《廣告翻譯》大綱及教案

廣告翻譯》課程教學(xué)大綱課程代碼：21900054課型：翻譯能力模塊課開(kāi)課學(xué)期：第5學(xué)期學(xué)時(shí)：9周X2學(xué)時(shí)/周=18學(xué)時(shí)考核方式：考試一、課程概述本課程是翻譯專(zhuān)業(yè)的一門(mén)崗位能力課，也是一門(mén)翻譯技能課程。廣告翻譯為第三學(xué)年第五學(xué)期開(kāi)設(shè)的翻譯崗位能力課，其目的在于通過(guò)講述廣告的定義、廣告的文體特征、廣告的功能、修辭特點(diǎn)，以及一些翻譯技巧和理論，如直譯、意譯等，使學(xué)生從整體上把握廣告翻譯的基本理論知識(shí)，并通過(guò)大量的課堂練習(xí)和課外實(shí)習(xí)，培養(yǎng)學(xué)生較強(qiáng)的實(shí)際翻譯應(yīng)用能力，能熟練地進(jìn)行英漢廣告互譯，為其今后從事商務(wù)翻譯、廣告英漢互譯等文字處理工作打下堅(jiān)實(shí)的基礎(chǔ)。二、學(xué)時(shí)分配UnitTopicPeriod1TheGeneralIntroductiontoAdvertisements22ThePrinciplesofAdvertisingTranslation43TheStrategiesforAdvertisingTranslation84PracticalWorkofAdvertisingTranslation4Total18三、教學(xué)內(nèi)容Unit1：TheGeneralIntroductionofAdvertisementsInthisunit,wewillfirsthaveadiscussionaboutthedefinitionofadvertising,whichisthefocusofdifferentscholars.However,basedontheirdefinitions,wecandrawaconclusionthatAdvertisingisapaid,mass-mediatedattempttopersuade.Itisaone-waycommunicationwhosepurposeistoinformpotentialcustomersaboutproductsandservicesandhowtoobtainthem.Thenwewillgotopresentthestyleandfunctionofadvertising.Unit2：ThePrinciplesofAdvertisingTranslationInthisunit,wewillintroducesomebasicprinciplesinadvertisingtranslation,whichare:faithfulness,creationandfunctionalism.Andwewillmakestudentsknowsometypesandstrategiesforadvertising,suchasliteraltranslation,freetranslation,creativetranslation,supplementarytranslation,condensedtranslation,andnotranslation.Unit3：TheStrategiesforAdvertisingTranslationInthisunit,wewillstartfromthediscussionoftheadvertisingofCocoCola,andthenwewillintroducethestrategyforthetranslationofadvertisingtopic,suchasusingellipticalsentence,imperativesentence,paradox,idiomandproverb,etc.Wealsodiscusssomeproblemsinadvertisingtranslation,suchasthosewithouttitleandslogan,lowtranslationquality,lackofinterestandinconsistency.Unit4：PracticalWorkofAdvertisingTranslationThisunitwillletstudentsdosomepracticalworkaboutadvertisingtranslation,throughwhichwecanapplyalltheprinciplesandstrategiesofadvertisingtranslationintopractice.Forinstance,thetranslationofsomebrands,thetranslationofsomepassage,etc.Andwemayindicatemorerulesandproblemsinpracticalwork,suchasacculturation.四、建議教材（或自編講義）與教學(xué)參考書(shū)建議教材：自編講義教學(xué)參考書(shū)1、程鎮(zhèn)球.《翻譯問(wèn)題探索》，商務(wù)印書(shū)館，1980.2、錢(qián)歌川.《翻譯的技巧》，商務(wù)印書(shū)館，1981年.3、許淵沖.《翻譯的藝術(shù)》（論文集），中國(guó)對(duì)外翻譯出版公司，1984.4、鄭易里.《英華大辭典》（修訂第二版），商務(wù)印書(shū)館，1987.5、范仲英.《實(shí)用翻譯教程》，外語(yǔ)教學(xué)與研究出版社，1994.6、古今明.《英漢翻譯基礎(chǔ)》，上海外語(yǔ)教育出版社，1997.7、劉宓慶.《文體與翻譯》，中國(guó)對(duì)外翻譯出版公司，1998.8、楊平主.《名作精譯》，青島出版社，1998.9、孫致禮.《翻譯：理論與實(shí)踐探索》，譯林出版社，1999.10、陳宏薇.《漢英翻譯基礎(chǔ)》，上海外語(yǔ)教育出版社，2000.11、徐小娟.《廣告英語(yǔ)》，首都經(jīng)濟(jì)貿(mào)易大學(xué)出版社，2002.12、華英、馬永堂.《廣告英語(yǔ)教程》，經(jīng)濟(jì)管理出版社，2004.13、方夢(mèng)之、毛忠明.《英漢漢英應(yīng)用翻譯教程》，上海外語(yǔ)教育出版社，2005.14、Eugene,A.Nida&Chr.R.Taber,E.J.Brill，1982TheTheoryandPracticeofTranslation五、考核與評(píng)價(jià)本課程的考核由平時(shí)考核和期末考核構(gòu)成，兩者成績(jī)之和為本課程最終成績(jī)。平時(shí)考核占總成績(jī)40%，包括考勤20%，作業(yè)和小測(cè)驗(yàn)10%，課堂參與（討論和回答問(wèn)題）10%，期末考核占總成績(jī)60%。期末考核采取閉卷，在試卷中，應(yīng)注重主觀題與客觀題的比例，以主觀題為主，重點(diǎn)考查學(xué)生的實(shí)際廣告翻譯能力。LessonPlansUnit1ObjectivesStudentswillbeableto:understandthedefinitionofadvertisingandhaveabasiccommandofitsstyleandfunction;usetheirownwordstointerpretthemeaningandpurposeofadvertising.TeachingStepsStep1:WarmingupAskSssomequestionsconcerningthetopic.PresentacoupleofexamplesforSstoexplorethestyleofadvertising.Step2:Presentationoflearningcontent1.DefinitionofadvertisingAdvertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts，servicesorideasbyidentifiedsponsorsthroughthevariousmedia。2.FunctionofadvertisingThefunctionofadvertisingistobuildbrandrecognition,createexchange,createvalue,andtospreadaspecificmessage.Foreveryorganizationandeveryproductorservice,advertisingtendstofulfilaspecificgoalorobjective.Neverthelessonthegeneralfront,advertisingisamechanismthatfulfilsall,someoroneofthethreemajorfunctions:Firstlyadvertisinghasaninformingnature-aboutorganizations,aboutproductsandservices,abouttheenvironment,thesociety,thetrendsinsocietyandmanymoreaspectsoflife.Thisdealswiththecognitivecontextofthetargetaudienceinwhichtheygrasptheinformationandchannelizeitaccordingtotheirowncomprehensionandpredilection.Secondlyadvertisingprovidestheincentivestoviewersforthemtoengageinaction.Thisdealswiththeemotionaldimensionofthetargetaudience,whichconcentratesontouchingandpersuadingtheconsumersratherthaninformingandapprisingthem.Thethirdfunctionofadvertisingistoprovideconstantremindersandreinforcementstogeneratethedesiredbehaviortheadvertiserwantsfromthem.Thisisaparticularlyeffectivefunctioninthelongrunasremindersandreinforcementsregisterintheconsumers'minds,becomingthebaseonwhichtheyshapetheirfuturedecisions.StyleofadvertisingMonosyllables;refinedlanguage;rhetoricdevices,Step3:DiscussionandPractice1.SsareengagedindiscussionoftheexamplesrelatedtothepresentationandputtheirhandsontheexercisesgivenontheBb.Step4:AssignmentReadmoreanddotheexercisesonP.17.Unit2ObjectivesStudentswillbeableto:1.knowthefeaturesofadvertisingEnglishandChinese;2.grasptheprinciplesofadvertisingtranslation.TeachingStepsStep1:Warmingup1.QuestionstohelpSshaveafirstlookatthetopictobeaddressed.Step2:Presentationoflearningcontent1.EnglishmorphologyinadvertisingVerb;adjective;noun;compound;wordbuilding2.EnglishsyntaxinadvertisingSimplesentence;interrogativeandimperativesentence;disjunctivesentenceRhetoricaldevicesinadvertisingEnglishFigureofspeech;personification;pun;repetition;rhymeStep3:DiscussionandPractice1.Moreexamplesprovidedtoelicitdiscussion2.guidedpracticetoconsolidatethelearningStep4:AssignmentReadmoreaboutthetopicanddotheexercisesonP.26.Unit3ObjectivesStudentswillbeableto:1.masterthemethodsandstrategiesofadvertisingtranslation;2.studyhowthemethodsandstrategiescanbeproperlyappliedintranslationpractice.TeachingStepsStep1:Warmingup1.QuestionstoassistSstothinkaboutthetopicandenhancetheirinterestinlearninginthesession.Step2:Presentationoflearningcontent1.principlesofadvertisingtranslation:sellingpower、memoryvalue、attentionvalue、readability2.basicwaysofE-CorC-Eadvertisingtranslationliterarytranslation;freetranslation;copingtranslation;conversion;non-associativetransliterationandassociativetransliteration;homophonictransliterationStep3:DiscussionandPractice1.Moreexamplesprovidedtoelicitdiscussion2.guidedpracticetoconsolidatethelearningStep4:AssignmentReadmoreaboutthetopicanddotheexercisesonP.105.Unit4ObjectivesStudentswillbeableto:1.conductaseriesofadvertisingtranslation,fromChinesetoEnglishorfromEnglishtoChinese,withtheaidofthetheori