1、选题意义和背景
Theprogressofeconomicglobalizationhasgreatlyhitthesociallife.
Advertisinghasbecomeanimportantwayofmodernmarketingandhasattractedmerchantsandthecompany.Aspeople'sconsciousnessworldwideenhances,manyproductsandservicesofadvertisingwillbetranslatedintootherlanguagesforpromotiontoexploreoverseasmarkets.Advertising,asaneffectivewayofdisseminatingbrandinformation,haspenetratedintomanyaspectsofsociallife,anditplaysabridgeroleinconnectionandcommunication.SinceChina'saccessiontotheWTO,itsconnectionwiththeworldgetsevencloser.MoreandmoreinternationalenterprisesandproductbrandscomeintoChina'shugemarket.
Translationofproductsandservicesforoverseasconsumersisnotonlythefunctionofpromotingconsumption,butalsotheeffectofexternalpublicity.Intheglobalmarket,advertisingtranslationnotonlybringsanopportunityforadvertising,butalsohasbringsthehugechallenge.Therefore,masteryofbothChineseandEnglishadvertisingtranslationisparticularlyimportant.
Skopostheoryisthefoundationandthecoretheoryoffunctionalism.Skopostheoryholdsthattheprocessofthewholetranslationbehaviorisdeterminedtothepurposeoftranslationaction,thatis,theendjustifiesthemeans.Thepurposeofthetranslationbehavioristhecoreelementwhichdeterminesthetranslationprocess.
Advertisingtranslationhasastrongpurpose.Whatismoreimportanttoadvertisingtranslationiswhethertranslationcanconveythepurposeofsourcetextandachievetheanticipatedtargetofthesourcetext,soastoattracttheattentionofforeigncustomerstoinducetheirconsumptiondesire,eventuallytoincurpurchasebehavior.
2、论文综述/研究基础
1AdvertisingTranslationStudiesintheWest.
AdvertisingtranslationwasmentionedintranslationstudiesforthefirsttimeinHurbin's（1972）article“Peut-ontraduirelalanguedelapublicé”（CanOneTranslatetheLanguageofAdvertising?）。Atthattime,linguisticswasthedominanthumanisticdiscipline,meanwhile,linguisticsmadetranslatingacode-switchingoperation.Equivalence-basedlinguisticapproachesmainlyfocusonthesourcetext.
Hurhinarguedthatforonesourcetext,thereareseveraltranslations,andthetranslatorschosewhichtranslationisthemostappropriateone.Hurbinalsopointedthatifglossariesofadvertisinglanguageiscompiled,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（2001）。Thisbookmainlytalksaboutvariousaspectsofadvertisingtranslationininternationalmarketandmainlyconcernstheglobaladvertisingofmultinationalcompanies,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）formulaicexpressionsarecommonuseinadvertising,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、行动灵活canbetranslatedinto“fast,efficientandhandy”;2）TherearealargenumberofthefourwordsinChineseadvertisingstructure,whichbringparallelismandoverlappingtostrengthenlanguage,butthereisnosuchcharacteristicinEnglish.InChinese-Englishtranslationshouldholdthecenter,aroundthecenterwordleadstoallaspects;3）thereareoftenloosesentences,whichexpressalargeamountofinformationinChineseadvertising.Translationshouldbeconciseandcompact,strengthenthelogic;4）Chineseadvertisingcommonlyusesformulaicexpressions.
Translationshouldbefascinating,consideringtheoverallrhetorical,butnotstackrhetoric.GoodEnglishadvertisinglanguageisnotmanywords,butitisimpressive（丁树德1995:42-43）。CaoShunfaalsotakesalargenumberofexamplesofbothEnglish-Chinesetranslationtwoaspectsshowthatbasedontheprincipleofsimple,thetranslationofadvertisinglanguageshouldstrivetousethemostsimplelanguagetoexpressthemostcomplexmeaning,tomakeiteasytoberemembered（曹顺发2002:43-45）。
EquivalencetheoryisbasedonNida'sequivalencetranslationtheory.Onthisbasis,someresearcherspointoutthatcommercialadvertisingtranslationismainlyontheequivalenceofsemantic,socialandcultural,andstylisticaspect.1）Thesemanticequivalence.Thisisthemostbasicandimportantequivalence.Fromwordtochapter,inordertoachievethesemanticequivalence,thefirstthingtothetranslatoristhathemustdeterminethemeaningofthetranslationunitincontext.
Thetranslatorshouldpayattentiontoavoidleadingambiguityandinterpretingwithoutrealunderstanding;2）socialandculturalequivalence.Translationistointroduceforeignculture.Duetotherestrictionofculturaldifferencesandlanguageform,thereisrarelyapairofwordsbetweenEnglishandChinese,sothesocialandculturalfactorsshouldbeconsideredinthetranslationequivalence.Strongculturalcolorofidioms,allusions,suchaspropernounsinthetranslationshouldbeadjusted,translateitstruemeaning;3）thestylisticequivalence.Oneofthetranslationtaskistoreproducetheoriginalstyleandliterarystyle,keepthespiritandtheformoftheoriginal（蒋磊1994:38-41）。Bycontrast,otherequivalencetheoryresearchersaremorevaluedfunctionequivalence.Theythinkadvertisingtranslationshouldbefollowedbytheequivalentprincipleonthebasisoffunctionalequivalence,andnotconstrainedbytheoriginaltextexpression（苏淑惠1996:51-56）。
Someresearcherspointoutthattheaestheticfactorsplayasignificantroleincommercialadvertising.Studiesshowthatifthereareconnotationaestheticsandlanguageaesthetics,theadvertisingwillbesuccessful.Connotationaestheticsincludethebeautyofartisticconception,image,emotionandculture;languageaestheticsincludethebeautyofconcise,word,sentence,phonologyandrhetoric.Sotranslationshouldreproducetheoriginalbeauty,andextendwhennecessary,makethetranslationhavethesamepublicityeffectwiththeoriginaltext（汪文格1999:86-89）。Theythinkthatsuccessfuladvertisingisartfusedofaesthetics,linguisticsandpsychology.Incross-culturalcommunication,whentheliteralmeaningandaestheticfeelingofadvertisingconflicts,thetranslatorshouldabandonform,andreproducetheaestheticfeelingtostrengthenitscharismaandallure,achievecommunicativeeffect.Soadvertisingtranslationshouldadheretotheprincipleofdialecticalunificationofloyalandcreative,organiccombinationofequivalentandaesthetics（唐艳芳2003:112-116）。
Someresearchersarguethatadvertisingcommunicationtaskrestrictsthechoiceoflanguage.Advertisingstylebringsoutconciseandimplicitcharacteristics.
Creativeadvertisinglanguageandtranslationshouldshowthecharacteristicsintheaspectsofwords,grammar,andrhetoricandculturepsychology.Performgoodsthemeaccurately,maketheaudiencepsychologicalresonanceandhaveabuyingdesire（谢建平2002:37-40）。
Thedoctrineisnotopposedtoeachother.Theywereessentiallycomplementedeachotherandfusionofeachother.Ifadvertisingtranslationcannotbepromotional,itwillnotbeadopted.DavidOgilvysaidthatadvertisingisnotakindofartform.Hedidn'twanttohearotherspraisehisadvertisinghowcreative.Hejusthopesitcanattractpeopletopurchasegoods（DavidOgilvy2003）。
Sincetheearly90s,discussionaboutadvertisingtranslationmethodsappearedinforeignlanguageperiodicals,suchasChineseTranslation.LiXiangdepointsoutthatfourwordsphrasetranslationsfromChineseintoEnglishcanadoptthreemethods:Literaltranslation,freetranslationandrhetoricaltranslation.Literaltranslationisacorrespondingstructure.Freetranslationmakesalittleellipsis,supplementedorsequentialadjustmentwiththeoriginaltext.Rhetorictranslationusingrhetoricmethodstomakeadvertisinglanguagemorevividandattractivetoconsumers（李祥德1990:13-16）。
JiangLeisummedupthattherearefourwaysofadvertisingtranslation.Theyareliteraltranslation,liberaltranslation,modelingtranslationandtranslation.Literaltranslationreferstoretaintheoriginaltextcharacteristicsfromcontenttoculture.
Freetranslationreferstokeepcontentandabandonthetranslationform.Modelingtranslationdirectlyusesready-madeadvertisingformulaswhicharecorrespondingtotheoriginalform.Translationmeansinaccordancewiththetargetlanguagehabits,translatefromtheangleofview,theactualsituationandimage（蒋磊1994:38-41）。
YangQuanHong'sarticleinscienceandtechnologyofChinapointsoutthatduetotheparticularityofinternationaladvertising,thetranslationshouldbedifferentfromthetraditionaltranslation.Asthesupplementofroutineadvertisingtranslation,theauthorputforwardinterpretationtranslation,namely,inordertoadapttothedestinationmarket,recreateintargetlanguageagainstitsoriginalshape.
Interpretationtranslationhelpsacrossbarriersinworldwideadvertisingtranslation,anditisconducivetomakefulluseofitsadvantagesinlanguagetranslation（杨全红2000:16-19）。
MengLinandZhanJinghuianalyzethetypesofpunsinadvertising,namely,homophonicpuns,semanticpuns,grammaticalpunsandidiomsorcolloquialismspun.Theyputforwardthefivekindsofpunningtranslation（孟琳、詹晶辉2001:48-51）。
Inadvertisingtranslation,trademarktranslationisanimportantpart.Intermsofitsprinciple,researchersaregenerallyrecognizedthatitshouldbeconciseandvividas.Brevityisintendedtofacilitatetherecognitionmemory.Vividnessistokeepthebrandimage,maintainconsistencyoftheglobalimage.Twopointsaredecidedbytheinherentrequirementoftrademarkfunction.Accordingtotheprincipleofaesthetics,HuKaibaoandChenZaiQuanpointoutthatthetrademarktranslationshouldbehavingpopularbeauty,simplebeauty,strangebeauty,rhymebeautyandartisticconception.Makingtrademarktranslationhasaffinity,arouseconsumersdream,enhancetheirdesire（胡开宝、陈在权2000:51-53）。
LiKexingsummarizesHongKongenterpriseandbrandnametranslationprinciplesandmethods,proposesthatfromtheperspectiveofalargenumberofestablishedtranslation,translatorpursuesfourprinciples:consideringbothofsoundandmeaning;transliteration;avoidusingordinarycommonwords（becausethetrademarktranslationtakesordinaryvocabularyexacerbateChinesephenomenonofpolysemy,negativesocialcommunication）；avoidculturaltaboos.
JiangLeifromtheperspectiveofsocialpragmatics,inviewoftheChinese-Englishculturaldifferencescausedbythepragmaticfailuresintrademarktranslation,JiangLeiputsforwardfivepragmatictranslationstrategies:1.Highlighttheexpressivefunctionofatrademark;Showthenationalcultureandseizetheassociativemeaning;3.Pickeduptheauspiciousbeg,catertoconsumerpsychology;4.Cutaccuratemarketpositioningandpursuitofnewbusinessconcepts;5.Payattentiontotheculturalempathyandconformtotheaestheticpsychological（蒋磊2002:52-56）。Thispaperisfullofexamples.Jiangemphasizestheimportanceofbrandtranslationinthecross-culturalbarriers.
3、参考文献
DavidOgilvy,（2003），《奥格威谈广告》。北京：机械工业出版社。
Guidere,Mathieu.TranslationPracticesinInternationalAdvertising.TranslationJournal,2001（5）Gutt,Ernst-August.（2001）。TranslationandRelevance-CognitionandContext.
Shanghai:ShanghaiForeignLanguageEducaitonPress.
Hurbin,Pieerr.（1972）。Peut-ontraduirelaLanguedelaPublicé（CanOneTranslatetheLanguageofAdvertisement）。Babel:InternationalJournalofTranslation.
Leech,Geoffrey.（1974）。Semantics.London:LongmanGroup.
Munday,Jeremy.（2001）。IntroducingTranslationStudies.LondonandNewYork:Routledge.
Nord,Christine.（2001）。TranslatingasaPurposefulActivity.ShanghaiForeignLanguageEducaitonPress.
Reiss,Katharina.（2005）。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.（2007）。CommunicationBetweenCulture3rded.Beijing:ForeignLanguageTeachingandResearchPress.
Schiffman,LeonG.andKanuk,LeslieLazar.（2001）。ConsumerBehavior.Beijing:TsinghuaUniversityPress.
HanceJ.Vemeer.（2004）。SkoposandCommissioninTranslationalAction.InVenuti,L.TheTranslationStudiesReader.（pp.227-238）。NewYorkandLondon:Routledge.
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郭可，（1992），英语新闻与广告写作，《外国语（上海外国语大学学报）》，第2期，第59-66页。
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4、论文提纲
ChapterOneprovidesabriefbackgroundonthestudy.Itintroducesandexplainsthenecessityofthestudy.
ChapterTworeviewsrelevantresearchrelatedtoadvertisingtranslation.ItintroducestherelatedresearchstudiesofadvertisingtranslationinChinaandwest.
ChapterThreepresentsthetheoreticalframeworkwhichisthefundamentaltheoreticalguidanceofthethesis.ItreviewsthebackgroundandthedevelopmentoftheSkopostheory,andintroducesthreeprinciplesoftheSkopostheory:theSkoposrule,thecoherenceruleandfidelityrule.
ChapterFourintroducesgivesageneralintroductionofadvertisingandmajorlanguagefeaturesofEnglishadvertising.
ChapterFiveexpoundsandprovestheapplicabilityoftheSkopostheorytoEnglish-ChineseadvertisingtranslationandexploresspecifictranslationstrategiestoEnglish-ChineseadvertisingtranslationundertheguidanceoftheSkopostheory.
ChapterSixisconclusionoftheentirethesis.Throughtheaboveanalysisandresearch,thisthesisconcludesthatonthebasisoftheSkopostheory,English-Chinesetranslationcanbeeffectivelyguided.Meanwhile,thethesisalsopointsouttheshortagesofthestudy.
5、论文的理论依据、研究方法、研究内容
SkoposTheory
6、研究条件和可能存在的问题
therearesomeanalysesorcommentsinthethesiswhichmaynotbeprofoundbecauseoflimitationofadvertisingknowledgeandpracticalworkingexperienceintheadvertisingfield.However,inthefuture,moreeffortswillbemadetoprobeintothetopicofadvertisingtranslation.
7、预期的结果
Meanwhile,Englishadvertisingisdifferentfromotherliterarytranslation.Englishadvertisinghasitsparticularpurposeanduniquerhetoricalfeatures.Tomakethetargetreadersorconsumersfeelthecharmofthesourcetext,andfinallypromotethegoalofsale,translatorshoulduseflexibletranslationaccordingtothedifferentrhetoriccharacteristics.
8、论文写作进度安排（略）附件下载：
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