英语答辩演讲稿

Good afternoon, all the appraiser committee members. I am Yang songhao and my supervisor is prof.Du lixia. With her sincere and intellectual guidance, for nearly half year's hard work, I have finished my paper. Finally, it is the show time. This afternoon I will present my efforts to you all and I gratefully welcome any correction. The title of my paper is the translaiton of food and beverage advertising under the guidance of dynamic equivalence theory. I choose this as my topic due to the following reasons. firstly, With the globalization of world economy, the exchange between China and other countries has become more and more frequent and common. Advertising has become an effective and important way to enhance this exchange. Among all the ads, food and beverage advertising is the most common part. that because that people can’t live without food or beverage.And food and beverage are consumables which we need to purchase every day. Due to the importance of food and beverage to our life, their advertising is quite worthy of study. Secondly, though most scholars focus on the general advertisements translation,but rare of them pay attention to one certain kind of ads.The translation of food and beverage advertisements is different from other common advertising translations because of the specialty of food and beverage advertising. As a result, common advertising translation methods and theories are not so applicable in this field. The features should be studied and translation should be adapted to food and beverage advetising translaiton. in this thesis,i intent to apply Nida’s dynamic equivalence theory in food and beverage advertising translation. I hope by this study we can know how to handle food and beverage advertising translatoin better. Next , I will present it to you. Here is an outline of my presentation,which is also tahe structure of my thesis. They are Introduction, iterature Review, Theoretical Background, Linguistic Features of Food and Beverage Advertisements, Translation Strategies of Food and Beverage Advertising, Conclusion and Acknowledgements . the introduction present the purpose and significance of this study and the structure of the thesis. the second chapter is the theoretic background. i choose nida's dynamic equivalence theory as the guidance. his equivalence theory can be defined as:... in short, ... is equal to... this thwoey is in accordance with the features and functions of food and beverage advertisements. the functions and features are showed in next chapter. Generally speaking, an advertisement possesses five functions: i. Offering information ii. Persuasion iii. Maintenance of demand iv. Creating mass markets v. Quality guarantee And the aims of advertising can be summarized into five points: i. Attract attention ii. Arouse interest iii. Stimulate desire iv. Create conviction v. Get action among these functions and aims,the most important one is the offering information and persuasion. advertisements offer consumers the information and persuade them to buy the product. the reader's response is the most important, which is also should be maintained in the translation of food and beverage advertising . that's why i choose dynamic equivalence theory. Due to the features of food and beverage, their advertisements should sound attractive and health-enhancing. The advertisements should convey consumers the information that their product is tempting and the quality is guaranteed. these ideas are showed by their linguistic features. the linguistic features are reflected in 3 aspects: vocabulary, sentence and rhetoric. vocabulary features include the wide range of applications of adjectives and their comparative and superlative and so on. sentences features include the Frequent application of simple sentences, Flexible application of imperative sentences, and so on. rhetoric are also widely used in food and beverage advertisements, for examples pun, , analogy, repetition, rhyming, antithesis and so on. now i will show u some examples: the first example: Words of praise are widely used. 首创，一绝 world special enjoyments beyond words. to show the attraction of the juice. second example is a imperative sentence.it also use the rhetoric of rhyming. the effect is the ad is easy read and easy remember.and the translation use chinese four character structure, chinese peopleare vary familiar with this structure. in chapter 5, through the analysis of food and beverage advertisements, i finds out two kinds of equivalence which should be acieved in translation. they are cultural equivalence and aesthetic equivalence. the cultural equivalence is that some word or thing has their special meaning in their culture, when we translter them ,we should translate their spreical meaning, not only thire word meaning. the aesthetic equivalence is that most ads have good images or have strong passion or feeling. when we translate it, we should maitain the good imgage or feeelings. these are some examples: the first one shows the cultural equivalence.The original Chinese text means convenience for eating. But the first translation version using “immediately” is improper. In English, this word mea