论文摘要英语翻译格式【汇集两篇】

毕业论文格式标准范文：基于关联理论的英语广告语的翻译策略分析

摘要：随着商业贸易和经济全球化的发展，广告翻译在国际交流中的重要作用日益凸显。作为翻译学中的一个分支，广告翻译有着它内在的规律，需要对它进行系统研究。论文试运用关联理论来分析英语广告语的翻译，目的是探索英语广告语翻译的实质，并且试图构建基于关联理论的翻译模式，来指导译者进行英语广告语汉译时灵活地选择翻译策略。

经过研究，本文认为英语广告语的汉译实质是语际间对广告语原文的明示推理阐释的过程，译者在广告语翻译中具有极其重要的作用，在翻译过程中负责两个推理过程:首先在原文语境中对广告主的交际意图进行推理并做出正确的理解;其次是通过对目的语读者的认知环境进行推理，而后将广告语原文转化为目的语文本。最后，本文提出了基于关联理论的翻译模式，将认知语境置于中心位置，指出译者在该模式指导下可以灵活地选择直译、意译或改译等翻译策略。

关键词：英语广告;广告翻译;关联理论;认知语境

引言

经济全球化的发展使得广告的作用日益显现，各企业必须依靠广告才能把他们的产品打入国际市场，因此广告翻译的作用也不言而喻。英语作为国际通行的主要语言，英语广告语的翻译显得更为重要。

翻译是一件复杂而有趣的工作，理查德说过：翻译或许是宇宙历史上最复杂的事情。①而广告语的翻译作为翻译学的一个分支，也是一件极其复杂的工作，并且有广告语的翻译也不同于其他文本的翻译。彼特纽马克认为英语广告语属于呼唤性文本的范畴，具有不同于其他文本的文体特征和文本功能(newmark,)。②叶长缨认为广告语具有不同的形式和功能，因此其翻译过程也是不同的。③它们不仅要求达到吸引读者的目的，而且还要激励和促使他们去购买商品。从这种意义上说，进行英语广告语翻译的深入研究是及时和必要的。国内外许多学者对英语广告语的翻译进行了大量的研究而且取得了一些成就。

中国的传统翻译强调基于严复“信达雅”和鲁迅的“宁信而不顺”理论的“信”，这些理论对于翻译有一定的指导作用，但它们主要适用于非文学作品的翻译，对于英语广告语的翻译并不适用。卡特福德的“文本对等”和奈达的“动态对等”理论对于指导翻译并未取得理想效果。另外，功能主义者所倡导的方法也未能对译者在翻译过程中的创造性翻译给出合理的解释。

上述学者的研究主要侧重于英语广告语翻译的策略和理论研究，很少有人关注英语广告语翻译的本质和过程。尽管有很多理论和技巧来技巧来指导广告语的翻译，但是这些理论和技巧并不完全适合于英语广告语的翻译。于是，探讨英语广告语的汉译是一项紧迫的任务。

因此需要一个更确切的理论来指导广告语的翻译。由斯波尔和威尔逊提出的“关联理论”顺应了这一要求。本文尝试以关联理论为指导来探讨英语广告语的翻译，试图发现英语广告翻译的实质，并且试图构建基于关联理论的翻译模式，来指导译者进行英语广告汉译时灵活地选择翻译策略。

广告及广告语

广告,简言之即是广而告之。一般可分为商业、社会和公共三类。我国《广告法》中指出广告是指商品经营者或服务提供者承担费用,通过一定媒介或形式直接或间接地介绍自己所推销的商品或所提供的服务的商业广告(commercial advertising)。④

广告语(slogans)也叫广告标语,广告口号等。它是为了加强消费者对企业,产品或服务的印象而在广告中唱起,反复使用的简洁,口号性的语句。它只在广大消费者中建立一种思想观念,引导和指引消费,同时它也是公司发展的号角。⑤

在国际市场中，广告语有着极其重要的作用。作为一种要被广泛使用,认同的语言表达方式,广告语与语用学(pragmatics)的关系显然是密不可分的,因为语用学是“study of language in use and linguistic communication”(胡壮麟,1988)。⑥换言之,在特定情景中的特定话语(何自然, 1988),⑦尤其是指在不同的语言交际环境下如何理解及使用语言。关联理论作为语用含义的内容之一,既可以很好地解释这种交际中的各种问题,又可以促使交际中隐含信息的成功传递。

关联理论与翻译

关联理论认为语言交际是一个认知过程，这个过程是靠明示推理来进行的，并受关联原则的支配。在交际每个交际行为都传递有最佳关联的假设，即说话者总是通过话语提供具有最佳关联的假设，话语理解则是一个通过处理话语找出最佳关联解释的推理过程。⑧

gutt发展了关联理论并将应用于翻译。gutt认为，翻译本质上是一种交际过程，这种交际涉及到原语交际者的意图和目的语读者的期望值。翻译的终极目标是译文与原文本的相关性。相关的原则是最大可能地使原语中交际者的意图与目的语的读者的期望值相匹配。⑨

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英语专业翻译方向论文开题报告

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 tses 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, ) 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, ) 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, ). 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,)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

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.

iv. problems of the research and solutions

1. problems

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.

2. solutions

(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.

v. necessary conditions

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.

vi. outline

i. introduction

a. a brief introduction of ellipsis in translation

b. what should we pay attention to when dealing with ellipsis

c. the reason why ellipsis is so widely used in translation

1. chinese expressions are much briefer than that of english

2. english grammar is wee-knit and complete in sentence structure

ii. the principles of ellipsis

a. omitted words must be useless and unnecessary in the translated works

b. the meaning of the omitted words is implied in the test

c. omitted words which are self-evident

ш. the functions and applications of ellipsis

a. the coherence of the meaning of expression

b. the coincidence of the manner of expression

1. ellipsis of articles

a. ellipsis of definite articles

b. ellipsis of indefinite articles

2. ellipsis of prepositions

3. ellipsis of pronouns

a. ellipsis of personal and impersonal pronouns

b. ellipsis of indefinite pronouns

c. ellipsis of relative pronouns

4. ellipsis of conjunctions

a. ellipsis of coordinating conjunctions

b. ellipsis of subordinate conjunctions

5. ellipsis of rhetoric

a. ellipsis of repeated words

b. ellipsis of synonyms