The opening report mainly explains that this topic needs to be studied, you have the conditions to study, how to prepare, and so on. It can also be said that it is the demonstration and design of the topic. The opening report is an important link to improve the quality and level of topic selection. The following is the way I compiled the master of translation to write the opening report. Welcome to reading.
1, meaning and background of the topic.
With China's entry into the World Trade Organization, China enterprises have more and more foreign exchanges. If China enterprises want to enter the international market and improve their popularity in the international market, enterprise profiles on enterprise websites or brochures play a very important role. By reading the publicity materials of enterprises, readers can see that the publicity materials of enterprises not only include basic information about enterprises, but also include words, syntax and structure of enterprises promoting enterprises and big markets. The translation of corporate publicity materials in China will involve different language habits, writing styles, cultural factors, social and political factors, psychological factors and aesthetic factors from the target language, which requires the translator to make appropriate adjustments to the original text and reconstruct the text from the content and form, so as to achieve the purpose of communication. According to Rice's text types, this paper can be divided into three types, namely, "informative", "expressive" and "induced". In the author's view, corporate publicity translation belongs to both informative and inductive texts, with more emphasis on the latter. Therefore, the translation of international publicity should pay more attention to the communicative function of the text and consider how to make the information conveyed by the translation more convenient.
Verschuem, a Belgian pragmaticist, puts forward the adaptation theory, which holds that the process of language use is a process of dynamically selecting languages to adapt to different communicative purposes and communication objects. Therefore, the use of language can be studied from the perspective of adaptation theory. As a special way of communication, translation can also be studied from the perspective of adaptation theory. Excellent corporate publicity materials will not only improve the visibility of enterprises, but also bring immeasurable economic benefits to enterprises. Therefore, if any enterprise wants to enter the international market, it must work hard on the translation of publicity materials. Due to the differences in cultural background, historical origin and living environment between China and the West, in order to gain the recognition of the target language readers and inspire them to put them into action, the translator should adjust the form and content of the original text according to the reading habits, aesthetic habits, psychological factors and cultural factors of the target language readers. This adaptation process is also a process of text reconstruction. In this paper, adaptation theory and discourse reconstruction are combined in a breakthrough way, and the promotional materials and translations of Ximaike Exhibition Company and Haitian Seasoning Food Co., Ltd. are combined to try to analyze the phenomenon of discourse reconstruction in corporate publicity translation from the perspective of adaptation theory.
2. Abstract/research basis.
Verschueren put forward the Adaptation Theory in 1987, which aroused great repercussions in the field of pragmatics and was soon introduced to China by domestic scholars. Domestic scholars not only study and explore adaptation theory from the theoretical level, but also apply it to translation theory and practice, foreign language teaching, second language acquisition, cultural exchange and other fields. One of the greatest achievements is the study of translation theory and its application by Adaptation Theory. The introduction of Adaptation Theory into China's translation studies began in the early 20th century.
Research status of adaptation theory abroad.
Belgian pragmaticist Verschueren published an article entitled "Pragmatics as Adaptation Theory" in IprA working paper 1 (1987, 45-48), which marked the proposal of adaptation theory. 1995 elaborated the theory of adaptation in detail and systematically in his first Handbook of Pragmatics. In his view, the process of language use is the process of language dynamic selection to adapt to different communication purposes and communication objects. He described pragmatics as an overall and functional overview of language and defined pragmatics as the study of language and communication in cognitive, social and cultural aspects. 1998, Key Concepts of Pragmatics, edited by Asakashe; : Critical Concepts), Visorun published an article called V4 Pragmatic Model, which mainly studied the adaptation dynamics in the adaptation theory. From 65438 to 0999, Visorun emphasized the position and function of pragmatics in his monograph Understanding Pragmatics, and the publication of this book marked the maturity of adaptation theory. This book advocates pragmatics as a research perspective, which breaks through the previous view that pragmatics is a core branch of linguistics (phonetics, phonetics, morphology, syntax, semantics), but believes that pragmatics is a perspective of language function, which runs through all aspects of linguistic research and use and can take care of all levels of language. Using this perspective, we can study different language materials. This is a revolution in research methods, which can analyze pragmatics at different levels of language and reposition the disciplinary nature of pragmatics.
2. Research status of adaptation theory in China.
Qian Guanlian is the first domestic scholar who introduced Adaptation Theory into China for research. In Pragmatics: A Review of Verschueren's New Pragmatics (199 1 62-66) published in Foreign Language Teaching and Research, Visuolun's adaptation to language includes five aspects, namely, the object, level, stage, understanding degree and adaptation strategy. He also published Pragmatics Review: A Unified and Coherent Theoretical Framework, and J.Verschueren's How to Understand Pragmatics in Foreign Language Teaching and Research (2000, 230-232), which first explained the theoretical source of the comprehensive theory of pragmatics. Visorun draws a conclusion from Morris's theory: every rule has a pragmatic component, which can also be viewed from the perspective of pragmatics in different language components. Its constructive significance lies in separating pragmatics from the parallel disciplines of linguistics, so that it no longer belongs to the linguistics of language resources, but is added to the linguistics of language use. Studying and using it as an overview and perspective of language can not only solve pragmatic problems, but also provide a new perspective for people to explain other problems from the perspective of pragmatics in the future.
Besides Qian Guanlian, the book Tripragmatics: Memetics of Relevance Theory and Adaptation Theory, edited by He Ziran in 2007, also gives a detailed introduction and comment on Visorun's adaptation theory. Different from previous linguistics and pragmatics works, this book firmly grasps the research and development direction of pragmatics, integrates the three frontier theories of pragmatics (Relevance Theory, Adaptation Theory and Memetics), and introduces western translation theories to domestic readers.
In the part of Adaptation Theory, the book introduces the theoretical source, three core concepts, perspectives, analytical dimensions and applications of Adaptation Theory. The effective combination of theory and examples in this book shows readers a complete framework of adaptation theory and its application. The book points out that adaptation theory is the core of macro pragmatics, which provides a new perspective for us to study and discuss pragmatics. Tan introduced Visolen's theory of contextual adaptation in "A Dynamic Study of Context —— A Review of Visolen's Theory of Contextual Adaptation" published in Foreign Language and Foreign Language Teaching (2000, 50-52), and discussed the dynamic relationship between language and context, pointing out that the dynamically generated view of context is a timely and necessary supplement to the traditional study of context. Sun Ju's Linguistic Philosophy of Visuolun's Adaptation Theory (2007,51-55) published in Journal of Shandong University explains Visuolun's Adaptation Theory from the perspective of linguistic philosophy. The use of language is a reflection of philosophical position. Throughout Visuolun's pragmatic thought, it is embodied in three aspects of language philosophy: meaning view, psychological cognition view and context view. In addition, Liu and Wu respectively discussed the theoretical basis of Adaptation Theory from the perspectives of philosophy, psychology and linguistics. In addition to affirming the theory of linguistic adaptation, they also pointed out that "it is too much to use adaptation as a master key to explain all languages" (Li Yuansheng, 2007: 124).
China scholars not only specialize in adaptation theory, but also combine it with other theories or apply it to different fields. In the process of applying Adaptation Theory to other issues, Adaptation Theory occupies most of translation studies.
From the perspective of theoretical research, some scholars are concerned about the enlightenment of adaptation theory to translation studies. Ge Lingling's article "Enlightenment of Adaptation Theory to Translation Studies-A Criterion of Pragmatic Translation" published in the Journal of Foreign Languages (July, 2000-1) shows us the development course of pragmatic translation theory, which is beyond the past. The article also points out that according to the adaptation theory, adaptation between language and context is a mutual process, and they can influence each other. Similarly, translation, as a process of language conversion, also involves mutual adaptation between the source language and the target language, which should aim at meeting the needs of both sides and make changes in communication context, language choice and language structure.
Some scholars analyze translation strategies and methods from the perspective of adaptation theory. Wang Jianguo published Translation Strategies and Methods from the Perspective of Pragmatic Adaptation Theory in Foreign Language Studies (May 59, 2005)-in this paper, he pointed out that literal translation, free translation, domestication and foreignization are only translation methods, not translation strategies, and dynamic adaptation is the translation strategy. At the same time, he also pointed out that the process and result of translation are those of dynamic adaptation.
In the process of combining adaptation theory with translation, scholars not only analyze and explain the significance of adaptation theory to translation studies from the perspective of translation theory, but also apply adaptation theory to specific translation practices, such as literary works translation analysis and applied text translation analysis. At the same time, some scholars associate adaptation theory with pragmatic strategy research, foreign language teaching research and cross-cultural communication.
In his book On Pragmatic Translation from the Perspective of Pragmatics, Ye Miao first defined applied translation, and then studied it from the perspective of pragmatics. At the same time, she advocates discussing and explaining alienation on the basis of adaptation theory. Taking China as an example, combined with the dispute between foreignization and domestication in applied translation, she puts forward that when translating applied texts with China cultural characteristics, translators can adopt foreignization strategy, undertake the mission of spreading China culture, expand the cultural context and cognitive context of target readers, stimulate their interest and exploration of China culture and tradition, and enhance China's soft power.
Looking at the research status of adaptation theory in China and the combination of adaptation theory and translation, we can see that in the combination of adaptation theory and translation, researchers almost always study from the perspective of literary translation and practical text translation. Many studies are limited to the promotion and reaffirmation of Visolen's adaptation theory, lacking innovation, and the scope of application of this theory is not clearly defined, which leads to the misuse and abuse of adaptation theory in many fields.
3. References.
Katarina rice. Translation criticism, potential and challenges. Shanghai Foreign Language Education Press, 2004.
Jeff Welleskulun. Understanding pragmatics. Beijing: Foreign Language Teaching and Research Press. 2000.
Ge Lingling. Enlightenment of Adaptation Theory on Translation Studies —— On Pragmatic Translation Criteria [J]. Journal of Heilongjiang Foreign Studies University. 2002 (3) :7- 1 1.
A Study of Advertising Translation from the Perspective of Gong Haiyan's Adaptation Theory. 20 12.
He ziran. Practice and English-Chinese Translation [J]. Foreign Language Teaching in Beijing. 1992 ( 1) ; 19-25.
He ziran. Three Pragmatic Theories: Memetics of Relevance Theory and Adaptation Theory, Shanghai, Shanghai Education Press. 2007.
He Ziran, Ran Yongping. Introduction to pragmatics [M]. Hunan Changsha Education Press. 2002.
Hu and Jia. International propaganda translation: rewriting under ideological manipulation [J]? Shanghai, Shanghai translation. 20 10⑴:23-28.
, Liao,. Pragmatics needs to conform to the trend-comments on several key concepts of adaptation theory [J]. Journal of Guangdong University of Technology, Guangzhou. 2005 ( 1) : 68-7 1.
Jia Functionalism in Applied Translation (Second Edition) [M]. China Beijing Publishing Group. 20 12.
Li Ming. Business English translation (Chinese-English translation) [M]? Beijing, Higher Education Press. 2007.
Li Yuansheng's Review of Adaptation Theory in China [J]. Chengdu, Journal of Chengdu University 2007 (3): 123- 126.
Liu, Liu Ying, On the Dynamics of Language Adaptation —— An Analysis Based on Advertising Language [J]. Foshan, Journal of Foshan University of Science and Technology (Social Science Edition). 20 1 1 ( 1) :70-73.
Lu Licheng, Discourse Reconstruction in the Translation of Corporate Publicity Materials [J]. Zhaoqing, Journal of Zhaoqing University. 2007⑶:53-56.
Qian guanlian Pragmatics: a unified and coherent theoretical framework —— Comment on How to Understand Pragmatics by Visolen [J]. Beijing, foreign language teaching and research. 2000(3) :230-232.
Qian guanlian Pragmatics: Linguistic Adaptation Theory —— On Verschueren's New Pragmatics [J]? Beijing, foreign language teaching and research. 199 1( 1):6 1-66.
Sun Ju. Visorun's Adaptation Theory of Linguistic Philosophy [J]. Journal of Shandong University, Jinan (Philosophy and Social Sciences Edition). 2007 (6) :5 1-55.
Tan Chenxiao. A Dynamic Study of Context —— Comment on Visuolun's Theory of Context Adaptation [J]. Beijing, Foreign Language and Foreign Language Teaching. 2002 (6):50-52.
Wang Jianguo. Translation Strategies and Methods from the Perspective of Pragmatic Adaptation Theory [J]. Nanjing, School of Foreign Languages. 2005(4) :55-59.
Application of Ye Liping's Adaptation Theory in Chinese-English Translation of Enterprise Profile. 20 12, Ye Miao. A pragmatic study of applied translation. 2009.
Zhang, Yan Minfen. Three viewpoints of pragmatics: Relevance Theory, Adaptation Theory and Memetics [J]. Guangzhou, Research on Foreign Language Art Education. 2009(3) :36-38.
4. Thesis outline.
1 Introduction
2 Literature review
2. 1 Research Status of Adaptation Theory Abroad
2.2 domestic adaptation theory research status
3 Introduction to Adaptation Theory
3. 1 Three core concepts of adaptation theory
3. 1. 1 variation
3. 1.2 liquidity
3. 1.3 Compliance
3.2 Two dimensions of adaptation theory
3.2. 1 Adapting to environmental factors
3.2.2 Language structure adaptation
3.3 Application of Adaptation Theory in Translation
4 from the perspective of adaptation theory to see the text reconstruction in corporate publicity translation
4. 1 Text and Language Features of Corporate Publicity Translation
4.2 the concept of discourse reconstruction
4.3 From the perspective of Adaptation Theory, formal discourse reconstruction.
4.3. 1 Text cohesion and coherence mode and text reconstruction form
4.3.2 Reconstruction of discourse language style and form
4.4 from the perspective of adaptation theory to see the content of text reconstruction
4.4. 1 Discourse Reconstruction of Mental World and Content
4.4.2 Cultural Phenomenon and Text Reconstruction of Content
4.4.3 Discourse reconstruction and content of social norms and political system
5 conclusion
5. Theoretical basis, research methods and research contents of this paper.
In this paper, I selected two corporate publicity materials, namely "Introduction of Simac Exhibition Company" and "Publicity Materials of Haitian Ye Wei Website", and translated them. According to the problems in the process of translation, this paper analyzes the translator's adjustments to adapt to the language habits, cultural background, social customs and psychological factors of the target language readers by combining the relevant analytical dimensions of Adaptation Theory and the two types of text reconstruction.
6. Research status and possible problems.
Based on the concepts of adaptation theory and discourse reconstruction, this paper analyzes the phenomenon of discourse reconstruction in the English translation of publicity materials of Simak Exhibition Company and Haitian Seasoning Food Co., Ltd. Corporate publicity materials involve not only the transmission of basic information, but also the transmission of corporate culture, values and influence. Therefore, corporate publicity translation is not a simple and mechanical expression and transmission of information, but an adjustment of the original text from the perspective of the target language readers, so that the target language readers are attracted by the corporate information transmitted by them when reading publicity materials, and then stimulate them to take action. Therefore, in order to conform to the reading habits, aesthetic habits, ways of thinking and cultural background of the target readers, translators should reconstruct the original text in content and form. Including text cohesion and coherence, language style, psychological world, cultural phenomena, social norms and political system. At the same time, in order to achieve the above adaptation goals, the translator's choice of adaptation also includes the reconstruction of the original text from the aspects of words, sentence structure, textual cohesion and content.
For the translation of corporate propaganda, only by thinking and translating from the perspective of the target language readers and skillfully reconstructing the original text to adapt to the language and culture of the target language readers can readers be stimulated to take action and bring tangible benefits to corporate image promotion and economic development.
7. Expected results.
Corporate publicity translation should conform to the linguistic context, psychological world, social world and cultural world of the target language society by reconstructing the original text, so as to better realize the communicative function of publicity translation and achieve good publicity effect.
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