《广告翻译》大纲及教案

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《广告翻译》课程教学大纲

课程代码：21900054 课 型：翻译能力模块课 开课学期：第5学期

学 时：9周×2学时/周=18学时 考核方式：考试

一、课程概述

本课程是翻译专业的一门岗位能力课，也是一门翻译技能课程。广告翻译为第三学年第五学期开设的翻译岗位能力课，其目的在于通过讲述广告的定义、广告的文体特征、广告的功能、修辞特点，以及一些翻译技巧和理论，如直译、意译等，使学生从整体上把握广告翻译的基本理论知识，并通过大量的课堂练习和课外实习，培养学生较强的实际翻译应用能力，能熟练地进行英汉广告互译，为其今后从事商务翻译、广告英汉互译等文字处理工作打下坚实的基础。

二、学时分配

Unit 1 2 3 4 Total

Topic The General Introduction to Advertisements The Principles of Advertising Translation The Strategies for Advertising Translation Practical Work of Advertising Translation Period 2 4 8 4 18 三、教学内容

Unit 1： The General Introduction of Advertisements

In this unit, we will first have a discussion about the definition of advertising, which is the

focus of different scholars. However, based on their definitions, we can draw a conclusion that Advertising is a paid, mass-mediated attempt to persuade. It is a one-way communication whose purpose is to inform potential customers about products and services and how to

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obtain them. Then we will go to present the style and function of advertising. Unit 2： The Principles of Advertising Translation

In this unit, we will introduce some basic principles in advertising translation, which are: faithfulness, creation and functionalism. And we will make students know some types and strategies for advertising, such as literal translation, free translation, creative translation, supplementary translation, condensed translation, and no translation. Unit 3： The Strategies for Advertising Translation

In this unit, we will start from the discussion of the advertising of Coco Cola, and then we will introduce the strategy for the translation of advertising topic, such as using elliptical sentence, imperative sentence, paradox, idiom and proverb, etc. We also discuss some problems in advertising translation, such as those without title and slogan, low translation quality, lack of interest and inconsistency.

Unit 4： Practical Work of Advertising Translation

This unit will let students do some practical work about advertising translation, through which we can apply all the principles and strategies of advertising translation into practice. For instance, the translation of some brands, the translation of some passage, etc. And we may indicate more rules and problems in practical work, such as acculturation.

四、建议教材（或自编讲义）与教学参考书

建议教材：自编讲义 教学参考书

1、程镇球.《翻译问题探索》，商务印书馆，1980. 2、钱歌川.《翻译的技巧》，商务印书馆，1981年.

3、许渊冲.《翻译的艺术》（论文集），中国对外翻译出版公司，1984. 4、郑易里.《英华大辞典》（修订第二版），商务印书馆，1987. 5、范仲英.《实用翻译教程》，外语教学与研究出版社，1994. 6、古今明.《英汉翻译基础》，上海外语教育出版社，1997. 7、刘宓庆.《文体与翻译》，中国对外翻译出版公司，1998. 8、杨平主.《名作精译》，青岛出版社，1998.

9、孙致礼.《翻译：理论与实践探索》，译林出版社，1999. 10、陈宏薇.《汉英翻译基础》，上海外语教育出版社，2000. 11、徐小娟.《广告英语》，首都经济贸易大学出版社，2002. 12、华英、马永堂.《广告英语教程》，经济管理出版社，2004.

13、方梦之、毛忠明.《英汉汉英应用翻译教程》，上海外语教育出版社，2005.

14、Eugene, A. Nida & Chr. R. Taber, E. J. Brill，1982 The Theory and Practice of Translation

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五、考核与评价

本课程的考核由平时考核和期末考核构成，两者成绩之和为本课程最终成绩。平时考核占总成绩40%，包括考勤20%，作业和小测验10%，课堂参与（讨论和回答问题）10%，期末考核占总成绩60%。期末考核采取闭卷，在试卷中，应注重主观题与客观题的比例，以主观题为主，重点考查学生的实际广告翻译能力。

Lesson Plans

Unit 1 Objectives

Students will be able to:

1. understand the definition of advertising and have a basic command of its style and function; 2. use their own words to interpret the meaning and purpose of advertising.

Teaching Steps

Step 1: Warming up

1. Ask Ss some questions concerning the topic.

2. Present a couple of examples for Ss to explore the style of advertising.

Step 2: Presentation of learning content 1. Definition of advertising

Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products，services or ideas by identified sponsors through the various media。

2. Function of advertising

The function of advertising is to build brand recognition, create exchange, create value, and to spread a specific message.

For every organization and every product or service, advertising tends to fulfil a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfils all, some or one of the three major functions:

Firstly advertising has an informing nature – about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and channelize it according to their own comprehension and predilection.

Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them.

The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers' minds, becoming the base on which they shape their future decisions.

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3. Style of advertising

Monosyllables; refined language; rhetoric devices, Step 3: Discussion and Practice

1. Ss are engaged in discussion of the examples related to the presentation and put their hands on the exercises given on the Bb. Step 4: Assignment

Read more and do the exercises on P. 17.

Unit 2 Objectives

Students will be able to:

1. know the features of advertising English and Chinese; 2. grasp the principles of advertising translation.

Teaching Steps

Step 1: Warming up

1. Questions to help Ss have a first look at the topic to be addressed. Step 2: Presentation of learning content 1. English morphology in advertising

Verb; adjective; noun; compound; word building 2. English syntax in advertising

Simple sentence; interrogative and imperative sentence; disjunctive sentence 3. Rhetorical devices in advertising English

Figure of speech; personification; pun; repetition; rhyme Step 3: Discussion and Practice

1. More examples provided to elicit discussion 2. guided practice to consolidate the learning Step 4: Assignment

Read more about the topic and do the exercises on P. 26.

Unit 3 Objectives

Students will be able to:

1. master the methods and strategies of advertising translation;

2. study how the methods and strategies can be properly applied in translation practice. Teaching Steps

Step 1: Warming up

1. Questions to assist Ss to think about the topic and enhance their interest in learning in the session.

Step 2: Presentation of learning content

1. principles of advertising translation: selling power、memory value、attention value、readability 2. basic ways of E-C or C-E advertising translation literary translation; free translation;

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coping translation; conversion;

non-associative transliteration and associative transliteration; homophonic transliteration

Step 3: Discussion and Practice

1. More examples provided to elicit discussion 2. guided practice to consolidate the learning Step 4: Assignment

Read more about the topic and do the exercises on P. 105.

Unit 4 Objectives

Students will be able to:

1. conduct a series of advertising translation, from Chinese to English or from English to

Chinese, with the aid of the theories they have got in class.

2. submit a research paper in relation to one of the topics: advertising; advertising English;

advertising translation. Teaching Steps

Step 1: Warming up

1. review what has been touched in terms of advertising translation.

2. Questions to assist Ss to think about the topic and enhance their interest in learning in the

session.

Step 2: Presentation of learning content 1. strategies of advertising translation using adjectives;

the use of imperative verbs;

combination of sentences and separation; ellipsis and addition

2. useful phrases and sentences in Advertising English Step 3: Discussion and Practice

1. examples provided to elicit discussion 2. guided practice to consolidate the learning Step 4: Assignment

Read more about the topic and do the exercises on P. 166, 172.