On Domestication and Foreignization Strategy of Advertisement Translation — All Roads Lead to Roman开题报告

 2022-07-15 14:21:14

1. 研究目的与意义

Under the condition of accelerating globalization process, cross-cultural communication and cultural diversification have become an irreversible trend, and meanwhile, people call on keeping their own customs and characteristics. Translation, as a switch of code form and a transmission of code content, deals with two or more languages, therefore, involving different culture is inevitable.

Foreignization and domestication, as the two translation strategies in dealing with cultural factors, are .competing, indepentent and complementary. Considering specific cultural and language environment, only the relations between the two strategies can be handled correctly, foreignization and domestication can be combined organicly,and every effort can be made to ensure the dialectical unification and mutual penetration of foreignization and domestication, the translation may retain original, and convey the cultural deposites of the text appropriately and perfectly. Therefore, cultural characteristics and exotic appeal from different nation can be reflected, andthe communication and development of world culture can ba promoted.

Advertisement is made either for commercial interests or cultural transmission, so what strategy should be based on in advertising translating is also controversial.

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2. 研究内容和预期目标

In the light of culture, this subject tends to'foreignization', and tends to 'domestication' in language. From the level of cultural content, translation will give priority to foreignization and domestication, and meanwhlie they are complementary, which is determined by the translation purpose. The primary aim of translation is cultural transmission, and what is spread is foreign culture, therefore, the translation should adopt foreignization strategy; While translation give priority to domestication in language form, which can ensure the readability and fluency of the target language; Supplemented by foreignization, the allopatry and novelty can be increased of the target language.

In advertising translation, it will be based on domestication if the advertisement aims at commercial interests, while on foreignization if it aims at cultural transmission.

Firstly, this article mainly proceeds from the development history and different background of domestication and foreignization, and introduces some researches about the application of these two strategies in advertising translation in the world.

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3. 国内外研究现状

In china, the battle of literal translation and free translation came into being when some ancient scholars started to translate Buddhist text in the Easten Han Dynasty, which has been a central topic in the West as well. In the 19th century, a majority of translators were inclined to free translation.Since the reform and opening in 1978, China has become a member of WTO, hence the economic and cultural exchange with foreign countries is increasing. In the meantime, some new requirements was put forward for Chinese literal translators. There are some examples of researches to foreignization and domestication in China.

Sun Zhili,in his work 'foreignization and domestication translation' (Shandong Foreign Language Teaching, 1st edition, in 2001), pointed out that foreignization and domestication had priorities, but had no ranking points, and they have their own advantages and disadvantages. No successful task of translation can do with only one strategy. The author argued that if possible, we should strive for alienation; If not,we should settle for a back, and make the necessary naturalization. By the end of the article, the author also made an inference: in the 20th century, domestication translation is more dominant; but in the 21st century, the situation will change, with frequent cultural communication between nations and constant communication between people from different countries, foreignization translation will be more and more widely used, and get a balance with the domestication translation, and may even have the upper hand.

Dai Youfeng and Jin Ling, in 'How to deal with cultural factors in translation: foreignization and domestication' (at the university of Guangxi Wuzhou, journal, vol. 15, 3 July 2005), pointed out: from the perspective of dialectical materialism, every coin has two sides. They are a competing, interdepent and reciprocal community, 'domestication' and 'foreignization' is such a community. Although no matter in the past or at present, purpose language oriented seems to have gained the upper hand. But in the long-term, translators always think that the source language oriented is better because accepting is a process. As the two cultures contact increasingly frequently, the source language oriented will be likely to be widely used, ultimately for the upper hand.

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4. 计划与进度安排

I Introduction

With rapid development of commercial economy in the new age, multinational advertisement is increasing, causing that advertising translation plays a more and more important role. Advertising translation, as the recreation of multinational information, will be successful mainly due to how to disseminate culture effectively, how to appreciate and express aesthetic, and how to be accepted more easily.

Generally speaking, domestication and foreignization are two important strategies in translation, regarding the degree to which translators make a text conform to the target culture. Domestication is the strategy of making text closely conform to the culture of the language being translated to, which may involve the loss of information from the source text. Foreignization is the strategy of retaining information from the source text, and involves deliberately breaking the conventions of the target language to preserve its meaning. These strategies have been debated for hundreds of years.

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5. 参考文献

[1]. Yang, Wenfen. Brief Study on Domestication and Foreignization in Translation [J]. Journal of Language Teaching and Research, 2010, Vol.1 (1), pp.77

[2]. Eugene A.Nida. Language, Culture and Translating[M].Shanghai Foreign Language Education Press,1993.

[3]. 周政权,刘艾云.论广告翻译的原则[J]. 大连教育学院学报. 2005(03)

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