生物多樣性致危的成因及保護(hù)對(duì)策分析及生態(tài)翻譯學(xué)視角下的廣告英語(yǔ)翻譯

生物多樣性致危的成因及保護(hù)對(duì)策分析摘要：生物多樣性已成為國(guó)際社會(huì)關(guān)注的焦點(diǎn),生物多樣性的喪失成為人類(lèi)持續(xù)發(fā)展的主要障礙,因此采取有效策略保護(hù)生物多樣性刻不容緩。本文講述生物多樣性的概論和價(jià)值，指出了生物多樣性致危的原因，提出生物多樣性的保護(hù)方法。關(guān)鍵詞：生物多樣性?xún)r(jià)值現(xiàn)狀致危成因保護(hù)對(duì)策1、生物多樣性的概論生物多樣性是所有來(lái)源的形形色色生物體，這些來(lái)源除其他外包括陸地、海洋和其他水生生態(tài)系統(tǒng)及其所構(gòu)成的生態(tài)綜合體。它包括三個(gè)層次:遺傳多樣性、物種多樣性、生態(tài)系統(tǒng)。三者之間既有區(qū)別又有聯(lián)系。遺傳多樣性是指某個(gè)物種內(nèi)個(gè)體的變異性；物種多樣性是指地球上生命有機(jī)體的多樣性；生態(tài)系統(tǒng)多樣性是指生物圈內(nèi)生境、生態(tài)群落和生態(tài)過(guò)程的多樣性以及生態(tài)系統(tǒng)內(nèi)生境差異、生態(tài)過(guò)程變化的多樣性。三者之中生態(tài)系統(tǒng)多樣性是基礎(chǔ)，而物種多樣性是關(guān)鍵，遺傳多樣性含有的潛在價(jià)值最大。2、生物多樣性的價(jià)值主要從生物多樣性的利用價(jià)值方面來(lái)綜述。利用價(jià)值可分為直接利用價(jià)值、間接利用價(jià)值和潛在利用價(jià)值。2.1直接利用價(jià)值指生物資源可供人類(lèi)消費(fèi)的作用,主要表現(xiàn)在3個(gè)方面:提供食物和能源、提供豐富的藥材資源和提供工業(yè)上常用的原料。2.2間接利用價(jià)值指與生態(tài)系統(tǒng)的功能相關(guān)的作用,主要表現(xiàn)在維護(hù)生態(tài)系統(tǒng)的平衡和穩(wěn)定、固定太陽(yáng)能、調(diào)節(jié)水文、調(diào)節(jié)氣候、吸收和分解污染物、貯存營(yíng)養(yǎng)元素并促進(jìn)養(yǎng)分循環(huán)、維護(hù)進(jìn)化過(guò)程以及休閑娛樂(lè)、教育與科學(xué)研究等方面。2.3潛在利用價(jià)值又稱(chēng)選擇價(jià)值,是指生物資源將來(lái)可能被利用的價(jià)值,具有較大的不確定性。隨著時(shí)間的推移,生物多樣性的最大利用價(jià)值可能在于為人類(lèi)提供適應(yīng)全球變化的機(jī)會(huì)。3、生物多樣性面臨的威脅目前,全球大約30%的陸地沙漠化,平均每年有600萬(wàn)hm2的土地淪為沙漠,很大程度上是由于森林面積的急劇減少造成的。據(jù)世界觀察研究報(bào)告統(tǒng)計(jì),在500年前,地球的陸地面積有2/3為森林覆蓋,總面積達(dá)76億hm2,到1990年減為34億hm2?，F(xiàn)在世界森林面積正以每年2000萬(wàn)hm2的速度消失。被譽(yù)為“物種寶庫(kù)”的熱帶雨林比原有面積減少了一半,且正以每年20萬(wàn)hm2的速度銳減,這就加速了生物物種的滅絕。據(jù)資料記載,物種滅絕速度為每1000年1種;19世紀(jì)工業(yè)革命時(shí)代,物種滅絕達(dá)到1年1種;20世紀(jì)中葉發(fā)展到1天1個(gè)物種滅絕;現(xiàn)在每6h就有1個(gè)物種滅絕。1850年以來(lái),人類(lèi)已使75種鳥(niǎo)類(lèi)和哺乳動(dòng)物絕種。據(jù)專(zhuān)家估計(jì),目前有植物近2萬(wàn)種,脊椎動(dòng)物3400多種瀕危。若不采取有效措施,形勢(shì)將更加嚴(yán)峻。中國(guó)是世界上生物多樣性最豐富的國(guó)家之一,占有十分獨(dú)特的地位,但生物多樣性已經(jīng)受到嚴(yán)重威脅。目前有4500種高等植物受危,被子植物有瀕危物種1000種,極危種14種,滅絕1種。脊椎動(dòng)物受威脅433種,滅絕或可能滅絕10種。森林覆蓋率已不到國(guó)土面積的14%,天然林幾乎蕩然無(wú)存。荒漠化程度越來(lái)越嚴(yán)重,荒漠面積已占國(guó)土面積的27%,并且每年還在以2460km2的速度增長(zhǎng)。生物多樣性的喪失直接降低了生物圈的平衡調(diào)節(jié)能力,對(duì)人類(lèi)危害極大。4、生物多樣性致危的原因生物多樣性的喪失,既有自然發(fā)生的,也有非自然發(fā)生的。但就目前來(lái)看,不斷加劇的人類(lèi)活動(dòng)是生物多樣性喪失的根本原因。4.1自然原因物種的形成和滅絕是一種自然過(guò)程,物種本身的生物學(xué)特性限定了物種的壽命?；涗洷砻?多數(shù)物種的限定壽命為100萬(wàn)～1000萬(wàn)年。但是,有些物種對(duì)環(huán)境的適應(yīng)能力比較差,在環(huán)境發(fā)生較大變化如地震、水災(zāi)、火災(zāi)、暴風(fēng)雪、干旱、火山爆發(fā)等自然災(zāi)害發(fā)生時(shí)難以適應(yīng),進(jìn)而面臨滅絕的危險(xiǎn)。如我國(guó)國(guó)寶大熊貓的主要食物來(lái)源為箭竹,由于本身食性狹窄,且生殖能力低,在氣候變化和人類(lèi)活動(dòng)影響下,瀕臨滅絕。生境高度破碎化,阻礙了物種活動(dòng)。許多物種如常綠植被、極地物種、候鳥(niǎo)、冷水魚(yú)類(lèi)等不能以高的遷移速度跟上現(xiàn)今氣候的迅速變化,而走向滅絕。據(jù)估計(jì),到2050年,全球?qū)⒂?5%～37%的物種成為瀕危物種。4.2人為原因 4.2.1人口的迅猛增加生物多樣性危機(jī)的根源在于人口的增加。19世紀(jì)工業(yè)革命后,世界人口不斷增加,1999年就已達(dá)到60億,按中等出生率預(yù)測(cè),2050年將達(dá)到94億。我國(guó)是人口大國(guó),目前已超過(guò)了13億,并將繼續(xù)增長(zhǎng)。人口的增長(zhǎng)帶來(lái)的是人類(lèi)對(duì)資源利用的增加,包括利用薪炭材、野生肉食動(dòng)物、野生植物以及大量的自然生境轉(zhuǎn)變成農(nóng)業(yè)和居住用地。而人類(lèi)生存空間的擴(kuò)展侵占了野生生物的生存空間?？傊?人口的快速增長(zhǎng),是破壞和改變野生生物棲息地和過(guò)度利用生物資源的最主要原因。4.2.2棲息地喪失和片斷化或島嶼化生物多樣性減少的一個(gè)重要原因就是生境的破壞、破碎化以及片斷化。生境破碎化、片斷化可說(shuō)是一個(gè)孤島化過(guò)程,使原本復(fù)雜的生態(tài)系統(tǒng)過(guò)程簡(jiǎn)約化了。如農(nóng)業(yè)化、城市化、基礎(chǔ)設(shè)施建設(shè)、旅游業(yè)的發(fā)展以及其他可能限制生物自由活動(dòng)的分隔物等,都可能導(dǎo)致生境的片斷化。這些人為設(shè)施的建立使動(dòng)物的活動(dòng)受到限制,從而影響其覓食、遷徙和繁殖,而且植物的花粉和種子的散布也會(huì)受到影響,從而導(dǎo)致了動(dòng)植物種群數(shù)量的下降,甚至局部滅絕。同時(shí)由于生境的破碎化、片斷化,陽(yáng)光、溫度、濕度及風(fēng)的變化也會(huì)導(dǎo)致一些物種瀕危,甚至滅絕。如英國(guó)的多賽特地區(qū)(Dorset)的石南生境是曾被詳盡制圖和研究過(guò)的地方,18世紀(jì)中葉,這個(gè)地區(qū)面積達(dá)4萬(wàn)hm2,能切斷它的只有河谷?？扇缃?其面積已減少到不足6000hm2,并被割裂成141個(gè)碎片,物種數(shù)量銳減。 4.2.3掠奪式的過(guò)度開(kāi)發(fā)利用森林的過(guò)量開(kāi)采,漁業(yè)資源的過(guò)度捕撈,草地過(guò)度放牧和墾殖,野生經(jīng)濟(jì)動(dòng)植物的亂捕濫采等行為,都使生物多樣性遭受?chē)?yán)重威脅。過(guò)去50年里,世界捕魚(yú)量正在極度增大,從每年大約3000萬(wàn)t上升到目前的1億t以上。按照聯(lián)合國(guó)糧農(nóng)組織(FAO)1992年的數(shù)字報(bào)告,世界漁業(yè)中有44%已經(jīng)屬于嚴(yán)峻開(kāi)發(fā)。其中又有16%為過(guò)度捕撈,6%為資源耗盡,只有3%能從過(guò)度捕撈中得到恢復(fù)。我國(guó)的羚羊野生鹿等珍貴毛皮動(dòng)物由于亂捕濫殺種群數(shù)量大大減少;很多珍貴食用菌、藥用植物,由于長(zhǎng)期人工采摘、挖掘,使分布面積和種群數(shù)量急劇減少，如產(chǎn)冬蟲(chóng)夏草的蝙蝠蛾屬昆蟲(chóng)由于過(guò)度挖采數(shù)量急劇下降。4.2.4環(huán)境污染環(huán)境污染對(duì)生物棲息地的威脅極大,使得許多陸地和水體不再適合野生生物的生存。目前,工業(yè)和生活三廢殺蟲(chóng)劑化工產(chǎn)品汽車(chē)尾氣和火山腳下堆積的沉 積物等都是嚴(yán)重的污染源。水體污染能夠?qū)λ?特別是魚(yú)類(lèi)的生命周期的任何發(fā)育階段,產(chǎn)生亞致死或致死作用,影響它們的捕食、尋食和繁殖。土壤污染通常會(huì)使當(dāng)?shù)刂脖煌嘶?土壤動(dòng)物變得稀少甚至絕跡,其生物多樣性顯著下降。大氣污染方面,有毒氣體均能對(duì)生物產(chǎn)生不同程度的損害,并對(duì)生態(tài)系統(tǒng)構(gòu)成危害。例如,酸雨不僅腐蝕建筑物和文物古跡,加速金屬、石料、涂層等風(fēng)化,降低林木抗病蟲(chóng)害的能力,而且還會(huì)造成湖泊、河流酸化,導(dǎo)致魚(yú)類(lèi)等水生生物數(shù)量減少,甚至滅絕。世界上已有14的森林不同程度地受到酸雨的侵襲 瑞典有2萬(wàn)個(gè)湖泊受到影響,1500個(gè)已酸化,有450種魚(yú)類(lèi)死亡。目前,環(huán)境污染對(duì)生物多樣性的影響主要有2個(gè)觀點(diǎn),即生物對(duì)污染適應(yīng)性的局限性和污染對(duì)生物原有進(jìn)化及適應(yīng)模式的改變。環(huán)境污染會(huì)導(dǎo)致生物多樣性在遺傳種群和生態(tài)系統(tǒng)3個(gè)層次上降低。 4.2.5外來(lái)物種入侵在全球范圍內(nèi),外來(lái)物種入侵是僅次于生境破壞對(duì)生物多樣性造成嚴(yán)重威脅的第2大影響因素。外來(lái)物種的入侵是擾亂生態(tài)平衡的過(guò)程。任何地區(qū)的生態(tài)平衡和生物多樣性都是經(jīng)過(guò)了幾十億年的演化。這種平衡一旦打亂,就失去控制而造成危害。簡(jiǎn)單地說(shuō),就是外來(lái)種會(huì)通過(guò)改變環(huán)境條件和資源的可利用性而對(duì)本地物種產(chǎn)生致命的影響。1988年,Vitousek研究了物種引入對(duì)夏威夷物種的影響,研究表明:物種引入后造成約200種原產(chǎn)特有維管植物消失,800個(gè)物種瀕危島上約86種原生鳥(niǎo)類(lèi)全部滅絕。 4.2.6 其他原因農(nóng)業(yè)和林業(yè)的品種單一化、民眾科學(xué)知識(shí)缺乏、大多數(shù)國(guó)家和地區(qū)的制度及法律的不健全等,這些因素都使生物多樣性受到了不必要的損失。 5、生物多樣性的保護(hù)對(duì)策面對(duì)生物多樣性喪失如此嚴(yán)峻的形勢(shì),相關(guān)組織和各國(guó)政府都采取了相應(yīng)的保護(hù)生物多樣性的措施。1992年6月在巴西里約熱內(nèi)盧召開(kāi)的聯(lián)合國(guó)環(huán)境與發(fā)展大會(huì)(UNCED)上通過(guò)了1994～2003年為“國(guó)家生物多樣性十年(InternationalBiodiversityDecade)”的決議。同時(shí)通過(guò)了《生物多樣性公約》,并于1993年12月29日正式生效。5.1就地保護(hù)5.1.1就地保護(hù)的概念就地保護(hù)也稱(chēng)現(xiàn)場(chǎng)保護(hù),是指某一物種在行使功能的生態(tài)系統(tǒng)中得到保護(hù),即對(duì)一個(gè)環(huán)境中經(jīng)歷著持續(xù)的選擇壓力和適應(yīng)性進(jìn)行的物種的保護(hù),是在物種原產(chǎn)地進(jìn)行的生物多樣性保護(hù)。采用就地保護(hù)是為了較好地維持當(dāng)?shù)氐慕?jīng)濟(jì)生產(chǎn)以及可用當(dāng)?shù)氐姆N子或芽等來(lái)恢復(fù)生態(tài)系統(tǒng)。就地保護(hù)是生物多樣性保護(hù)的最有效的措施,主要是建立自然保護(hù)區(qū),如風(fēng)景名勝區(qū)和森林公園等。5.1.2保護(hù)區(qū)據(jù)1997年的統(tǒng)計(jì),全世界已建立較大面積的保護(hù)區(qū)1.4萬(wàn)余個(gè)。我國(guó)在1956年建立了第1個(gè)自然保護(hù)區(qū)——廣東肇慶鼎湖山自然保護(hù)區(qū),截至2003年2月,我國(guó)內(nèi)地已建立自然保護(hù)區(qū)1757個(gè),總面積為13050萬(wàn)hm2,約占國(guó)土面積的13.2%。其中國(guó)家級(jí)自然保護(hù)區(qū)197個(gè),面積6000余萬(wàn)hm2,并有15個(gè)自然保護(hù)區(qū)被聯(lián)合國(guó)教科文組織列入“國(guó)際人與生物圈保護(hù)區(qū)網(wǎng)”。5.1.3就地保護(hù)的作用及意義①為人類(lèi)提供生態(tài)系統(tǒng)的天然本底②各種生態(tài)系統(tǒng)、生物物種和基因的天然儲(chǔ)存庫(kù)③改善周?chē)h(huán)境、保持水土、涵養(yǎng)水源維持生態(tài)平衡④自然保護(hù)區(qū)是天然的自然科研實(shí)驗(yàn)室⑤自然保護(hù)區(qū)是公眾進(jìn)行生物多樣性保護(hù)教育的自然博物館和自然講壇⑥為生態(tài)旅游提供一定的場(chǎng)所5.2易地保護(hù)5.2.1易地保護(hù)（也稱(chēng)遷地保護(hù)）的定義是指把某些單獨(dú)或成群的生物個(gè)體從自然生境中移出,然后放到圈養(yǎng)環(huán)境(incaptivity)里對(duì)其進(jìn)行繁育,或保存其遺傳繁殖群(geneticstock)。5.2.2策略易地保護(hù)主要是針對(duì)野生動(dòng)物和野生植物的保護(hù),包括植物園、動(dòng)物園、種質(zhì)收集、種子庫(kù)、“試管基因庫(kù)”、花粉庫(kù)、野外基因庫(kù)等多方面的措施。世界上最大的植物園———英國(guó)皇家植物園栽培了2.5萬(wàn)種植物,約占世界植物種類(lèi)的10%,其中2700種植物是世界自然保護(hù)聯(lián)盟(IUCN)紅皮書(shū)上受威脅種類(lèi)。美國(guó)國(guó)家種子種質(zhì)庫(kù)保存了8700種植物的40萬(wàn)份種子,我國(guó)的國(guó)家作物種子庫(kù)保存著各種作物的遺傳資源30多萬(wàn)份。到2000年,我國(guó)共建立和完善國(guó)家級(jí)珍稀瀕危動(dòng)植物繁育中心35處,其中植物遷地保護(hù)中心15處;建立國(guó)家級(jí)珍稀瀕危動(dòng)物和植物種質(zhì)基因庫(kù)各1座;開(kāi)展了50種瀕危植物的易地保護(hù)、擴(kuò)大種群和重建野生種群的工作,增建了23個(gè)種質(zhì)資源中期保存庫(kù)。5.2.3易地保護(hù)的目的①增加瀕危種群的個(gè)體數(shù)目，通過(guò)野外馴化和野外釋放補(bǔ)充野生種群，增加野生種群的遺傳多樣性②最終目的是建立起自然狀態(tài)下可持續(xù)生存的野生種群5.2.4易地保護(hù)的意義①在生態(tài)學(xué)基礎(chǔ)研究中，易地種群可作為野生個(gè)體的代用材料②對(duì)易地種群的管理可取得野生種群管理的經(jīng)驗(yàn)③易地種群是提高野生種群遺傳多樣性的途徑之一④可為原有生境已被嚴(yán)重破壞的物種提供最后的避難所⑤對(duì)重要經(jīng)濟(jì)植物的易地保護(hù)具有巨大的經(jīng)濟(jì)意義⑥能為新生境中創(chuàng)建新的生物群落提供物種資源⑦易地保護(hù)設(shè)施是對(duì)公共進(jìn)行生物多樣性及保護(hù)教育的重要基地5.3重引入工程5.3.1定義指將養(yǎng)殖繁育成功的瀕危野生動(dòng)物逐漸放歸自然進(jìn)行野化,是通過(guò)人工方法恢復(fù)野生動(dòng)物野外種群,以增加生物多樣性的有效的保護(hù)措施。比如說(shuō),我國(guó)瀕危的麋鹿、東北虎、大熊貓等的放歸野化工作,已取得了一定成效。5.3.2原則應(yīng)該在該物種原來(lái)的自然棲息地進(jìn)行并要求進(jìn)行最低限度的長(zhǎng)期管理5.3.3實(shí)施步驟①立項(xiàng)前的準(zhǔn)備②圈養(yǎng)種源的釋放③經(jīng)濟(jì)和法律的保障④釋放后的保護(hù)和管理5.4可持續(xù)經(jīng)濟(jì)發(fā)展談到物種滅絕的原因,有一個(gè)不爭(zhēng)的事實(shí),滅絕與人類(lèi)的出現(xiàn)是同時(shí)的，人口的增加,不但對(duì)生活物質(zhì)的需求增加,人類(lèi)的經(jīng)濟(jì)活動(dòng)必然對(duì)生態(tài)環(huán)境帶來(lái)影響,直接導(dǎo)致了壞境的惡化,資源的短缺,甚至是物種的滅絕。加速經(jīng)濟(jì)發(fā)展,降低區(qū)域間分配不公平世界經(jīng)濟(jì)面臨失衡狀況,擺脫貧因,縮小貧富間的差距是當(dāng)務(wù)之急。但決不能以犧牲環(huán)境和資源為代價(jià),只能靠發(fā)展經(jīng)濟(jì)來(lái)解決。5.5加強(qiáng)公民環(huán)保教育提高人們對(duì)保護(hù)生物多樣性重要性的認(rèn)識(shí)，通過(guò)各種媒體教育人們理解保護(hù)生物多樣性對(duì)人類(lèi)將來(lái)的影響.加強(qiáng)人們的生物保護(hù)意識(shí),號(hào)召人們都積極參與到保護(hù)生物多樣性的行動(dòng)中去,為保護(hù)生物多樣性奠定堅(jiān)實(shí)的群眾基礎(chǔ)。5.6建立相關(guān)法規(guī)體系無(wú)論是按國(guó)際通行做法還是從我國(guó)國(guó)情出發(fā)，都有必要抓緊制定一部《自然保護(hù)區(qū)法》，對(duì)由于自然保護(hù)區(qū)的保護(hù)、建設(shè)、管理、開(kāi)發(fā)和利用而產(chǎn)生和存在的社會(huì)關(guān)系進(jìn)行調(diào)整。各國(guó)急待制定相關(guān)法律法規(guī)以確保生態(tài)安全和保護(hù)本國(guó)生物多樣性。如設(shè)立引種許可證制度和環(huán)境影響評(píng)價(jià)制度，建立外來(lái)物種入侵預(yù)警機(jī)制。6、結(jié)語(yǔ)綜上所述,生物多樣性是人類(lèi)賴(lài)以生存的物質(zhì)源泉,它一直伴隨著人類(lèi)社會(huì)的發(fā)展而變化,如今卻受到了人類(lèi)活動(dòng)的嚴(yán)重威脅,成為國(guó)際社會(huì)共同關(guān)注的熱點(diǎn)問(wèn)題。生物多樣性保護(hù)不僅是生物學(xué)家的工作,它會(huì)影響到經(jīng)濟(jì)的發(fā)展、社會(huì)的穩(wěn)定和人類(lèi)的未來(lái)。只有保護(hù)生物多樣性,才能保證社會(huì)的長(zhǎng)遠(yuǎn)而安定的發(fā)展,才能實(shí)現(xiàn)生物資源的可持續(xù)利用和經(jīng)濟(jì)的可持續(xù)發(fā)展。參考文獻(xiàn)：[1]賈競(jìng)波，保護(hù)生態(tài)學(xué)及課件[2]孟秀祥,馮金朝,周宜君,等.保護(hù)生物學(xué).北京:中央民族大學(xué)出版[3]馬克平,錢(qián)迎倩.生物多樣性保護(hù)及其研究進(jìn)展[4]張?chǎng)?楊杰.生物多樣性的喪失原因與保護(hù)策略[J].安徽農(nóng)學(xué)通報(bào),2007,13(10):69-70.[5]教育部社會(huì)科學(xué)研究與思想政治工作司.自然辯證法概論[M].北京:高等教育出版社,2004:76-80.[6]駱世明.普通生態(tài)學(xué)[M].北京:中國(guó)農(nóng)業(yè)出版社,2005:213-234[7]田興軍.生物多樣性及其保護(hù)生物學(xué)[M].北京:化學(xué)工業(yè)出版社,2005:66-266.[8]牛翠娟,婁安如,孫儒泳,等.基礎(chǔ)生態(tài)學(xué)[M].2版.北京:高等教育出版社,2007:310-316.[9]克里施納默西KV.生物多樣性教程[M].張正旺,譯.北京:化學(xué)工業(yè)出版社,2003:89-102.[10]《中國(guó)生物多樣性國(guó)情研究報(bào)告》編寫(xiě)組,中國(guó)生物多樣性國(guó)情研究報(bào)告.北京:中國(guó)環(huán)境科學(xué)出版社,1998[11]王豐年論生物多樣性減少的原因清華大學(xué)學(xué)報(bào)2004（3）學(xué)科分類(lèi)號(hào)本科生畢業(yè)論文題目：TranslationofAdvertisingEnglishfromthePerspectiveofEco-translatology生態(tài)翻譯學(xué)視角下的廣告英語(yǔ)翻譯學(xué)生姓名：學(xué)號(hào)：系別：外國(guó)語(yǔ)言文學(xué)系專(zhuān)業(yè)：英語(yǔ)指導(dǎo)教師：起止日期：20**年5月10日懷化學(xué)院本科畢業(yè)論文誠(chéng)信聲明作者鄭重聲明：所呈交的本科畢業(yè)論文，是在指導(dǎo)老師的指導(dǎo)下，獨(dú)立進(jìn)行研究所取得的成果，成果不存在知識(shí)產(chǎn)權(quán)爭(zhēng)議。除文中已經(jīng)注明引用的內(nèi)容外，論文不含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫(xiě)過(guò)的成果。對(duì)論文的研究做出重要貢獻(xiàn)的個(gè)人和集體均已在文中以明確的方式標(biāo)明。本聲明的法律結(jié)果由作者承擔(dān)。本科畢業(yè)論文作者簽名：20**年5月10日ContentsTOC\o"1-3"\h\u2328Abstract IntroductionWiththedevelopmentofeconomy,theimprovementoftechnology,thespreadofmassmedia,advertisementhasbecomeanessentialpartinourdailylife.Thecommodity,trade,serviceneedsadvertisementandadvertisementtranslationathomeandabroad.Foralongtime,advertisementtranslationdoesnothavespecialtheories,concretestrategiesandguidingprincipals,andspecificwaysoftranslation.Therefore,whentranslatorsmakeadvertisementtranslation,theydon’tknowwhichways,strategies,principlesandstandardsthereareforreference,soadvertisementtranslationisclutter,andallkindsofadvertisementtranslationsemergeendlessly.Theessayusesthebasictheoriesandideastoexplainadvertisementtranslationactivitiesandprocessesfromtheadaptationselectionoflinguistic,culturalandcommunicativeaspects.Thereisalargeamountofpeopleexploringtranslationtheoriesfromtheperspectiveofecologyandputtingforwardtheiropinions.Forinstance,first,ProfessorHuGengshengavethefirstspeechoftranslationwhichwascalledFromtheDarwinianPrincipleofAdaptationandSelectiontoTranslationStudiesattranslationresearchcenterofHongKongBaptistUniversity,whichfocusedonthereasonsandfeasibilitiesbyusingthebasictheoryofDarwin’sadaptationandselectiontodiscusstranslationactivities,andputforwardtheoriginalimaginationofsettingupthetheoryoftranslationasadaptationandselection.Next,apaper,whichwascalledAnInitialExplorationintoanApproachtoTranslationasAdaptationandSelection,wasreadoutatthethirdAsiantranslators’forumonDecembersixth,2001.Andthen,thepaperTranslationasAdaptationandSelectionwaspublishedatInternationalJournal.Asconclusionofthepaper,theauthorpositioneddefinitelytheoreticalresearchofthesystemasanecologicalapproachtotranslation.What’smore,in2003,TranslationasAdaptationandSelection,asacoreconceptoftheTAStheory,waspublishedinPerspectives:StudiesinTranslatology,drawingattentionfromtranslationscholarsinacademiccircles.Meanwhile,thetopicsof“Language,Culture,Society,andTranslationalEco-environments”werelistedasoneofthemainThemesforthe“Cross-TaiwanStraitsSymposiumsonTranslationandInterculturalCommunication”,whichstartedin2004.Afterthat,apapertitled“UnderstandingEco-translatology:AnEcologicalApproachtoTranslationStudies”waspresentedattheInternationalConferenceonTranslatingGlobalCulture:TowardsInterdisciplinaryConstructionheldinAugust2006.AsfarasIamconcerned,atranslatorisrequiredandexpectedtoreproducetheadvertisementatthemacro-level.Theecologyisrelatedtomanyothersubjects,andtheEco--translatologybasedontheecologyisaccordinglyappliedastheguidanceoftranslationactivities,whichexplainsandanalysesthetranslationprocessatthemacro一level.Therearefewtheoriescoveringtheadvertisementtranslationatthemacro一levelandincontrastalargenumberofpapersstudyingtheadvertisementtranslationjustdealwiththeelementsincludingwords,phrasesandsentencesandrhetoricaldevicesatthemacro一level.Althoughtherearemanypapersdiscussingtheadvertisementtranslationfromtheperspectiveoflinguistics,pragmaticlinguistics,stylisticsandaesthetics,mostofthemmentiononesinglefactorinsteadofthewholetranslationprocessatahigherlevel.Inthepaper,theauthortendstosystematicallyintroducetheadvertisementtranslationprocessatthemacro--level,basedontheEco--translatologytheorywithanattempttosummarizetheprinciplesandrequirementsfortheadvertisementtranslationandadvertisementtranslators.Thewritingmaterialscoveringthesubjectoftheadvertisementtranslationderivefromtheprintedcommercialadvertisementsforgoodsandcommoditiesincludingbeverage,pillsandcosmetics,bothinChineseandEnglish.Andthetheoreticalexplanationandapplicationdependingonnumerouseasesdominatesthepaperinwhichthedetailedcomparativeandcontrastiveanalysisislargelyappliedtothecorrespondingsourcetextsandtargettexts（蘇良書(shū)，2）.Thepaperisdividedintothreeparts.First,itintroducesoverviewofEco-translatology,whichincludesthebackgroundofEco-translatology,theconnotationofEco-translationandthedevelopmentofEco-translatology.ThesecondpartischaracteristicsofadvertisingEnglish,includingrhetoricalfeatures,vocabularyfeaturesandsentencefeatures.Last,ittalksaboutthetranslationofEnglishadvertisementguidedbyEco-translatology,whichcomprisestheusesoftranslatingadvertisementsundertheguidanceofEco-translatologyandthefeasibilitiesoftranslatingadvertisementsundertheguidanceofEco-translatologyChapterOneOverviewofEco-translatologyEco-translatologystartsin2001anddevelopscomprehensivelyin2009,whichisaprogressiveprocess.Ifwetreatdiscoursesystemthatwebuildastheoutputresultoftheprocess,theresultmusthaveitsownbasis,premiseandconditionoforiginanddevelopment（胡庚申，15）.ThepartconcentratesonexpoundingthebackgroundanddevelopmentofEco-translatology.1.1BackgroundofEco-translatologyWiththedevelopmentofglobalecologicalthoughts,internationaleconomyistransformingtoecologicaleconomy,andhumansocietyistransformingtoecologicalcivilization.Underthebackground,ecologicalthoughtsbecomeresearchhotspotofalotofsocialsciences.TheecologicalthoughtsofChina’sancienttimes,includingtheruleofrespectofnature,unionamongheaven,earthandman,survivalofthefittestinnaturalselectionandpeoplefirst,provideimportanttheoreticalfoundationfortheresearchofEco-translatology.1.1.1GlobalEcologicalIdeologicalTrendThereareprofoundhistoricalbackgroundandsocialideologicaltrendforanyanideamentioned.TheappearanceanddevelopmentofEco-translatologyiscorrespondedwiththesocietyofthetimesandthedirectionofacademicdevelopment（胡庚申，28）.Ontheonehand,itisamanifestationintranslationstudyinthetimesofeconomicsocialtransition.Inthe1960s,humansocietygraduallyisfromindustrialcivilizationtoecologicalcivilization.Chinahasalsopaidattentiontoecologicalenvironmentalproblemsfromthe1970s,andthenChinaputsforwardthepolicyofsustainabledevelopmentandScientificOutlookonDevelopment.Itisaspecificexpressionthatcomplieswiththedevelopmentofthetimes,whichintroducesoverlookedecologyindifferentstudyfieldsuchastranslationinthisbackground.Thenecologicalideologicaltrendisanecessaryresultofmodernideasandphilosophicaltransformation.Italsocomesfromanthropocentrictowholeecologicalinthefieldofthoughtandphilosophyfrom20century.Frenchphilosopher,JacquesDerridaputforwardthatcentercanbenotonlywithinthestructurebutalsooverthestructuresothatanimportantideaappearedin1960s.NorwayecologicalphilosopherAllenMagnuscomeupwithDeepEcology，whichletsecologyintroduceintoethicsandputsforwardsomeimportanttheories,includingecologicalself,ecologicalequalityandecologicalcoexist,etcin1970s.Afterthat,AmericanecologicalphilosopherDavidGriffindevelopedit.Fromthisprocess,whatthecontemporaryphilosophyfacedistransformationfromepistemologytoontology,fromanthropocentrismtoecologicalholism.Thisphilosophytransformationturnsontheviewandopinionoftranslationresearchfromtranslationecologytomakingageneralsurveyoftranslationactivities,andbecomespathofEco-translatologyresearch.1.1.2EcologicalWisdomofChina’sAncientTimesChinesetranslatorsadvocatetheideaofEco-translationbecausethereisavailableecologicalwisdomofChinaancienttimes,whichisecologicalwisdomcharacterizedbytheharmonybetweennatureandmankind,TaoemergedinNature,peopleoriented.Theancientecologicalideasofnature,life,survival,thegoldenmeanoftheConfucianschool,peoplefirst,prideofpeace，havebecomevaluablesapientialresourcesofbreedingandformingEco-translation.Theseoriginalancientbooksandrecordshavearousedaltitudinalattentionmanycountries’philosopherandideologist,anditisnodoubtthattheyarealsoimportantbracementionedtheideaofEco-translationbyscholarofChinesetranslationfield.1.1.3TranslationStudyofEcologicalOrientationTherearelotsofpeopledescribingtherelevantstudyoftranslationactivitiesfromtheangleofecology,environment,survive,adaptationatinternationaltranslationfield,andtherelevantresearchhasgraduallyincreasedintranslationliteratureintheupsurgeofglobalecologicaltheory（胡庚申，56）.Alargenumberoftranslators,suchasPeterNewmark,MichelleRonnieetc.usetypicalecologicaltermsandconceptsofecology,environment,survive,adaptationintheirresearchtoexpressthatthetranslationstudyofecologicalorientationhasbeenacceptedbytranslationfield.TheseresearchesnotonlyprovideangleforEco-translationstudyandpavetheway,butalsolaythefoundationoftherelevantstudy.1.2ConnotationofEco-translationEco-translationisabletobeunderstoodasanecologicalwayoftranslationstudy.Eco-translationisaninterdisciplinarystudybecauseitinvolvesinecologyandtranslation.Ecologywasdefinedas:abranchsubjectofbiologytoresearchtherelationshipbetweenlivingbeingsandenvironment.Inrecentyears,ecologyhasreferredtothegatherofnatureandhealth,keepingbalance,andharmoniouscoexistenceingeneralinthefieldofthehumanitiesandsocialsciences.Translationisasubjecttostudytheregularpatternandartoftranslation.Asapartoftranslation,translationtheoriesarerationalcognitionandaltitudinalabstracttotranslation’sessences,principals,processesandwaysetc.1.3DevelopmentofEco-translatologyThroughresearchandaccumulationofthefirstdecadeinthecentury,researchresultsofEco-translatologyhaveincreasinglybecameabundant,andresearchthoughtsanddevelopmentorientationhavebeengraduallyclear,andtheresearchpatternsofEco-translatologyinmacrotranslationstudy,mediumtheoryoftranslationandmicrotranslationhavebeenformed.Atthesametime,withtheescalationoftheories’usesandrangeofstudy,andwiththepromotionofacademicinfluences,researchteamsbecomelargerandlargerandcooperationandexchangeplansofChinaandinternationalareputtingintoeffect.Inaword,Eco-translatologyisdevelopingwithasteadypace.1.3.1OriginalExplorationofEarlyCenturyEco-translatologycamefromHongKongintheearly21stcentury.SinceopeningupHongKongtobeaport,itplaystheroleofabridgebetweenChinaandtheWest.ThegeographicaladvantageofHongKongmakesthetranslationactivitiesbeingmoreintensivelyandtheideaoftranslationmoreactively.TheresearchcenteroftranslatologyofHongKongBaptistUniversityinsistsonholdingatranslationseminarmonthlyfrom2001tobeaimedatprovidingaplatformtoencouragegraduatestudents,researchsupervisorsoftranslationareaandotherscholarswithcommunication,whichletsthediscussionoftranslationknowledgeandtranslationtheorybecomemorevigorous.Translationseminaroftheuniversityissupportedbyagreatnumberoftranslators,scholars,graduatestudents.ProfessorHuGengshenstartedexploringtranslationtheoryfromtheperspectiveofEco-translationduringstudyingforadoctorateintranslationintheEnglishLanguageandLiteratureDepartmentofHongKongBaptistUniversityin2001June.HegavethefirstspeechoftranslationwhichwascalledFromtheDarwinianPrincipleofAdaptationandSelectiontoTranslationStudiesattranslationresearchcenterofHongKongBaptistUniversity,whichfocusedonthereasonsandfeasibilitiesbyusingthebasictheoryofDarwin’sadaptationandselectiontodiscusstranslationactivities,andputforwardtheoriginalimaginationofsettingupthetheoryoftranslationasadaptationandselection.Next,apaper,whichwascalledAnInitialExplorationintoanApproachtoTranslationasAdaptationandSelection,wasreadoutatthethirdAsiantranslators’forumonDecembersixth,2001.What’smore,thepaperTranslationasAdaptationandSelectionwaspublishedatInternationalJournal.Asconclusionofthepaper,theauthorpositioneddefinitelytheoreticalresearchofthesystemasanecologicalapproachtotranslation.1.3.2AccumulationandDisseminationCommunicationofresearchresultsanddisseminationofacademicthoughtsisnotonlyagradualprocessbutalsoanecessarystageforanyfieldstudyanddisciplinarydevelopment.Therefore,theEnglishsentencewaspopularintheinternationalacademiccirclesPublish,orperishes.ThesameisthestatusofEco-translation’sdevelopment.Onthewhole,themostimportantwaytocommunicateresearchresultsofEco-translationandspreadacademicideasisthroughdeliveringarticles,publishingbooks,givinglecturesandcommunicatingwithothers.Intermsofpublicationofresearchtheses,therewerelotsofpapersbeingpublished,forexample,TranslationasAdaptationandSelection,FromTranslator’sSubjectivity”to“Translator-centeredness”,TranslationEcologicalSystemfromthePerspectiveofEco-translatology,andsoon.Inrespectofpublicationofmonographsandrelevantcorpuses,manypressespublishedrelevantworks.1.3.3AttentionandApplicationThetheorywithoutvitalitycan’texistverymuchlonger,andthelifeandvitalityoftheoryliesinpeople’sconstantattentionandapplication.Eco-translatologydevelopingfromtranslationasadaptationandselectiondoesn’temergeandbeperishedandweededoutinmorethanadecade,whichsuggeststhatitabidesbynaturallawthatthefittestsurviveandonlythestrongsurvive.AsYangpingandXujunpointedthattheexistenceofEco-translatologyisanobjectivefact,andthefactitselfalsoexpressitsworth.Inthefinalanalysis,itssteadydevelopmentreliesonconstantattentionandsupportandmoreandmoretheoriesoftranslationfield.TheattentionanduseofeducationalcirclesisvariousforEco-translatology,includingtwomainaspects.First,aftertheearlyworksandresearchresultsofEco-translatologycameout,itgotmanycommentsoftranslationareaathomeandbroad.Accordingtopreliminarystatistics,therearemorethantenspecialfeaturesbeingpublishedformallyafterTranslationasAdaptationandSelectionwascomeoutthepressin2004.Second,thereareaboutonehundreduniversitiesusingthetheoryofEco-translatologytoguidegraduatestudentstoworkouttheiracademicdissertation.1.3.4GrowingTendencyEco-translatologyhasexperiencedtenyearsupsanddowns,whosedevelopmenthasbeenatruth,andithasarousedpeople’sattentionandinterests.TheresearchersofEco-translatologyacceleratedthepaceofboostingdevelopmentofEco-translatologywithpersistentandsteadyeffortsandwithwiderviewinrecentyearstoletEco-translatologygethugeimprovementinbuildingtheory,developingtalents,integratingteams,communicatingwithinternationalpeople,etc.（胡庚申，68）InthetimeofEco-translatologygettingintotheseconddecade,thepeoplewhohavemutualinterestsandgoalsofEco-translatologyconsolidatedomesticandexpandinternationalprogressunderthedevelopmentstrategyofChinafirstandinternationalsecond.Ontheonehand,wewillcomeoutseveralmonographsinnextseveralyears.Ontheotherhand,wewillcontinuetosetupandoptimizeitsworkmechanismofInternationalAssociationofEco-translatologyResearch,makefulluseofhttp://www.eco-translatology.net,andmakeeffortstodo“journalofEco-translatology”.Inconclusion,Eco-translationiswithaviewtotheintegrityoftranslationecologicalsystemtodoanewexplanationtotranslation’sessences,principals,processeswaysandphenomenafromtheangleofeco-translationinthenarration’swaytoEco-translation.ChapterTwoCharacteristicsofAdvertisingEnglishAdvertisingEnglishisacommerciallanguage,whosebasiclanguagefunctionissimpleandattractive,andwhosethemostbasicfunctionispublicityandguidancepeopletopurchaseproducts.Therefore,itmustnotonlygiveenoughpublicitytointroduceitsproducts,butalsoattractcustomerstobuythem.ThewordsofadvertisingEnglishmustbesimple,active,attractiveandcreative,whichisdifferentfromcommonEnglish.AdvertisingEnglishtriestospreadproducts’informationbytheleastwords,whichmakesconsumersneverforget.2.1RhetoricalFeaturesofAdvertisingEnglishAdvertisinglanguagepaysmuchattentiontothebeautyoflanguage.Therefore,itmakesfulluseofavarietyofrhetorictoenhancethetasteandattractionofproducts.2.1.1MetaphorItusesaspecificandeasythingtoexpressanotherabstractanddifficultthing,whichiscalledfigureofspeechandisalsoasthesayinggoes:drawananalogy.Itisthemostcommonrhetoricaldevice.Forexample,KodakisOlympiccolor.（柯達(dá)是奧林匹克的色彩）Theadvertisementusesafigureofspeechtoprovidespaceofinfiniteimaginationforreaders,andimplythatthefeatureofKodakisthefeatureofOlympics（戚云芳，121）.2.1.2PersonificationPersonificationcomparesathingtoaperson,describingitwithperson’sappearance,personalitiesandthoughts.Itusuallyusestherhetoricaldeviceofpersonificationintheadvertisementtomakeicycommodityalive,andthengiveitperson’sthoughtsandfeelingstomakeitmoreamiable.Forinstance,flowersspeakfromtheheart.(鮮花訴衷腸)Theadvertisementintheflowershopcomparesflowerstopeopleandendowsliveswithflowerstomakecustomersasenseofkindness.For,example,sheworkswhileyourest.(你休息的時(shí)候她卻在工作)（孫曉麗，96）Thisisanadvertisementofthewashingmachine.Theadvertisementgivesthecommodityemotions,feelingsandideas,whichmakesitclosetoconsumers’heart,andmakesthemremembertheadvertisementforever.2.2VocabularyFeaturesofAdvertisingEnglishThemostimportantuseofadvertisinglanguageistocatchpeople’seyesandattractcustomerstobuysomething.Therefore,advertisinglanguageshouldbeeasytounderstand.Byusingalotofsimpleadjectivesandverbscandrawcustomers’attraction.2.2.1AdjectivesAdvertisementlanguageasksforvisualizationandvitality,therefore,agreatquantityofmodifiersareoftenused.Theadjectivesareabundantwithexpressiveforce,whichcannotonlygettheeffectonconveyinginformationbriefly,butalsoincreaseexpressiveforceoflanguage.InsomeEnglishadvertisements,someadjectiveswithcommendatorycolorareusedbroadly.Theymakeconsumershaveasenseofcomfortableandhappyeventrusting.Forexample,washable,safe,easytouse,clear.(glue)Theadvertisementofglueusesfourstrongcolloquialadjectivestodescribeproducts’performancesandfeaturescompletely.Thelanguageiseasyandmakescustomersunderstandataglance.（宋宏，162）2.2.2VerbsEnglishlinguist,G.N.Leech,listedthemostcommonusedverbsincludingmake,get,give,have,see,buy,come,go,know,keep,look,need,love,feel,choose,take,start,taste.Forinstance,We’llmakethisquick(赫茲租車(chē)).（王燕希，72）Allyouneedisatasteforadventure(磨石咖啡).（王燕希，72）Animportantconditionofrememberingeasilyisshort,andshortphrasesarewidelyusedinspokenlanguageinourdailylife.Therefore,colloquialadvertisementEnglishisobvious,whichiscorrespondedwithreadability’spurposeofadvertisementlanguage.2.3SentenceFeaturesofAdvertisingEnglishSimplesentencesandquestionsareusedfrequentlyinadvertisementEnglish,becausetheyarepopularandeasytounderstandinourdailylife.Throughalotofsimplesentencesandquestions,customerscanknowthattheproductsatisfiestheirr