多模态商务英语翻译教学的构建——以一节商标翻译课为例

Construction of multi-modal business english translation teaching: taking a trademark translation course as an example

以多模态话语分析理论为依据,定性定量分析了一节商标翻译课各环节及PPT课件中的话语模态、听觉模态、视觉模态素材间的关系。伴语言模态在问候、导入等环节与话语主模态间为强化互补关系;在展示教材内容等环节,模态间既有互补关系也有非互补关系。为突出主模态信息,不宜在PPT课件中使用过多动画,以免其与主模态产生模态交叠、冗余、抵消等非互补关系。商务英语教学应针对商务英语专业学生建构多模态协同教学意识。

Based on multi-modal discourse analysis theory, qualitatively and quantitatively analyzes the relationship among discourse modalities, auditory modalities, and visual modal materials in each link of a trademark translation course and PPT courseware. The language modality is to strengthen the complementary relationship between greetings, introductions, and the main mode of discourse. In the display of teaching materials, there are complementary and non-complementary relationships between the modes. In order to highlight the main modal information, it is not appropriate to use too many animations in the PPT courseware so as to avoid non-complementary relationships such as modal overlap, redundancy, and cancellation. Business English teaching should aim at constructing the multi-modal cooperative teaching consciousness for business English majors.