A Study of Translation of Beverages Advertisements from the Relevence Theory关联理论指导下的饮品广告翻译开题报告

 2022-12-31 13:01:26

1. 研究目的与意义

In recent years, with the improvement of residents' living standards and the change of life concept, beverage products have increasingly become an important part of the daily necessities of urban and rural residents. The beverage market continues to expand and the per capita consumption of beverages continues to grow. The competition for beverages has become increasingly fierce, and a series of creative beverage advertisements have been produced. Advertising translation is a fusion of art and science. Good advertising translation is the soul of the brand. It is of great significance for people to understand the brand connotation and establish brand loyalty. However, in essence, advertising translation is to enable the public to generate demand motivation and put it into consumption action in a pleasing aftertaste. Not only drinks, but advertising is also very common and important in this era. Its importance to product promotion is self-evident.?Today, advertising translation theories are ubiquitous, but through these studies, we find that these theories are either dead-to-translation, over-translation, or lack of consideration of cultural connotations and of cultural connotations and other factors. In order to have a positive impact on the product. Appropriate advertising translation needs to pay attention to the meaning and purpose of advertising.Relevance theory is a framework for understanding utterance interpretation first proposed by Dan Sperber and Deirdre Wilson and used within cognitive linguistics and pragmatics. It was originally inspired by the work of H. Paul Grice and developed out of his ideas, but has since become a pragmatic framework in its own right. Relevance theory aims to explain the well recognized fact that communicators usually convey much more information with their utterances than what is contained in their literal sense. To this end, Sperber and Wilson argue that acts of human verbal communication are ostensive in that they draw their addressees' attention to the fact that the communicator wants to convey some information. The ultimate goal of beverage advertising is to sell drinks and let people know about them. Relevance theory encourages translators to use appropriate translation methods to be flexible and appropriately translated. In order to achieve the goal of original text, we need to translate creatively. We can use word-to-word translations for the original texts, and we can also add, subtract, and save translations. There are many translation methods. Translators should choose appropriate translation methods and strategies from the reader's point of view, and translate creatively based on the multi-source information provided by the original text to achieve the purpose of translation.Relevance translation theory clearly points out that context is the cognitive environment, which mainly refers to the cultural background, knowledge structure and language pattern of the speaker. In the process of translation, if the original author and the translator are in different cognitive environments, the whole translation process will be more complicated. Here, the translator not only assumes the basic responsibility of serving the target readers, but also, more importantly, understands the explicit and implied meaning of the author between the lines of the original text. Only in this way, can the target reader really get the thought and intention the author wants to express quickly and accurately, so as to achieve the best relevance of the context. In this regard, the translator should first have a relatively thorough understanding of the original text, and thus deduce the communicative intention of the author of the original text, and then find the best relevance point, so as to accurately translate the original text into Chinese.The advertising slogan of the drinks represents the spirit of the company and also represents the brand value. However, a real good slogan can't be translated directly, so there must be some mistakes in the creative process. This paper emphasizes that under the theory of relevance translation, beverage advertisement translation should focus on the best connection between the target language and the original language. Then we can choose the appropriate translation strategy according to the actual situation. Because the translation method is a big topic, so in the future research, I will pay more attention to it.

2. 文献综述

Relevance theory was proposed in 1986 in the book Relationship: Communication and Cognition by the French scholar Sperber and the British scholar Wilson. Relevance theory aims to explain the well recognized fact that communicators usually convey much more information with their utterances than what is contained in their literal sense. In the end, Sperber and Wilson argued that acts of human verbal communication were ostensive in that they drew their addressees' attention to the fact that the communicator wanted to convey some information. In this way they automatically asserted that they were "relevant" to their addressees. A relevant utterance in this technical sense is one from which many conclusions can be drawn at a low processing cost for the addressee. ( Sperber Wilson, 1995). Since relevance theory was proposed, related research, application papers, reviews and monographs have been emerging. Most of the works were published in the Journal of Pragmatics, (Mey,J.L, 1977), which published articles on the application of relevance theory, such as Cognitive Perspectives of Language Use. Lingua (Elsevier, 1949) explores relevance theory from a special perspective. Later, many research results of relevance theory were published in international academic journals. In 1991, E.A. Gutt put forward relevance theory of translation. In 2000, his monograph Translation and Relevance (Gutt, 2000) pointed out that relevance theory had a guiding effect on translation.In the mid-1990s, Chinese scholars showed great interest in relevance theory. In 1994, Lin Kelan, professor of Tianjin Institute of Foreign Languages, first introduced relevance translation theory into China. In 1997, He Ziran, a pragmatist, studied relevance theory and translation in his book Pragmatics and English Learning. (He Ziran, 1997). Later, domestic scholars began to study relevance theory and translation concepts, translation theory and translation practice. For example, Ji Penghong's Relevance Study on Scientific and Technological Translation (2000), Zhou Hongzhuan's Relevance View on Implication Treatment in Literary Works (2001), Peng Jin's English Translation of Relevance Theory and Tourist Manual (2004). Unlike Western scholars, Chinese scholars pay more attention to the application of relevance theory in faithful translation.The introduction of this theory is considered to be a theory of cognitive pragmatics that has been greatly influenced by the West in recent years, and its influence has now far exceeded the field of pragmatics. The application of relevance theory gradually surpassed the scope of pragmatics, one of which is the introduction of the theory of relevance translation. Translation is a cross-cultural communication method, therefore, relevance theory, a cognitive theory that guides communication, has an extremely rich explanatory power for translation.

3. 设计方案和技术路线

According to the relevance theory,this paper aims to find out the best way to translate beverage advertisements through the optimal relevance and the maximum relevance. Many examples are taken, this paper studies practicality by comparison, examplification and other research methods.

4. 工作计划

December: Complete the topicWeek 2: Complete the outlineWeek 6 (before 3.30): Complete the first draftWeek 7-12 (before 5.6): Revise the paper and submit online processes

5. 难点与创新点

There have been many previous studies on translation theory, but this topic has been further studied, focusing on the translation of cosmetic advertisements under the guidance of Skopostheorie. The topic is relatively novel and has certain research value.

剩余内容已隐藏，您需要先支付 10元 才能查看该篇文章全部内容！立即支付

以上是毕业论文开题报告，课题毕业论文、任务书、外文翻译、程序设计、图纸设计等资料可联系客服协助查找。

您可能感兴趣的文章