商务英语广告中的跨文化研究_英语论文.doc

资料分类:英语论文 上传会员:白鲸 更新时间:2017-11-03
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ABSTRACT

 

Nowadays, an increasing number of Chinese companies have the chance to join in the international market, and at the same time, foreign brands continuously join in Chinese market. This is both a chance and competition to multinational corporations in China. To face the competition and transmit it into a chance, one of the most powerful weapons is business advertisements in an international language, which is English right now. Each country and each company will spend a huge amount of money on advertisements to shape a good enterprise image and to evangelize product. Becoming international is an evitable trend that no one can prevent. Avoiding negative effects of cultural conflicts in business advertisements is one of the key factors that can determine the future of a corporation. 

In order to help multinational corporations better compete in the future competition around the world, this paper focuses on the cross-cultural factors like stereotype, ethnocentrism, and social categorization in commercial advertisements. It aims to provide some useful suggestions for advertisers of multinational corporations.

Key words: Cross-cultural; Commercial; Advertisement

 

CONTENTS

 

ACKNOWLEDGEMENTS

ABSTRACT

摘要

Chapter One INTRODUCTION-1

Chapter Two LITERATURE REVIEW-2

2.1 Current Studies on Business English Advertisements at home and abroad-2

2.2 Studies on the translation of business English advertisements-3

2.3 Studies on cross-cultural awareness of business English advertisements-3

2.4 Limitations in Current Studies-4

Chapter Three THEORETICAL FRAMEWORK-5

3.1 Translation Theory on Business English Advertisements-5

3.1.1 Eugene Nida’s dynamic-equivalence theory-5

3.1.3 Halliday’s functional linguistics on register theory and its guidance for translation-7

3.2 Cross-cultural Communication Theory-8

3.2.1 Negative effects in cross-cultural communication-8

3.2.1.1 Stereotype-8

3.2.1.2 Ethnocentrism-9

3.2.2 Avoidance of cross-cultural negative effects-10

Chapter Four CASE STUDIES ON BUSINESS ENGLISH ADVERTISEMENTS FROM THE PERSPECTIVE OF CROSS-CULTURAL COMMUJNICATION-12

4.1 Linguistic Characteristics of Business English Advertisements-12

4.2 Characteristics of Business English Advertisements with Cross-cultural Factors-13

4.3 Characteristics of Business English Advertisements without Cross-cultural Factors-14

4.4 Comparisons of Business English Advertisements with and without Cross-cultural Factors-15

Chapter Five CONCLUSION-17

REFERENCES-18

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上传会员 白鲸 对本文的描述:该论文主要研究商业英语广告中存在的跨文化因素,如文化定势,民族中心主义,社会分类等。该论文的主要目的是为跨国公司的广告制作者提供一些有效的建议,以帮助跨国企业在未......
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