The opening report is an important link to improve the quality and level of topic selection. The following is the opening report of a master's thesis in linguistics, which is based on the application of Skopostheorie in English-Chinese advertising translation for your reference. I hope it helps you.
1, meaning and background of the topic.
The process of economic globalization has greatly impacted social life.
Advertising has become an important way of modern marketing, attracting businesses and companies. With the improvement of people's global awareness, advertisements of many products and services will be translated into other languages to promote the development of overseas markets. As an effective way to spread brand information, advertising has penetrated into many aspects of social life and played a bridge role in contact and communication. Since China joined the WTO, it has become more closely linked with the world. More and more international enterprises and product brands have entered the huge market of China.
The translation of products and services for overseas consumers not only has the function of promoting consumption, but also has the effect of publicity. In the global market, advertising translation not only brings opportunities to the advertising industry, but also brings great challenges. Therefore, it is particularly important to master Chinese-English advertising translation.
Teleology is the basis and core theory of functionalism. Skopos theory holds that the whole process of translation behavior depends on the purpose of translation behavior, that is, the purpose determines the means. The purpose of translation behavior is the core factor that determines the translation process.
Advertising translation has a strong purpose. For advertising translation, what is more important is whether translation can convey the purpose of the source text and achieve the expected goal of the source text, so as to attract the attention of foreign consumers, induce their desire for consumption, and finally trigger buying behavior.
2. Abstract/research basis
1 A study of western advertising translation.
In Ullbin (1972), the article "peut-on traguire la langue de la publicé" (can you translate the advertising language? )。 At that time, linguistics was the dominant humanities, and at the same time, linguistics made translation a code-switching operation. Linguistic methods based on equivalence mainly focus on the original text.
Hurhin believes that for a source text, there are several translations, and the translator chooses which translation is the most appropriate. Hurbin also pointed out that it is easier if the advertising language vocabulary is compiled. Therefore, it is easy for the translator to find the most appropriate equivalent expression between the source text and the target text.
In Candace Seguinot( 1995)' s article Translation and Advertising: Globalization of Cultural Functions of Translation. Its main point is that there is an understanding of culture and symbols in the marketing of goods and services across cultural boundaries. It goes far beyond language and design.
Another representative article, Advertising: Five Translation Strategies in Translation, is a book entitled Intercultural Communication edited by C. Nord and others. Klein-Bourelly (1997). In this article, they made a comparative analysis of English and German advertisements. Then they developed the strategic classification of advertising translation analysis.
So far, perhaps the only book published specifically for advertising translation is Matthew Gade's International Advertising Translation Practice (200 1). This book mainly discusses all aspects of advertising translation in the international market, focusing on the global advertising of multinational companies, because they need to translate their product information into other languages. The author analyzes some examples in advertising translation and shows readers some essential problems in the current translation concept.
This book introduces the translation strategies adopted by multinational companies to enter new markets.
2 China's advertising translation research.
The study of advertising translation in China officially began at 1990s. As far as the research content is concerned, the initial research mainly focuses on the specific advertisement translation of idioms and the problems existing in Chinese-English advertisement translation. That's the initial stage. After many years, the principles and standards of advertising translation have become the subject of research. It is believed that advertising translation should take into account many aspects such as text, language beauty and consumer psychology. The researchers expounded their respective views from different angles. Since the end of 1990s, although the discussion on translation principles and standards has been mentioned, researchers have gradually focused on the difficult translation in advertisements, such as rhetorical devices, emotional transmission, brand image and trademark reproduction. In terms of research methods, domestic advertising translation research mainly adopts induction and case study. However, in recent years, researchers have begun to use the theoretical achievements of pragmatics and other related disciplines to analyze various problems in advertising translation and put forward some translation strategies.
As early as xx, Li Fan proposed that the development of advertising language posed a severe challenge to advertising translation. Clever advertisements require translators to break the tradition of the original text, innovate boldly and improve the quality of translation. There are three reasons for flexible advertising translation: 1) The purpose of advertising is to induce consumers to buy products. Text is only a means, so translation does not have to stick to text equivalence; 2) The characteristic of advertising language is vividness, which is the essence of advertising language. If translation does not change boldly, there will be no magical translation; 3) Formulaic expressions are common in advertisements. If they are irreplaceable, they may be translated into foreign stereotyped writing (Li Fan xx:29-3 1). At the same time, researchers believe that flexible translation seems to be the only way for certain advertisements, especially in four kinds of advertisements: 1) advertisements use witty and beautiful words; 2) Advertisements using brand names; 3) The use of puns in advertisements; 4) Advertisements with strong national cultural color.
In order to achieve concise expression, attract more readers' attention and facilitate readers' identification and memory, advertising writing should follow the kiss principle, that is, "keep it short and sweet" (Guo Ke 1992:57-64). A great deal of research on advertising translation is related to conciseness. Ding Shude devoted himself to his research. He thinks: 1) Chinese advertisements often use modifiers to emphasize product features, while English advertisements are simple words, mainly spoken words. Many subject prediction phrases in Chinese can be directly translated into corrected English, such as fast, efficient and flexible, which can be translated into "fast, efficient and handy"; 2) There are a large number of four-character cases in Chinese advertising structure, which brings parallelism and overlap to the enhanced language, but there is no such feature in English. Chinese-English translation should grasp the center and lead to all aspects around the head word; 3) Loose sentences often appear in Chinese advertisements, which express a lot of information. Translation should be concise and compact, and strengthen logic; 4) Formulaic expressions are widely used in Chinese advertisements.
Translation should be fashionable, considering the overall morality, not piling up morality. Good English advertising language is short in words, but aggressive (Ding Shude xx: 42-43). Cao Shun also cited a large number of examples of English-Chinese translation to illustrate that, based on the principle of simplicity, the translation of advertising language should be rigorous, and the most complicated meaning should be expressed in the simplest language so that it can be easily remembered (Cao Shunfa xx: 43-45).
The equivalence theory is based on Nida's equivalence translation theory. On this basis, some researchers point out that commercial advertisement translation is mainly equivalent in semantics, social culture and style. 1) semantic equivalence. This is the most basic and important equivalence. In order to achieve semantic equivalence from a word to a chapter, the translator must first determine the meaning of the translation unit in the context.
;