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1、福建工程学院本科毕业论文开题报告 （2018 届）系 别： 人文学院 专 业： 英 语 学生姓名： 张毛羽 班 级：2014 级2班 学号 3141005228 指导教师： 宋晓舟 职称 讲师 2018 年 1 月 15 日中文题目：西方修辞学视角下的美国化妆品广告的翻译分析英文题目：On the E-C Translation of Advertisements of American Cosmetics in Light of Western Rhetoric Theory1. Literature ReviewTranslation is an important bridge of i
2、nformation transmission and emotional communication between different languages and cultures. The contemporary mainstream rhetoric is “a practice of influencing peoples thoughts, feelings, attitudes and behaviors through symbolic means”.注意符号的位置 (Liu Yameng, 2002: 应该是多了一个空格，后同，请修改2) Theessenceoftrans
3、lationisculturalreadingandinterpreting. Herrick (2001: 5) believes that translation is to express meaningful signs, symbols, sounds and poses, including languages based on the social identification; but in the modern society, translation specifically means rhetoric communicative action, that is usin
4、g symbolic resources effectively, such as language. 省略号是干嘛的？Persuasion and identification theory are the core of classic western rhetoric theory and modern rhetoric theory respectively. Both of the themwo hold that rhetoric is used to establish a common ground between the audience and the persuader,
5、 so the audience can be persuaded eventually. The pioneer of the western rhetoric theory, Aristotle (2010: 11) puts forward with the classic definition of rhetoric which means is a faculty of considering all the possible means of persuasion on every subject. Persuasion is the key of Aristotles rheto
6、ric, while identification is a key term for the discussion of rhetoric in Kenneth Burkes A Rhetoric of Motives. In the 1950s, Kenneth Burke stood out in the crowd in the surge of “new rhetoric theory”, improving the rhetoric theory on the basis of his predecessor Aristotles theory of common ground.
7、Besides, Kenneth comes up with the identification theory, and refines the definition of rhetoric theory as “a language used by people to express attitude or guide other people to do something” (1969: 22). The most important part of his theory is his persuasive mechanism which consists of three modes
8、 of persuasion., Iin other words, ethos, pathos and logos. He uses it to evaluate the traditional perception of rhetoric as persuasion. Burke suggests that whenever someone attempts to persuade someone else, identification occurs, because for persuasion to occur, one party must “identity” with anoth
9、er. Burke believes that convincing others to identify with the thought, attitude and behavior of speaker that is to achieve “identity文献”. He thinks that the essence of rhetorical activity is the search for identity. In his view, people seek to achieve identity in speech activities consciously or unc
10、onsciously. And utterance of a speaker reflects his positive or negative attitude for an object. (Peng Xuan & Wen Kexue, 2004:38) The concept of Rhetoric ar为啥突然大写t contributes to different understanding in Chinese and western cultures. China boasts a long history in the study of rhetoric theory. The
11、re is a statement of “the sincerity of rhetoric” in the book of changes. (Xue Tingting & Wu Hui, 2017) In the longprocessofdevelopment, traditional rhetoric is deeply rooted in Chinese culture and philosophy education. Liu Yameng puts forward an idea that translation is just a special mode of rhetor
12、ic after he studies the translation standard proposed by Yan Fu. (2014: 3)作者是？注意位置啊Traditionally speaking, the major conception of Chinese rhetoric is dominated by Chen Wangdaos idea of “language-centeredness”. Although there have been dozens of definitions of rhetoric, they all focus upon the “poli
13、shing of language use” with the aim of achieving the greatest effect of expression, thus laying emphasis upon the choice of figures of speech, luxuriant use of language and aesthetic ways of expression. (Ju Yumei, 2011)With globalization of world economy, English advertising and its translation are
14、becoming increasingly significant. The research on the translation of advertisements can help to realize the communication between different cultures and develop the theory of cross-cultural translation. However, values, cultural psychology, aesthetics and religious customs are different in differen
15、t cultural environments, which bring difficulties to the advertising translation. It is the biggest obstacle of publicizing advertisements, so the advertising translation seems to be especially crucial. In translating advertisements, rhetoric should be used in order to achieve an effective translati
16、on. Translator should translate original language for new target groups with different culture backgrounds. In addition, the relationship between advertising translation and western rhetoric: advertising translation is a necessary way of pushing domestic products into other countries markets success
17、fully. (Liao Lijuan, 2015:2) The purpose of advertisement translation is to persuade the audience, sell the goods and exploit the market. This is consistent with Aristotles view of rhetoric. In advertisement rhetoric devices, advertisement makers seek the identicalness with consumers in terms of val
18、ue, attitude, belief, knowledge, etc. Therefore, the success of advertisement translation relies on transmission of both the language and culture aspects. As an effective tool to improve the quality of advertising translation, western rhetoric theory play a role in advertising communication with tar
19、get groups of different cultural backgrounds开题报告文献回顾这样可以，但是正式论文要写一些.2. Research Question(s) This thesis tries to analyze and explore the following three questions, aiming to understand the role rhetoric theory plays in cosmetic advertising translation and then to provide suggestions for it.1) What a
20、re characteristics of rhetorical devices used in American cosmetics advertising language?2) What is the relationship between translation of translation of advertisements of American cosmetics and rhetoric theory?3) How to improve the translation of advertisements of American cosmetics?你的重点在翻译，所以前两个问
21、题重写3. Objective(s) of the ResearchThis thesis intends to analyze the characteristics of translation of advertisements, explore the relationship between translation of advertisements and western theory and analyze the translation of advertisements of American cosmetics from the perspective of western
22、 rhetoric theory. That is how we can find out their advantages or disadvantages and improve them, magnifying the effects of advertisements.4. Methodology and Scope of the ResearchThe author adopts qualitative method in this paper to deal with the data. First of all, the author adopts rhetoric device
23、s used in the translation of advertisements of American cosmetics. Then, with qualitative method, the author will categorizey all these examples into different types and analyze them base on the two theories respectively. Finally, the author will give some suggestions for improving translation of ad
24、vertisements of American cosmetics.The author selects advertisement from Estee Laude, Revolon, Mary kay and other representative American cosmetics companies, and analyzes their advertisements on their official websites in America and Chin, picks out the corresponding texts and then analyzes them fr
25、om the perspective of rhetorics.5. Significance of the ResearchThere are many studies about business advertising and its translation, most of which are from the perspective of Functional Equivalence Theory, Adaption Theory, Relevance Theory, Skopos Theory and so on. However, studies from the perspec
26、tive of rhetoric are either low in numberack or are limited to figures of speech employed in literatures. As a medium of persuading target audiences to purchase goods, commercial advertising translation should be designed under the guidance of rhetoric by utilizing the three essential rhetorical app
27、eals, in other words, logos, pathos and ethos. Persuasion and identification theory are the core of classic western rhetoric theory and modern rhetoric theory respectively. Both of the two hold that rhetoric is used to establish a common ground between the audience and the persuader, so the audience
28、 can be persuaded eventually. In translating advertisements, rhetoric should also be used in order to achieve an effective translation. Studies in this thesis can offer some useful suggestions to the future researches in this field.6. Outline of the Research1.Introduction2. Literature Review2.1 The
29、relationship between translation and rhetoric theory2.2 Studies of rhetoric theory at home and abroad2.3 Current situation of translation of advertisements of American cosmetics3. Theoretical Framework3.1 Aristotles three models of persuasion in rhetoric theory 3.2 Kenneth Burkes identification theo
30、ry3.3 Research Methodology4. The Characteristics of Translation of Advertisements and Its Relationship to Rhetoric Theory4.1 The characteristics of translation of advertisements4.2 The relationship between translation of advertisements and rhetoric theory5. Analysis of Advertisements of Cosmetics Tr
31、anslations in American Cosmetics Industry in Light of Rhetoric Theory5.1 Analysis of advertisements of cosmetics based on Aristotles three models of persuasion5.2 Analysis of advertisements of cosmetics based on Kenneth Burkes identification theory5.3 Suggestions for improvements in the translation
32、of advertisements of cosmetics6. Conclusion7. Selected BibliographyAristotle. On Rhetoric: A Theory of Civil DiscourseM. George A. trans. Kennedy, New York: Oxford University Press, 2006.Aristotle & T. Hobbes. Aristotles Treatise on rhetoric: literally translated with Hobbes analysis, examination qu
33、estions, and an appendix containing the Greek definitionsM. Caroline: Nabu Press, 2010.Burke, K. A Rhetoric of MotivesM. Berkeley: University of California Press, 1969.Herrick, J. A. The History and Theory of Rhetoric: An IntroductionM. Boston: Allyn and Bacon, 2001.Chen Na陈娜. 亚里士多德修辞学理论下英语广告语中修辞研究D
34、. 大连: 东北财经大学, 2013.Chen Xiaowei陈小慰.语用与翻译中言语资源的得体利用J. 中国翻译, 2008(6): 53-56.Ju Yumei鞠玉梅. 从伯克对修辞与人的定义看中西修辞学思想的差异J. 外语学刊, 2011(5):111-115.Liao Lijuan廖丽娟. 以西方修辞学视角分析商业广告及广告翻译以苹果公司广告为例D. 福州:福建师范大学, 2015.Liu Yameng刘亚猛. 追求象征的力量关于西方修辞思想的思考M. 北京: 三联书店, 2004.Liu Yameng刘亚猛. 西方修辞学M. 北京: 外语教学与研究出版社, 2008.Liu Yame
35、ng刘亚猛. 修辞是翻译思想的观念母体J. 当代修辞学, 2014(3): 1-7.Peng Xuan彭炫 & Wen Kexue温科学.语言哲学与当代西方修辞学J. 外国教学, 2004(3): 36-40. Wen Kexue温科学. 20世纪西方修辞学理论研究M. 北京:中国社会科学出版社, 2006.Wu Zhiying吴志英. 浅析跨文化视角下的广告翻译J. 文史博览, 2015(3): 26-31.Xue Tingting薛婷婷 & Wu Hui吴晖. 中国修辞在美国:方法、焦点及展望J. 当代修辞学, 2017(4): 42-52.Zhou Yaodong周耀东. 西方修辞学与中
36、国的外语教育刘亚猛教授访谈J.外国语言文学, 2004(1): 1-5.8. 工作进度及具体安排1）2017.10下旬 毕业论文写作动员，确定指导老师和选题；2）2017.11中旬 指导教师向学生下达毕业论文任务书，开始撰写开题报告；3）2018.1月中旬（寒假开始前） 完成开题报告；4）2018年3月15日 论文中期检查，上交论文初稿、中期检查表、指导教师记录表等；5）2018年4月15日4月20日 修改论文，上交修改稿（多次）;6）2018年4月25日5月6日 提交论文定稿，上交承诺书、毕业论文日记、指导教师指导记录等各种表格；7） 5月7日-5月20日 指导教师、审阅教师、答辩委员会审评论文，审查答辩资格；8）5月21日-5月27日 论文答辩 (学生答辩后须改正论文中存在的问题)；9）5月28日-6月1日 二次答辩、优秀论文评选与推荐；10）6月3日-6月10日 论文成绩评定；完成毕业论文工作总结。9. 指导教师意见指导教师（签字）： 2018 年 1 月 13 日10. 院系审查意见 （签字） 2018 年 1 月 15 日说明：开题报告作为毕业论文答辩委员会对学生答辩资格审查的依据之一，此报告应在导师指导下，由学生填写，经导师签署意见及院系审查后生效。8