The Influence of Culture on Translation of Commerical Advertisement开题报告

 2023-01-17 19:51:56

1. 研究目的与意义

Commercial advertising, is something that we are all exposed to, and also something that is likely to affect most of us in a number of different spheres of our lives and takes many forms, in most of which language is of crucial importance. Translation is done via the vehicle of language. However, like general language, commercial advertising language also mirrors, carries culture and culture provides frame in which commercial advertising language operates and functions. Culture imprints commercial advertising language with all its marks. People in different areas have cultural discrepancies and even cultural conflicts, including different core cultural values, trusted authority, adopted viewpoint, and consuming tendency, which have impact on commercial advertising translation. To avoid or minimize the impact, under the guidance of the theory of adaptation, some culture adaptive strategies in commercial advertising translation, such as replacement, addition or abridgement, compensation and structure-borrowing are mentioned and testified in this thesis.

2. 研究内容和预期目标

This paper is composed of five parts. Part1 introduces the background, significance and organization of this thesis. Part2 analyzes relevant theories including Nida#8217;s functional equivalence theory, Hans J. Vermeer#8217;s Skopos Theory, Richard E. Porter#8217;s Cross-cultural Theory and the conception of Localization and overviews previous scholars#8217; contributions to advertising translation from the perspective of cultural differences. Part3 is all about Sino-western cultural differences and their impacts reflected in advertising translation. Part4 tells the problems that exist in the commercial advertisement translation. Part5 is the conclusion of this thesis which generally concludes the key findings of the thesis and proposes suggestions for further study.

3. 国内外研究现状

In the field of translation, many experts proposed useful translation theories, for example, Nida#8217;s functional equivalence theory, it lays particular emphasis on the purpose of the translation, on the roles of the receivers, and on the cultural implications of the translation process. And Vermeer#8217;s Skopos Theory，Vermeer illustrated clearly that #8220;Any form of translation action, including therefore translation itself may be conceived as an action, as the name implies. Or Richard E. Porter#8217;s Cross-cultural Theory and the conception of Localization, the study of cross-cultural communication tries to solve the problems caused by cultural differences through probing into the causes of communicative barriers, cultural conflicts and the effective ways of avoiding communicative misunderstanding and wrong translation.

4. 计划与进度安排

1.Introduction

2.Theoretical basis of the study

2.1 Nida#8217;s functional equivalence theory

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5. 参考文献

[1]Eugene, A. Nida. Language and Culture: Context in Translating[M] . Shanghai: Shanghai Foreign Language Education Press, 2001. [2]Richard Porter. Communication between cultures[M]. Cengage Learning, 2009. [3]Vermeer, Hans J. What does it mean to translate[M]. Indian Journal of Applied Linguistics, 1987. [4]Ingrid Andrews. Sandwiched between cultures: the translation of advertisements[J]. Language Matters, 1995, 26(1):1-12. [5]Mathieu. Translation Practices in International Advertising[J]. Translation Journal，2001，(05):1-15. [6]胡屹编著.广告学全书[M]. 中国社会出版社， 1999. [7]潘泽宏著.公益广告导论[M]. 中国广播电视出版社， 2001. [8]戚云方，编著.广告与广告英语[M]. 浙江大学出版社， 2003. [9]孙晓丽主编.广告英语与实例[M]. 中国广播电视出版社， 1995. [10]赵静编.广告英语[M]. 外语教学与研究出版社， 1992. [11]周晓，周怡，编著.现代英语广告[M]. 上海外语教育出版社， 1998. [12]安娜. 文化因素对广告翻译方法和原则的影响[J]. 大连教育学院学报， 2010， (01)：1-7. [13]李丹云. 跨文化交际中广告英语的翻译[J]. 琼州学院学报， 2011， (03)：15-23. [14]彭超艺. 从跨文化视角看英文广告语的汉译[J]. 文学教育(下)， 2013， (04)：20-32. [15]张琼芳. 浅谈商业广告英语翻译[J]. 青年文学家， 2010， (15)：23-30.

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