【正文】 與導(dǎo)師見面，確定大致范圍，填開題報告和任務(wù)書，導(dǎo)師簽字3月16日3月23日3提交論文提綱3月23日3月30日4交初稿和文獻(xiàn)綜述3月30日4月20日5交終稿和評議書5月8日前指 導(dǎo) 教師： 年 月 日教研室主任： 年 月 日XXXX大學(xué)本科生畢業(yè)論文（設(shè)計）開題報告書 XXX 學(xué)院 XXXX 專業(yè) XXXX 屆學(xué)生姓名XXX論文（設(shè)計）題目廣告翻譯的語用失誤及翻譯技巧指導(dǎo)教師XXX專業(yè)職稱XXX所屬教研室翻譯系教研室研究方 向翻譯與文學(xué)課題論證：研究分析中英文廣告的語言差異和文化差異并介紹常用的廣告翻譯技巧，以求盡量避免翻譯實踐中的語用失誤，提升譯者廣告翻譯的水平和能力。第二章：列舉了廣告翻譯中的語用失誤并分析了造成語用失誤的原因。進(jìn)度計劃： 確定論文題目 擬寫論文提綱 提交并修改論文提綱 提交并修改論文初稿 擬寫并提交論文終稿指導(dǎo)教師意見： 指導(dǎo)教師簽名： 年 月 日教研室意見：教研室主任簽名： 年 月 日XXXX大學(xué)本科生畢業(yè)論文（設(shè)計）評議書姓 名XXX學(xué)院XXX學(xué)院專業(yè)英語翻譯年級（班）XXXX級筆譯班論 文 題 目廣告翻譯的語用失誤及翻譯技巧完成時間XXX年5月5日論文內(nèi)容摘要隨著全球經(jīng)濟(jì)一體化的加速以及中國對外開放程度的加深，我國的廣告翻譯行業(yè)以前所未有的速度快速發(fā)展起來。在研究廣告翻譯之前，充分了解廣告的特點是十分必要的。然而，并不是所有的譯者都能對廣告的特點有很好的了解，因此在廣告翻譯的實踐中經(jīng)常會出現(xiàn)一些語用失誤。第三章從廣告翻譯的語言差異和文化差異兩個角度分析了廣告翻譯的技巧。指導(dǎo)教師評語 年 月 日指 導(dǎo) 教 師職稱講師初評成績答辯小組姓名職稱教研室組長成員答辯記錄：記錄人簽字： 年 月 日答辯小組意見：組長簽字： 年 月 日學(xué)院意見：評定成績： 蓋章： 年 月 日XXXX大學(xué)本科生畢業(yè)論文（設(shè)計）文獻(xiàn)綜述Literature ReviewAs one way to promote products and stimulate consumption, the advertisement is playing a more and more important role. An excellent advertisement can arouse consumers’ desire to purchase products. Therefore, it contributes to gaining profits for the producer. In order to help domestic products achieve a better performance in the global market, advertising translation is being more and more significant.Since 1980s, research on advertising language could be seen in a few English journals. However, in China, the research on advertising translation was started in 1990s.As regard to the research contents, earlier theses mainly focused on translation methods of advertising language and the questions that lay in advertising translation. This was the initial stage. Afterwards, the research contents began to involve in the criterions and principles of advertising translation. During this period, researchers recognized that many aspects in dealing with advertising translation should be taken into consideration, such as text information, aesthetic language and consumers’ psychology, etc. They held on different opinions from different perspectives. This was the contention stage. Since the late 1990s, though the discussion on criterions and principles of advertising translation continued, researchers paid more attention to the difficulties in advertising translation, such as the figures of speech in advertisements, transfer of affective factors, the reproduction of brand images, preservation of product features and etc. This was the indepth stage. As regard to the research methods, domestic advertising translation mainly adopted inductive method and example analyses. However, in recent years, researchers began to use the theoretical achievements in pragmatics and other relevant subjects to analyze questions occurred in advertising translation. Accordingly, they had put forward some translation strategies, which were gratifying progress. Liu Fagong published On Principle of ChineseEnglish Translation of Advertising Language in 1999. He pointed out that since advertising language bined words cleverly and methodically to consumers, its translating principle should be different from the principles for literary translation or technical translation. Advertising translation from Chinese to English should not only convey the original meaning, but also carry the original advertising effect. He proposed that the principle of ChineseEnglish advertising translation might be natural, exact, and plain. By natural, he meant that the expression should be smooth and accepted by English speakers. By exact, he believed that the translation should convey the same information of the original text accurately. As to plain, the translation should be easily understood and not awkward for reading, that is the target text should be concise, vivid and appealing.Jin Huikang is a pioneer in crosscultural munication. In 2002, he published Translation in Crosscultural Communication, in which he discussed cultural differences from the perspective of Chinese characters and English words, ways of expressing ideas, various forms of addressing in both languages and so on. He emphasized on cultural factors in translation and put forward translation strategies. At last, Jin Huikang made a thorough study in cultural differences by adding some new ideas from the perspective of public and mercial advertisements.However, things are quite different in the foreign countries.Richard E. Porter is the first scholar to study the theory of intercultural munication. In 1972, Porter published Intercultural Communication: A Reader. He pointed that there are eight cultural factors affecting intercultural munication. Porter assumed that there are cultural differences among different nations, which are the main obstacles of intercultural munication. He, therefore, stressed that both participants should be familiar with not only their own language and culture, but also the language and culture of others, especially their differences. In his opinion, to learn other people39。s opinion and relevant theories in intercultural munication provide the present study with a theoretical framework.In 1982, Michael Geis published The Language of Television Advertising, which was another linguistic work in this field. He analyzed American television ads in the pragmatic perspective. The study of advertising language has close tie with munication and pragmatics, because it will be meaningless if we consider the language of ads as it stands without touching upon