英语专业必修课程作业要求-Assignment specification (BA Program)

英语专业必修课程essay要求-Assignment specification (BA Program)

 

 

Course: Writing Your BA Degree Paper Through Practical Translation Project Design

Assignment: 01 (Stages 1-6）

Assignment title: Title, Introduction, Rationale, Data Description and Presentation 

重要声明：本课程的各阶段essay要求以网院在平台上发布的essay要求为准，而不是根据教材中的essay要求完成essay。

 

1. DIRECTIONS FOR LEARNERS

 

1) Choose a research area from the following list: 

 text type and translation Strategy

 language difference and translation strategy

 comparative study on the texture of a translation and its original

 comparative study on different translations of the same original

 investigation into the translation process

 

2) Narrow it down to a specific title. Discuss the title with your tutor and make revisions if necessary. 

 

3) Write both the English title and the Chinese title approved by your tutor on the lines below.

 

Title: A Tentative Study on the Strategies in Translating English Advertisements into Chinese

dissertation标题

 

ASSESSMENT CHECKLIST FOR TUTORS

 

Please tick in the proper cell and write your overall comments in the box of “Tutor’s Comments” below. In-text comments should also be offered if necessary.

 

评价项目

(Assessment Items) 评价指标

(Assessment Criteria) 评估

(Acceptable/Revise)

请打勾进行评估（√）

合格 需修改

 

dissertation标题 

 Title 1. 清晰具体，与翻译研究相关。 

    The title is clear, concise and related to translation studies.#p#分页标题#e# √

2. 所提示的研究范围切实可行。

The title is realistic given the scope of a B.A. degree paper.   √

3. 字数在10至20之间。

The title contains between 10 and 20 English words or Chinese characters.

√

4. 无任何语言错误。

There are no language errors.

√

5. 第一个单词和所有实词（名词、动词、形容词和副词）的首字母大写。

The first letter of the first word and those of all the following content words (nouns, verbs, adjectives and adverbs) are capitalized. √

6. 获得辅导教师认可。

The title is approved by the tutor.

√

Tutor’s Comments:

The title is clear and related to translation studies. Pay attention to the first letter of the word “tentative”, which should be capitalized.

 

 

2. DIRECTIONS FOR LEARNERS

 

1) Write an introduction to the research in no less 300 words answering the following questions:

 What makes you decide to carry out the research?

 What do you intend to discover through the research?

 What significance do the results from the research bring to your future translating practice?

 What major parts does your paper include and what main contents does each part contain?

 

2) The heading for this section has been given below. You may decide on your own subheadings if there are any。In the first-layer and second-layer headings, the first letter of the first word and those of all the following content words (nouns, verbs, adjectives and adverbs) should be capitalized; in the third-layer headings, only the first letter of the first word capitalized.

 

3) Insert both the title and the introduction in the space below. The title should be in Arial, bold, 14; the heading in Arial, bold, 12 and subheadings in Arial bold, 10; the words in the body in Times New Roman 12; and the space between lines should be 1.5.#p#分页标题#e#

 

4) The above directions concerning the format are also applied to the other parts of the body of the paper.

 

A Tentative Study on the Strategies in Translating English Advertisements into Chinese

1. Introduction

In the economic trend of globalization, with China's success in becoming a member of WTO, the economic relations among countries become increasingly close. More and more Chinese products go overseas to participate in international competition, and foreign commodities are entering Chinese market meanwhile. There is a growing need for advertising communication.

 

1.1 The background of the study

As we all know, advertising is the direct interaction between manufacturers and consumers, and the sole purpose of advertisements is to arouse public attention and awareness, make people understand the information they convey, and ultimately take some action in accordance with their own needs. But there exist some problems in present advertising translation in China. Many translators do not understand business just consider translation from the perspective of language while neglecting their functions in target environment. 

Therefore,there is a need to improve present advertising translation situation. Under the circumstances, advertising translation becomes more and more important for target consumers to understand the original advertisements and further take action to make purchases.

 

1.2 The objective of the research

So far, the quantity of advertisement translation has already been numerous, but there still exists serious problems. In order to improve advertisement translation, a unified guiding principle is in urgent need for the time being. This thesis may help to promote the development of the proper principle which should be employed in translating the original advertisements in order to achieve the same effect in the target language. The author first studies characteristics of language and then studies different strategies of translation, focusing on the strategies of rendering, i.e. literal translation, free translation and sets translation and so on. To do that, the author gathers relevant example for analysis.

The research is intended to explore the translation strategies in the area of English advertisements. A list of translation strategies will be presented and example will also be provided to elaborate why certain strategies are explored to translating corresponding English advertisements.

 

1.3 The significance of the research

With the increasing global and cross-cultural business activities, advertisements translation for marketing of goods and brand reputation is becoming significant. People who live in the same culture background have same culture. People who live in the different culture backgrounds have different culture. If people do the translations, culture differences can be the obstacles to the communication. Therefore, it’s our responsibility to reduce barriers between the two cultures in a more balanced way.#p#分页标题#e#

 

1.4 The structure of the research

The current paper consists of four parts. Part one is an introduction of the whole paper, which includes the background, objective, significance, structure of the paper. Some theories relevant to the research are contained in part two. And then the paper puts forward the strategies which are literal translation, free translation, and sets translation, for translating English advertisements into Chinese with more than 30 examples. This article focuses on how to effectively use literal translation, free translation and sets translation to do the translation.

 

ASSESSMENT CHECKLIST FOR TUTORS

 

 Please tick in the proper cell and write your overall comments in the box of “Tutor’s Comments” below. In-text comments should also be offered if necessary.

 

评价项目

(Assessment Items) 评价指标

(Assessment Criteria) 评估

(Acceptable/Revise)

请打勾进行评估（√）

合格 需修改

导言

 Introduction   1. 介绍研究背景、研究目标、研究意义和dissertation结构。

The introduction includes the research background, the research objective， the research significance and the organization of the paper. √

2. 语言准确，表意清楚，逻辑连贯。

The introduction is presented in clear, correct and coherent English. √

3. 字数不少于300字。

The introduction contains no less than 300 English words √

4. 新起一页， 有dissertation大标题， 页码为1。

The introduction appears on a new page, headed with the title of the paper and as Page “1” of the body of the paper. √

5． 格式（标题、字体和行间距）符合要求。

    The introduction is formatted as required. √

Tutor’s Comments:

This part is presented in clear, correct and coherent English. But this section should be divided into the research background, objective，significance and organization clearly. And it lacks the title.  There exist some grammatical mistakes for you to correct.#p#分页标题#e#

 

 

3. DIRECTIONS FOR LEARNERS

 

1) Search for some theories relevant to the research for the construction of a theoretical framework in which to carry out the research. 

 

2) Write a rationale in no less than 1,000 words stating the key concepts or theories that the research is to draw on.

3) Observe “The Rules for References” in Appendix XII of《dissertation写作课程辅导手册》when making direct or indirect quotations. Direct quotations need not to be translated into English if there are originally in Chinese.

 

4) The heading for this section has been given below. You may decide on your own subheadings if there are any.

 

5) Insert the rationale in the space below.

 

2． 

 

ASSESSMENT FOR TUTORS

 

Please tick in the proper cell and write your overall comments in the box of “Tutor’s Comments” below. In-text comments should also be offered if necessary.

 

 

评价项目

(Assessment Items) 评价指标

(Assessment Criteria) 评估

(Acceptable/Revise)

请打勾进行评估（√）

合格 需修改

 

文献综述

Rationale 1. 描述与研究目标相关的概念或理论。

Related concepts or theories are referred to as the theoretical back-up of the research. √

2. 引文出处与“参考文献”所列书目相对应。

The references mentioned correspond to the items listed in the Bibliography. √

3. 引用格式符合规范 （格式规范请参见《dissertation写作课程辅导手册》之“附录十二”）。

The references are properly formatted. √

4.   引用文献出自至少5本书籍或文章。

There are no less than 5 references cited.  #p#分页标题#e# √

5. 语言准确，表意清楚，逻辑连贯。

The rationale is presented in clear, correct and coherent English. √

6. 字数不少于1,000字。

Each reference is properly introduced and discussed, and the text involved in presenting the references contains no less than 1,000 English words. √

7． 格式（标题、字体和行间距）符合要求。

The rationale is formatted as required. √

Tutor’s Comments:

Your ideas are presented clearly, but there exist so many grammatical mistakes you have to correct. And some parts are a little short and hollow.

 

 

4. DIRECTIONS FOR LEARNERS

 

1) Write a description of the data to be analyzed in the research in no less than 300 words concerning the type, the size, the exact source(s) of the data and the possible means of access.

 

2) The heading for this section has been given below. You may decide on your own subheadings if there are any.

 

3) Insert the description in the space below. 

 

 

3. Data Description 

Since the research is intended to study the strategies of translating English advertisements into Chinese, the author needs to gather some English advertisement slogans and their corresponding translations. All the examples are all to be analyzed in the literal translation, free translation and sets translation.

 

In the following sections, 30 English advertisements have been selected as examples.

 

3.1 Literal Translation

Literal translation is not only faithful to the original text, keeping the original language and cultural identity, but also easy to understand the foreign culture for readers.

The customer is God.

顾客是上帝。

Feel the new space. (Samsung)

感受新境界。（三星）

Obey your thirst. (Sprite)

服从你的渴望。 （雪碧）

Impossible made possible. (Canon)

使不可能变成可能。（佳能）

Take time to indulge. (Nestle Ice Cream)

尽情享受吧。（雀巢冰激凌）

Just do it. (Nike)

要做就做。（耐克）#p#分页标题#e#

The taste is great. (Nestle Coffee)

味道好极了。（雀巢咖啡）

Ideas for life. (Panasonic)

创意生活。（松下）

Good teeth, good health. (Colgate)

牙好，身体就好。（高露洁）

Kodak is Olympic color. (Kodak)

柯达——奥林匹克的色彩。

These slogans are very plain and straight, and we understand them easily. Therefore, the advantage of literal translation is to describe things clearly and directly. Generally literal translation remains the rhetoric of the original text. Literal translation is a good choice in translation.

 

3.2 Free Translation

Free translation only expresses the general idea of the original text. The metaphor of the original, construction of the original sentence and meaning of the original words may disappear. But free translation does not mean to delete or add content to the original and translators must consider the original translation carefully and express the meaning of the original. Free translation is a skill, by which translators have to know different kinds of culture of both source language and target language and have extensive knowledge.

Every time a good time. (McDonald)

分分秒秒欢聚欢乐。（麦当劳）

For next generation. (Pepsi)

新一代的选择。（百事）

Challenge the limits. (Samsung)

挑战极限。（三星）

Good to the last drop. (Maxwell Coffee)

滴滴香浓，意犹未尽。（麦氏咖啡）

Fresh up with Seven-up. （Seven-up）

君饮七喜，提神醒脑。（七喜）

Connecting people. (Nokia)

科技以人为本。

Let’s make things better. (Philips)

没有最好，只有更好。（飞利浦）

Start ahead. (Rejoice)

成功之路，从头开始。（飘柔）

Take Toshiba, take the world. (Toshiba)

东芝在手，世界在握。（东芝）

We lead, other copy. (Ricoh)

我们领先，他人复制。（理光）

UPS on time, every time. (UPS)

联合包裹，准时的典范。（联合包裹）

What’s new Panasonic. (Panasonic)

松下总有新点子。（松下）

Make yourself heard. (Ericsson)

理解就是沟通。（爱立信）

Your future is our future. (HSBC)

与你并肩，走向明天。（汇丰银行）

Begin your own tradition. (Patek Philippe)

代代相传，由你开始。（百达翡丽）

Mosquitoes. Bye! Bye! Bye!

蚊子杀！杀！杀！

 

3.3 Sets Translation

Sets translation is a kind of method by which the author uses idioms and poems to do the translations. This form of language and expression is to make up the significance, and build image of the original text in the translation process so that the translations can achieve cultural identity.#p#分页标题#e#

Where there is a way, there is a Toyota. (Toyota)

车到山前必有路，有路必有丰田车。（丰田）

Only your time is more precious than this watch.

手表诚可贵，时间价更高。

Keep walking. (Johnnie Walker)

有志者，事竟成。（尊尼获加）

We develop products on the premise that great minds don’t think alike. (Toshiba)

英雄所见不同，产品功能各异。（东芝）

Performance speaks louder than price tags. (heater)

事实胜于雄辩，性能高于价格。（热水器）

 

 

ASSESSMENT CHECKLIST FOR TUTORS

 

 Please tick in the proper cell and write your overall comments in the box of “Tutor’s Comments” below. In-text comments should also be offered if necessary.

 

评价项目

(Assessment Items) 评价指标

(Assessment Criteria) 评估

(Acceptable/Revise)

请打勾进行评估（√）

合格 需修改

语料描述 

 Data Description 1. 说明语料与研究目标的相关性。

The data are shown to be related to the research objective. √

2. 明确语料来源。

The source(s) of the data is(are) specified. √

3. 明确语料类型（单词、短语、单句或篇章）。

The type(s) of the data（words, phrases, sentences or texts）is(are) described. √

4. 明确语料容量(单词、短语或单句语料不少于30个；篇章语料总计为300至500单词或汉字)。

The data, if being words, phrases or sentences, are no less than 30 in number; if being texts, total between 300 to 500 English words or Chinese characters. √

5.  字数不少于300字。

The description contains no less than 300 English words.#p#分页标题#e# √

7. 语言准确，表意清楚，逻辑连贯。

The description is presented in clear, correct and coherent English. √

8.  格式（标题、字体和行间距）符合要求。

    The description is formatted as required. √

Tutor’s Comments:

The data are shown to be related to the research objective. And The source(s) of the data is (are) specified. But some grammatical mistakes should be corrected.

 

 

5. DIRECTIONS FOR LEARNERS

 

1) Mark the data in accordance with the requirements in Outcome 6 of Stage 6 in Writing Your BA Degree Paper Through Practical Translation Project Design. If the data consist of individual sentences, they should be made up of 30 to 50 sentences and their translations; if one or more texts are involved, a single or several paragraphs from them in around 300 to 500 words and their translations can do. 

 

2) Insert the marked data in the form of appendix (es) below. The title(s) for the appendix (es) should be in Arial, bold, 12; the words in the body in Time New Roman, 12; and the space between lines should be 1.5.

Appendix

The customer is the God.

顾客就是上帝。

Feel the new space. (Samsung ads)

感受新境界。（三星广告词）

Obey your thirst. (Sprite ads)

服从你的渴望。 （雪碧广告词）

Impossible made possible. (Canon ads)

使不可能变成可能。（佳能广告词）

Take time to indulge. (Nestle Ice Cream ads)

尽情享受吧。（雀巢冰激凌广告词）

Just do it. (Nike ads)

要做就做。（耐克广告词）

The taste is great. (Nestle Coffee ads)

味道好极了。（雀巢咖啡广告词）

Ideas for life. (Panasonic ads)

创意生活。（松下广告词）

Good teeth, good health. (Colgate ads)

牙好，身体就好。（高露洁广告词）

Kodak is Olympic color. (Kodak ads)

柯达——奥林匹克的色彩。（柯达广告词）

Every time a good time. (McDonald ads)

分分秒秒欢聚欢乐。（麦当劳广告词）

For next generation. (Pepsi ads)

新一代的选择。（百事广告词）

Challenge the limits. (Samsung ads)

挑战极限。（三星广告词）

Good to the last drop. (Maxwell Coffee ads)

滴滴香浓，意犹未尽。（麦氏咖啡广告词）

Fresh up with Seven-up. （Seven-up ads）

君饮七喜，提神醒脑。（七喜广告词）

Connecting people. (Nokia ads)

科技以人为本。（诺基亚广告词）

Let’s make things better. (Philips ads)

没有最好，只有更好。（飞利浦广告词）

Start ahead. (Rejoice ads)

成功之路，从头开始。（飘柔广告词）

Take Toshiba, take the world. (Toshiba ads)

东芝在手，世界在握。（东芝广告词）

We lead, other copy. (Ricoh ads)

我们领先，他人复制。（理光广告词）

UPS on time, every time. (UPS ads)

联合包裹，准时的典范。（联合包裹广告词）

What’s new Panasonic. (Panasonic ads)

松下总有新点子。（松下广告词）

Make yourself heard. (Ericsson ads)

理解就是沟通。（爱立信广告词）

Your future is our future. (HSBC ads)

与你并肩，走向明天。（汇丰银行广告词）

Begin your own tradition. (Patek Philippe ads)

代代相传，由你开始。（百达翡丽广告词）

Where there is a way, there is a Toyota. (Toyota ads)

车到山前必有路，有路必有丰田车。（丰田广告词）

Keep walking. (Johnnie Walker ads)

有志者，事竟成。（尊尼获加广告词）

We develop products on the premise that great minds don’t think alike. (Toshiba ads)

英雄所见不同，产品功能各异。（东芝广告词）

Performance speaks louder than price tags. (heater ads)

事实胜于雄辩，性能高于价格。（热水器广告词）

 

 

ASSESSMENT FOR TUTORS

 

Please tick in the proper cell and write your overall comments in the box of “Tutor’s Comments” below. In-text comments should also be offered if necessary.

 

评价项目

(Assessment Items) 评价指标

(Assessment Criteria) 评估

(Acceptable/Revise)

请打勾进行评估（√）

合格 需修改

附录

 Appendix (es) 1. “附录”包含全部分析语料。#p#分页标题#e#

The appendix (es) presents all the data for analysis. √

2． 语料的标注清晰正确，并附来源出处。

The data are properly marked and provided with their sources. √

3． 每个“附录”有标题。

Each appendix appears in correct sequence with its own title. √

4． 每个“附录”新起一页。

Each appendix appears on a new page.

5．

6．

7．

8．

Each appendix appears on a new page.

 

 

√

5． 格式（标题、字体和行间距）符合要求。

    The appendix (es) is (are) formatted as required. √

Tutor’s Comments

The data should be provided with definite sources. Finish this part according to requirements.