基于多模态话语分析的平面商业广告英汉翻译研究.docVIP

　　基于多模态话语分析的平面商业广告英汉翻译研究----英语毕业论文 --CHAPTER ONE INTRODUCTION 1.1 Research Background In the context of global visual culture, our daily life is being more and more pervasively mediated by multimodal discourses and increasingly shaped by its presentations produced all over the ple, ages, color, sound and some other non-verbal resources used in advertisements, posters, packages, teaching text books and so on; any dynamic multimodal texts in our daily life such as multimedia classroom teaching, academic speech delivery; the household familiarized different kinds of es. The use of so many semiotic resources in public munication has shoeaning is realized not only by language, but also through the integrated use of a iotic resources including static and dynamic ones. Among various kinds of products, digital ones like laptop, cellphone, iPad, music player have bee much closer to people’s daily life, forming a large market. The petition among those digital product manufacturers is fierce, so in order to gain more market share they have to invest more advertisements. Currently, giant digital manufacturers are all multinational corporations, for example Apple puter, Samsung Electronics and Logitech, eans they oarket share in different countries ents for both their brands and products in each target market. If the advertisement for each one is totally originally designed, the cost uch surpasses any target market is similar. It is obvious that to translate the source advertisement into different languages is multinational corporations’ best choice, ains the original creative effects. The research on advertising translation not only contributes to the development of relevant theoretical research but also benefits the demand of the translation market. ........................ 1.2 Research Purpose and Rationale 1.2.1 Research Purpose Advertisement translation is not a fresh research topic, and previously much achievement has been made already, such as the exploration of translati