功能理论翻译下的汽车广告翻译研究 A Study of Automotive Advertising Translation from the Perspective of Functionalist Approaches开题报告

1. 研究目的与意义

内容：A Study of Automotive Advertising Translation from the Perspective of Functionalist Approaches功能理论翻译下的汽车广告翻译研究意义：在如今这个经济全球化的时代，汽车逐渐普及，汽车行业竞争也更加激烈，汽车广告作为一个重要宣传、销售途径，其广告翻译也应受到相应重视。

本文旨在功能翻译理论下探索更好的汽车广告翻译。

2. 文献综述

Nowadays, the auto industry is on the rise. With more and more types and brands of auto have constantly come out, more and more families prefer to own a car to go outside. In this era of rapid development of technology, the performance of the car is getting better and better, and the price is getting more and more affordable. With the maturing of the automotive industry, the technology of the same type of automobile is not much different, and the performance is not so different as well. Therefore, nowadays, for the purpose of seizing market share, publicity and advertising are extremely important. With the continuous development of economic globalization, the competition in automobile import and export trade has become increasingly fierce. Therefore, automobile advertisement translation is also very important.Not only cars, but advertising is also very common and important in this era. Just as a French ad critic once said, The air we live in is composed of hydrogen, oxygen and advertising. This shows the importance and popularity of advertising in life. And its importance to product promotion is also self-evident. Therefore we can see that advertising translation is particularly important. Nowadays, the theory of advertising translation is ubiquitous, but through those researches, we could find that the translations those theories are concerned with are either dead translation or excessive translation, or they do not take into account cultural connotations and other factors. Proper advertising translation needs to take care of the meaning and purpose of advertising and only this can have a positive effect on the product.In the 1970s, the German functional translation theory was developed and perfected by the German scholars Kantharina Reiss, Hans Vermeer, Justa Holz Mantari and Christiane Nord. This theory holds that translation is a kind of behavior with the purpose of communication, and its purpose is to determine the main factors of the translation process, that is, the means of determining the purpose, and the translation strategy must be decided according to the purpose. The functional translation theory was chosen to guide automotive translation because they are both flexible and focused on the ultimate goal. The ultimate goal of automotive advertising is to sell cars and get people to know them. It emphasizes the purpose of selling cars. While the functional theory emphasizes the importance of the original text, and on this basis, it encourages translators to translate flexibly and appropriately with suitable translating method. So, they are so in tune. Functional translation theory can guide automotive advertisement translation to select the appropriate translation method to translate better. Skopostheorie doesnt focus on the "equivalence" between translation and the original text, but focuses on the intended function of the translation. Vermeer once proposed the "original waste", which he believes "the original text is no longer the primary criterion to be referenced, but is one of the sources for translators to obtain information." This translation strategy that does not respect the original text seems to be inappropriate for literary translation, but it is okay for applying translations (such as advertisements, brochures); Liao Yi and Yu Zhen believe that when translating external promotional materials, Skopostheorie is indeed superior to other theories. In advertising translation, due to various differences in language and culture, it is sometimes necessary for translators to abandon the lofty status of the original text in order to achieve the ultimate goal of the promotion function of the translation and adapt the original text flexibly. Jia Wenbo pointed out that "in order to ensure that translations have the same or better expressiveness and appeal than the original texts, translators can make appropriate adaptations or even rewrites at the level of words and phrases according to the original text's creativity, so that advertisement translations can be more in line with the psychological habits of foreign consumers and be easier accepted by them". It can be seen from above that functional translation theory has a strong applicability in advertising translation practice.Advertising is an economic activity with a clear commercial purpose. Its most important function is promotion. It is a bridge for goods and consumers, and it is also a cultural exchange. According to the American Association of Advertisers, advertising is "pay for mass communication, and its ultimate goal is to convey intelligence, change people's attitude towards advertising goods and induce their actions to make advertisers benefit". According to this definition, advertisements should have the function of attracting the attention and interest of the audience, making them desire and take actions, especially in car advertisements.Advertising is a highly purposeful and appealing style. In order to achieve the goal of selling goods or services, companies will try their best to create an advertisement such as picture, sound and language. Among them, only the charm of language can make the effect of advertising last. A good advertising idea often requires the ability to capture the issues that consumers are most concerned about. Different consumer groups have different consumer psychology, consumer behaviors and ways. Advertising campaigns can only be targeted if they define the propaganda objects and study the consumers psychology and their motivation well.Functionalist theory is a highly practical theory. The functional purpose and faithfulness principle of the text are all very suitable for guiding automobile advertisement translation. Because automobile advertisements belong to a practical style, they require clear and concise language while accurately conveying product information. It is clear and concise, and at the same time it is different from other practical styles, because it requires both accurate and concise words and artistic qualities, which in turn motivates people to buy things. According to the "skopos theory", translation is not a simple conversion based on the original text, but an information transmission to the source culture in the purpose. Translation cannot just follow the principle of "equivalence" and "faithfulness", but make the target text consistent with the purpose of the original text. This purpose is determined by the translation client, and to a degree is limited by the users of the target text and their cultural background.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. According to the AIDA formula, the purpose or effect of an advertisement is "Attention-Interest-Desire-Action", which attracts eyeballs, stimulates interest, generates desire for purchase, and promotes purchase behavior. According to the functional translation theory, the success of advertising translation depends not only on whether it accurately conveys the original text of the advertisement but also on whether it has reached the same publicity effect as the original advertisement. In order to realize the communication function of advertisement translation, the translators have to adapt the original text in multidimensional dimension to improve the comprehensive adaptability of the translation, and then realize the unification of the purpose and function of the advertisement translation. Automotive advertising is a marketing tool whose main purpose is to provide people with product information. Therefore, the translation of automotive advertisements should highlight its promotional purposes. Judging whether the translation of an automotive advertisement is successful is not whether its translation is faithful to the original text, but whether it can attract readers' interest and achieve the purpose of selling products. Translation is a language and cultural exchange that is influenced by language, culture, and expression habits. When carrying out automobile advertisement translation, it is necessary to be familiar with the characteristics and style structure of Chinese and English slogans, and understand the differences between Chinese and Western cultures.Functionalist theory believes that translation is a purposeful activity, and the choice of translation method should be based on the realization of the intended purpose. Functionalist theory opens up a new perspective for advertisement translation. Under the guidance of Functionalist theory, translators are no longer stuck to the original text in advertising translation, but are measured by the language expression of the target language, cultural factors, and consumer acceptance. This creatively transforming could meet the reader's language norms, cater to the target language culture, satisfy the reader's psychological expectations, and make the translation achieve the same purpose in the culture of target language as the original culture in order to better promote the product and achieve the purpose of obtaining profits.The advertising slogan of automobile is the conciseness of the enterprise spirit of automakers. It is also the declaration of brand value. Besides the necessary introduction and promotion of auto hardware and its highlights, the corporate vision expressed by its advertising words is one of the important conditions referenced by the public. However, the real good words cannot completely transition from one side to another. The process of transformation must be a process of causing losses, and it cannot be compensated. Therefore, the translation of advertising slogans is actually the second creation. The requirements of faithfulness, expressiveness and elegance are a comprehensive examination paper. Although there will be points for refinement, but for advertising, I am afraid that it is more important to express the thought. This article emphasizes that under the functional translation theory, automotive advertisement translation should focus on the linguistic differences and cultural differences between the target language and the original language and the consumer psychology. And then choose appropriate translation strategies according to the actual situation. This article mainly emphasizes the right attitude in the translation of automobile advertisements and the factors that need to be taken into account. There is no special detailed study or excessive narration of translation methods. Because the translation method is a big topic and it involves a wide range. In later studies, i will pay more attention to it.

3. 设计方案和技术路线

功能翻译理论和汽车广告翻译相结合，探索更合适的翻译途径。

4. 工作计划

四月完成初稿；五月修改；五月底终稿。

5. 难点与创新点

说明功能翻译理论两大原则和标准，提出广告翻译不仅要意义上忠实于原文，目的上也要忠实于原版，在此基础上提出重视语言、文化和消费者心理，以此达到广告促进销售的目的。