2020年語(yǔ)言學(xué)類碩士論文開題報(bào)告范例

語(yǔ)言學(xué)類碩士論文開題報(bào)告范例引導(dǎo)語(yǔ)：開題報(bào)告就是確定了課題研究方向后，課題負(fù)責(zé)人在調(diào)查研究的基礎(chǔ)上撰寫的報(bào)請(qǐng)上級(jí)批準(zhǔn)的選題計(jì)劃，以下是搜集的語(yǔ)言學(xué)類碩士論文開題報(bào)告范例，歡迎大家閱讀!1、選題意義和背景Theprogressofeconomicglobalizationhasgreatlyhitthesociallife.Advertisinghasbeeanimportantwayofmodernmarketingandhasattractedmerchantsandthepany.Aspeople'sconsciousnessworldwideenhances,manyproductsandservicesofadvertisingwillbetranslatedintootherlanguagesforpromotiontoexploreoverseasmarkets.Advertising,asaneffectivewayofdisseminatingbrandinformation,hasperatedintomanyaspectsofsociallife,anditplaysabridgeroleinconnectionandmunication.SinceChina'saessiontotheWTO,itsconnectionwiththeworldgetsevencloser.MoreandmoreinternationalenterprisesandproductbrandseintoChina'shugemarket.Translationofproductsandservicesforoverseasconsumersisnotonlythefunctionofpromotingconsumption,butalsotheeffectofexternalpublicity.Intheglobalmarket,advertisingtranslationnotonlybringsanopportunityforadvertising,butalsohasbringsthehugechallenge.Therefore,masteryofbothChineseandEnglishadvertisingtranslationisparticularlyimportant.Skopostheoryisthefoundationandthecoretheoryoffunctionalism.Skopostheoryholdsthattheprocessofthewholetranslationbehaviorisdeterminedtothepurposeoftranslationaction,thatis,theendjustifiesthemeans.Thepurposeofthetranslationbehavioristhecoreelementwhichdeterminesthetranslationprocess.Advertisingtranslationhasastrongpurpose.Whatismoreimportanttoadvertisingtranslationiswhethertranslationcanconveythepurposeofsourcetextandachievetheanticipatedtargetofthesourcetext,soastoattracttheattentionofforeigncustomerstoinducetheirconsumptiondesire,eventuallytoincurpurchasebehavior.2、論文綜述/研究基礎(chǔ)1AdvertisingTranslationStudiesintheWest.AdvertisingtranslationwasmentionedintranslationstudiesforthefirsttimeinHurbin's(1972)article“Peut-ontraduirelalanguedelapublicé”(CanOneTranslatetheLanguageofAdvertising?)。Atthattime,linguisticswasthedominanthumanisticdiscipline,meanwhile,linguisticsmadetranslatingacode-switchingoperation.Equivalence-basedlinguisticapproachesmainlyfocusonthesourcetext.Hurhinarguedthatforonesourcetext,thereareseveraltranslations,andthetranslatorschosewhichtranslationisthemostappropriateone.Hurbinalsopointedthatifglossariesofadvertisinglanguageispiled,thiswasmadeeasier.Sothetranslatorswillbeeasytofindthemostappropriateequivalentexpressionsbetweenthesourceandthetargettext.InCandaceSeguinot's(1995)article“TranslationandAdvertising:GoingGlobalinCulturalFunctionsofTranslation”.Themainopinionofwhichisthatacrossculturalboundaries,thereisanunderstandingofcultureandsemioticsappearinginthemarketingofgoodsandservices.Itgoeswellbeyondbothlanguageanddesign.Anotherrepresentativearticle“Advertising:afive-stagestrategyfortranslationinTranslation”asInterculturalCommunicationwhichiseditedbyC.Nordetal.ThearticleispublishedbySmith&Klein-Braley(1997)。Inthisarticle,theyconductacontrastiveanalysisofEnglishandGermanadvertising.Thentheydevelopedtaxonomyofstrategiesfortheanalysisofadvertisingtranslation.Uptonow,thebookwhichmaybetheonlyonepublishedexclusivelyonadvertisementtranslationisTranslationPracticesinInternationalAdvertisingwrittenbyMathieuGuidere(xx)。Thisbookmainlytalksaboutvariousaspectsofadvertisingtranslationininternationalmarketandmainlyconcernstheglobaladvertisingofmultinationalpanies,becausetheyneedtotranslatetheirproductsinformationintootherlanguages.Theauthoranalyzessomeexamplesinadvertisingtranslationandheshowsreaderssomeessentialproblemsincurrenttranslationideas.Thisbookintroducedthestrategiesoftranslationwhichareimplementedbythemultinationalfirmstobreakintonewmarkets.2AdvertisingTranslationStudiesinChina.Domesticadvertisingtranslationstudiesofficiallystartedin1990s.Intermsofresearchcontents,theinitialstudiesmainlyfocusedonthediscussionaboutspecificadvertisingtranslationofidiomsandtheexistingproblemsinChinese-Englishadvertisingtranslation.Thatwastheprimarystage.Yearslater,advertisingtranslationprincipleandcriteriabecametheresearchthemes.Peopleholdtheviewthat,advertisingtranslationshouldgiveattentiontoinmanyaspects,suchastext,languagebeauty,consumerpsychology.Researchersillustratedtheirrespectivepointsofviewfromdifferentangles.Sincethelate90s,althoughthediscussionoftranslationprincipleandcriteriawerestillmentioned,theresearchers'attentionweregraduallyfocusedontranslationofdifficultpartsinadvertising,suchastherhetoricaldevices,emotionaltransmission,brandimageandtrademarkreproduction,etc.Intermsofresearchmethods,domesticadvertisingtranslationstudymainlyusestheinductivemethodandthecasestudy.Nevertheless,inrecentyears,researchersbegintousethetheoryachievementsofpragmaticsandotherrelateddisciplinestoanalyzedifferentkindsofproblemsinadvertisingtranslation,andthenputforwardsometranslationstrategies.Asearlyas1992,LiFanproposedthedevelopmentoftheadvertisinglanguageposedaseverechallengetoadvertisingtranslation.Theartfuladvertisingsrequirethetranslatortobreakhardthetraditionoftheoriginal,boldlyinnovate,andimprovethequalityoftranslation.Therearethreereasonsforflexibleadvertisingtranslation:1)thepurposeofadvertisingistoinduceconsumertopurchaseproducts.Textisjustmeans,sotranslationsdonothavetosticktothetextequivalent;2)thefeatureofadvertisinglanguageisvivid,whichistheessenceofadvertisinglanguage.Ifthetranslationisnotboldtochange,therewillbenomagictranslation;3)formulaicexpressionsaremonuseinadvertising,ifnotalternative,itmaybetranslatedintoforeignstereotypedwriting(黎凡1992:29-31)。Atthesametime,researchersthoughtintermsofsomespecificadvertisements,flexibletranslationseemstobetheonlyway,especiallyinthefourkindsofadvertising:1)advertisingusedofwittyandpolishedwords;2)advertisingusedofbrandname;3)advertisingusedofpuns;4)advertisingwithstrongnationalculturecolor.Inordertoachieveconciseexpression,attractmorereaders'attention,facilitatereadersrecognizeandremember,advertisingwritingshouldfollowtheKISSprinciple,namely,“keepitshortandsweet”(郭可1992:57-64)。Agreatnumberofstudiesonadvertisingtranslationareassociatedwithconciseproblem.DingShudeisdedicatedtohisstudies.Heholdsthat:1)Chineseadvertisingoftenusesmodifierstoemphasis,productcharacteristics,whileEnglishadvertisingissimplewords,mainlywithoraltype.alotofsubject-predicativephrasesinChinesecanbedirectlytranslatedintoadjectivesEnglish,suchas速度快、效率高、行動(dòng)靈活canbetranslatedinto“fast,efficientandhandy”;2)TherearealargenumberofthefourwordsinChineseadvertisingstructure,whichbringparallelismandoverlappingtostrengthenlanguage,butthereisnosuchcharacteristicinEnglish.InChinese-Englishtranslationshouldholdthecenter,aroundthecenterwordleadstoallaspects;3)thereareoftenloosesentences,whichexpressalargeamountofinformationinChineseadvertising.Translationshouldbeconciseandpact,strengthenthelogic;4)Chineseadvertisingmonlyusesformulaicexpressions.Translationshouldbefascinating,consideringtheoverallrhetorical,butnotstackrhetoric.GoodEnglishadvertisinglanguageisnotmanywords,butitisimpressive(丁樹德1995:42-43)。CaoShunfaalsotakesalargenumberofexamplesofbothEnglish-Chinesetranslationtwoaspectsshowthatbasedontheprincipleofsimple,thetranslationofadvertisinglanguageshouldstrivetousethemostsimplelanguagetoexpressthemostplexmeaning,tomakeiteasytoberemembered(曹順發(fā)xx:43-45)。EquivalencetheoryisbasedonNida'sequivalencetranslationtheory.Onthisbasis,someresearcherspointoutthatmercialadvertisingtranslationismainlyontheequivalenceofsemantic,socialandcultural,andstylisticaspect.1)Thesemanticequivalence.Thisisthemostbasicandimportantequivalence.Fromwordtochapter,inordertoachievethesemanticequivalence,thefirstthingtothetranslatoristhathemustdeterminethemeaningofthetranslationunitincontext.Thetranslatorshouldpayattentiontoavoidleadingambiguityandinterpretingwithoutrealunderstanding;2)socialandculturalequivalence.Translationistointroduceforeignculture.Duetotherestrictionofculturaldifferencesandlanguageform,thereisrarelyapairofwordsbetweenEnglishandChinese,sothesocialandculturalfactorsshouldbeconsideredinthetranslationequivalence.Strongculturalcolorofidioms,allusions,suchaspropernounsinthetranslationshouldbeadjusted,translateitstruemeaning;3)thestylisticequivalence.Oneofthetranslationtaskistoreproducetheoriginalstyleandliterarystyle,keepthespiritandtheformoftheoriginal(蔣磊1994:38-41)。Bycontrast,otherequivalencetheoryresearchersaremorevaluedfunctionequivalence.Theythinkadvertisingtranslationshouldbefollowedbytheequivalentprincipleonthebasisoffunctionalequivalence,andnotconstrainedbytheoriginaltextexpression(蘇淑惠1996:51-56)。Someresearcherspointoutthattheaestheticfactorsplayasignificantroleinmercialadvertising.Studiesshowthatifthereareconnotationaestheticsandlanguageaesthetics,theadvertisingwillbesuessful.Connotationaestheticsincludethebeautyofartisticconception,image,emotionandculture;languageaestheticsincludethebeautyofconcise,word,sentence,phonologyandrhetoric.Sotranslationshouldreproducetheoriginalbeauty,andextendwhennecessary,makethetranslationhavethesamepublicityeffectwiththeoriginaltext(汪文格1999:86-89)。Theythinkthatsuessfuladvertisingisartfusedofaesthetics,linguisticsandpsychology.Incross-culturalmunication,whentheliteralmeaningandaestheticfeelingofadvertisingconflicts,thetranslatorshouldabandonform,andreproducetheaestheticfeelingtostrengthenitscharismaandallure,achievemunicativeeffect.Soadvertisingtranslationshouldadheretotheprincipleofdialecticalunificationofloyalandcreative,organicbinationofequivalentandaesthetics(唐艷芳xx:112-116)。Someresearchersarguethatadvertisingmunicationtaskrestrictsthechoiceoflanguage.Advertisingstylebringsoutconciseandimplicitcharacteristics.Creativeadvertisinglanguageandtranslationshouldshowthecharacteristicsintheaspectsofwords,grammar,andrhetoricandculturepsychology.Performgoodsthemeaurately,maketheaudiencepsychologicalresonanceandhaveabuyingdesire(謝建平xx:37-40)。Thedoctrineisnotopposedtoeachother.Theywereessentiallyplementedeachotherandfusionofeachother.Ifadvertisingtranslationcannotbepromotional,itwillnotbeadopted.DavidOgilvysaidthatadvertisingisnotakindofartform.Hedidn'twanttohearotherspraisehisadvertisinghowcreative.Hejusthopesitcanattractpeopletopurchasegoods(DavidOgilvyxx)。Sincetheearly90s,discussionaboutadvertisingtranslationmethodsappearedinforeignlanguageperiodicals,suchasChineseTranslation.LiXiangdepointsoutthatfourwordsphrasetranslationsfromChineseintoEnglishcanadoptthreemethods:Literaltranslation,freetranslationandrhetoricaltranslation.Literaltranslationisacorrespondingstructure.Freetranslationmakesalittleellipsis,supplementedorsequentialadjustmentwiththeoriginaltext.Rhetorictranslationusingrhetoricmethodstomakeadvertisinglanguagemorevividandattractivetoconsumers(李祥德1990:13-16)。JiangLeisummedupthattherearefourwaysofadvertisingtranslation.Theyareliteraltranslation,liberaltranslation,modelingtranslationandtranslation.Literaltranslationreferstoretaintheoriginaltextcharacteristicsfromcontenttoculture.Freetranslationreferstokeepcontentandabandonthetranslationform.Modelingtranslationdirectlyusesready-madeadvertisingformulaswhicharecorrespondingtotheoriginalform.Translationmeansinaordancewiththetargetlanguagehabits,translatefromtheangleofview,theactualsituationandimage(蔣磊1994:38-41)。YangQuanHong'sarticleinscienceandtechnologyofChinapointsoutthatduetotheparticularityofinternationaladvertising,thetranslationshouldbedifferentfromthetraditionaltranslation.Asthesupplementofroutineadvertisingtranslation,theauthorputforwardinterpretationtranslation,namely,inordertoadapttothedestinationmarket,recreateintargetlanguageagainstitsoriginalshape.Interpretationtranslationhelpsacrossbarriersinworldwideadvertisingtranslation,anditisconducivetomakefulluseofitsadvantagesinlanguagetranslation(楊全紅2000:16-19)。MengLinandZhanJinghuianalyzethetypesofpunsinadvertising,namely,homophonicpuns,semanticpuns,grammaticalpunsandidiomsorcolloquialismspun.Theyputforwardthefivekindsofpunningtranslation(孟琳、詹晶輝xx:48-51)。Inadvertisingtranslation,trademarktranslationisanimportantpart.Intermsofitsprinciple,researchersaregenerallyrecognizedthatitshouldbeconciseandvividas.Brevityisintendedtofacilitatetherecognitionmemory.Vividnessistokeepthebrandimage,maintainconsistencyoftheglobalimage.Twopointsaredecidedbytheinherentrequirementoftrademarkfunction.Aordingtotheprincipleofaesthetics,HuKaibaoandChenZaiQuanpointoutthatthetrademarktranslationshouldbehavingpopularbeauty,simplebeauty,strangebeauty,rhymebeautyandartisticconception.Makingtrademarktranslationhasaffinity,arouseconsumersdream,enhancetheirdesire(胡開寶、陳在權(quán)2000:51-53)。LiKexingsummarizesHongKongenterpriseandbrandnametranslationprinciplesandmethods,proposesthatfromtheperspectiveofalargenumberofestablishedtranslation,translatorpursuesfourprinciples:consideringbothofsoundandmeaning;transliteration;avoidusingordinarymonwords(becausethetrademarktranslationtakesordinaryvocabularyexacerbateChinesephenomenonofpolysemy,negativesocialmunication);avoidculturaltaboos.JiangLeifromtheperspectiveofsocialpragmatics,inviewoftheChinese-Englishculturaldifferencescausedbythepragmaticfailuresintrademarktranslation,JiangLeiputsforwardfivepragmatictranslationstrategies:1.Highlighttheexpressivefunctionofatrademark;Showthenationalcultureandseizetheassociativemeaning;3.Pickeduptheauspiciousbeg,catertoconsumerpsychology;4.Cutauratemarketpositioningandpursuitofnewbusinessconcepts;5.Payattentiontotheculturalempathyandconformtotheaestheticpsychological(蔣磊xx:52-56)。Thispaperisfullofexamples.Jiangemphasizestheimportanceofbrandtranslationinthecross-culturalbarriers.3、參考文獻(xiàn)DavidOgilvy,(xx)，《奧格威談廣告》。北京：機(jī)械工業(yè)出版社。Guidere,Mathieu.TranslationPracticesinInternationalAdvertising.TranslationJournal,xx(5)Gutt,Ernst-August.(xx)。TranslationandRelevance-CognitionandContext.Shanghai:ShanghaiForeignLanguageEducaitonPress.Hurbin,Pieerr.(1972)。Peut-ontraduirelaLanguedelaPublicé(CanOneTranslatetheLanguageofAdvertisement)。Babel:InternationalJournalofTranslation.Leech,Geoffrey.(1974)。Semantics.London:LongmanGroup.Munday,Jeremy.(xx)。IntroducingTranslationStudies.LondonandNewYork:Routledge.Nord,Christine.(xx)。TranslatingasaPurposefulActivity.ShanghaiForeignLanguageEducaitonPress.Reiss,Katharina.(xx)。TranslationCriticism:ThePotentials&Limitations.Shanghai:ShanghaiForeignLanguageEducaitonPress.Seguinot,Candace.(1995)TranslationandAdvertising:GoingGlobalinCulturalFunctionsofTranslation.InSchaffner,C.,Kelly-Holmes,H.(Eds.)，CulturalFunctionsofTranslation.MultilingualMatters.Smith,V.andC.Klein-Braley.(1997)。Advertising:Afive-stagestrategyfortranslation.InC.Nordetal.(Eds)，TranslationasInterculturalCommunication.Amsterdam:Benjamins.Samovar,LarryA.RichardE.PorterandLisaA.Stefani.(xx)。CommunicationBetweenCulture3rded.Beijing:ForeignLanguageTeachingandResearchPress.Schiffman,LeonG.andKanuk,LeslieLazar.(xx)。ConsumerBehavior.Beijing:TsinghuaUniversityPress.HanceJ.Vemeer.(xx)。SkoposandCommissioninTranslationalAction.InVenuti,L.TheTranslationStudiesReader.(pp.227-238)。NewYorkandLondon:Routledge.曹順發(fā)，(xx)，廣告用語(yǔ)的翻譯，《中國(guó)科技翻譯》，第1期，第43-45頁(yè)。丁樹德，(1995)，產(chǎn)品廣告的英譯應(yīng)簡(jiǎn)潔，《中國(guó)翻譯》，第5期，第44-45頁(yè)。郭可，(1992)，英語(yǔ)新聞與廣告寫作，《外國(guó)語(yǔ)(上海外國(guó)語(yǔ)大學(xué)學(xué)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