Abbreviations 9-10 Abstract 10-12 摘要 13-15 Introduction 15-18 1. Background of the Research 15 2. Theoretical Framework of the Thesis 15-16 3. Significance of the Thesis 16-17 4. Structure of the Thesis 17-18 Chapter One Literature Review 18-22 1.1 Previous Study on Advertising Translation 18-20 1.1.1 Previous Study on Advertising Translation Abroad 18-19 1.1.2 Previous Study on Advertising Translation in China 19-20 1.2 Present Situation of Advertising Translation 20-22 Chapter Two German Functionalist Approaches 22-34 2.1 Historical Background of German Functionalist Approaches 22-25 2.1.1 Origin of Functionalist Approaches 22-23 2.1.2 Development of Functionalist Approaches 23-25 2.2 Representatives of Functionalist Approaches and Their Main Theories 25-30 2.2.1 Katharina Reiss's Text Typology 25-26 2.2.2 Hans J.Vermeer's Skopos Theory 26-27 2.2.3 Justa Holz-M(a|¨)ntt(a|¨)ri's Theory of Translational Action 27-28 2.2.4 Christiane Nord's Function plus Loyalty 28-30 2.3 Core Concepts of Functionalist Approaches 30-31 2.4 Enlightenment of Functionalist Approaches in Advertising Translation 31-34 2.4.1 Importance of Translators in Translation 31-32 2.4.2 Emphasis on the Role of Target Receiver 32-33 2.4.3 Flexible Choice of Translation Strategies 33-34 Chapter Three A Brief Introduction to Advertisements 34-53 3.1 General Description of Advertisement 34-39 3.1.1 Definition of Advertisement 34-35 3.1.2 Classification of Advertisement 35-36 3.1.3 Functions of Advertisement 36-38 3.1.4 Elements of Advertisement 38-39 3.1.4.1 Headline 38 3.1.4.2 Body Copy 38-39 3.1.4.3 Identification Marks 39 3.2 Characteristics of English and Chinese Advertisements 39-53 3.2.1 Linguistic Features 39-48 3.2.1.1 Lexical Features 40-42 3.2.1.2 syntactic Features 42-44 3.2.1.3 Rhetorical Features 44-48 3.2.2 Cultural Features 48-53 Chapter Four Principles and Suggested Strategies for Advertising Translation 53-69 4.1 Principles for Advertising Translation 53-55 4.1.1 Skopos Rule as the Essential Principle 53-54 4.1.2 Coherence Rule and Fidelity Rule as Subordinate Principle 54-55 4.2 Suggested strategies for Advertising translation 55-69 4.2.1 Literal Translation 55-57 4.2.2 Free Translation 57-59 4.2.3 Addition 59-62 4.2.4 Recreation 62-63 4.2.5 Condensation 63-65 4.2.6 Adaptation 65-66 4.2.7 Imitation 66-69 Conclusion 69-72 Bibliography 72-75 Acknowledgements 75-76 Published Works 76-77 学位论文评阅及答辩情况表 77 |
