归化翻译论文开题报告

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翻译在职硕士论文开题报告

论文题目：从顺应论的视角看企业外宣翻译中的语篇重构

1、选题意义和背景

随着中国加入世界贸易组织，中国企业的对外联系也日益增多。中国企业要想打入国际市场，提高在国际市场上的知名度，企业网站或宣传册上的企业简介扮演着十分重要的地位。通过阅读企业宣传资料，读者可以看出企业外宣材料既有关于企业的基本信息介绍，也有企业所做的文字上、句法上、结构上的这染来达到推广企业、大市场的目的。汉语企业外宣材料的翻译在英译过程中会涉及到与目的语不同的语言习惯、行文方式以及文化因素、社会政治因素、心理因素和审美因素等，这就需要译者对原文本做出适当调整，从内容和形式上对语篇进行重构，以此实现对交际意图的顺应。根据赖斯的文本类型说，本文有三种类型，分别是“信息型”、“表达型”和“诱导型”.笔者认为，企业外宣翻译属于“信息型”和“诱导型”文本兼而有之，而且更侧重于“诱导型”.因此，外宣翻译要更加注重文本的交际功能，要更多的考虑如何使译文所传递的信息更便于目的语读者理解和接受，并让读者产生共鸣，继而付诸行动，实现译文预期的功能。

比利时语用学家维索尔伦(Verschuem)提出了顺应论，将语言的使用过程看做语言为顺应不同的交际目的和交际对象进行动态选择的过程。因而可以从顺应论的视角研究语言使用。翻译作为一种特殊的交际方式，也可以从顺应论的视角对其进行研究。优秀的企业宣传材料不仅会提高企业的知名度，还会为企业带来不可估量的经济效益，因此任何一个想打入国际市场的企业务必在其外宣材料的翻译上做足功夫。由于中西方文化背景、历史渊源、生活环境的不同，译者在翻译企业外宣材料时为了获取目的语读者的认可并激发他们付诸行动，就要顺应目的语读者的阅读习惯、审美习惯以及心理因素、文化因素等对原文做出形式上和内容上的调整，而这一顺应的过程也是语篇重构的过程。本文突破性的将顺应论与语篇重构结合起来，并结合西麦克展览公司宣传材料和海天调味食品股份有限公司宣传材料及其翻译，试图从顺应论的视角分析企业外宣翻译中的语篇重构现象。

2、论文综述/研究基础

1987年维索尔伦(Verschueren)提出顺应论之后，在语用学界引起了很大反响，不久国内学者就将其引进到中国来。国内学者不仅从理论层面对顺应论进行研究和探索，而且将顺应论应用到翻译理论和实践、外语教学、二语习得、文化传播等领域。在这些领域中，成果最大的当属顺应论对翻译理论和其应用的研究。我国真正将顺应论引入翻译研究开始于21世纪初。

1 国外顺应论研究状况。

比利时语用学家维索尔伦(Verschueren)在《IprA工作文集》(IprA WorkingDocument 1) (1987, 45-48)中发表了一篇名为《作为顺应论的语用学》，标志着顺应论的提出。1995年，他较为详细并系统地在他主编出版的第一本《语用学手册》(handbook of Pragmatics)中对顺应论进行了进一步阐述。他认为，语言的使用过程就是语言为顺应不同的交际目的和交际对象进行动态地选择的过程。他将语用学描述为关于语言整体的、功能性综观，并将语用学定义为语言和交际在认知、社会与文化方面的研究。1998年，阿萨卡瑟(AsaKasher)主编的《语用学的关键概念》Pragmatics;: Critical Concepts)论文集中，维索尔伦发表了一篇名为《交际动态过程的语用模式》(v4 Pragmatic model for the dynamatics of communication )的文章，主要研究了顺应论中顺应的动态性。1999年，在他的专着《语用学新解》(Understaning Pragmatics)中，维索尔伦强调了语用学的地位和作用，这本书的出现标志着顺应论走向成熟。该书主张把语用学当作一种研究视角，突破了以往学者将语用学看作语言学的一个核心分支(语音学、音位学、形态学、句法学、语义学)的看法，而认为语用学是一种语言功能的视角或纵观，贯穿于语言学研究和使用的方方面面，可以照应到语言的各个层次。运用这一视角，可以研究不同的语言材料。这是一种研究方法上的革命，可以为语言的不同层面进行语用分析，也为语用学的学科性质进行了重新定位。

2 国内顺应论研究状况。

钱冠连是国内第一位将顺应论引入中国进行研究的学者。在他发表在《外语教学与研究》上的《语用学：语言适应理论----Verschueren语用学新论评述》(1991,62-66)的文章中，将维索尔伦对语言适应包括五个方面，即适应的对象、层次、阶段、领悟程度和适应策略进行了分析，并且就语言适应、选择和语言功能综观三者的关系进行了探讨，认真分析对比了维索尔伦的语用学新论和以往的语用学的区别。他还在《外语教学与研究》上发表了一篇《语用学：统一连贯的理论框架〈如何理解语用学〉述评》(2000,230-232)，该文章首先解释了语用学综观论的理论源头。维索尔伦从Morris的理论中得出了任何规则里都有语用成分，也能从不同的语言成分中审视到语用视角。其建设性意义体现在将语用学从语言学的并列学科出分割出来，使其不再属于语言资源的语言学，而是加入到语言使用的语言学去，作为是一种语言综观和视角来研究和使用，这不仅仅可以解决语用学问题，还为今后人们从语用学角度解释其他问题提供了一种新的视角。

国内除钱冠连外，2007年何自然主编的《语用三论：关联论顺应论模因论》一书也对维索尔伦的顺应论进行了详细介绍和评述。和以往语言学及语用学着作不同的是，该书紧紧把握住语用学研究与发展的方向，集语用学的三个前沿理论(关联论、顺应论、模因论)为一体来向国内读者进行西方翻译理论的介绍。

关于顺应论的部分，该书介绍了顺应论的理论来源、顺应论的三个核心概念、顺应论的视角观、顺应论的分析维度、顺应论的应用等。本书中理论与实例有效结合，为读者展现了顺应论的完整框架及其应用。该书指出，顺应论是宏观语用学的核心，顺应论为我们提供了一个研究和探讨语用学的全新视角。谭晓晨发表在《外语与外语教学》上的《语境的动态研究一--维索尔伦的语境适应论评介》(2000, 50-52)中介绍了维索尔伦的语境适应论，探讨了语言和语境互为构建的动态关系，指出动态生成的语境观是对传统语境研究及时而必要的补充。孙炬发表在《山东大学学报》上的《维索尔伦顺应论的语言哲学观》(2007,51-55)从语言哲学的立场阐释了维索尔伦的顺应论。语言的使用是哲学立场的反映，纵观维索尔伦的语用思想，折射出体现在意义观、心理认知观和语境观三个方面的语言哲学。此外，刘正光、吴志高从哲学、心理学以及语言学的角度论述了顺应论的理论基础，除了对语言顺应论做出肯定，他们还指出“将‘顺应’看成一把万能的朗匙，以解释所有的语言运用，有运用过度之嫌”(李元胜，2007:124)。

中国学者不仅专门对顺应论进行研究，还将其与其他理论结合或者将顺应论应用到不同的领域。在利用顺应论对其他问题进行研究的过程中，顺应论对翻译的研究占据多数。

从理论研究的角度来看，有的学者侧重于顺应论对翻译理论研究的启示，戈玲玲在发表在《外语学刊》上的《顺应论对翻译研究的启示----兼论语用翻译标准》(2000,7-11) -文中，为我们展现了语用翻译理论的发展历程，它超越了以往语言学研究的框架，将翻译看作是一种动态的信息交流活动。文章还指出，根据顺应论，语言和语境之间的顺应是一个相互的过程，两者可以相互影响，同样，翻译作为语言转换的过程，也会涉及到原语和目的语之间的相互顺应，这种顺应应该以满足交际双方的需要为目的，对交际语境、语言的选择和语言结构做出改变。

有的学者从顺应论的角度分析翻译策略和方法，王建国发表于《外语研究》上的《从语用顺应论的角度看翻译策略与方法》(2005,55-59) -文中，针对国内外翻译界对翻译方法和翻译策略的争论，他指出直译、意译、归化、异化只是翻译方法，而不是翻译策略，动态顺应才是翻译策略。同时，他还指出翻译的过程和结果是动态顺应的过程和结果。

顺应论在与翻译结合的过程中，学者们除了从翻译理论研究的角度分析和阐释顺应论对翻译研究的意义外，还将顺应论应用到具体的翻译实践中去，比如文学作品译作分析、应用文本译作分析，同时还有学者将顺应论与语用策略研究、外语教学研究、跨文化交际等方面联系起来。

叶苗在其着作《应用翻译语用观》COn Pragmatics Translation from theperspective of Pragmatics)中，首先对应用翻译进行了定位，然后从语用学的角度研究应用翻译。同时她主张以顺应论为基础来讨论和解释异化，并以《选美中国》为例，结合应用翻译中“异化”和“归化”之争，提出了在对具有中国文化特色的应用文本翻译时，译者可以采取异化策略，担负起传播中国文化的使命，扩大目的语读者的文化语境、认知语境，激发他们对中国文化和传统的兴趣和探索，增强我国软实力。

纵观国内顺应论的研究现状以及顺应论与翻译结合的研究现状，可以看出在顺应论对翻译的结合方面，研究者几乎都是从文学翻译、应用文翻译的角度进行研究，而且很多研究还是局限于维索尔伦顺应论的推介和重申，缺乏创新点，并且对理论的适用范围没有做出明确规定，导致了顺应论在很多领域的误用和滥用。

3、参考文献

Reiss, Katharina. Translation Criticism, The Potential &上海外语教育出版社，2004.

Verschueren, Jef. Understanding Pragmatics. Beijing: Foreign LanguageTeaching and Research Press. 2000.

戈玲玲。《顺应论对翻译研究的启示--兼论语用翻译标准》[J].黑龙江，外语学刊。2002 (3) :7-11.

公海燕《顺应论视角下广告翻译研究》。2012.

何自然。Pragmatics and CE/EC Translation [J].北京‘外语教学。1992 (1) ; 19-25.

何自然。《语用三论：关联论顺应论模因论》M.上海，上海教育出版社。2007.

何自然，冉永平。《语用学概论》[M].长沙，湖南教育出版社。2002.

胡芳毅，贾占波。《外宣翻译：意识形态操纵下的改写》[J] ?上海，上海翻译。2010⑴：23-28.

蒋澄生，廖定中。《语用学需要“顺应”潮流--顺应论的几个关键概念述评》[J].广州，广东工业大学学报。2005 (1) : 68-71.

贾文波。《应用翻译功能论(第二版)》[M].北京，中国出版集团公司。2012.

李明。《商务英语翻译(汉译英)》[M]?北京，高等教育出版社。2007.

李元胜《顺应论在中国的研究综述》[J].成都，成都大学学报 2007⑶：123-126.

刘恩祥，刘颖，李哲。《论语言顺应的动态性一基于广告语言的分析》[J].佛山，佛山科学技术学院学报(社会科学版)》。2011 (1) :70-73.

卢立程《企业对外宣传材料翻译中的语篇重构》[J].肇庆，肇庆学院学报。2007⑶：53-56.

钱冠连。《语用学：统一连贯的理论框架--J. Verschueren〈如何理解语用学〉述评》[J].北京，外语教学与研究。2000(3) :230-232.

钱冠连。《语用学：语言适应理论一“Verschueren语用学新论评述》[J] ?北京，外语教学与研究。1991(1)：61-66.

孙炬。《维索尔伦顺应论的语言哲学观》[J].济南，山东大学学报(哲学社会科学版)。2007 (6) :51-55.

潭晓晨。《语境的动态研究-维索尔伦的语境适应论评介》[J].北京，外语与外语教学。2002 (6)：50-52.

王建国。《从语用顺应论的角度看翻译策略与方法》[J].南京，外语研究。2005(4) :55-59.

叶丽萍《顺应论在企业简介汉英翻译中的应用》。2012,叶苗。《应用翻译语用观研究》M.上海，上海交通大学出版社。2009.

张运桥，严敏芬。《语用三观：关联论、顺应论、模因论评介》[J].广州，外语艺术教育研究。2009(3) :36-38.

翻译学论文开题报告

开题报告是提高选题质量和水平的`重要环节。下面是我为大家整理的一篇以《目的论在英汉广告翻译上的应用》为例的语言学硕士论文开题报告，供参考阅读，希望对您有所帮助。

1、选题意义和背景

The progress of economic globalization has greatly hit the social life.

Advertising has become an important way of modern marketing and has attractedmerchants and the company. As people's consciousness worldwide enhances, manyproducts and services of advertising will be translated into other languages forpromotion to explore overseas markets. Advertising, as an effective way ofdisseminating brand information, has penetrated into many aspects of social life, andit plays a bridge role in connection and communication. Since China's accession tothe WTO, its connection with the world gets even closer. More and moreinternational enterprises and product brands come into China's huge market.

Translation of products and services for overseas consumers is not only the functionof promoting consumption, but also the effect of external publicity. In the globalmarket, advertising translation not only brings an opportunity for advertising, butalso has brings the huge challenge. Therefore, mastery of both Chinese and Englishadvertising translation is particularly important.

Skopos theory is the foundation and the core theory of functionalism. Skopostheory holds that the process of the whole translation behavior is determined to thepurpose of translation action, that is, the end justifies the means. The purpose of thetranslation behavior is the core element which determines the translation process.

Advertising translation has a strong purpose. What is more important toadvertising translation is whether translation can convey the purpose of source textand achieve the anticipated target of the source text, so as to attract the attention offoreign customers to induce their consumption desire, eventually to incur purchasebehavior.

2、论文综述/研究基础

1 Advertising Translation Studies in the West.

Advertising translation was mentioned in translation studies for the first time inHurbin's (1972) article “Peut-on traduire la langue de la publicé” (Can OneTranslate the Language of Advertising?)。 At that time, linguistics was the dominanthumanistic discipline, meanwhile, linguistics made translating a code-switchingoperation. Equivalence-based linguistic approaches mainly focus on the source text.

Hurhin argued that for one source text, there are several translations, and thetranslators chose which translation is the most appropriate one. Hurbin also pointedthat if glossaries of advertising language is compiled, this was made easier. So thetranslators will be easy to find the most appropriate equivalent expressions betweenthe source and the target text.

In Candace Seguinot's (1995) article “Translation and Advertising: GoingGlobal in Cultural Functions of Translation”. The main opinion of which is thatacross cultural boundaries, there is an understanding of culture and semioticsappearing in the marketing of goods and services. It goes well beyond both languageand design.

Another representative article “Advertising: a five-stage strategy for translationin Translation” as Intercultural Communication which is edited by C. Nord et al. Thearticle is published by Smith & Klein-Braley (1997)。 In this article, they conduct acontrastive analysis of English and German advertising. Then they developedtaxonomy of strategies for the analysis of advertising translation.

Up to now, the book which maybe the only one published exclusively onadvertisement translation is Translation Practices in International Advertisingwritten by Mathieu Guidere (2001)。 This book mainly talks about various aspects ofadvertising translation in international market and mainly concerns the globaladvertising of multinational companies, because they need to translate their productsinformation into other languages. The author analyzes some examples in advertisingtranslation and he shows readers some essential problems in current translation ideas.

This book introduced the strategies of translation which are implemented by the multinational firms to break into new markets.

2 Advertising Translation Studies in China.

Domestic advertising translation studies officially started in 1990s. In terms ofresearch contents, the initial studies mainly focused on the discussion about specificadvertising translation of idioms and the existing problems in Chinese-Englishadvertising translation. That was the primary stage. Years later, advertisingtranslation principle and criteria became the research themes. People hold the viewthat, advertising translation should give attention to in many aspects, such as text,language beauty, consumer psychology. Researchers illustrated their respectivepoints of view from different angles. Since the late 90s, although the discussion oftranslation principle and criteria were still mentioned, the researchers' attention weregradually focused on translation of difficult parts in advertising, such as therhetorical devices, emotional transmission, brand image and trademark reproduction ,etc. In terms of research methods, domestic advertising translation study mainly usesthe inductive method and the case study. Nevertheless, in recent years, researchersbegin to use the theory achievements of pragmatics and other related disciplines toanalyze different kinds of problems in advertising translation, and then put forwardsome translation strategies.

As early as xx, Li Fan proposed the development of the advertising languageposed a severe challenge to advertising translation. The artful advertisings require thetranslator to break hard the tradition of the original, boldly innovate, and improve thequality of translation. There are three reasons for flexible advertising translation: 1)the purpose of advertising is to induce consumer to purchase products. Text is justmeans, so translations do not have to stick to the text equivalent; 2) the feature ofadvertising language is vivid, which is the essence of advertising language. If thetranslation is not bold to change, there will be no magic translation; 3) formulaicexpressions are common use in advertising, if not alternative, it may be translatedinto foreign stereotyped writing (黎凡 xx:29-31)。 At the same time, researchersthought in terms of some specific advertisements, flexible translation seems to be theonly way, especially in the four kinds of advertising: 1) advertising used of witty and polished words; 2) advertising used of brand name; 3) advertising used of puns; 4)advertising with strong national culture color.

In order to achieve concise expression, attract more readers' attention, facilitatereaders recognize and remember, advertising writing should follow the KISSprinciple, namely, “keep it short and sweet” (郭可 1992:57-64)。 A great number ofstudies on advertising translation are associated with concise problem. Ding Shude isdedicated to his studies. He holds that: 1) Chinese advertising often uses modifiers toemphasis, product characteristics, while English advertising is simple words, mainlywith oral type. a lot of subject-predicative phrases in Chinese can be directlytranslated into adjectives English , such as 速度快、效率高、行动灵活 can betranslated into “fast, efficient and handy”; 2) There are a large number of the fourwords in Chinese advertising structure, which bring parallelism and overlapping tostrengthen language, but there is no such characteristic in English. InChinese-English translation should hold the center, around the center word leads toall aspects; 3) there are often loose sentences, which express a large amount ofinformation in Chinese advertising. Translation should be concise and compact,strengthen the logic; 4) Chinese advertising commonly uses formulaic expressions.

Translation should be fascinating, considering the overall rhetorical, but not stackrhetoric. Good English advertising language is not many words, but it is impressive(丁树德 xx: 42-43)。 Cao Shunfa also takes a large number of examples of bothEnglish-Chinese translation two aspects show that based on the principle of simple,the translation of advertising language should strive to use the most simple languageto express the most complex meaning, to make it easy to be remembered (曹顺发xx: 43-45)。

Equivalence theory is based on Nida's equivalence translation theory. On thisbasis, some researchers point out that commercial advertising translation is mainlyon the equivalence of semantic, social and cultural, and stylistic aspect. 1) Thesemantic equivalence. This is the most basic and important equivalence. From wordto chapter, in order to achieve the semantic equivalence, the first thing to thetranslator is that he must determine the meaning of the translation unit in context.