心理学学术研究翻译论文
Divorce, another injury to a childIn recent years, China's divorce rate was gradually rising trend, accounting for about marriage a few of 10%. Children of divorced parents on psychosomatic health can not be ignored negative impact. A related study shows that: 54% of divorced families of the children in emotional and emotional problems, manifested as depression little Huan, easily angered, and the tense relations between the same age children, and even heap, psychological and behavioral deviations. How to help children adapt to life after the divorce of their parents, will not affect the healthy development of their personality, psychologists recommended: Grasping her own feelings: divorce, the vast majority of couples are not a happy thing. Abandoning the child as "punching bag" and venting their emotions, divorce is not the child's fault. We should continue to give their children a warm and caring can help children grow up. To live together with their children: some divorced couples to take their children to the custody of their elders or other relatives, their only map where he considers safe. This will have the children feel abandoned by their parents, have inferiority and resentment, pessimistic turn hostile society. His father or mother after the divorce party should assume the obligation to bring up children, create a harmonious family home atmosphere. Not that spouses坏话: Most of the children after their parents divorce, hope that they can reunion between, and is willing to maintain good relations with them. However, if the dependent child's party vandalism parent-child relationship, often in front of the children said that the former spouse坏话, not conducive to the cultivation of mental health, this will affect their future happiness of love and marriage. Communicate with your child: before and after the couple divorced in, we should talk more communication with their children, why should tell his parents divorce, the marriage to have a correct understanding of the objective, and not simply as which side is wrong. If the lack of communication, some children of divorced parents will be attributed to them, there can not悦纳themselves, the loss of self-confidence, and other psychological crisis, vulnerable emerging extreme acts. Do not deprive parents love: not by blood between husband and wife, although the divorce, but parents and children of the parent-child relationship will never change. Some people, after divorce, child custody prohibit their former spouses and relatives between the exchanges, forcing kids do not recognize this gate relatives, to express their grievances, all of which are undesirable. After the divorce both parents should not be lightly denied the integrity of the children's love, perfect for the child's personality can be more caring. The child is innocent, the divorced parents should love to give them a little care, do not let children have been hurt by divorce. Even when one of remarriage, should also regularly visit the children, sharing family happiness.有两处中文自己解决下吧。
A Dream's Worth, Lesson on Psychology of DreamsA picture is worth a thousand words. You've heard it so many times that it sounds trite. But a picture really IS worth a thousand words. And if a dream is a very special kind of picture, how much is IT worth? Maybe more? What about very simple pictures and very simple dreams? No doubt they're worth a little bit less than complex, elaborate ones. Or are they? In my psychotherapy course one day, I presented my undergraduate students with these questions. "Here's a very simple dream from a psychotherapy client I worked with years ago. I won't tell you anything about the client. I'll just tell you his dream, and then lets see what we can discover about him by exploring it...... Here's the dream:" "I was wearing a white shirt and a purple tie." The students just stare at me, expecting more to come. "No," I explain, "that's it. That's the dream. Now let's start to explore it." I then lead them through a group process of free associating to the dream (much like I describe on the Working and Playing with Dreams Page). "Just let your imagination go. Take every element of the dream and just let your mind wander on it. Whatever comes to mind. Don't censor anything, that's important. There is no right or wrong. It can be a fun, playful exercise - although the results sometimes may be serious and powerful. Freud thought that free association bypasses the defenses of rational, logical thinking and unlocks deeper links within the unconscious. It opens one up to fantasy, symbolism, and emotion - the very place from which dreams spring." Here is a list of some of the associations the students come up with. For the purpose of this article I've organized them somewhat, whereas during the actual exercise the ideas surface in a much more freewheeling stream of consciousness: PURPLE .... royalty, bruises, choking, holding one's breath, grief, a combination of blue and pink, goes well with black, The Color of Purple TIE .... formal attire, going to work, phallic symbol, tied up, being tied to something, chokes the neck, confining PURPLE TIE .... unconventional, stands out, rebellious, showing off WHITE .... clean, pure, unstained, "good," light SHIRT .... the top part, covered up, tucked in, stuffed shirt, where are the pants? WHITE SHIRT.... conventional, boring, going to work, going to church, corporate America WHITE SHIRT AND PURPLE TIE.... unusual combination, contradictory combination, very unconventional, tie really stands out DEPLETION?.... there's nobody else in the dream, it's so static, there's nothing happening, where are the feelings? After we finish this free associating, I then describe the client to the class. At the time Dan had the dream, he was 23 years old. I would describe him as a quiet, held-back person who was very confined (the tie) in how he talked, behaved, and felt towards others. Put bluntly, people found him rather boring to be with (white shirt). His emotional and interpersonal life were choked (the tie). He had almost no friends and felt little connection to his family (the tie again). Other than going to his tedious job (white shirt) as a low level technician for a computer company, essentially nothing was happening in his static, uneventful life (depletion). Dan was also very limited in understanding anything but the most surface, top-level (shirt) characteristics of his personality. Although outwardly conventional in how he dressed and acted at his job (white shirt), secretly he felt rebellious against authority (purple tie on white shirt) and generally superior (purple) to most people. He liked to think of himself as a political activist who firmly believed in the rights of abused (purple) people and felt more tied to them than anyone else. Comparing outside to inside, he was a bit of a contradiction (white shirt on purple tie). But none of these issues is what consciously drove him to therapy. What he most desperately needed to discuss and resolve was the fact that he was homosexual (purple tie). Yet he didn't know whether he wanted to come out of the closet or not (the tie). Part of him wanted to let everyone know, to even show off and parade the fact that he was gay (purple tie on white shirt), to escape the feeling that his identity was being restrained and choked (more tie). His rebellious, unconventional side liked that idea. He sometimes did indeed bravely experiment with revealing his gay identity by wearing a purple triangle, which to him symbolized being homosexual (a combination of pink and blue). But another side of him (purple tie versus white shirt) was afraid to come out. He sometimes felt dirty, tainted, sick, for being gay. That part of him wanted to be somehow cleansed and redeemed (white shirt). Part of the problem was that sex in general was a very unpleasant issue for him. When he was young he had had surgery on his genitals. He still felt insecure and "bruised" (purple) down there. He was so conflicted about sex that I sometimes wondered if he had been sexually abused as a child (purple tie?, suffocating tie?). A dream, even a simple one, is worth at least a thousand words. Freud thought that there was no limit to how much you could analyze a dream. You can always go further and further into the symbols, the links of associations, the memories that generate a dream. At some deep unconscious level, any dream fans out into the infinite horizon of emotion and thought that constitute the individual psyche... that even transcends the individual psyche and constitutes us all. 920字左右，觉得不够你还可以再在开头或者结尾加一小段。本片小论文短小精悍，包括了理论与案例分析。觉得还能用的话希望能尽快加分：）
Education and educational psychology is the study of the educational process, educators and the educated and the phenomenon of mental activity and change of generation branch of psychology. It is a range of education, science and interdisciplinary between Psychological Science. It is mainly teachers and students context of teaching and learning interaction between the psychological process of teaching and learning in the process of psychological Psychology in the late nineteenth century became an independent discipline, but in the history of many educators have been able to practice in education based on the psychological state of the targeted teaching. For example, the ancient Chinese educator Confucius asked: "Do not anger does not start, do not but can not speak does not send" heuristic teaching method. Socrates also made in ancient Greece: "I am not giving knowledge. But knowledge generated by their own midwife" This Educational Psychology. The production of educational psychology, is the combination of psychology and education, and gradually form an independent branch of the historical in the nineteenth century German psychologist Herbart clearly on the first teaching and learning of psychology as a theoretical basis. He will be a combination of psychology and education, educational psychology attempt to have played a larger role in promoting. His book "General Education" and other books on education set up to explore the role of generation of experimental psychology as an independent discipline of educational psychology is another important condition, which led to the emergence of experimental education, experimental pedagogy is a pioneer in educational psychology, experimental psychology and pedagogy is a product of integration. Psychological Testing and the birth of educational psychology provides a theoretical and method in psychology, the process of formation and development of law played an important catalytic role. How to adapt to individual differences and individualized, is the common task of pedagogy and psychology, intelligence tests and educational tests is to understand the mental state of students and the teaching effect 1903, an American psychologist Thorndike wrote, "Educational Psychology", which later expanded to three volumes of "Educational Psychology", published in 1913 -1914, which established the educational psychology as a the status of independent subjects, marking the official birth of educational psychology. In this book, including human nature, learning psychology, individual differences and the reasons of three parts. His study of three law (law of effect, reserve ratio, practice law) and individual differences theory, after 20 years of educational psychology as an important research the development of education, social development, to meet the needs of educational development, educational psychology, the task of increasing study also expanded the scope and depth. Europe and the United States is to study the general characteristics of child development, special children's mental activity, learning psychology, learning methods, learning counseling and mental health, mental structure and mode of learning, education and psychological measurement and evaluation of teachers in psychology. The development of modern science, especially in modern biology, anthropology, sociology, medicine and the development of psychiatry have an impact on educational psychology, prompting it constantly updated to meet the requirements of social development. United States, "Annual Review of Psychology" comprehensive agreement on all aspects of comparison that the educational psychology research tasks and targets should include eight items: education evaluation and measurement; the characteristics of child development; special children and their education; about learning psychology educational methods; special subjects of study; study counseling and mental health; teachers, staff and teachers to promote learning behavior; educational psychology psychology research methodology is observation, investigation and interview, natural experiment, laboratory experiment and so the basic observation is the educational psychology research methods, experimental method is more practical research , the world As regard the important role of education, more emphasis on education of their children grow. And a higher education requirement, due to fast development of society, from which reflected individual differences and diversity has become increasingly evident, with many new things and subjects, and this also suggests a greater education challenges. So I think for the study of educational psychology has a very broad prospects and challenges, so I am very willing to join the educational psychology of learning and study, want to learn, they can on this subject a deeper understanding, and can the knowledge applied to work in the future to serve the community which
心理学学术论文翻译公司
让心理学专业的同学对心理学产生兴趣，开阔眼界； 对于心理学专业的同学来说，我们所学习的课程大多为基础课程，这难免使我们限于无聊与枯燥，而忽略了心理学的有趣。我们可以通过对最新心理学研究论文的阅读，了解心理学发展趋势的同时，了解心理学有趣而深刻的另一面，更可以挖掘出自己感兴趣的研究领域，以便以后在专业上进一步的发展。 百度网页上有的呀！
米斯特翻译公司完全具备官方认可的资质，是一家位于北京朝阳区CBD的大型专业涉外翻译服务机构，具有工商局注册、公证处公证的专业翻译行业印章兼具法律效力，并得到过中国（教育部）留学服务中心、中国（劳动和社会保障部）劳动局、中国（民政部）民政局婚姻登记处、工商局、各驻华使领馆、公安局出入境管理处、司法机关、公证处及其他政府机构的认可以及对译文的高度评价！由于普通翻译公司的中文公章、合同章或财务章没有涉外效力，为满足涉外翻译盖章需求，北京市公安局评估后特批准米斯特证件翻译有限公司备案和使用中英文“涉外翻译专用章”。公安部、外交部、司法部、法院、各国使馆、各国政府机构认可，盖章证件或译文官方认可、畅通全球。 米斯特证件翻译材料类型 身份证、户口簿、护照、签证、毕业证、驾驶证、结婚证、房产证、未获刑证明、婚姻 学历证明、职业证明、健康证明、收入证明、出生证明、死亡证明、成绩单、在读证明、在职证明、个人简历、个人陈述、研究计划、入学通知书、邀请函、换汇资料、交流信函、委托书、转让书、授权书、亲属关系证明、留学材料、移民材料、公证材料、鉴定书、认证书、报告书、论文、合同、标书、说明书、手册等等。
当然有啦，专业翻译的应该都可以翻译证件的，你上去淘宝搜索一下肯定有的！~~
双虎翻译的心理学原理翻译质量非常不错，它能够准确地捕捉心理学原理的核心概念，并将其翻译成为更容易理解的语言。此外，它还能够准确地捕捉心理学原理的细微差别，以及它们之间的关系，使得读者能够更好地理解心理学原理。
论文翻译学术翻译公司
sci论文翻译公司首选国际科学编辑，名声大，够专业。为节省中国科研工作者花在用英语写论文上的大量时间和精力，国际科学编辑推出中国地区首家完全由旅美同行学者提供的专业学术翻译，确保语意忠于原文，用词专业精准。SCI论文专业翻译服务（中译英）附含全程逐句母语化润色服务，让作者在最短的时间，事半功倍。国际科学编辑的SCI论文英语润色团队全部由以英语为母语，有长期编辑科技论文经验的编辑组成。他们不仅语言功底雄厚，且均有相关专业研究背景（如临床医学、生物、化学、物理、农林、工程学、天文学、地球与环境科学、人文社会学、商学等不同学科领域，并就职或毕业于全美顶尖的15所研究机构和学校，例如哈佛大学、麻省理工学院（MIT）、约翰霍普金斯大学、宾夕法尼亚大学等）。同时，公司还会根据作者论文研究领域选择对应专家进行英语母语化润色和校对，他们不仅可以使论文母语化，更了解专业期刊审稿人喜欢的专业语言风格，还能帮助你的论文在语言上加分。
首先，三大出版社旗下都有其专门的润色机构：
Editing Services ：专业性方面， Wiley Editing Services编辑是美国顶尖科研机构的博士生或博士后，经过严格挑选，都以英语为母语，专业性似乎略高于NPG。
价格分为标准编辑和高级编辑。除了纠正拼写、语法、标点符号和单词的错误外，高级编辑还将改进奇怪或不自然的句子，并指出文章中可能需要重写的部分。高级编辑还将提供一封指出文章中最重要的注意事项的信。这封信主要指出了编辑的变化类型，并解释了为什么会做出这些修改。
价格和NPG差不多，略低。还有一次语言问题退稿免费润色服务。然而，和NPG不同，Wiley不会为每个客户提供润色证明，只保证高级编辑的客户能够获得证明，标准编辑的客户只能获得高质量的手稿。
Webshop Elsevier 语言编辑是博士生或博士生。服务也分为语言润色和高级语言润色。服务内容与前两者相似。一般来说，润色价格较低，但高级润色价格较高。
不过Elsevier Webshop先进的润色比Wiley Editing Services更好，第一次润色后可以 365 在天内，对原稿进行多轮免费润色，但前提是修改内容不超过原文字数 50%，新内容不超过原文字数 20%。一般来说，一轮审稿意见会在2-3个月内出来，根据审稿意见修改2-3个月。也就是说Webshop高级服务可免费润色2-3次左右，至于多出几十美元不划算，那就见仁见智了。
Nature Language Editing。这家只提供上网打印的发票。是老牌的美国英文论文润色机构。
国内的推荐比如投必得、EditSprings、查尔斯沃思），他们的官网看起来很有学术风格，对润色专家有比较详细和真实的介绍。在我看来，有丰富的润色经验、能匹配同研究方向的专家，就比较值得信赖。服务内容就太多啦，总结下来就是机构们普遍主打高级润色，修改更为精细、专业，赠送投稿信模板一类的资料。国外与国内不同的一点是，国外网站上没有提到售后问题，国内公司都有详细说明，一般是润色后语言不合格将免费再次修改直至客户满意。
在一些合法专业机构内部挑选吧 问问导师也可以比如艾德思
有道词典翻译公司、上海瑞科翻译公司、武汉九重歌翻译公司、谷歌翻译公司、金山词霸翻译公司均是口碑良好，用户广泛使用的中文翻译英文公司。
1、有道翻译公司：
有道是网易旗下利用大数据技术提供移动互联网应用的子公司。网易有道公司已推出有道词典、有道云笔记、惠惠网、有道推广等一系列产品。有道翻译 多语种免费在线翻译服务，支持中英、中日、中韩、中法、中俄、中西互译，支持网页翻译。
有道专业翻译 有道公司提供的人工翻译服务。有道翻译官 不联网也能使用的翻译助手，是有道出品的翻译类手机应用。
2、上海瑞科翻译公司：
上海瑞科翻译公司是一家正规注册的高端专业翻译公司，注册资金100万元。瑞科翻译公司专注于技术文档翻译、汽车机械翻译、通信电子翻译、电力仪表翻译、合同文档翻译、财政金融翻译、法律翻译、投标标书翻译、医学文档翻译、生物工程翻译；
专利文档翻译、建筑工程翻译、石油化工翻译、学术论文翻译、工程翻译、影音翻译、网站多语种翻译和发布、商务陪同口译、现场口译、交替传译、同声传译、软件本地化、软件测试、多语种桌面排版,以及同传设备租售等服务。
瑞科上海翻译公司的使命就是为客户扫除语言和文化障碍，成为您全球化道路上值得信赖的合作伙伴。
3、武汉九重歌翻译公司：
武汉九重歌翻译公司成立于2003年9月，坐落于武汉大学珞珈山旁，九重歌长期对外承接英、法、日、俄、德、韩、葡、西班牙、荷兰、瑞典、芬兰、波兰、匈牙利等近30余语种与汉语不同形式的相互翻译业务。
九重歌翻译人员主要来自武汉大学、北京外国语大学、华中科技大学、上海外国语大学、武汉理工大学、华中师大、中南财经政法大学及西安外国语学院、武汉邮科院等全国知名高等学府及科研院所.九重歌翻译以武汉市及湖北省翻译协会为依托；
所有译员均为大专以上学历，其中本科、研究生学历及硕士、博士学位的占90%以上，公司坚持“以人为本”的指导思想，凝聚了一批翻译精英人才，也因此武汉九重歌翻译公司在武汉市乃至湖北市的翻译行业当中最具实力的翻译公司之一。
4、谷歌翻译公司：
谷歌翻译是谷歌公司提供一项免费的翻译服务，可提供103 种语言之间的即时翻译，支持任意两种语言之间的字词、句子和网页翻译。可分析的人工翻译文档越多，译文的质量就会越高越好
谷歌翻译生成译文时，会在数百万篇文档中查找各种模式，以便决定最佳翻译。Google 翻译通过在经过人工翻译的文档中检测各种模式，进行合理的猜测，然后得出适当的翻译。
这种在大量文本中查找各种范例的过程称为“统计机器翻译”。由于译文是由机器生成的，因此并不是所有的译文都是完美的。
5、金山词霸翻译公司：
可同时支持中文与英语、法语、韩语、日语、西班牙语、德语六种语言互译。采用更年轻、时尚的UI设计风格，界面简洁清新，在保证原有词条数目不变基础上，将安装包压缩至原来的1/3，运行内存也大大降低。
完整收录柯林斯高阶英汉词典；整合500多万双语及权威例句，141本专业版权词典；并与CRI合力打造32万纯正真人语音。
理工类学术论文翻译
准确的，很专业。
editsprings做这一类的论文翻译都很专业的。
论文英语翻译可以找一下北京译顶科技，我上次找他们弄过一篇论文，细节把控的还可以，语法没有什么毛病，价格也适中，可以去看看。
论文（Paper）或：dissertation（论文）或：thesis（论文）经常说的：）~English dissertation(英语论文)Graduation thesis(毕业论文)
翻译学研究论文
翻译学毕业论文参考文献模板
翻译学是研究翻译的规律和艺术的学科。其主要任务是：研究中外翻译的历史、理论、流派;探讨翻译的性质、作用、标准、原则和方法;描述实际的翻译过程，说明各类翻译的特点和不同要求;探索语言转换的'科学性和艺术性;确定翻译人员应具备的素养、才能和培养提高途径，预测翻译事业的发展方向等。下面是我整理的翻译学毕业论文参考文献模板，希望对大家有所帮助。
[1] 王天天. 从合作原则看汉英交替传译中的增补手段[D]. 广东外语外贸大学 2009
[2] 许明. 口译认知过程中“deverbalization”的认知诠释[J]. 中国翻译. 2010(03)
[3] 李忠陈. 中英互译交替传译笔记难易分析及结构符号设计教学解决方法初探[D]. 上海外国语大学 2009
[4] 刁洪. 交替传译中停顿现象的减少策略[D]. 四川外语学院 2011
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翻译是跨学科的，注定要采取多学科的视角研究翻译现象和翻译问题。一、选题范围 1、翻译与文化：可以从宏观和微观两个方面考虑。宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的...1、选题意义和背景。随着中国加入世界贸易组织，中国企业的对外联系也日益增多。中国企业要想打入国际市场，提高在国际市场上的知名度，企业网站或宣传册上的企业简介扮演着十分重要的地位。通过阅读企业宣传资料，读者可以看出企业外宣材料既有关于企业的基本信息介绍，也有企业所做的文字上、句法上、结构上的这染来达到推广企业、大市场的目的。汉语企业外宣材料的翻译在英译过程中会涉及到与目的语不同的语言习惯、行文方式以及文化因素、社会政治因素、心理因素和审美因素等，这就需要译者对原文本做出适当调整，从内容和形式上对语篇进行重构，以此实现对交际意图的顺应。根据赖斯的文本类型说，本文有三种类型，分别是“信息型”、“表达型”和“诱导型”.笔者认为，企业外宣翻译属于“信息型”和“诱导型”文本兼而有之，而且更侧重于“诱导型”.因此，外宣翻译要更加注重文本的交际功能，要更多的考虑如何使译文所传递的信息更便于目的语读者理解和接受，并让读者产生共鸣，继而付诸行动，实现译文预期的功能。比利时语用学家维索尔伦(Verschuem)提出了顺应论，将语言的使用过程看做语言为顺应不同的交际目的和交际对象进行动态选择的过程。因而可以从顺应论的视角研究语言使用。翻译作为一种特殊的交际方式，也可以从顺应论的视角对其进行研究。优秀的企业宣传材料不仅会提高企业的知名度，还会为企业带来不可估量的经济效益，因此任何一个想打入国际市场的企业务必在其外宣材料的翻译上做足功夫。由于中西方文化背景、历史渊源、生活环境的不同，译者在翻译企业外宣材料时为了获取目的语读者的认可并激发他们付诸行动，就要顺应目的语读者的阅读习惯、审美习惯以及心理因素、文化因素等对原文做出形式上和内容上的调整，而这一顺应的过程也是语篇重构的过程。本文突破性的将顺应论与语篇重构结合起来，并结合西麦克展览公司宣传材料和海天调味食品股份有限公司宣传材料及其翻译，试图从顺应论的视角分析企业外宣翻译中的语篇重构现象。2、论文综述/研究基础。1987年维索尔伦(Verschueren)提出顺应论之后，在语用学界引起了很大反响，不久国内学者就将其引进到中国来。国内学者不仅从理论层面对顺应论进行研究和探索，而且将顺应论应用到翻译理论和实践、外语教学、二语习得、文化传播等领域。在这些领域中，成果最大的当属顺应论对翻译理论和其应用的研究。我国真正将顺应论引入翻译研究开始于21世纪初希望能帮到你
翻译学论文开题报告
开题报告是提高选题质量和水平的`重要环节。下面是我为大家整理的一篇以《目的论在英汉广告翻译上的应用》为例的语言学硕士论文开题报告，供参考阅读，希望对您有所帮助。
1、选题意义和背景
The progress of economic globalization has greatly hit the social life.
Advertising has become an important way of modern marketing and has attractedmerchants and the company. As people's consciousness worldwide enhances, manyproducts and services of advertising will be translated into other languages forpromotion to explore overseas markets. Advertising, as an effective way ofdisseminating brand information, has penetrated into many aspects of social life, andit plays a bridge role in connection and communication. Since China's accession tothe WTO, its connection with the world gets even closer. More and moreinternational enterprises and product brands come into China's huge market.
Translation of products and services for overseas consumers is not only the functionof promoting consumption, but also the effect of external publicity. In the globalmarket, advertising translation not only brings an opportunity for advertising, butalso has brings the huge challenge. Therefore, mastery of both Chinese and Englishadvertising translation is particularly important.
Skopos theory is the foundation and the core theory of functionalism. Skopostheory holds that the process of the whole translation behavior is determined to thepurpose of translation action, that is, the end justifies the means. The purpose of thetranslation behavior is the core element which determines the translation process.
Advertising translation has a strong purpose. What is more important toadvertising translation is whether translation can convey the purpose of source textand achieve the anticipated target of the source text, so as to attract the attention offoreign customers to induce their consumption desire, eventually to incur purchasebehavior.
2、论文综述/研究基础
1 Advertising Translation Studies in the West.
Advertising translation was mentioned in translation studies for the first time inHurbin's (1972) article “Peut-on traduire la langue de la publicé” (Can OneTranslate the Language of Advertising?)。 At that time, linguistics was the dominanthumanistic discipline, meanwhile, linguistics made translating a code-switchingoperation. Equivalence-based linguistic approaches mainly focus on the source text.
Hurhin argued that for one source text, there are several translations, and thetranslators chose which translation is the most appropriate one. Hurbin also pointedthat if glossaries of advertising language is compiled, this was made easier. So thetranslators will be easy to find the most appropriate equivalent expressions betweenthe source and the target text.
In Candace Seguinot's (1995) article “Translation and Advertising: GoingGlobal in Cultural Functions of Translation”. The main opinion of which is thatacross cultural boundaries, there is an understanding of culture and semioticsappearing in the marketing of goods and services. It goes well beyond both languageand design.
Another representative article “Advertising: a five-stage strategy for translationin Translation” as Intercultural Communication which is edited by C. Nord et al. Thearticle is published by Smith & Klein-Braley (1997)。 In this article, they conduct acontrastive analysis of English and German advertising. Then they developedtaxonomy of strategies for the analysis of advertising translation.
Up to now, the book which maybe the only one published exclusively onadvertisement translation is Translation Practices in International Advertisingwritten by Mathieu Guidere (2001)。 This book mainly talks about various aspects ofadvertising translation in international market and mainly concerns the globaladvertising of multinational companies, because they need to translate their productsinformation into other languages. The author analyzes some examples in advertisingtranslation and he shows readers some essential problems in current translation ideas.
This book introduced the strategies of translation which are implemented by the multinational firms to break into new markets.
2 Advertising Translation Studies in China.
Domestic advertising translation studies officially started in 1990s. In terms ofresearch contents, the initial studies mainly focused on the discussion about specificadvertising translation of idioms and the existing problems in Chinese-Englishadvertising translation. That was the primary stage. Years later, advertisingtranslation principle and criteria became the research themes. People hold the viewthat, advertising translation should give attention to in many aspects, such as text,language beauty, consumer psychology. Researchers illustrated their respectivepoints of view from different angles. Since the late 90s, although the discussion oftranslation principle and criteria were still mentioned, the researchers' attention weregradually focused on translation of difficult parts in advertising, such as therhetorical devices, emotional transmission, brand image and trademark reproduction ,etc. In terms of research methods, domestic advertising translation study mainly usesthe inductive method and the case study. Nevertheless, in recent years, researchersbegin to use the theory achievements of pragmatics and other related disciplines toanalyze different kinds of problems in advertising translation, and then put forwardsome translation strategies.
As early as xx, Li Fan proposed the development of the advertising languageposed a severe challenge to advertising translation. The artful advertisings require thetranslator to break hard the tradition of the original, boldly innovate, and improve thequality of translation. There are three reasons for flexible advertising translation: 1)the purpose of advertising is to induce consumer to purchase products. Text is justmeans, so translations do not have to stick to the text equivalent; 2) the feature ofadvertising language is vivid, which is the essence of advertising language. If thetranslation is not bold to change, there will be no magic translation; 3) formulaicexpressions are common use in advertising, if not alternative, it may be translatedinto foreign stereotyped writing (黎凡 xx:29-31)。 At the same time, researchersthought in terms of some specific advertisements, flexible translation seems to be theonly way, especially in the four kinds of advertising: 1) advertising used of witty and polished words; 2) advertising used of brand name; 3) advertising used of puns; 4)advertising with strong national culture color.
In order to achieve concise expression, attract more readers' attention, facilitatereaders recognize and remember, advertising writing should follow the KISSprinciple, namely, “keep it short and sweet” (郭可 1992:57-64)。 A great number ofstudies on advertising translation are associated with concise problem. Ding Shude isdedicated to his studies. He holds that: 1) Chinese advertising often uses modifiers toemphasis, product characteristics, while English advertising is simple words, mainlywith oral type. a lot of subject-predicative phrases in Chinese can be directlytranslated into adjectives English , such as 速度快、效率高、行动灵活 can betranslated into “fast, efficient and handy”; 2) There are a large number of the fourwords in Chinese advertising structure, which bring parallelism and overlapping tostrengthen language, but there is no such characteristic in English. InChinese-English translation should hold the center, around the center word leads toall aspects; 3) there are often loose sentences, which express a large amount ofinformation in Chinese advertising. Translation should be concise and compact,strengthen the logic; 4) Chinese advertising commonly uses formulaic expressions.
Translation should be fascinating, considering the overall rhetorical, but not stackrhetoric. Good English advertising language is not many words, but it is impressive(丁树德 xx: 42-43)。 Cao Shunfa also takes a large number of examples of bothEnglish-Chinese translation two aspects show that based on the principle of simple,the translation of advertising language should strive to use the most simple languageto express the most complex meaning, to make it easy to be remembered (曹顺发xx: 43-45)。
Equivalence theory is based on Nida's equivalence translation theory. On thisbasis, some researchers point out that commercial advertising translation is mainlyon the equivalence of semantic, social and cultural, and stylistic aspect. 1) Thesemantic equivalence. This is the most basic and important equivalence. From wordto chapter, in order to achieve the semantic equivalence, the first thing to thetranslator is that he must determine the meaning of the translation unit in context.