《廣告翻譯》大綱及教案

1、廣告翻譯課程教學(xué)大綱課程代碼：21900054課 型：翻譯能力模塊課開課學(xué)期：第5學(xué)期學(xué) 時(shí)：9周×2學(xué)時(shí)/周=18學(xué)時(shí)考核方式：考試一、課程概述本課程是翻譯專業(yè)的一門崗位能力課，也是一門翻譯技能課程。廣告翻譯為第三學(xué)年第五學(xué)期開設(shè)的翻譯崗位能力課，其目的在于通過講述廣告的定義、廣告的文體特征、廣告的功能、修辭特點(diǎn)，以及一些翻譯技巧和理論，如直譯、意譯等，使學(xué)生從整體上把握廣告翻譯的基本理論知識(shí)，并通過大量的課堂練習(xí)和課外實(shí)習(xí)，培養(yǎng)學(xué)生較強(qiáng)的實(shí)際翻譯應(yīng)用能力，能熟練地進(jìn)行英漢廣告互譯，為其今后從事商務(wù)翻譯、廣告英漢互譯等文字處理工作打下堅(jiān)實(shí)的基礎(chǔ)。二、學(xué)時(shí)分配UnitTopicPer

2、iod1The General Introduction to Advertisements22The Principles of Advertising Translation43The Strategies for Advertising Translation84Practical Work of Advertising Translation4Total18三、教學(xué)內(nèi)容Unit 1： The General Introduction of Advertisements In this unit, we will first have a discussion about the def

3、inition of advertising, which is the focus of different scholars. However, based on their definitions, we can draw a conclusion that Advertising is a paid, mass-mediated attempt to persuade. It is a one-way communication whose purpose is to inform potential customers about products and services and

4、how to obtain them. Then we will go to present the style and function of advertising.Unit 2： The Principles of Advertising TranslationIn this unit, we will introduce some basic principles in advertising translation, which are: faithfulness, creation and functionalism. And we will make students know

5、some types and strategies for advertising, such as literal translation, free translation, creative translation, supplementary translation, condensed translation, and no translation.Unit 3： The Strategies for Advertising TranslationIn this unit, we will start from the discussion of the advertising of

6、 Coco Cola, and then we will introduce the strategy for the translation of advertising topic, such as using elliptical sentence, imperative sentence, paradox, idiom and proverb, etc. We also discuss some problems in advertising translation, such as those without title and slogan, low translation qua

7、lity, lack of interest and inconsistency.Unit 4： Practical Work of Advertising TranslationThis unit will let students do some practical work about advertising translation, through which we can apply all the principles and strategies of advertising translation into practice. For instance, the transla

8、tion of some brands, the translation of some passage, etc. And we may indicate more rules and problems in practical work, such as acculturation.四、建議教材（或自編講義）與教學(xué)參考書建議教材：自編講義教學(xué)參考書1、程鎮(zhèn)球.翻譯問題探索，商務(wù)印書館，1980.2、錢歌川.翻譯的技巧，商務(wù)印書館，1981年.3、許淵沖.翻譯的藝術(shù)（論文集），中國(guó)對(duì)外翻譯出版公司，1984.4、鄭易里.英華大辭典（修訂第二版），商務(wù)印書館，1987.5、范仲英.實(shí)用翻譯教程

9、，外語(yǔ)教學(xué)與研究出版社，1994.6、古今明.英漢翻譯基礎(chǔ)，上海外語(yǔ)教育出版社，1997.7、劉宓慶.文體與翻譯，中國(guó)對(duì)外翻譯出版公司，1998.8、楊平主.名作精譯，青島出版社，1998.9、孫致禮.翻譯：理論與實(shí)踐探索，譯林出版社，1999.10、陳宏薇.漢英翻譯基礎(chǔ)，上海外語(yǔ)教育出版社，2000.11、徐小娟.廣告英語(yǔ)，首都經(jīng)濟(jì)貿(mào)易大學(xué)出版社，2002.12、華英、馬永堂.廣告英語(yǔ)教程，經(jīng)濟(jì)管理出版社，2004.13、方夢(mèng)之、毛忠明.英漢漢英應(yīng)用翻譯教程，上海外語(yǔ)教育出版社，2005.14、Eugene, A. Nida & Chr. R. Taber, E. J. Brill，

10、1982 The Theory and Practice of Translation五、考核與評(píng)價(jià)本課程的考核由平時(shí)考核和期末考核構(gòu)成，兩者成績(jī)之和為本課程最終成績(jī)。平時(shí)考核占總成績(jī)40%，包括考勤20%，作業(yè)和小測(cè)驗(yàn)10%，課堂參與（討論和回答問題）10%，期末考核占總成績(jī)60%。期末考核采取閉卷，在試卷中，應(yīng)注重主觀題與客觀題的比例，以主觀題為主，重點(diǎn)考查學(xué)生的實(shí)際廣告翻譯能力。Lesson PlansUnit 1ObjectivesStudents will be able to:1. understand the definition of advertising and have

11、a basic command of its style and function;2. use their own words to interpret the meaning and purpose of advertising.Teaching StepsStep 1: Warming up1. Ask Ss some questions concerning the topic.2. Present a couple of examples for Ss to explore the style of advertising.Step 2: Presentation of learni

12、ng content1. Definition of advertisingAdvertising is the non-personal communication of information usually paid for and usually persuasive in nature about products，services or ideas by identified sponsors through the various media。2. Function of advertisingThe function of advertising is to build bra

13、nd recognition, create exchange, create value, and to spread a specific message.For every organization and every product or service, advertising tends to fulfil a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfils all, some or one of the three majo

14、r functions:Firstly advertising has an informing nature about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and chan

15、nelize it according to their own comprehension and predilection.Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and

16、apprising them.The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers' minds, becomi

17、ng the base on which they shape their future decisions.3. Style of advertisingMonosyllables; refined language; rhetoric devices,Step 3: Discussion and Practice1. Ss are engaged in discussion of the examples related to the presentation and put their hands on the exercises given on the Bb. Step 4: Ass

18、ignmentRead more and do the exercises on P. 17.Unit 2ObjectivesStudents will be able to:1. know the features of advertising English and Chinese;2. grasp the principles of advertising translation.Teaching StepsStep 1: Warming up1. Questions to help Ss have a first look at the topic to be addressed.St

19、ep 2: Presentation of learning content1. English morphology in advertisingVerb; adjective; noun; compound; word building2. English syntax in advertisingSimple sentence; interrogative and imperative sentence; disjunctive sentence3. Rhetorical devices in advertising EnglishFigure of speech; personific

20、ation; pun; repetition; rhymeStep 3: Discussion and Practice1. More examples provided to elicit discussion2. guided practice to consolidate the learningStep 4: AssignmentRead more about the topic and do the exercises on P. 26.Unit 3ObjectivesStudents will be able to:1. master the methods and strateg

21、ies of advertising translation;2. study how the methods and strategies can be properly applied in translation practice.Teaching StepsStep 1: Warming up1. Questions to assist Ss to think about the topic and enhance their interest in learning in the session.Step 2: Presentation of learning content1. p

22、rinciples of advertising translation: selling power、memory value、attention value、readability2. basic ways of E-C or C-E advertising translationliterary translation;free translation;coping translation;conversion;non-associative transliteration and associative transliteration;homophonic transliteratio

23、nStep 3: Discussion and Practice1. More examples provided to elicit discussion2. guided practice to consolidate the learningStep 4: AssignmentRead more about the topic and do the exercises on P. 105.Unit 4ObjectivesStudents will be able to:1. conduct a series of advertising translation, from Chinese to English or from English to Chinese, with the aid of the theories they have go