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基于多模态话语分析的平面商业广告英汉翻译研究

日期:2017-1-6作者:www.51lunwen.com编辑:vicky点击次数:249
销售价格:300元论文编号:lw201612131131069722论文字数:46552 
论文属性:硕士毕业论文论文地区:中国论文语种:English 

CHAPTER ONE INTRODUCTION


1.1 Research Background

In  the  context  of  global  visual  culture,  our  daily  life  is  becoming  more  and  more pervasively  mediated  by multimodal  discourses  and  increasingly  shaped  by  its presentations produced all over the world. For example, we see images, color, sound and  some  other  non-verbal  resources  used  in  advertisements,  posters,  packages, teaching text books and so on; we also see many dynamic multimodal texts in our daily life such as multimedia classroom teaching, academic speech delivery; the household familiarized different kinds of web hypertexts and even computer games. The use of so many semiotic resources in public communication has shown that meaning is realized not only by language, but also through the integrated use of a wide range of semiotic resources including static and dynamic ones.

Among various kinds of products, digital ones like laptop, cellphone, iPad, music player have become much closer to people’s daily life, forming a large market. The competition among those digital product manufacturers is fierce, so in order to gain more  market  share  they  have  to  invest  more  advertisements.  Currently,  giant  digital manufacturers are  all  multinational  corporations,  for  example  Apple  Computer, Samsung Electronics and Logitech, which means they own market share in different countries worldwide. Thus, they have to invest a lot of advertisements for both their brands and products in each target market. If the advertisement for each one is totally originally  designed,  the  cost  will be  so  high  that  much  surpasses  what  those corporations afford and it’s not necessary since the features of many target market is similar. It is obvious that to translate the source advertisement into different languages is  multinational corporations’ best choice, which reduces the cost of redesign and remains the original creative effects. The research on advertising translation not only contributes  to  the  development  of  relevant  theoretical  research  but  also  benefits the demand of the translation market.

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1.2 Research Purpose and Rationale

1.2.1 Research Purpose

Advertisement  translation  is  not  a  fresh  research  topic,  and  previously  much achievement has been made already, such as the exploration of translation for specific terms in advertisements and some problems existing. Also, the theoretic


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