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1、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-->CHAPTERONEINTRODUCTION1.1ResearchBackgroundInthecontextofglobalvisualculture,ourdailylifeisbeingmoreandmorepervasivelymediatedbymultimodaldiscoursesandincreasinglyshapedbyitspresentationsproducedallovertheple,ages,color,soundandsome
2、othernon-verbalresourcesusedinadvertisements,posters,packages,teachingtextbooksandsoon;anydynamicmultimodaltextsinourdailylifesuchasmultimediaclassroomteaching,academicspeechdelivery;thehouseholdfamiliarizeddifferentkindsofes.Theuseofsomanysemioticresourcesinpublicmu
3、nicationhasshoeaningisrealizednotonlybylanguage,butalsothroughtheintegrateduseofaioticresourcesincludingstaticanddynamicones.Amongvariouskindsofproducts,digitaloneslikelaptop,cellphone,iPad,musicplayerhavebeemuchclosertopeople’sdailylife,formingalargemarket.Thepetiti
4、onamongthosedigitalproductmanufacturersisfierce,soinordertogainmoremarketsharetheyhavetoinvestmoreadvertisements.Currently,giantdigitalmanufacturersareallmultinationalcorporations,forexampleAppleputer,SamsungElectronicsandLogitech,eanstheyoarketshareindifferentcountr
5、iesentsforboththeirbrandsandproductsineachtargetmarket.Iftheadvertisementforeachoneistotallyoriginallydesigned,thecostuchsurpassesanytargetmarketissimilar.Itisobviousthattotranslatethesourceadvertisementintodifferentlanguagesismultinationalcorporations’bestchoice,ain
6、stheoriginalcreativeeffects.Theresearchonadvertisingtranslationnotonlycontributestothedevelopmentofrelevanttheoreticalresearchbutalsobenefitsthedemandofthetranslationmarket.........................1.2ResearchPurposeandRationale1.2.1ResearchPurposeAdvertisementtransla
7、tionisnotafreshresearchtopic,andpreviouslymuchachievementhasbeenmadealready,suchastheexplorationoftranslationforspecifictermsinadvertisementsandsomeproblemsexisting.Also,thetheoretic-->frameunicationtheories.Houltimodalmaterialsintheprintmercialadvertisementhasdriven
8、thetrend,becausetheyneglectthemeaningofthosepicturesusedintheadvertisementandignoretheimportanceofthecoordinationbeteaningandpositi
