前期报告英文格式由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“英文报告格式”。
河北工业大学外国语学院2013届本科毕业论文前期报告
毕业论文前期报告
毕业论文题目：从商业广告看文化因素对广告翻译的影响
The Influence of Culture Elements on the Translation of
Advertisements-Take Commercial Advertisements as an Example
学生姓名：杨小艺学号：098802班级：英语C093指导教师：侯晓佳职称：讲师报告提交日期：2013，4，13
前期报告内容
Nowadays English culture plays a more and more important role in people’s life,especially in busine communication.To market a company’s products,advertisement plays an indispensable role.English advertising language is an
important component of modern English culture.It has unique language feature which
are the reflection of English culture.How English culture influence advertisements is
an interesting topic.There are many theories on English culture and researches on the
features of advertisements.However, there are fewer researches on the culture
influence on advertisements.How people and cultures define themselves has great impact on their busine
practices.Consider the case of Japan, where group goals and needs are almost always
placed ahead of those of individual.In Japan, the claic American hero—the
self-made man or woman who boastfully looks out for “number one”—is hardly an
ideal.There the individual gives way to the group.Decisions are made on a consensus
basis and group harmony is the desideratum—to the point that even when visitors are
thought to be dead wrong, the Japanese will never tell them that they are.The Dutch
researcher and busine consultant, Geert Hofstede, has developed a useful framework
that define and claify national cultures.Each iue ultimately has a very real effect
on how people proce information and interacts, either personally or with busine
colleagues.The four dimensions consist of :(1)individualism(“I” consciousne
versus “we” consciousne);(2)power distance(levels of equality in society);(3)
uncertainty avoidance(need for formal rules and regulations);(4)masculinity(attitude toward achievement, roles of men and woman).A fifth dimension has also been added to distinguish culture difference: long-term versus short-term orientation.This theory can be used to explain many busine programs.British and American culture is a multifaceted and broad concept, which contains language, religion, values and attitudes, manners and customs, material elements, aesthetics, education and social structure.Jonathan Crowther provides insights into what is important or popular in present-day Britain and America in an engaging manner, focusing on the practical applications of such information in The Oxford Guide to British and American Culture(New Edition2005).The Guide discovers facts and figures about Britain and America in the 21st century，explores the lives of the rich, the famous and the infamous, history, legends, festivals, music, food, shopping, and attitudes，looks up famous quotations and sayings and finds out who said what and get ideas of what to read-choose from lists of books that won the Booker, Pulitzer and other prizes plus suggestions for further reading.Advertisement, as a medium of promotion, intends to enhance the product’s reputation, attract more customers, and consequently stimulate them to buy it.So the application of advertising techniques and methods in advertisements can inspire consumers to purchase the product.There are many theories on advertisement which can be divided as advertisement targeting theories, advertising communication theories and advertisement marketing theories.The advertisement targeting is eential to the advertisement which determines whether the advertisement is succeful or not.For fifty years, the advertisement targeting theories went through three stages, namely USP theory advocated by Roer Reeves in the 1950s, CI theory advocated by David Ogilvy in the 1960s and modern target theory advocated by Al Rise and Jack Trout after 1970s.USP or Unique Selling Proposition means propose the consumers to buy the product because its unique feature or selling point.While in the 1970s, David Ogilvy changed the USP theory that is based on the product into CI theory that is based on image.Then Japanese scholars developed his theory which became a system called CIS, namely Corporate
Identity System.This system consists of three components: MI(Mind Identity)that reflects the basic value of a company, BI(Behavior Identity)that demonstrates a series of activities of a company and VI(Visual identity)that visualize the image of a company.After 1970s, Jack Trout and other masters of advertisement put forward the modern advertisement theory.The basic target principle is not creating novel product, but operating people’s idea and taking up a certain position.Advertising communication is a proce of spreading information.Many well-known scholars have advocated numerous theories on advertising communication, but the most claic theories are AIDMA theory and CS theory.AIDMA stands for five psychological activities: attention, interest, desire, memory and action.This is an advertising pyramid which the information is becoming le effective, the more people it reaches.The most typical example of advertisement marketing theory is Integrated Marketing communication theory which was advocated by Don E.Schultz.It is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamle program that maximizes the impact on consumers and other end users at a minimal cost.Language, the carrier of culture, is an eential part of culture.Through the analysis of language, we can have a clear view of a nation’s culture.The language feature of the advertisements is diverse, such as simple, easy to remember, abbreviation, novel words.Besides, the advertisements also contain many rhetorical features.“Kodak is Olympic color” is an example of metaphor.“Ask for More” “I am More satisfied” these two pieces of advertisements smartly took advantage of pun, because “more” not only serve as the function word, but also symbolizes the More cigarette.“Curls that last and last at last” is repetition.There are other features such as exaggeration, personification, and alliteration.Advertisement culture is featured by popularity，commerciality and nationality.Cultural traditions，beliefs and values exert influence on the mentality and behavior of commercial practitioners and consumers to a large extent so as to influence advertisement activities of various countries.From the way of thinking, we can see
that western people tend to be more logical and reasonable than our Chinese people.Their advertisements seldom directly say the benefits of their product, but make the consumer themselves to infer the benefits.Besides, western culture is centralized in “individualism”.Their mature character is embodied by independence and subjectivity.Individualism almost becomes the theme of western advertisements.No matter what kind of products and no matter how wonderful the originality is, the ultimate theme always comes down to individuality, freedom and self-esteem.Their color, visual impact and picture are very impreive.People can be astonished by their exaggeration, boldne and imagination.Therefore western culture is extrovert culture which emphasizes more outer form and visual impreion.Different nationalities have a kind of rooted attitude towards consummation and a certain psychological thinking pattern and preference.Such as “We know you are both gourmet and weight watcher.Our cake keeps you on both.”, “gourmet” and “weight watcher” aure the customer that the cake is fat-free and delicious.Life customs and philosophical concept also have an effect on the advertisements.Such as “natural herb, pure honey” and “humor, health and happine, it’s a gift we’d love to give.” These advertisements reflect what they want to have.National self-identity influences the advertisements.Such as “one swallow does not make a summer.”, “swallow” both means “a kind of bird” and “a kind of action” which enable people to itch to try.Every succeful advertisement is a combination of linguistics, psychology, sociology, economics and aesthetics and coordinates with a nation’s culture.Then it becomes a precious art.The influence of culture on advertisement is written by Franziska Pfound.The relevance of this topic is shown by the true story of the Gerber Company.This story shows that culture has an enormous impact on advertisements.The fact that makes it more important than it has never been before is globalization.As more and more companies are taking the decision to market their products abroad, they are facing cultural and linguistic dilemmas which international advertising invariably rises.This report aims to give an insight into this complex subject.Mars Company is an American manufacturer of confectionery, pet food, and
other food products with US$30 billion in annual sales in 2010, and is ranked as the 5th largest privately held company in the United States by Forbes.As a famous international company, its products are widely marketed around the world, such as DOVE、M&M's、SNICKERS、SKITTLES.Its advertisements have been well known to their consumers.How many aspects of the English culture does it contain? How the advertisement embodies the effect of English culture? What’s the significance of the effect? I will study these questions by analyzing the advertisements of Mars Company.Through a detailed study of the thesis, readers can have knowledge of the culture behind the advertisement and its meaning.References
Crowther, Jonathan, 2005, Oxford Guide to British and American Culture [M],Oxford University Pre
Pfund, Franziska, 2002, The Influence of Culture on Advertisement [J], unpublished
master paper.Mitchell, Charles, 2000, International Busine Culture, Shanghai foreign language
education pre.王白菊，2005，英语广告语言与文化[J]，黑龙江教育学院学报，第2期。李元宝，2009，广告学教程[M]。人民邮电出版社。
许美珍，2008，浅谈英汉广告中文化的导入[J]，武汉科技学院学报，第九期。朱华，2005，产品广告与民族文化[J]，江南大学学报，第5期。
施秀川，2010，从跨文化角度看中西方广告特征及其翻译策略[J]，value engineering, 第18期。
石成蓉，2007，从广告语看中西文化差异[J], 科技信息，第17期。
郑丹平，2006，广告文化与广告的有效传播[J]，云南财经大学学报，第3期。刘桃良，2004，广告文化中语言文字使用现况分析[J]，曲靖师范学院学报，第1
期。
薛敏芝，2000，论广告的意义空间及其文化意蕴[J]，上海大学学报，第2期。罗春雁，2004，中英广告语异同简析[J]，宜宾学院学报，第4期。
http://en.wikipedia.org/wiki/Main_Page http:///global/index.aspx
