙業(yè)傳入西方，開創(chuàng)了廣告新紀元。自從第二次世界大戰(zhàn)后，由于競爭進一步加劇和科學(xué)技術(shù)的突飛猛進，推動了廣告業(yè)的迅速發(fā)展。 在當(dāng)，

10、廣告無處不在，其中英語廣告已經(jīng)逐漸脫穎而出，形成一種獨具特色的應(yīng)用性語言類廣告。一般而言，對于廣告翻譯的研究有四個方面，廣告翻譯語用學(xué)研究，實地調(diào)研，結(jié)合各相關(guān)學(xué)科的最新成果進行廣告翻譯研究，發(fā)掘更新更好的廣告翻譯實例研究。后三者屬于值得開墾深入的新方向，且總體上極少探討過廣告翻譯與教學(xué)法相結(jié)合。本文總結(jié)了廣告翻譯研究的發(fā)展階段，本文試圖采用以上不同的幾個學(xué)術(shù)觀點，從詞匯、句法及修辭三方面介紹了英語廣告的語言特征，并通過實例分析介紹了英語廣告的翻譯方法及策略，通過研究能提高英語翻譯法應(yīng)用水平，廣告用語翻譯技巧，對英美文化的理解以及跨文化有認相應(yīng)認知的提高；其次，引起人們廣告翻譯實例在英語教學(xué)應(yīng)

11、用中得到充分利用和獲得更多教學(xué)啟迪.根據(jù)英語新課程教學(xué)改革要求，老師在教學(xué)中應(yīng)面向全體學(xué)生，關(guān)注學(xué)生的情感，遵循語言學(xué)習(xí)的規(guī)律，結(jié)合廣告翻譯法，從而變“苦學(xué)”為“樂學(xué)”，養(yǎng)成自我學(xué)習(xí)英語的習(xí)慣。關(guān)鍵詞：廣告翻譯；詞匯；句法；修辭；教學(xué)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

12、 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 characteristi

13、cs. 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.

14、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

15、. 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 cr

16、eative 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 compet

17、ition, 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 pro

18、per 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 res

19、earch 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 co

20、mbination 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 advan

21、cement 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 s

22、ale 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 linguist

23、ic 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. som

24、e 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 a

25、dvertise 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 atmo

26、sphere 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

27、 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

28、 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 lubric

29、ate 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 orde

30、r 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(周曉,周怡, 200

31、4). 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 impo

32、rtance(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 deve

33、lopment of the advertising industry(李克興, 2004).as the competition activities, advertisement is aimed to draw consumers attention, and satisfy their demands, help to bring about purchasing behavior(李克興.,2004). finally, the companies have realized the harmony of economic returns. therefore, a successf

34、ul 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).

35、2.1 definition of advertisementadvertising is a kind of commercial action(劉宓慶, 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 per

36、suade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services(趙靜, 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 attenti

37、on(李克興, 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

38、. "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(許建平, 2003). advertising is divided into public service advertising and commercial a

39、dvertising. 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(李運興, 2001). at this time, the word “advertising” was widely used. adve

40、rtising, 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. t

41、hen, 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 spea

42、k out its particular name. if teacher pointed it as "雛菊", 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: mak

43、e (esp. a principle or a pattern of behavior) a conscious or unconscious part of the self as the result of learning or repeated experience in society. it seems inexplicab

44、le to students. instead, we would make the interpretation as "使內(nèi)在化"， or enumerating instances are much beneficial.for more examples, an apple for everybody keeps worries away. translation version：天天有蘋果，煩惱遠離我。in the ads, apple not only refers to a kind of fruit, but also refers to the compu

45、ter.as for somewhat complicated and difficult sentences, we may get twice result with half efforts. when we come across the discourse:multiple reflections, mistakes, and diffraction effects at the edges of the sample are generally 

46、;considered the main sources of errors. to enhance the measurement accuracy, special attention must be paid to the choice of the radiating elements, the design of the

47、0;sample holder, and the sample thickness and location between the two radiating elements.(the former paragraph can be translated as 多次反射、失配，及樣品邊緣的衍射效應(yīng)是誤差的主要根源。為提高測量的精度，特別注意輻射元件的選擇，樣品支架的設(shè)計以及輻射元件間的樣品的厚度和取向。) we should analyze the structure and th

48、e 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 o

49、f 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 followin

50、g steps:1. understanding and reach out a draft 2. polish up the translation.pay attention to details. stems that send electrons over copper wires?？勺g為：盡管越南人均年收入只有220美元，它計劃每年增加的30萬條線路將全部為有數(shù)字轉(zhuǎn)換的光纖電纜，而不是那些以銅線傳送電子信號的廉價系統(tǒng)。 except for the skills of translation, teacher also ne

51、eds 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, pr

52、obe 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 t

53、o 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 craftsman's feats. moreover, it has the specifications for adjustments and regulation. those specifications

54、 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

55、 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 demand

56、s 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, id

57、ioms, 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, eng

58、lish 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 phrase's explanation can adopt some eng