视频广告的多模态解读-以公益广告“Family”为例_英语论文

The Multimodal Analysis of Video Advertisement—Taking Family as an Example

摘要

商务英语合同是一种正式的写作文体。本文主要从商务英语合同的语言特征和翻译策略两方面进行论述。文章首先对商务英语合同的词汇特征进行分析，即商务英语合同多使用正式词汇、专业术语、古体词和外来词。其次，文章对商务英语合同中的句法特征进行分析，合同中主要使用被动和主动句、长句和复合句。在此基础上，文章从奈达的功能对等翻译理论，泰勒的完整性、准确性和严谨性这翻译三原则和钱钟书的“化境”翻译理论翻译商务英语合同。从而使合同译文更加准确、严谨、规范。

关键词：商务英语合同；词汇特征；句法特征；翻译

Abstract

With the rapid development of television advertisement and multimedia technology, a series of non-text semiotic such as image, color and sound, plays a significant role in real-life communication. Therefore, human communication and discourse forms are characterized by multimodality. In this paper, the visual grammar proposed by Kress and van Leeuwen is adopted for the analysis, which focuses on analysing the representation meaning, interactive meaning and the compositional meaning, discussing the internal mechanism of constructing advertisement discourse. Through this study, it is found that, firstly, video public service advertisement frequently conveys the representational meaning by narrative and conceptual representation; secondly, four elements of visual contant, social distance, perspective and modality work together to produce the interactive meaning, an image could be either demand or offer depending on the represented participant depicted in an image; thirdly, the information value and significance value are linked to each other in nature, however, they are not quite similar. In all, this thesis enriches the research of video advertisement discourse and provides a new perspective to interpret it.

Key words:   multimodality; representation; interaction; composition

Contents

1 Introduction 1

1.1Background 1

1.2 The Significance of the Research 2

2 Literature Review 3

2.1 Definition of Business Contract 3

2.2 Translation Theories of Business English Contracts 5

2.2.1 Nida’s Theory of Functional Equivalence 5

2.2.2 Tytler’s Three Principles of Translation 6

2.2.3 Qian Zhongshu’s Theory of Translation 6

3 Linguistic Features of Business English Contracts 6

3.1 Lexical Features 7

3.1.1 Formal Words 7

3.1.2 Professional Terminologies 8

3.1.3 Archaic Words 9

3.1.4 Borrowed Words 10

3.2 Syntactic Features 10

3.2.1 Passive Voice and Active Voice Sentences 10

3.2.2 Long and Complex Sentences 11

4 Translation Strategies of Business English Contracts 12

4.1 Nida’s Theory of Functional Equivalence in Translation 12

4.2 Tytler’s Three Principles in Translation 13

4.3 Qian Zhongshu’s Theory in Translation 13

5 Conclusion 14

References 16