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1、语言学翻译方向的硕士开题报告是提高选题质量和水平的重要环节.下面是YYS为大家整理的一篇以目 的论在英汉翻译上的应用为例的语言学开题报告，供参考阅读，希望对您有 所帮助.1、选题意义和背景Th e pr o gress of econom i c gio b a 1 i zation has gre a tly h i t t h e so c i a I life.XXAd v er t isi n g has b e e an i m r t ant way o f dern mar k et i n g and has attra c tedmernts a nd the p a n y
2、 . As p eo p 1 e s conscio u sness worldwide enhances, m a nyproducts and ser v ices of a d v e r t isi ng wil 1 be t r ans 1 ated into oth e r langu a ges f orp r ot i on t o ex p 1 ore o v erseas m a rkets, A d v e r t i s ing, a s an e ffective way ofd i sseminatin g brand in f o r ma t ion, has
3、p e n etr a ted in t o man y aspect s o f s o cial life, an d i t pl a ys a b r i d g e ro 1 e in conn e ct i on and m u ca t i o n S inc e C h ina s ac c essi o n tothe *, i ts co nn e c t ion with the world g e t s e ven closer。re and reinternational en terprises and prod u ct bran d s e in t o Ch
4、ina s h u ge ma r ket. xxT r ans 1 a tion ofp r oduc ts and servi ce sfor o versea s co n s u mers i s notonl y thef unctio nofpr o ting co nsum p t i on , but also the eff e c t of ex t ern a I public! t y . In the globalm a rket, a d ve r tisi n g t r ans 1 at i onn o t o n 1 ybrings an op r t u t
5、y fo r a dve r t i si n g ,bu t a Isohas br i n gst h ehuge Heng e o tru c t u re. Fr e e t r ans 1 ation makes a 1 it t 1 e e 1 li p si s ,supp 1 eme n ted or seuent i a I a djustment with the ori g ina 1 te x to Rhetor i c t ranslati o n u sing rhetoric met h o ds to make ad v e r t i sing I a ngu
6、age re viv i d a nd attractive tocon s um e rs （李祥德 19 9 0： 1 3 16） oJi a ng Lei s u mmed u p tha t there a re four w a ys of adve r t i sin g translation. Th e y a re literal translat i on, 1 ib e ra 1 tr a n s la t ion, delin g t ran s 1 ation a n d t r ansla t i o n . Li t e r al t ransla t i o n
7、 re f e r s to reta i n t he origina 1 text r acteri s t ics fr o m cont e nt to cul t ur e .F r ee tran s I a tion r ef e r s t o kee p c on t e n t and ab a nd o n t he t ra n s lation form, d e ling t r ansi a tion di r ect 1 y u se s read y-ma d e a dv e rti s ing f o r mu* wh ich a re corre s n
8、 d i n g t othe original f o rm. Transla t i on m e ans i n accord a nee with the target lang uag e h a bits, tr a nsla t e from the angle of view, t he actual s*ati o n an d image （蒋磊 2021:3841）。Yan g uan Hong s arti c Ie in scienc e a nd tech nolo gy of China ints out th a t d ue t o th e p articu
9、larity of i n t e r nation a I adv e rt i s i ng, t h e tran s 1 at i o n s h o u 1 d be di f ferentf r o m the tradi t i ona 1 tr a nsla tion。As the supplement of r o utine adve r tisin g transla t ion,the author p u t forward interpreta t ion t ransl a tio n , name 1 y, in o r der to a d a pt t o
10、thed estinatio n mar k et, rec r eat e in t a r g e t Ian g uag e ag a i n s t its ori g i na 1 s hap e . xxInterpreta t ion t r ans 1 a tio n hel p s acr o ss bar r i e rs in w o r Idwid e advertising tra nslation, and i t is con d ucive t o m a ke ful 1 use o f it s adv anta g e s in lang u a ge t
11、rans 1 ation （杨全红 2 0 0 0:l6-19）oMeng Lin andZh a nJ ing h u ia na 1 yze t h e types o fp uns in ad ve r tisi ng,namely , h o phoc pun s , s emantic pu n s, gram ma t i c al pun s an d i d*s or c o I 1o u i ali s p u n . They pu tf or w a rd the fiv e k in ds ofpun n g tr a n slat i o n （孟琳、詹晶辉2021:
12、4 8-51）. XXI n adve r tisi ng t r ans 1 atio n , t rademarktr a n s 1 ation is an imrtant part。 In t e r ms ofits prime i pie, res e arch e r s are genera 1 1 y r ec o gz e d that i t should be conci s e and v i vid as。 Brevity i s i nt e nded to f a ci 1 i tate the rec o gt i on mery. Vi v idnes s
13、is t o keep t he brand image, ma i nt a in c o nsistency of the gio b a I imag e . Two i nts a r e de c i d ed bythe i n herent r e uirement o f t r ademark f u nc t i on. A c cord i n g to the prime iple ofaes t hetic s , Hu K a ibao and C h en Za i u an i n t out t h at the tradem a rk transl a t
14、i o n s h o ul d be hin g pular beaut y , simple b e a u t y, st r ange b eauty, r h yme be a u t y an d art i st i c conception o M a king t rademark tr a n s 1 a tio n has a ffit y , arou s e c ons u mer s dream, enh a n c e t h e ir desir e （胡开宝、陈在权 20 0 0： 51一 53） o xxLi Ke x in g summariz e s H
15、on g Kon g en t e r prise and br a n d n a me trans 1 at i onp r i nci p 1 es an d meth od s, proses tha t from t he p e rspec t iv e of a large n u mber of e stablishe d t r anslatio n , tr anslator pu r sues four p r i nciples: cons i dering both of sou ndand m e ang; tra n si i t e ration； oid us
16、i n g ordi n ary n wo r ds (b* u se the t radem a rk t ra n sla t i on takesor d inar y vo c ab uI aryex acerbate Chin e sep hen o me nonoflysemy , negat ivesocia1mucation) ； oi dc u It u raltab o os。J i a n g Leif r om t h e per s p ect ive ofsocial pra g mati cs,inview of theChineseE n gl ish cu 1
17、 t u r al diff e rencescaused by t hepragma t i c f a ilure s intra d e m a r k tran slatio n,Jiang L e i putsforwar d fi v e pra gmatict ransla t i o n s trate gie s ：1. Hi g hlightthee xpressive f un c tion o fa t radema r k；Sho w the na t ional cultur e an d seize th easso c iati v e meang； 3. Pi
18、cked up t h e a u spicious b eg, c a t e r t o consume r psych o log y ； 4 .Cut accu r ate mar ket siti o n g and pur suit o f new b u s i ness co nee p ts; 5.P a y a tt e n t ion t o th e cul t ural empat h y an d conf orm tot h e aest h et i c psy c h o 1 ogic a I (蒋磊 2021:52-56)o This paper is f
19、u II o f examples. Ji a ng emphasizes t h e i mrt a nee o fbra n d t ranslati o n i n the c ro s scul t ural ba r r iers.Ther e f o re, master y of both Chi n e s e and E nglish a dver t i s i ng t ran s 1 a t i o n i s particular 1 y i mrtantoSkost heo ry is th ef ou n dat i on and t h e core the o
20、 r y of f u nc t io n ali. S ko sthe o ry ho 1ds th a t the pr o ces s ofth e*le translationb e hior isd eterm i ned toth e pur s e of t r anslat iona c tio n , tha t i s5t heend justif ies the me a ns。 Thepurse of t hetr anslat i on b e h i o r i s the co r e element wh ich d eterm i nes t h e tr a
21、 nslation p r ocess.A d v e rt i si n g t r a nslation ha s a stron g pu r s e . What i s re i mr t ant toad v ert i s i ng transl a t io n is wh e th e r trans 1 atio n c a n c o nve y the p u rse of s o u r ce texta n d achi e v e the ant i c i p a t ed ta r get of t he source text, s o as to at t
22、 rac t the attenti o n off ore i g n c u st o mers to i n duce their cons u m p t i on des ire, eventually to in curp urse b ehio r .2、综述/研究基础XXAdverti s ing Trans 1 a tionStu dies in the Westo xxAdvertisi n gtranslati o n was men tionedin tr a ns 1 a ti on stu d ie s fo r t h ef i r s t t imeinHurb
23、ins (1972) a rtic 1 eP e ut 一on tr a d ui r ela lang u e d eI a p ub 1 i c(Can OneTr anslat et heLangua g e of A d vertisin g ?)。 Att h attime, lingui s tic s was the dominanthumas t ic disciplin e , meanwh i Ie, lin g u istic s ma d e t r ans 1 at i ng a code-s w *hi n g o pe r ati o n . Euiv a Ie
24、n ce- b ased Ii ngui s tic app r o a c he s mainly f o cus on t h e source text.Hur h i n arg u ed th a t for o n e source text, th e r e are s e ve ral tra n slat ions, a n d th e transla tors cho s e whi c h t ra n slatio n i s t h e st ap p ropriat e one. Hu r b i n a Is o i n te d t h at i f g 1
25、 ossari esof a dver t i s ing Ian g u a g e is pile d , t hi s was made e asier. So thetr a ns 1 ators w i II be ea s y t o find the s t a ppropriate e uiva 1 e nt e x p r e ssio n s b e tw e enthe s our c e and the tar g et t e xt。xxIn Candace Segu i n o t s (2021) a r t i c Ie T r anslation a nd A
26、 d vertisi ng: Go i ngG 1 o ba 1 in Cultur a I Func t ions of Transla ti o n . The m a in o pion of wh i ch i s thatac rosscultural b ou n darie s , t h ere is an u nder s tanding of c ulture and semi oticsappear i n g i n t he m a r keting of g o od s and s e rvi c e s. It goe s well bey o n d bo t
27、 h lang u a g e and de s ign。xxAn o t h er re p res e nt a t i v e art i c 1 e Ad v e rti s i ng： a five s t a ge strateg y f o r transl a tion Translat i o n a s Intercultura 1 mucation which i s edited by C. Nord e t a |o Th e a r t i c 1 e is p u b I i shed by ith K 1 ein-Br a ley (2021)。 I n t h
28、i s ar t i cle, th e y conduc t aeon t r as t ive analysis o f Engli s h a nd German a dv e r ti s i ng. T he n t h ey develope d tax o n omy o f strategic s for t he ana 1 ys i s of advertising transla tion.Up to n o w, th e book which ma y be the only one p u bl i shed exclusively on a dvertis e m
29、e n t t ransla t ion is Translati o n Practices in I nterna t ional Adverti s ing written by M a t hieu Guide r e(2021) o This bo o k main 1 y ta 1 ks about variou s aspec t s ofadvertisi n g tra n s 1 ation i n i n ternatio n a 1 m a r ke t and mainly con c er n s the g Io b al a dve r t i s i ng o
30、 f multi n at i o n a Ip a e s, b*u s e they need t o tran s late th e ir pr o duct s in f orma t ion into ot h er I a ngu a ges. T he author analyzes s o me examples in ad v e r t i s ingtransla t ion and he shows readers s ome essentia 1 problems in c urrent tra n s 1 ation ideas.Th i s book i n t
31、 rod u ce d t he str a t e g i es o f t r a n s I a tion which ar e im p lemented by the mul t i nati o nal firms t o break i nto new market s .1 A d ver t i sing Trans1 at i on Stu d i e s in C hin a .xxD o mesticad ve rtisi n gtranslati o n studies off i cia 1I y s tartedin199 0 So I nte r m so fr
32、e s ea r ch contents, the itia1 st u die smainl y f o cusedo n th ediscussi o n about sp e cif i c advertisin g trans lation of i d * s and the existi ng p r o b 1 ems i n Ch i nese Eng 1 i shadve r t isi n g trans 1 a t ion. T h at w a s the p r ima r y stage. Years late r , adv e rt i s ingtr a n
33、s lat i o n p rinciple an d c riter i a b*m e the research themes. Peop 1 e ho 1 d t h e vie w that, adv e rtis i ng translation should g i ve a t ten t i on to in m a ny aspect s , su c h as t ext, I a nguageb e auty,co n sumer p s ycho 1 ogy. Res e archer si I 1 u s t ratedth e ir respe c ti v ein
34、t s of vi e w f r om dif f erent an g les. S i nee the late 90 s , althoug h the d i s c us s i on of t rans 1 a tion princ i p Ie and criter i a wer e stil 1 merit i oned, the r es e a r c h ers attentionwer e gra du a 1 1 y focused on t r a ns 1 ation ofdiffi c ult p a r ts in a dv ertising, su c
35、h a s therhe t ori c a 1 d e vi ces, etion a 1 traXXssi o n, brand image and tr a dem a r k r e p r odu c t i o n , e t Co I n t e r ms of re s earch met h ods, d omesti c a d v erti s ing t r an s I a tio n s t udy ma i n ly us e s t he i nductive method a n d t h e case stu dy o Ne v erthele ss, i
36、n r*nt ye a rs, resear cheregin to use t he t he o ry ach i e vements ofp ragmati c s andothe r rela t ed d i sci p lines t o analyzed i fferent ki n d s o f problems in ad v erti s ingtranslat i on,and th en putf orwardsom e t ra n sla t i o n str a t e g i eso xxA s early as 1992, Li Fan pros e d
37、t h e dev e 1 o pment of t h e adverti s ing I a ng u ag e sed a s e v er e Henge t o adve r tising translatio n o The a r t f u I advertisi ngs r eu ir e thetranslat o r to b r e a k hard the tradition of th e o r i g inah boldly i nno v a t e, and impro v e theuality of trans 1 a t ion. There ar e
38、 three reasons for fl e xib 1 e advertisi ng t ran s lation: 1 )the pu r se of ad v ertising i s to ind u c e con sum e r t o p urse p ro d ucts. Te x t is justm e a n s, s o t r a nslations do not he t o st i ck to the text e uiv a Ie nt; 2) the f eatur e o advertising la n g u age i s vi v id, whi
39、ch i s th eessence o f ad ver t isi n g lang u a geo If t het r an s 1 a t i on i s n ot bold to nge, there will be no magic t ranslat i on; 3) f ormu 1 a i cexpressi o ns are n use i n adverti s in g , i f no t al t ernative, it may be t ransl a tedin t o foreig n stereotyped w r i t i n g (黎凡 1992
40、：2931) oAtt h e sam e tim e ,r e sea r ch e rs th ough t i n te rmso f som espe ci f ic adv e r tisements, flex i ble tr a n slationseems to b e th e o n 1 y way, e s peci a 1 ly in the f o ur kin d s o f ad v e r ti si n g ：1)adv er t i sin g us ed o f wit t yand lis h edwords；2) a dver t is i n g
41、u s ed of br an d name；3) ad v e rti s ing us e d of pu n s ；4 )advertisi n g with s trong nat i onal culturecol o ro xxI n o rder to achiev e co n ci s e ex p ress ion, att r a c t re reader s attention, facilitate r eade r s r e c o g z e and rem e mb e r, adverti s ing w r itin g sh o uld f o How
42、 the KISSp r i n cip 1 e , n a me 1 y, keep i t s h ort and s wee t (郭可 1992： 5 7 一64)。 A g r e a t num b er ofstud i es on a d v e rtis i n g tran slati o n are associated with c oncis e pro b lemo Ding Shu d e i s d e d i c a t ed t o hi s s tudieSo He h o Ids tha t : 1) Chin e s e a dvertis i ng
43、of t e n uses di f ie r s toemph a s is, p r oduct ract e risti c s, w h ile E nglis h adver t i sing i s simple words, ma i nlywi t h or a I type。 a 1 ot o f su b ject-p r edic a tive p h rases in C h ines e can be di r ectlytr a nsl a ted i nto ad j e c tives English , such as 速度快、效率高、行动灵活 c an b
44、etr a nslat e d i nt o fast, eff i c i ent an d h a ndy 2) T h ere are a large numb e r of the fourwo rd s i n Chi nese a dv e rtising structu re, whieh bring p a ralle 1 i and o verla P pi n g tost r engthe n langu a ge, but th e re is no s uch racteris t ic in E ngl i s h. I nC h inese-En g 1 i s
45、h t r an s la t i on shoul d h o Id the cente r , aroun d t h e c e nter word leads toall aspects； 3) the r e ar e ofte n loos e s e n t en c es, whi c h expressalargeaunt o f i n formati o n i n C h inese adv e rti s i n g o T r anslat i o n sho u Id b e con c is e and p act, stren g then the Io g
46、ic； 4) C h i nese ad v erti sing nly uses f o rmu 1 aic expr e s si o ns.T rans 1 ati o n should be f a sc i n a t in g , cons i de r ing theo v era 1 I rhe t or i cal, b ut not s ta c k rhe t or i c . Good E n glish adv e r t i sing 1 ang u a g e is not many word s , but it i s imp r essi v e (T 树德
47、 2021： 4 2一43) o Shu nfa al s o t akes a I a r ge n umbe r of e x am p les o f b o thEngl i sh-Chi nes e transl a tion two aspe c t s sh o w tha t based on t he princ i pl e o f simpl e ,th e t r a n s la t ion of advertis i n g 1 anguage s h o uld s trive t o use the st simp 1 e I a ngu a ge t o e
48、x press the s t pie x me a ng, to make i t easy to be r emembere d (曹顺发 2021 ： 43-4 5 ).Euiv alenceth eory is b ase d o n d a s eu i valencetran s 1 at i on theor y . On t hiasis, some r e s e arch e rs int out tha t merci a I advertisin g t rans 1 at i on i s m a ini y on t he euivalen c e of s ema
49、nti c , s o c ia 1 and cu Itural, a nd s tylis t ic asp e cto 1) T hesemantic euiva 1 ence. This is the st b a s i c an d im r tant eu i valen c e. From word t o pte r, in order to a c h ieve the semanti c e u i valeric e , the first thing to thetranslator i s that he mu s t d e t erm i ne the m e a n g o f the tra n s 1 at i o n ut in c o ntext. xxxx语言学翻译方向的硕士开题报告(2 )Th e translat o r sh o uld pay at t ention to oid Ie a d i ng am b igu i t y an d i n t e rpr e t i n