On Rhetorical Devices in Business Advertising Translation 浅谈广告翻译中的修辞手法开题报告

 2023-01-17 19:43:33

1. 研究目的与意义

By analyzing the skill of the advertisement translation, the paper shows how to translate the advertisement suitable and exactly. Better translation needs more knowledge and hardworking. And we should learn to translate better, because I think a good translation or a good presentation can affect lots of things.

2. 研究内容和预期目标

Nowadays, the trend of globalization is clear, so the internationalization of advertising is becoming more and more obvious. The translation of international advertisements gets problems. I introduce some translation methods and principles of English advertisements from three aspects: vocabulary, syntax and rhetorical devices in this paper. So people can know more about the specific and creative advertising translation.

By listing the examples of domestic translation to those aboard advertisements, I will tell people how bravo the successful advertising translation is. It can transform rubbish into something useful magically. It can attract people just by words. A good presentation can make the reader feels wholly different to get the unexpected results. I still remember the story that I have heard long times ago. It#8217;s about an old blind beggar, he was begging on the side of the road, there was a board next to him, it says, I#8217;m a blind, please help me. But just few people would stop and leave the money. At that moment, a young lady at a brisk pace came, and then, she stopped. It seemed that she was staring at the board. Few minutes later, the lady wrote something on the board and left. Something strange happened, since the lady left, more and more people stopped and left the money. Every person passed by nearly left the money. This must be linked to the words that the lady left. What did the lady write? The man thought, he wanted to know. Until the brisk pace shows again, the man called her, #8220;My dear lady, can you tell me what you have written on the board?#8221; #8220;Of course. That#8217;s not a big deal.#8221; She said. #8220;I just wrote #8216;the sky is `so blue, but I can#8217;t see it.#8217; #8221; It#8217;s what the question is #8211; the presentation.

Now we know how important the presentation is, and then, how to translate the advertisement into a better presentation is much more important, isn#8217;t it? What#8217;s your point?

3. 国内外研究现状

Since the mid-80s of the last century, research about the advertising language on individual foreign language classes scattered in major journals, but the domestic advertising is the official start of translation, its studies began in the 1990s early. On research content, early thesis reports are about the problems in translating English into Chinese, this is the initial stage. Since then some in-depth research started, the researchers began to study the principles and standards of advertising translation. Since then, taking many aspects the advertising translation should be noted into consideration, such as text messages, the language of beauty, consumer psychology and other issues, researchers were from a different perspective, to explain their views, it can be described as contend stage. From the late 1990s, although the discussion on translation principles and standards are still following continued, but researchers increasingly focus attention to the problematic translation, such as advertising rhetoric processing, emotion save transfer factors, brand image reproduction, trademark characteristics, etc. It can be described as an advanced stage. On research methods, the main method of the domestic advertising translation studies is using inductive analysis and illustration method. But in recent years, researchers began to use pragmatics theoretical results related disciplines to analyze advertising translation problems, and then put forward some translation strategies. This can be a welcome improvement on the methodology.

4. 计划与进度安排

一、 The standard and aims of advertising translation

二、 The characteristics of advertising translation

2.1 Vocabulary characteristics

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5. 参考文献

（1）J.C .Catford: A Linguistic Theory of Translation [J].London, 1952.

（2）From One Language to Another[J]. New York, 1986.

（3）Nida,E.A. amp; Taber,C.R. Theory and Practice of Translation.[J].E.J Leiden:Brill,1982.

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