《广告翻译》大及教案.doc

《广告翻译》课程教学大纲 课程代码课 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 Topic Period 1 The General Introduction to Advertisements 2 2 The Principles of Advertising Translation 4 3 The Strategies for Advertising Translation 8 4 Practical Work of Advertising Translation 4 Total 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 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 adver