英語專業必修課程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 

重要聲明：本課程的各階段essay要求以網院在平臺上發布的essay要求為準，而不是根據教材中的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標題

 

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.

 

評價項目

(Assessment Items) 評價指標

(Assessment Criteria) 評估

(Acceptable/Revise)

請打勾進行評估（√）

合格 需修改

 

dissertation標題 

 Title 1. 清晰具體，與翻譯研究相關。 

    The title is clear, concise and related to translation studies.#p#分頁標題#e# √

2. 所提示的研究范圍切實可行。

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

3. 字數在10至20之間。

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

√

4. 無任何語言錯誤。

There are no language errors.

√

5. 第一個單詞和所有實詞（名詞、動詞、形容詞和副詞）的首字母大寫。

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

6. 獲得輔導教師認可。

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#分頁標題#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#分頁標題#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.

 

評價項目

(Assessment Items) 評價指標

(Assessment Criteria) 評估

(Acceptable/Revise)

請打勾進行評估（√）

合格 需修改

導言

 Introduction   1. 介紹研究背景、研究目標、研究意義和dissertation結構。

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

2. 語言準確，表意清楚，邏輯連貫。

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

3. 字數不少于300字。

The introduction contains no less than 300 English words √

4. 新起一頁， 有dissertation大標題， 頁碼為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（標題、字體和行間距）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#分頁標題#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寫作課程輔導手冊》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.

 

 

評價項目

(Assessment Items) 評價指標

(Assessment Criteria) 評估

(Acceptable/Revise)

請打勾進行評估（√）

合格 需修改

 

文獻綜述

Rationale 1. 描述與研究目標相關的概念或理論。

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

2. 引文出處與“參考文獻”所列書目相對應。

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

3. 引用格式符合規范 （格式規范請參見《dissertation寫作課程輔導手冊》之“附錄十二”）。

The references are properly formatted. √

4.   引用文獻出自至少5本書籍或文章。

There are no less than 5 references cited.  #p#分頁標題#e# √

5. 語言準確，表意清楚，邏輯連貫。

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

6. 字數不少于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（標題、字體和行間距）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.

顧客是上帝。

Feel the new space. (Samsung)

感受新境界。（三星）

Obey your thirst. (Sprite)

服從你的渴望。 （雪碧）

Impossible made possible. (Canon)

使不可能變成可能。（佳能）

Take time to indulge. (Nestle Ice Cream)

盡情享受吧。（雀巢冰激凌）

Just do it. (Nike)

要做就做。（耐克）#p#分頁標題#e#

The taste is great. (Nestle Coffee)

味道好極了。（雀巢咖啡）

Ideas for life. (Panasonic)

創意生活。（松下）

Good teeth, good health. (Colgate)

牙好，身體就好。（高露潔）

Kodak is Olympic color. (Kodak)

柯達——奧林匹克的色彩。

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)

分分秒秒歡聚歡樂。（麥當勞）

For next generation. (Pepsi)

新一代的選擇。（百事）

Challenge the limits. (Samsung)

挑戰極限。（三星）

Good to the last drop. (Maxwell Coffee)

滴滴香濃，意猶未盡。（麥氏咖啡）

Fresh up with Seven-up. （Seven-up）

君飲七喜，提神醒腦。（七喜）

Connecting people. (Nokia)

科技以人為本。

Let’s make things better. (Philips)

沒有最好，只有更好。（飛利浦）

Start ahead. (Rejoice)

成功之路，從頭開始。（飄柔）

Take Toshiba, take the world. (Toshiba)

東芝在手，世界在握。（東芝）

We lead, other copy. (Ricoh)

我們領先，他人復制。（理光）

UPS on time, every time. (UPS)

聯合包裹，準時的典范。（聯合包裹）

What’s new Panasonic. (Panasonic)

松下總有新點子。（松下）

Make yourself heard. (Ericsson)

理解就是溝通。（愛立信）

Your future is our future. (HSBC)

與你并肩，走向明天。（匯豐銀行）

Begin your own tradition. (Patek Philippe)

代代相傳，由你開始。（百達翡麗）

Mosquitoes. Bye! Bye! Bye!

蚊子殺！殺！殺！

 

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#分頁標題#e#

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

車到山前必有路，有路必有豐田車。（豐田）

Only your time is more precious than this watch.

手表誠可貴，時間價更高。

Keep walking. (Johnnie Walker)

有志者，事竟成。（尊尼獲加）

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

英雄所見不同，產品功能各異。（東芝）

Performance speaks louder than price tags. (heater)

事實勝于雄辯，性能高于價格。（熱水器）

 

 

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.

 

評價項目

(Assessment Items) 評價指標

(Assessment Criteria) 評估

(Acceptable/Revise)

請打勾進行評估（√）

合格 需修改

語料描述 

 Data Description 1. 說明語料與研究目標的相關性。

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

2. 明確語料來源。

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

3. 明確語料類型（單詞、短語、單句或篇章）。

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

4. 明確語料容量(單詞、短語或單句語料不少于30個；篇章語料總計為300至500單詞或漢字)。

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.  字數不少于300字。

The description contains no less than 300 English words.#p#分頁標題#e# √

7. 語言準確，表意清楚，邏輯連貫。

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

8.  格式（標題、字體和行間距）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.

顧客就是上帝。

Feel the new space. (Samsung ads)

感受新境界。（三星廣告詞）

Obey your thirst. (Sprite ads)

服從你的渴望。 （雪碧廣告詞）

Impossible made possible. (Canon ads)

使不可能變成可能。（佳能廣告詞）

Take time to indulge. (Nestle Ice Cream ads)

盡情享受吧。（雀巢冰激凌廣告詞）

Just do it. (Nike ads)

要做就做。（耐克廣告詞）

The taste is great. (Nestle Coffee ads)

味道好極了。（雀巢咖啡廣告詞）

Ideas for life. (Panasonic ads)

創意生活。（松下廣告詞）

Good teeth, good health. (Colgate ads)

牙好，身體就好。（高露潔廣告詞）

Kodak is Olympic color. (Kodak ads)

柯達——奧林匹克的色彩。（柯達廣告詞）

Every time a good time. (McDonald ads)

分分秒秒歡聚歡樂。（麥當勞廣告詞）

For next generation. (Pepsi ads)

新一代的選擇。（百事廣告詞）

Challenge the limits. (Samsung ads)

挑戰極限。（三星廣告詞）

Good to the last drop. (Maxwell Coffee ads)

滴滴香濃，意猶未盡。（麥氏咖啡廣告詞）

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

君飲七喜，提神醒腦。（七喜廣告詞）

Connecting people. (Nokia ads)

科技以人為本。（諾基亞廣告詞）

Let’s make things better. (Philips ads)

沒有最好，只有更好。（飛利浦廣告詞）

Start ahead. (Rejoice ads)

成功之路，從頭開始。（飄柔廣告詞）

Take Toshiba, take the world. (Toshiba ads)

東芝在手，世界在握。（東芝廣告詞）

We lead, other copy. (Ricoh ads)

我們領先，他人復制。（理光廣告詞）

UPS on time, every time. (UPS ads)

聯合包裹，準時的典范。（聯合包裹廣告詞）

What’s new Panasonic. (Panasonic ads)

松下總有新點子。（松下廣告詞）

Make yourself heard. (Ericsson ads)

理解就是溝通。（愛立信廣告詞）

Your future is our future. (HSBC ads)

與你并肩，走向明天。（匯豐銀行廣告詞）

Begin your own tradition. (Patek Philippe ads)

代代相傳，由你開始。（百達翡麗廣告詞）

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

車到山前必有路，有路必有豐田車。（豐田廣告詞）

Keep walking. (Johnnie Walker ads)

有志者，事竟成。（尊尼獲加廣告詞）

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

英雄所見不同，產品功能各異。（東芝廣告詞）

Performance speaks louder than price tags. (heater ads)

事實勝于雄辯，性能高于價格。（熱水器廣告詞）

 

 

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.

 

評價項目

(Assessment Items) 評價指標

(Assessment Criteria) 評估

(Acceptable/Revise)

請打勾進行評估（√）

合格 需修改

附錄

 Appendix (es) 1. “附錄”包含全部分析語料。#p#分頁標題#e#

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

2． 語料的標注清晰正確，并附來源出處。

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

3． 每個“附錄”有標題。

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

4． 每個“附錄”新起一頁。

Each appendix appears on a new page.

5．

6．

7．

8．

Each appendix appears on a new page.

 

 

√

5． 格式（標題、字體和行間距）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.