1、本科生毕业论文（设计）册学院 XXX 学院 专业 机器翻译 班级 XXX 级机器翻译班 学生 xxx 指导教师 XXX XXXX 大学本科毕业论文（设计）任务书编 号： 论文（设计）题目： 广告英语中修辞格的翻译策略 学 院： XXX 学院 专业： 机器翻译 班级：机器翻译班学生姓名：XXX 学号： XXX 指导教师： XXX 职称： 讲师 1、论文（设计）研究目标及主要任务本论文的研究目标是研究广告英语中修辞格的翻译策略。主要任务是从受众心理学的角度分析广告英语中修辞格的翻译方法。2、论文（设计）的主要内容本论文分为五章，第一章介绍广告的起源和发展，第二章介绍广告英语中修辞格的应用，第三章介
2、绍成功的广告和失败的广告分别会对消费者产生什么影响，第四章介绍四种实用的翻译方法，第五章总结全文，指出翻译方法的重要性。3、论文（设计）的基础条件及研究路线本论文的基础条件是不同的修辞方法在广告英语中的应用，研究路线是从心理学角度分析广告英语中修辞格的翻译策略。4、主要参考文献John Locke. 2008. John Locke and The Rhetoric of Modernity. Beijing: Lexington Books.Linda Hutcheon. 1985. A Theory of Parody: The Teaching of Twenties-centry Ar
3、t Forms. London: Routledge.冯翠华. 1995. 英语修辞大全M. 上海：外语教学与研究出版社.5、计划进度阶段 起止日期1 确定论文题目 3 月 9 日前2 与导师见面，确定论文的大致范围，填开题报告 和任务书，导师签字 3 月 9 日-3 月 16 日3 提交论文提纲 3 月 16 日-3 月 27 日4 交初稿和文献综述 3 月 27 日-4 月 20 日5 交终稿和评议书 5 月 8 日前指 导 教师： 年 月 日教研室主任： 年 月 日注：一式三份，学院（系）、指导教师、学生各一份XXXX 大学本科生毕业论文（设计）开题报告书XXX 学院 机器翻译 专业 X
4、XX 届学生姓名 XXX论文（设计）题目 广告英语中修辞格的翻译策略指导教师XXX 专业职称讲师 所属教研室翻译教研室研究方向英汉汉英翻译理论与实践课题论证：从心理学角度分析广告英语中修辞格的翻译策略方案设计：第一章介绍广告的起源和发展；第二章介绍广告英语中修辞格的应用；第三章介绍成功的广告和失败的广告分别会对消费者产生什么影响；第四章介绍四种实用的翻译方法；第五章总结全文，指出翻译方法的重要性。进度计划：3 月 9 日前确定初步论文题目3 月 16 日前写开题报告、任务书3 月 27 日前交论文提纲4 月 20 日前交初稿和文献综述5 月 8 日前交终稿和评议书指导教师意见：指导教师签名：
5、年 月 日教研室意见：教研室主任签名： 年 月 日XXXX 大学本科生毕业论文（设计）文献综述Literature ReviewModern society is an information society. Advertisements, as a means of information transmission, have become an indispensable part in peoples daily life. With the development of science and technology as well as the diversity of mass m
6、edia, tidal waves of advertising seem to affect every corner around the world and have influenced people pervasively. Wherever you are, either in the bus, in the supermarket, or at home watching TV, listening to the radio, advertisements seem to be an unexpected guest, coming into view or instigatin
7、g our eardrums. At present, the advertising industry, replacing tourism, has become the biggest smokeless industry around the world. Excellent advertisements can both bring profitable return to enterprises and be efficient paths of cultural transmission. However, whatever the promotive strategies ad
8、vertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schorder, says,“Advertising takes many forms, but in most of them language is of crucial importance“(Vestergaard & Schorder, 1991:12). Therefore, many linguists have made research of
9、advertising language. It is a kind of communicative action and has special features and techniques that are different from other languages. Advertising language is a style of immediate impact and rapid persuasion. The goal of an advertisement is to persuade the public of the merits of a particular p
10、roduct or service, in order that they will take out some of their money.The advertisement is a good mirror of the times. Its language boasts the features of concision, connotation, originality and lifelikeness, meeting peoples both material and spiritual need. To achieve these goals, rhetoric is abs
11、olutely necessary. It is an art of properly choosing language means and expressive ways to convey emotional feelings in accordance with situation. Therefore, advertisers realize the importance of good translation of figures of speech. Only in this way can Chinese people have a better understanding o
12、f foreign habits, culture, values, and way of thinking, which benefits further exchange among countries against the backdrop of globalization.This thesis, through listing abundant examples, will put emphasis on the analysis of translation strategies of figures of speech in English advertisement from
13、 psychological perspectives.Aristotle was one of the most famous thinkers and orators in ancient Greek. In his famous book, Rhetoric, rhetoric was defined as “the art of persuasion“(Aristotle, 1981:56). Whereas, John Locke, a noted English philosopher of the late17th century, said that “rhetoric was
14、 the science of oratory, the art of speaking with elegance, and force“(John Locke, 2008:28). At present, the meaning of rhetoric has been extended. Rhetoric can be explained as the art of using language effectively and persuasively. Psychology exercises an influence on peoples behavior and all their
15、 action is guided by some psychological factors. There is a close link between advertising and psychology. A scientific advertising is often produced in accordance with the law of psychology. To achieve the best results, advertising must apply the principles of psychology and the strategy to guide t
16、he advertising campaign to attract consumers attention. Only by making full use of the knowledge of psychology and understanding the psychological factors of consumers, can the advertising succeed, enable enterprises to benefit from it. Then comes psychology of advertising. It, as an emerging interd
17、isciplinary science, studies psychological needs and behavior regulation of advertising recipients. The famous translator Eugene A.Nida said that the translation and the original text should be equal in an appropriate natural way. The translation should be measured on the basis of targeted people. I
18、f the response of readers to the translation is basically consistent with that to the original text, then it can be thought that the translation is successful. Advertising translation, in line with functional equivalence criteria, should have a similar effect of publicity, information transfer and e
19、mpathy with the original one. In order to achieve functional equivalence, translators need to understand the characteristics of the original morphology, syntax and rhetoric, and reproduce them in translation. The translator should analyze their similarities and differences adopt the same or similar
20、rhetorical devices in the translation. Investigations and researches show that successful advertisements can not do without rhetorical devices. The use of rhetoric can greatly enhance the lifelikeness, sense of humor and sense of rhythm, making advertising achieve desired results. In the popular Eng
21、lish advertising, rhetoric has been widely involved. People find themselves in an entirely new world while appreciating the advertising works, and can not help thinking highly of advertising designer. At the same time, translating these figures of speech has been difficult. In order to be faithful t
22、o the original works, translators have to come up with some methods to deal with rhetoric. Convey the intent of original advertisement subtly to consumers through the version that accords with aesthetic standards of Chinese consumers.Linguist Geoffrey N. Leech, a famous British, once said that sloga
23、n must be vivid, compelling, readable, memorable and has promotional effects. To create this kind of slogan, the choice of words and rhetoric are of essence. Translation of advertising, like creation of advertising, should, on the basis of original contents and features, flexibly use various rhetori
24、cal devices and translation skills so as to make the translation reproduce the original information, forms and styles as much as possible. Making the translation retain the charm and appeal of the original is to attract more consumers and stimulate their desire to purchase, thus achieving the purpos
25、e and effect of advertising translation. This paper introduces four practical translating ways of English advertisement, that is literal translation, free translation, supplementary translation and sets of translation. Literal translation should preserve not only original contents, but also original
26、 form, especially the comparison, image and local color in the original text. Free translation can make up vocabulary vacancy or structural difference. In many cases, translators need to abandon or change original form or some rhetorical devices in order to make translations, with readability, confo
27、rm to language specification and idiomatic expression. Sometimes, it is hard to translate a few figures of speech such as rhyme, repetition and palindrome. Under these circumstances, strategies of transforming form, supplementation and emphasizing on tone can be adopted to maximize the original rhet
28、orical effect. And sets of translation refers to selecting the same figure of speech from Chinese to express the original meaning.XXXX 大学本科生毕业论文（设计）评议书姓 名 XXX 学院 XXX 学院 专业 机器翻译 年级（班） XXX机器翻译班论 文 题 目 广告英语中修辞格的翻译策略 完成时间 2013/5/6论文内容摘要广告是向人们传递信息，以语言为载体的一门综合艺术。广告英语作为一种应用语言，已逐渐从普通英语中独立出来，成为一门独具特色的专用语言。为了
29、使其语言更具趣味性、生动性和说服力，广告制作人常借用一些修辞手段增强语言的魅力，达到更好的宣传效果。因而注重广告英语修辞格的翻译方法十分必需。但由于英汉两种语言在语音、语法、修辞及文化背景等方面存在着差异，所以，对不同的广告英语修辞格应采用不同的翻译方法，使广告译文既能保留广告原文的精神及风格，又能富含风趣和幽默。只有这样，读者才能有美的享受，在轻松愉快中接受商品信息，从而达到广告的宣传目的。这篇论文是对英语广告修辞的翻译策略的浅析。首先对广告的起源、发展及其修辞特点做了介绍，接着讨论了英语广告中常用的六种修辞，然后对广告中应用的心理学做了分析，最后以保留英语广告地道的味道以及迎合中国消费者的
30、心理为目的，总结了四种实用的翻译技巧。指导教师评语年 月 日指 导 教 师 职称 初评成绩姓名 职称 教研室组长答辩小组成员答辩记录：记录人签字： 年 月 日答辩小组意见：组长签字： 年 月 日学院意见：评定成绩： 签章年 月 日本科生毕业论文设计题目 广告英语中修辞格的翻译策略 作者姓名 XXX 指导教师 XXX 所在学院 XXX 学院 专业（系） 机器翻译 班级（届） XXX 级机器翻译班 完成日期 XXX 年 5 月 6 日The Translation Strategies of Figures of Speech in English AdvertisementByXXXProf. Song XXXA Thesis Submitted to Department of EnglishLanguage and Literature in Partialof the Requirements for the Degree of B.A. in EnglishAt XXXXUniversityMay 6th , XXX
