2011-2012学年第一学期课程小论文要求

论文选题：

从本学期所学的8个主题中选取自己感兴趣的主题进行扩展研究。 论文提交：

1. 第14周前确定论文题目，并与教师商讨写作大纲。

2. 第15-16周论文写作及修改。

3. 第16-17周论文答辩。

论文答辩形式：

1. 学生对自己的论文的主要内容进行2分钟的陈述，要求脱稿。

2. 学生将回答来自老师和同学们的问题。（注意，每位同学讲有权利和义务向报告者提出相关问题）

评分标准：

1. 论文写作本身10分（其中基本格式满足要求，不存在抄；语言表达基本准确，内容切题，起评分6分）

2. 口头报告及答辩10分（其中陈述部分占5分，回答问题占5分） 报告模板说明：

本模板只是对课程小论文的一个大致结构规范。请同学们在写作过程中充分应用课堂内外所学到的知识，完整地陈述自己的观点。

课程小论文模板： Study on the Advertising Strategies of Multinational Corporations in China: a Cross-cultural Perspective （论文题目）

Student: …..(305/355)

Supervisor: ……

Major: …….

Course: College English 3

Abstract

An increasing number of multinational corporations turn their attention to Chinese market by recognizing its substantial potential for expansion and profit. In order to occupy an advantageous position in the fierce competition, they are adopting ……

Key words: cross-cultural

standardized, localized communication, multinationals, advertisement,

1 Introduction

Ever since the end of the Second World War, great stride has been taken in world trade over the past 60 years. Thanks to the establishment of some international and regional economic organizations, such as WTO (in 1995), NAFTA (in 1994), EU (in 1992) and APEC (in 1989), economic boundaries between nations gradually faded away. As corporations in different countries realizing the substantial potential for expansion and profit the international markets provide, they are taking the initiative in participating in the international business and turning their attention to foreign markets with the aim to occupy a favorable place in the fierce competition. Especially those in developed countries, where slow population growth, saturated domestic markets, increasing foreign competition inhibit their further development, have already begun to look abroad for new markets and taste the high profit margins on foreign soil, such as BMW, Nestle, Nokia, McDonald's, Nike, Toyota, Coca Cola, Gillette, Samsung, Colgate (Waller, 2002).

………

…….

5 Conclusion

5.1 Major findings of the study

With the emergence of international market, international trade is becoming more and more frequent. International advertising plays an extremely important role in the international business. The standardization versus localization issue has been perplexing the international advertising industry for a long time. To shed light on this dilemma, this thesis deals with international advertising from the perspective of cross-cultural communication.

Culture, among other factors, plays an extremely important role in international advertising, which is view in this thesis as a process of cross-cultural communication that involves advertising message encoded in one culture being decoded in another culture. When launching an international advertising campaign, companies should

first of all consider the cultural differences with a prior concern on how advertising message encoded in one culture could converge with the message when decoded in another culture.

（这里并不是说你的论文必须有5部分，请视情况而定）

Works cited

[1] Brown, D. L. 1923. Export Advertising. New York: Ronald Press.

[2] Caillat, Z., & Muller, B. 1996. Observations: The Influence of Culture on American and British

Advertising: An Exploratory Comparison of Beer Advertising. Journal of Advertising Research, 79-88.

[3] Cheng, H., & Schweitzer, J. C. 1996. Cultural Values Reflected in Chinese and U.S — Television

Commercials. Journal of Advertising Research. 27-44.

[4] Dahl, S. 2004. Intercultural Research—the Current State of Knowledge Middlesex University

Discussion Series.

………

………

[14] 贺雪飞，2007，《全球化语境中的跨文化广告传播研究》，北京：中国社会科学出版社。

[15] 黄丽敏，2002，欢乐的麦当劳，《中国广告》，第3期。

[16] 卢泰宏，2002，《跨国公司行销中国》，贵阳：贵州人民出版社。

论文中的引用格式 （APA的引用一律用“夹注”的格式）

1.1 间接引用 （citations）

A. 如果引用只涉及一个作家的某本专著或文章，而作家的名字在自己的行文中没有出

现, 将该作家的姓氏和出版的时间用括弧括起来，放在句子结尾，注意该括弧算作句子的一部分，标点符号应放在括弧之后。

例: It has been argued that teachers’ role is to provide the students with optimal conditions which can facilitate learning so that students can achieve similar results (Bloom, 1976).

B. 如果引用所涉及到的作家的名字已经出现在行文中, 只需要在名字后面加上括弧,

填入出版时间即可。

例：Gould (1988) attributes Darwin’s success to his gift for making the appropriate metaphor.

C. 如果引用涉及到的作家和著作的出版时间在行文中已出现，那就不再需要单独的夹

注了。

例：In a 1988 article, Gould explores some of Darwin’s most effective metaphors.

D. 如果引用涉及到的著作是由两位作者合著，则每次引用时都需把两位作者的姓氏注

出来，在夹注中用“&”，在行文中则用“and”连接两个作者。

例：The disadvantages of the multiple regression analysis is that it cannot show the complex interrelations between independent variable (Bryman & Cramer, 1990). Bryman and Cramer also pointed out that…

E. 如涉及到的作者超过两人，少于六人，第一次加夹注时，写出所有作者的姓氏，以

后每次引用，只需写出第一作者的姓氏，其后加上“et al”即可。

例：Scientists have isolated a gene connected to circadian rhythms in plants (Millar, Straum, Chory, Chua, & Kay, 1995, p. 1163) . . . . They identified the mutations that activated light-dependent pathways (Millar, et al., 1995, p. 1165)

F. 如果引用涉及到的著作由六位以上的作者合著，加注时只需写出第一作者的姓氏，

其后加上“et al.”即可。

例：Naiman et al. （1978）found a similar relationship, although I this case effort’ on the part of the learners was also associated with instrumental motivation (subsequent citations) (Ellis, 1954: 512).

G. 如果涉及到同一作者的不同著作，在括弧中按出版时间分开；如果是同一作者在同

一年的不同著作，在出版时间后用小写英文字母区别。

例：（Halliday, 1978, 1992）；（Halliday, 1967a, 1967b）

1.2 直接引用（quotations）

A． 如果原著作者的姓氏在自己的行文中没有提到，那你需要把作者的姓氏，出版时间和引文出自的页码用括弧括起，放在引文的后面, 引文用双引号。如果引文中原来就有引号，将有引号的部分改为单引号。

例：Conceptually, motivation is seen as “the combination of effort plus desire to achieve

the goal of learning the language plus favorable attitude toward learning language” (Gardner, 1985, p.10).

Based on different findings, it is proposed that “the type of motivation and its strength are likely to be determined less by some generalized principle and more by ‘who learns what in what milieu’” (Laser-Freeman & Long, 1993, p. 174).

B． 如果你自己的行文中已经提到原著作者的姓氏，则只需在引文的后面用括弧加上页码即可。

例：Gardner (1985) sees motivation as “the combination of effort plus desire to achieve the goal of learning the language plus favorable attitude toward learning language” (p. 10).

C. 如果直接引用所涉及到的作者有多位，除遵守以上A，B两条外，其他规则与间接引

用相同。

D. 直接引文的字数如少于40英文单词或4行，引文直接放到段落中。否则引文单独成

段，段落用“齐头式”，整个段落缩行5个空格 (如果引文还有第二段，整个段落还要再缩行5个空格)，引文不需引号。如引文中已有引号，保留原来的引号。 例：Raymond William explains that the word career has all but lost its original meaning.

Career is now so regularly used to describe a person’s progress in life, or, by derivation from this, his profession or vocation that it is difficult to remember, in the same context, its original meaning of a recourse and a gallop—though in some contexts, as in the phrase “Careering about,” these survive.

Career appeared in English . . .

E. 引用诗歌, 如少于两行, 直接引入行文中，两行间用斜线分开, 行首的大写应保持,引用部分加双引号; 如超过两行, 则按直接引用规则D 处理。

例：In his “Hymn to Intellectual Beauty,” Shelly personifies the immaterial, spiritual world: “The awful shadow of some unseen Power / Floats though unseen among us.” In “Song of Myself,” Walt Whitman uses the dictation and rhythm of natural speech.

A child said What is the grass? fetching it to me with

full hands;

How could I answer the child? I do not know what it

is any more than he.

I guess it must be the flag of my disposition,

out hopeful green stuff woven.

F. 引用小说

如果论文是有关小说评论，因一般都需从同一小说中反复引用，为方便起见，在第一次

引用后用圆括弧注明页码，在加一个尾注，用上标标出。尾注说明格式如下例。以后每次从该小说引用后， 只注明页码即可, 毋需再加尾注。

例：In six months’ time, he was tramped into marriage with her, though “he had no respect for

her.” (p. 40)1

尾注格式:

1. All the quotations from the novel are taken from : Thomas Hardy. Jude the Obscure.

Oxford: OUP. 1991

G. 如要对直接引文进行某些省略，省略部分如在引文中间，用英语省略号表示；如省

略发生在一个完整句之后, 除非后面还有引文，否则毋需省略号，如下面第二例。 例： 原文: In the western farm states the Granger movement, organized in 1869 as The Patron of Husbandry, was able to force regulatory legislation through some state legislatures. 省略后的引用: According to Margaret G. Meyers, “the Granger movement . . . was able to force regulatory legislation through some states legislatures.”

原文: A foolish consistency is the hobgoblin of little minds, adored by little statesmen, philosophers and divine.

省略后的引用: Emerson advocated the courage to change one’s mind when he said that “a little foolish consistency is the hobgoblin of little minds.”（原文中的逗号也省去）

H. 为了合乎语法的需要，可以改变引文句首的大小写，当然也可保持原来的大小写不变。

例：Kitto asserts, “the Greek instinct was the opposite, to take the widest view.” (引文中的第一个冠词大写的T改为小写 t)

I. 除上述规则G外，如要对直接引语做任何你认为是必要的改动，都必须加以说明，说明加方括弧。一般有以下几种情况：

a. 如引文中本身有错误，可以在错误的后面立即加方括弧来改正错误，或是在引文结束的地方用方括弧加“sic”，（“sic”在拉丁文中是“原文如此”的意思）

例：Doe added, “the affects *effects+ of radiation exceeded our estimates.”

John Doe explained, “The results of the 1988 experiment were quite amassing *sic+.” （原文中的时间上出错，正确的时间应是19xx年。）

b. 用方括弧加说明表示是原文中就有斜体的强调部分或是自己加上的斜体以示强调： 例：Rubin (1987) more explicitly states the importance of studying students’ beliefs in her review of the research on learner strategy:

. . . to better understand how learner strategies come to be used, it is essential that we account for a Learner’s knowledge about language and his/her beliefs about the learning process because his knowledge can form the basis for selecting and activating one strategy over another [italics added] (p. 19).

c. 如果担心读者对引文中的代词指代不清楚，可以用方括弧加以说明：

例：In the preface, the author claims “This *“The Three Languages”+ is the story of an adolescent whose needs are not understood by his father.”

1.3 转引 (the quotation from a source other than the original)

如果你的引用不是从原著中获得，而是来自二手资料，你就需要在引用完后用圆括弧注明来源，在来源前加上“qtd in” 的字样。在参考文献目录部分，你就按引用的实际出处撰写条目。

例：Gothe wrote that “it takes more culture to perceive the virtues of The Magic Flute than to point out its defects” (qtd in Newman, 1958, p. 104).

(参考文献目录部分: Newman, E. 1958. Great operas: The definitive treatment of their history, stories, and music. (Vol.2). New York: Vintage.