Principles of Translation of Commetcial Advertisement in System-Functional Linguistics开题报告

 2023-01-16 09:01

1. 研究目的与意义

With the rapid development of the world economy，more and more modern commodities emerge．'Advertising is the shortest route from produce to customer.' （J.WalterThompson). A successful translation of commeicial advertisement can bring huge benifit. Tranditional Translation Thories seem increasingly inadequate. Systemic functional linguistics (SFL) is an approach to linguistics that considers language as a social semiotic system. Language is a system, and the choices available in any language variety are mapped using the representation tool of the 'system network'. In translating of the commercial advertisement from the source language to the target language，the criterion of equivalence should be located on the level of context of culture，which takes the achievement of equivalent social purpose between the source text and translation work as the ultimate criterion for evaluating the translation work．As long as the social purpose can be achieved，any kind of translation methods can be adopted．

2. 研究内容和预期目标

According to Skopostheorie, the prime principle determinging any translation process is the purpose of the overall translation action.Through analyzing Systemic functional linguistics (SFL) and Structure of Linguistic Level, draw the principles of advertisement tanslation. In research of translating, equivalence plays a vital role.Advertisement fouces on social-function.Systemic functional linguistics is also 'functional' because it considers language to have evolved under the pressure of the particular functions that the language system has to serve. Functions are therefore taken to have left their mark on the structure and organisation of language at all levels, which is said to be achieved via metafunctions. The term metafunction is particular to systemic functional linguistics.

3. 国内外研究现状

Roger Bell reflects meaning''s central status in his work,Translation and Translating: Theory and Practice, which is based on SFL.In the research of translting, meaning is regarded as essential aspect. Bell connects cognitive meaning, interactional meaning, discoursal meaning with metafunction of SFL. He distinguishes among proposition,sentence and utterance. Based on the three parts that flected from abstract to spcification, metafuctions are analyized in different stratification. With Halliday''s Systemic Functional Grammar as the theoretical framework，this paper categorizes the collected commercial advertisements as the ideational-metafunction oriented advertisements and the interpersonal-metafunction oriented advertisements. Translation Strategies of the Commercial Advertisement: from the Perspective of Ideational and Interpersonal Metafunctions(Li) Zhu and Yan demonstrate that textual metafuntion possesses equal attribution with the other metafuntions. Textual metafuntion illustrates the relationship among language, reality and human-being. The three metafuntions is equal. So as in translation.

4. 计划与进度安排

ChapterⅠ. Difination of Advertising 1.1 Characteristic of Advertising 1.2 Type of Advertising 1.3 Component of Advertising Chapter Ⅱ. Brief Introduction of Systemic functional linguistics (SFL) 2.1 Brief Development 2.2 Structure of Linguistic Level 2.2.1 Six Dimensions in Translation in equivalence Theory 2.3.2 Relationship among Three Metafuntions Chapter Ⅲ. Advertisemnet Translation in Metafunction Theory 3.1 Tranditional Principle of Translation 3.2 Application of Metafuntion Theory in Advertisement Translation 3.2.1 Ideational Metafunction 3.2.2 Interpersonal Metafunction 3.2.3 Textual Metafunction Chapter Ⅳ. Methods of Advertisement Translation 4.1 Literation Translation 4.2 Literal translation 4.3 Critive Translation ChapterⅤ. Conclusion 5.1 Summary 5.2 Further Develpment Orientation of Advertisement Translation

5. 参考文献

[1]Bell T. Translation and Translating: Theory and Practice[M]. London: Pearson Education Limited, 1991. [2]Christiane Nord, Translating as a purposeful Activity-Functionalist Approaches Explained[M].Shanghai: Shang-hai Foreign Language Education Press, 2001. [3] Eggins, S. An Introduction to Systemic Functional Linguistics [M]. London: Pinter Publishers Ltd, 1994. [4] Halliday M A K. The Gloosy Ganoderm: Systemic Functional Linguistics and Translation[J]. 中 国 翻 译, 2009(1). [5]LiJing. Translation Strategies of the Commercial Advertisement: from the Perspective of Ideational and Interpersonal Metafunctions [G].Guangdong: Guangdong University of Finance ＆ Economics,2014 [6]Tian Ji. Ways of Translation of English Brand Names. Inner Mongolia [J]: Inner Mongolia Medical University, 2015(3) ［7］Zhu，Yajun. Principles and strategies of brand names translation［J］．Foreign Languages Ｒesearch,2003 [8]黄国文、陈旸. 翻译研究中的#8220;元功能对等#8221;[J]. 中国外语, 2014(2). [9]蒋磊.谈商业广告的翻译[J].中国翻译,1994,(5):23-25. [10]孟琳,詹晶辉.英语广告中双关语的运用技巧及翻译[J]. 中国翻译,2001,(5):19-21. [11]朱永生, 严世清. 系统功能语言学多维思考[M]. 上海:上海外语教育出版社,2001: 40.

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