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LinguisicFeauresandTranslaionSraegiesofAdverisingEnglish_开题报告

Ktbg2557 LinguisicFeauresandTranslaionSraegiesofAdverisingEnglish_开题报告1. Purpose:With the globalization of world economy, English advertising and its translation are becoming increasingly significant. Advertisement appeared due to the exchange of goods and developed quickly with the developme..
LinguisicFeauresandTranslaionSraegiesofAdverisingEnglish_开题报告 Ktbg2557  LinguisicFeauresandTranslaionSraegiesofAdverisingEnglish_开题报告

1. Purpose:
With the globalization of world economy, English advertising and its translation are becoming increasingly significant. Advertisement appeared due to the exchange of goods and developed quickly with the development of commodity economy. Nowadays,people are all living in the sea of advertisements. No matter you like it or not, you can't get rid of its impact. Newspapers, magazines, radios and TV programs, even the flyers which a stranger gives to you on the street, are full of advertisements. With the more frequent transaction, the globalization of world economy became deeper and deeper, and the international cooperation strengthened. At this period of time, due to its special fascination, English prove to be the common language among people all around the world gradually. English advertising responded the requirement of international marketing, it guide new things and bring information for us. 
Advertising English is important. We can surely enlarge the area of knowledge, know new words, and understand the culture and custom of UK and USA through it. Advertising involves presenting the message, usually through the mass media, to a large group of people known as the target audience. As a marketing tool, advertising functions are shown as follows:
To identify products and differentiate them from others;
To communicate information about the product, its features and its location of sale;
To induce consumers to try new products and to suggest reuse;
To stimulate the distribution of a product;
To build brand loyalty.
As a result, more and more scholars in the field of advertisement and linguistics became deep interested in the advertising language and paid much attention to it. The research on advertising English is going on like a raging fire. Then, the problems of translation on Chinese advertisements are becoming more prominent. As a special text, the final purpose and function of advertising is to persuade customers to buy the advertising products or service. And the final purpose of advertising translation, either. However, as a special register, advertising English has its unique features which set a limit to the research method on it. Therefore, how to understand, assess and create English advertising is a challenge to most of us. On the one hand, the research on advertising translation in China is far from satisfactory and traditional theories on translation seem increasingly inadequate. Therefore, I decided to research into characteristics and translation of advertising English. On the one hand, this thesis makes an attempt to explore the language characteristics of English advertisements so that we may be able to appreciate and write English advertising texts better. On the other hand, this thesis makes an attempt to explore the translation strategies of English advertisements so that we may be able to translate Chinese advertising texts and do sales promotion better.
2. Significance:
With the deepening of commercialization and informatization of the whole society, advertising as a selling and information communicating device is playing a more and more important role,
On the one hand, China, now, is a member of WTO, the economic and cultural exchange with foreign countries is increasing. With the development of global economy, advertising has become a global form of communication. As a specific carrier of advertisements, language can express the ideas by print, radio, TV or Internet. Since English is one of the most widely used languages in the world, the study of advertising English has become a necessity.
On the other hand, advertising, with its aim-centered mission, has become one of the critical making factors in the success of business world. Though it's quite expensive to promote things, people always find themselves flooded with all kinds of advertising from the different media encountered. As a separate genre, which aims at profit-making, advertising develops its unique stylistic characteristics worthwhile to be analyzed and explored.
As a very important way to express information to public, the advertisement can not only help people to understand some knowledge of the products, but also attract people’s greater desire to buy the products, improve the trade and leave a beautiful impression on the people. So it has its obvious characteristics in these functions. Additionally, it is benefit for us if we know well about its characteristics. We can reap huge fruits such as improving the ability of understanding Practical Writing’s type, helping us do the work of oversea communication better, enhancing the quality of life and the level of appreciating English advertising.
So, as far as I see it, this research possesses both theoretical and practical significance. As the first part of this thesis presents a brief discussion of the major language features of English advertising texts, this study is tend to help us understand and appreciate advertising language and culture and contribute to English teaching and learning in China. Also, the study will probably help us design and create advertising texts to a certain degree.
In addition, the three principles for translation of advertising texts proposed and illustrated in the second part can somewhat enrich the translation theory and guide our practice of advertising translation. Moreover, the study, which discusses and illustrates the feasibility and practicality of some translation methods in the second part, may serve as a guide for our practice of translating advertising texts. In other words, the study is likely to improve our advertising translation skill, which will benefit us in terms of products promotion, product consumption, cultural exchange, etc.

二、^范文提纲Main  content
1. Introduction
2. Linguistic Features of Advertising English
    2.1 English morphology in advertisements
    2.1.1 Use of monosyllabic verbs
    2.1.2 Use of adjectives
    2.1.3 Use of new words
    2.2 English syntax in advertising
    2.2.1 Use of simple sentence
    2.2.2 Use of imperative sentence
2.2.3 Use of interrogative sentence
3. Translation Strategies of Advertising
    3.1Basic methods in advertising translation between Chinese and English advertising
    3.1.1 Literal translation
    3.1.2 Free translation
    3.1.3 Creative translation
3.2 Translation skills of Chinese-English advertisements.
4. Conclusion

三、参考文献
[1] Belch, George E. & Belch, Michael A. Introduction to advertising and promotion [M]. Homewood, IL: Irwin, 1992.
[2] Fatihi, A.R. The language of advertising and TV commercials [M]. Bahri Publications, 1991.
[3] Newmark, Peter. About Translation [M]. Multilingual Matters, Ltd., 1975.
[4] Newmark, Peter. Approaches to Translation [M]. UK: Pergaman Press Ltd., 1982.
[5] Rotzoll, Kim B. & Haefner, James E. Advertising in Contemporary Society [M]. Urbana: University of Illinois Press, 1996.
[6]卢秀成,《广告英语》[M]. 上海:上海科技文献出版社,2000.
[7] 宁建新,陈观亚,《实用广告英语》[M]. 郑州:河南人民出版社,1997.
[8] 汪滔,《广告英语》[M]. 合肥:安徽科技技术出版社,2001.
[9] 张伯全,《看美国广告巧学英语》[M]. 呼和浩特:远方出版社,2001.
[10] 周晓,周怡,《现代广告英语》[M]. 上海:上海外语教育出版社,1998



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