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第一篇：廣告翻譯開(kāi)題報(bào)告

中國(guó)礦業(yè)大學(xué)徐海學(xué)院英語(yǔ)專業(yè)

《英語(yǔ)學(xué)術(shù)論文寫(xiě)作》課程論文

姓 名： 王 雙

班 級(jí)： 英語(yǔ)11-4

學(xué) 號(hào)： 22110691

成 績(jī)：

2014年11月

論文開(kāi)題報(bào)告

論文題目（中文）

審美心理對(duì)化妝品廣告翻譯的指導(dǎo)意義

論文題目（英文）

The Guiding Significance for Cosmetics Advertisement Translation from the Perspective of Aesthetic Psychology

一、本選題的國(guó)內(nèi)外研究現(xiàn)狀

隨著全球經(jīng)濟(jì)一體化趨勢(shì)的加快, 世界各國(guó)企業(yè)既充滿了發(fā)展的機(jī)遇, 也面臨著眾多的挑戰(zhàn)。企業(yè)不再局限于占領(lǐng)本國(guó)市場(chǎng), 它們都在積極致力于國(guó)際市場(chǎng)的開(kāi)拓。對(duì)企業(yè)而言, 廣告是占領(lǐng)國(guó)際前沿市場(chǎng)的一個(gè)重要手段。作為一個(gè)新的研究領(lǐng)域, 廣告翻譯正日漸受到越來(lái)越多的專家和學(xué)者的關(guān)注。化妝品作為女性市場(chǎng)的主打商品，其廣告翻譯也不斷的得到重視。對(duì)于廣告翻譯的研究，早期論文主要為具體廣告用語(yǔ)譯法的探討以及漢語(yǔ)廣告英譯中所存在的問(wèn)題, 為起步階段。此后研究?jī)?nèi)容有所深入, 開(kāi)始涉及廣告翻譯的原則和標(biāo)準(zhǔn)。在此探討中, 考慮到廣告翻譯中所要注意的諸多方面, 如文字信息、語(yǔ)言美感、消費(fèi)者心理等問(wèn)題, 由此看來(lái)，消費(fèi)者的消費(fèi)心理已經(jīng)引起了中外學(xué)者的注意，在廣告翻譯中也逐漸占據(jù)越來(lái)越重要的地位。本文就以化妝品廣告為例，討論消費(fèi)者的心理——審美心理對(duì)于廣告翻譯的指導(dǎo)意義。

二、本選題的意義、重點(diǎn)及難點(diǎn)

隨著中國(guó)市場(chǎng)消費(fèi)能力的不斷提高，越來(lái)越多的化妝品公司帶著它們暢銷世界的產(chǎn)品涌入中國(guó)，在激烈的市場(chǎng)征戰(zhàn)中，如何使自己的品牌廣告譯文膾炙人口并最快的為讀者所接受成為了各大公司所要解決的首要問(wèn)題。一個(gè)好的廣告語(yǔ)，能夠塑造一個(gè)公司完美的企業(yè)形象，同時(shí)也要兼顧到特定消費(fèi)者的接受能力，要使消費(fèi)者真正的關(guān)注、接受并信服該

公司的廣告語(yǔ)。本文選擇化妝品廣告作為考察對(duì)象，從讀者的審美心理角度出發(fā)，探索讀者的審美心理對(duì)化妝品廣告翻譯所帶來(lái)的一些影響。

通過(guò)查閱資料，我們可以了解到：審美心理與化妝品廣告翻譯之間存在著非常密切的關(guān)系。審美心理是一種綜合的文化意識(shí)，涉及到政治觀點(diǎn)、宗教觀念、生活方式和風(fēng)俗習(xí)慣等各個(gè)方面；而廣告又是一種面對(duì)大眾的重要宣傳手段，本身就是一種重要的社會(huì)文化，它不僅要遵循社會(huì)文化習(xí)慣，投合讀者的審美心理，而且在影響和形成社會(huì)文化和審美心理方面起著重要作用。因此討論審美心理對(duì)廣告翻譯的影響是十分必要的。在此次討論的過(guò)程中，要注重對(duì)讀者審美心理的解讀，從內(nèi)容、形式、內(nèi)容與形式的和諧三個(gè)大的方面著手，結(jié)合譯者的自身?xiàng)l件以及翻譯實(shí)踐活動(dòng)對(duì)其進(jìn)行細(xì)化剖析。其中研究的難點(diǎn)主要是對(duì)心理方面知識(shí)的匱乏，以及當(dāng)前從審美心理角度研究廣告翻譯的資料并不完整，需要自己去學(xué)習(xí)、整理。在討論關(guān)化妝品翻譯的過(guò)程中，需要仔細(xì)辨析案例中所適用的翻譯方法，然后對(duì)其進(jìn)行整理分類，充實(shí)文章內(nèi)容。

三、本選題的研究手段和可行性分析

就研究方法而言, 國(guó)內(nèi)廣告翻譯研究的方法主要用的是歸納法和例證分析法。對(duì)于本文我們可以采用以下方法：第一, 實(shí)地調(diào)研。目前對(duì)廣告翻譯的評(píng)論仍局限于字面的推敲, 一種廣告譯文的促銷效果如何, 須在市場(chǎng)上進(jìn)行調(diào)查才可得到確認(rèn)。第二, 結(jié)合各相關(guān)學(xué)科的最新成果進(jìn)行廣告翻譯研究。這也是本文所適用的重點(diǎn)方法。因?yàn)楸疚闹饕褪菑膶徝佬睦韺W(xué)的角度來(lái)研究化妝品廣告的翻譯，實(shí)際上就是將廣告翻譯同審美心理學(xué)集合在了一起。第三, 發(fā)掘更新更好的廣告翻譯實(shí)例, 可以通過(guò)查閱資料自己整理歸類，如果一味的使用之前陳舊的句子，難免會(huì)讓讀者感覺(jué)到審美疲勞，缺乏新意。

審美心理是一種綜合的文化意識(shí)，涉及到政治觀點(diǎn)、宗教觀念、生活方式和風(fēng)俗習(xí)慣等各個(gè)方面；而廣告又是一種面對(duì)大眾的重要宣傳手段，本身就是一種重要的社會(huì)文化，它不僅要遵循社會(huì)文化習(xí)慣，投合讀者的審美心理，而且在影響和形成社會(huì)文化和審美心理方面起著重要作用。因此，在當(dāng)下研究?jī)烧咧g的關(guān)系是十分必要的。當(dāng)前，雖然沒(méi)有多少直接從審美心理學(xué)角度研究化妝品廣告翻譯的文獻(xiàn)可以作參考，但是單獨(dú)研究審美心理學(xué)以及單獨(dú)研究化妝品廣告翻譯的文獻(xiàn)卻很多，通過(guò)將兩者的對(duì)比和結(jié)合，然后稍加整理歸類，就可以獲得很好的資料。同時(shí)，化妝品廣告在我們的日常生活中極為普遍，我們

到處都可以見(jiàn)到，并且，現(xiàn)在的化妝品都配有自己本國(guó)的語(yǔ)言和目標(biāo)讀者的語(yǔ)言，這對(duì)于案例的收集，也提供了很多便利

四、論文的結(jié)構(gòu)

The Guiding Significance for Cosmetics Advertisement Translation

from the Perspective of Aesthetic Psychology

Abstract

Ⅰ.Introduction

Ⅱ.Literature Review

1. General Introduction to Aesthetic Psychology

2. General Characteristics of Cosmetics Advertising Translation Ⅲ. The Influence that Aesthetic Psychology made on Cosmetics Advertising Translation

1.The Content

2.The Form

3.The Combination of Content and Form

Ⅳ.The Guiding Function of Aesthetic Psychology in Cosmetics Advertisement Translation

1.The Selection of Translation Methods

1）Literal Translation

2）Cultural Transformation

3）The Combination of Form and Meaning

4）Innovative Translation

2.The Requirement of Translators

1）Being Familiar with Foreign Culture

2）Expressing the faithful messages to Readers

3）Catching the attention of readers

4）Caring about the language convention of Readers

Ⅴ.Conclusion

五、參考文獻(xiàn)

[1]Townsend，Dabney. Aesthetic:Classic readings from Western

Translation..Beijing ：Peking University Press，2002.

[2]Chomsky,N.Aspects of Theory Syntax［M ］.Cambridge,Mass ：MIT Press，1965.

[3]Leech,C.N.English in Advertising［M ］.London ：Longman ，1966.

[4]Nida E.A.& Taber C.R. The Theory and Practice of Translation.The Netherlands ：Koninklijke Bril NV,1969.

[5]劉宓慶. 當(dāng)代翻譯理論［M ］. 北京：中國(guó)對(duì)外翻譯出版公司，1999.

[6]魏玉杰. 英漢對(duì)照英語(yǔ)廣告手冊(cè)［M ］. 北京：機(jī)械工業(yè)出版社，1995.

第二篇：IIIFeasibilityAnalysis

This academic paper is a feasible project and the reasons are as follows:

1.I have great interests in the way of English-Chinese translation.

2.I have already studied translation methods and have been familiar with the functions and applications of ellipsis .

3.I have collected enough references both Chinese and Western on ellipsis in

translation and do a scrupulous study of the relationship between them.

4.I have a carefully planned schedule and have worked out a detailed outline of this thesis.

5.I have acquainted myself with the correct format, a clear and complete structure required by the academic paper, and my adequate English competence will enable me to write in fluent and precise English.

6.My instructor is a qualified translator who is familiar with the subject I havechosen.

第三篇：VNecessaryconditions

1. Our university and school of foreign languages have provided the basic study and research conditions and facilities, including books and journals in the library and reading rooms.

2. The Internet is another source of information and on the campus we have easy access to the Internet.

3. I have been assigned an instructor to guide me through the whole process of planning and writing.

s("content_body");可行性研究畢業(yè)設(shè)計(jì)開(kāi)題報(bào)告怎么寫(xiě)土木工程畢業(yè)設(shè)計(jì)開(kāi)題報(bào)告醫(yī)學(xué)院研究生學(xué)位論文開(kāi)題報(bào)告書(shū)

第四篇：2Solutions

(1) I shall make full use of my already acquired references which come from books, magazines and the Internet as well.

(2) I shall value my own original thoughts and mainly rely on detailed analysis that I have read from the books which have closely idea with my purpose.

(3) When I have difficulties in the writing process, I shall consult my instructor and seek for help.

第五篇：1Problems

Despite the references I have collected and read, a thorough study of ellipsis in English-Chinese translation from the point of freely using still needs far more. What’s more, owing to the limited ways of getting references in Xinjiang, I will have to make full use of my present resources. Also, this is the first time I have ever written such a serious academic paper. I am therefore a learner and lack the needed training and experience.

第六篇：最新英語(yǔ)專業(yè)本科畢業(yè)論文開(kāi)題報(bào)告(翻譯方向)

How to Deal with Ellipsis in English-Chinese Translation

I. Purpose and Significance

With the development of globalization, the world’s political, economic and cultural communications are becoming increasingly frequent. Therefore, the role of translation cannot be ignored. However, the differences between English and Chinese cultures that are reflected in the two languages pose considerable difficulty.

It is acknowledged that when doing translation one can not translate word for word, or sentence by sentence. Therefore, we must use some translation strategies such as amplification, ellipsis, conversion and so on. Ellipsis as one of the basic translation methods plays an essential role in English-Chinese rendition. Translators apply it in order to make their versions more coherent and understandable.

According to the Oxford Advanced Learner’s English-Chinese Dictionary, ellipsis means leaving out a word or words from a sentence deliberately, when the meaning can be understood without them. Ellipsis in translation does not mean cutting some content from the original articles. What could be omitted are words that are useless in translated works or else they will make the versions redundant or disobey the manner of expression in another language.

Some words and phrases are useless in Chinese but necessary in English. Articles in English are the most significant phenomenon from this aspect. They are very important in English, but we can hardly see any reflection of this part in Chinese. Ellipsis is designed on the basis of faithfulness to the original text, making it more fluent, smooth, concise, thus conforming to idiomatic Chinese. The paper will explore ellipsis in English-Chinese translation from five aspects, which are ellipses of pronouns, conjunctions, articles, prepositions, modifications, so as to achieve smoother and clearer communications among China and English-speaking countries.

II. Literature Review

Long before, some people began to learn other countries’ languages to understand others cultures. In China, Xuanzang was the first translator who not only translated the Sanskrit sutras into Chinese, but introduced the first Chinese writings to foreign countries, making foreigners understand China’s ancient culture. Meanwhile, he was the first to translate Lao Tse's works into Sanskrit. Indian scholars had a high opinion of Xuanzang, "In China, there is no such great translator, and also in the human cultural history, we can only say that Xuanzang is the first great translator."(Ye Lang, 2008) We can say that it was Xuanzang who motivated people to know the different parts of the world, their cultures and the peoples who live there. Then, some big countries such as America, China, and so on became a melting pot.(Gu Zhengkun, 2000) People have imperceptibly spent thousands of years in knowing each other.

With China’s entry into WTO and its open-up policy, cross-cultural exchanges are increasingly frequent between this country and others. A lot of foreign tourists come to visit China. While traveling, these foreigners are not satisfied with the translations of the scenic spots. Sometimes, they even feel confused. A lot of problems exist in the translation, such as misuse of words, poor expression of meaning and so on. All of these poor translations do harm to our country’s international image, and cause a lot of inconveniences for the foreign visitors. (Ma Zuyi, 2000). I am fond of tourism and being a free tourist like the others who are good at enjoying their wonderful lives. The love of tourism makes me feel the need to improve the translation. But every time when I have a trip, many unsuitable translations of the names of those scenic spots will embarrass me. Tourism is part of intercultural communication, so proper translation of the scenic spots become more and more important to our country.

Communication plays a significant role in the globalized society. In order to know each other better, people from all over the world have tried a verity of ways. Of course, translation is one of them. All translators have done their best to make the translated works more consistent with the needs of people.(Gu Jinming, 1997) From my perspective, they really have done a great job. And I want to retrospect the cause of their development. After a thorough evaluation, I choose a branch of translation―ellipsis in translation from English to Chinese, then I did the following jobs.

I put all my researches and other stuffs together, and then I found that it is a common case in English and Chinese which draws much academic interest. In 1976, Halliday and Hsan classified ellipsis into nominal, verbal and clausal ellipsis. This classification exerts great influence in academic circle. Thereafter, ellipsis in Chinese and English has been studied according to this theory, which is based on different layers of structure. This kind of study underlines differentiations and similarities of ellipsis in Chinese and English.

Another famous theory to explain ellipsis is Economy Principle. Economy Principle was put forward by Chomsky (1991,1993, and 1995) in his Generate Crammer. It maintains that language and linguistic study follow Economy Principle, which means using the least effort to express the most information. This principle just coincides with ellipsis in function.

In this thesis, I think that brevity is the most obvious and common function of ellipsis, especially in daily language. And in both English and Chinese, people advocate brevity. Shakespeare once remarked, “brevity is the soul of wit”, and in Chinese there are numerous idioms like “yan jian yi gai” (meaning compendious). However, apart from the function of brevity, ellipsis embodies other functions which are also pretty common in the two languages but less noticed.(Hua Xianfa,2002)These functions distribute in both English and Chinese unevenly and represent great colorfulness of language. Exploring other functions of ellipsis and searching for functional recreation in translation will be of much benefit to both English to Chinese and Chinese to English translation.

I found that when Chinese authors try to analyse ellipsis in English to Chinese translation, they always initially put articles in the list. They consider that it is a common phenomenon that Chinese always leave out personal articles. While it is obviously different in English that almost every sentence has a subject, we can see articles fluently. That is because when we translate from English to Chinese, personal articles can be omitted, even though sometimes it may appear once, it can also be omitted if necessary. Furthermore, if the objects can be seen obviously, personal articles should also be omitted. However, it never happens in English. From this point, it is not only allowable but also necessary when we translate personal articles which are objects in sentences into Chinese.

In my point of view, the development of society has in some way has deliberately promoted the way of people’s thinking, translation system has become more and more perfect, people from all over the world have enjoyed the convenience. However, we can not neglect that there are still some problems in this field in China, and we have less influential Chinese translators in the world. Therefore, we still have a long way to go in translation.

III. Feasibility Analysis