摘要 4-6 Abstract 6 Introduction 11-15 Chapter One Literature Review 15-27 1.1 Development of Functionalism 15-17 1.1.1 Earlier Views 15-17 1.1.2 Theoretical Basis of Functionalism 17 1.2 German Functionalist Translation Approaches 17-21 1.2.1 Reiss‘s Functional Category of Translation Criticism 18-19 1.2.2 Vermeer’s Skopostheorie 19 1.2.3 Manttari‘s theory of Translational Action 19-20 1.2.4 Nord’ Function plus Loyalty 20-21 1.3 Skopostheorie as the Most Effective Guiding Theory 21-27 1.3.1 Three Main Rules of Skopostheorie 22-23 1.3.2 Dethronement of Source Text 23-24 1.3.3 Emphasis on Target Receiver 24-27 Chapter Two Advertisement in General 27-47 2.1 Properties of Advertisement 27-34 2.1.1 Definition of Advertisement 27-28 2.1.2 Classification of Advertisement 28-30 2.1.3 Components of Advertisement 30-31 2.1.4 Functions of Advertisement 31-32 2.1.5 Requirements of Advertisement 32-34 2.2 Characteristics of Advertisement Language 34-47 2.2.1 Phonological Aesthetics 34-35 2.2.2 Brief and Colloquial 35-39 2.2.3 Positive and Affirmative 39-41 2.2.4 Original and Vivid 41-44 2.2.5 Rhetorical Devices in Advertisements 44-47 Chapter Three Comparison between Chinese and English Commercial Advertisements 47-61 3.1 Commercial Purpose of Advertisement Translation 47-49 3.2 Differences between Chinese and English Commercial Advertisements 49-59 3.2.1 Linguistic Differences 49-53 3.2.2 Cultural Differences 53-59 3.3 Inadequacy of Equivalence Based Approach 59-61 Chapter Four Functionalist Approach to Advertisement Translation 61-83 4.1 Typical Problems in Advertisement Translation 61-66 4.1.1 Ignorance of Linguistic Differences 61-63 4.1.2 Ignorance of Cultural Differences 63-66 4.2 Principles of Advertisement Translation 66-71 4.2.1 Correctness 66-68 4.2.2 Acceptability 68-70 4.2.3 Attractiveness 70-71 4.3 Translation Strategies in Functionalist Approach 71-83 4.3.1 Literal Translation 71-72 4.3.2 Transliteration 72-73 4.3.3 Abridgement 73-76 4.3.4 Addition 76-78 4.3.5 Adaptation 78-83 Conclusion 83-87 Bibliography 87-89 Appendix 89-90 原创性声明 90 |
