语言学类硕士论文开题报告

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　　语言学类硕士论文开题报告 篇1

　　论文题目：********翻译上的应用

　　1、选题意义和背景

　　The progress of economic globalization has greatly hit the social life.

　　Advertising has become an important way of modern marketing and has attractedmerchants and the company. As people's consciousness worldwide enhances, manyproducts and services of advertising will be translated into other languages forpromotion to explore overseas markets. Advertising, as an effective way ofdisseminating brand information, has penetrated into many aspects of social life, andit plays a bridge role in connection and communication. Since China's accession tothe WTO, its connection with the world gets even closer. More and moreinternational enterprises and product brands come into China's huge market.

　　Translation of products and services for overseas consumers is not only the functionof promoting consumption, but also the effect of external publicity. In the globalmarket, advertising translation not only brings an opportunity for advertising, butalso has brings the huge challenge. Therefore, mastery of both Chinese and Englishadvertising translation is particularly important.

　　Skopos theory is the foundation and the core theory of functionalism. Skopostheory holds that the process of the whole translation behavior is determined to thepurpose of translation action, that is, the end justifies the means. The purpose of thetranslation behavior is the core element which determines the translation process.

　　Advertising translation has a strong purpose. What is more important toadvertising translation is whether translation can convey the purpose of source textand achieve the anticipated target of the source text, so as to attract the attention offoreign customers to induce their consumption desire, eventually to incur purchasebehavior.

　　2、论文综述/研究基础

　　1 Advertising Translation Studies in the West.

　　Advertising translation was mentioned in translation studies for the first time inHurbin's (1972) article “Peut-on traduire la langue de la publicé” (Can OneTranslate the Language of Advertising?)。 At that time, linguistics was the dominanthumanistic discipline, meanwhile, linguistics made translating a code-switchingoperation. Equivalence-based linguistic approaches mainly focus on the source text.

　　Hurhin argued that for one source text, there are several translations, and thetranslators chose which translation is the most appropriate one. Hurbin also pointedthat if glossaries of advertising language is compiled, this was made easier. So thetranslators will be easy to find the most appropriate equivalent expressions betweenthe source and the target text.

　　In Candace Seguinot's (1995) article “Translation and Advertising: GoingGlobal in Cultural Functions of Translation”. The main opinion of which is thatacross cultural boundaries, there is an understanding of culture and semioticsappearing in the marketing of goods and services. It goes well beyond both languageand design.

　　Another representative article “Advertising: a five-stage strategy for translationin Translation” as Intercultural Communication which is edited by C. Nord et al. Thearticle is published by Smith & Klein-Braley (1997)。 In this article, they conduct acontrastive analysis of English and German advertising. Then they developedtaxonomy of strategies for the analysis of advertising translation.

　　Up to now, the book which maybe the only one published exclusively onadvertisement translation is Translation Practices in International Advertisingwritten by Mathieu Guidere (2001)。 This book mainly talks about various aspects ofadvertising translation in international market and mainly concerns the globaladvertising of multinational companies, because they need to translate their productsinformation into other languages. The author analyzes some examples in advertisingtranslation and he shows readers some essential problems in current translation ideas.

　　This book introduced the strategies of translation which are implemented by the multinational firms to break into new markets.

　　2 Advertising Translation Studies in China.

　　Domestic advertising translation studies officially started in 1990s. In terms ofresearch contents, the initial studies mainly focused on the discussion about specificadvertising translation of idioms and the existing problems in Chinese-Englishadvertising translation. That was the primary stage. Years later, advertisingtranslation principle and criteria became the research themes. People hold the viewthat, advertising translation should give attention to in many aspects, such as text,language beauty, consumer psychology. Researchers illustrated their respectivepoints of view from different angles. Since the late 90s, although the discussion oftranslation principle and criteria were still mentioned, the researchers' attention weregradually focused on translation of difficult parts in advertising, such as therhetorical devices, emotional transmission, brand image and trademark reproduction ,etc. In terms of research methods, domestic advertising translation study mainly usesthe inductive method and the case study. Nevertheless, in recent years, researchersbegin to use the theory achievements of pragmatics and other related disciplines toanalyze different kinds of problems in advertising translation, and then put forwardsome translation strategies.

　　As early as 1992, Li Fan proposed the development of the advertising languageposed a severe challenge to advertising translation. The artful advertisings require thetranslator to break hard the tradition of the original, boldly innovate, and improve thequality of translation. There are three reasons for flexible advertising translation: 1)the purpose of advertising is to induce consumer to purchase products. Text is justmeans, so translations do not have to stick to the text equivalent; 2) the feature ofadvertising language is vivid, which is the essence of advertising language. If thetranslation is not bold to change, there will be no magic translation; 3) formulaicexpressions are common use in advertising, if not alternative, it may be translatedinto foreign stereotyped writing (黎凡 1992:29-31)。 At the same time, researchersthought in terms of some specific advertisements, flexible translation seems to be theonly way, especially in the four kinds of advertising: 1) advertising used of witty and polished words; 2) advertising used of brand name; 3) advertising used of puns; 4)advertising with strong national culture color.

　　In order to achieve concise expression, attract more readers' attention, facilitatereaders recognize and remember, advertising writing should follow the KISSprinciple, namely, “keep it short and sweet” (郭可 1992:57-64)。 A great number ofstudies on advertising translation are associated with concise problem. Ding Shude isdedicated to his studies. He holds that: 1) Chinese advertising often uses modifiers toemphasis, product characteristics, while English advertising is simple words, mainlywith oral type. a lot of subject-predicative phrases in Chinese can be directlytranslated into adjectives English , such as 速度快、效率高、行动灵活 can betranslated into “fast, efficient and handy”; 2) There are a large number of the fourwords in Chinese advertising structure, which bring parallelism and overlapping tostrengthen language, but there is no such characteristic in English. InChinese-English translation should hold the center, around the center word leads toall aspects; 3) there are often loose sentences, which express a large amount ofinformation in Chinese advertising. Translation should be concise and compact,strengthen the logic; 4) Chinese advertising commonly uses formulaic expressions.

　　Translation should be fascinating, considering the overall rhetorical, but not stackrhetoric. Good English advertising language is not many words, but it is impressive(丁树德 1995: 42-43)。 Cao Shunfa also takes a large number of examples of bothEnglish-Chinese translation two aspects show that based on the principle of simple,the translation of advertising language should strive to use the most simple languageto express the most complex meaning, to make it easy to be remembered (曹顺发2002: 43-45)。

　　Equivalence theory is based on Nida's equivalence translation theory. On thisbasis, some researchers point out that commercial advertising translation is mainlyon the equivalence of semantic, social and cultural, and stylistic aspect. 1) Thesemantic equivalence. This is the most basic and important equivalence. From wordto chapter, in order to achieve the semantic equivalence, the first thing to thetranslator is that he must determine the meaning of the translation unit in context.

　　The translator should pay attention to avoid leading ambiguity and interpretingwithout real understanding; 2) social and cultural equivalence. Translation is to introduce foreign culture. Due to the restriction of cultural differences and languageform, there is rarely a pair of words between English and Chinese, so the social andcultural factors should be considered in the translation equivalence. Strong culturalcolor of idioms, allusions, such as proper nouns in the translation should be adjusted,translate its true meaning; 3) the stylistic equivalence. One of the translation task isto reproduce the original style and literary style, keep the spirit and the form of theoriginal (蒋磊 1994:38-41)。 By contrast, other equivalence theory researchers are morevalued function equivalence. They think advertising translation should be followedby the equivalent principle on the basis of functional equivalence, and notconstrained by the original text expression (苏淑惠 1996:51-56)。

　　Some researchers point out that the aesthetic factors play a significant role incommercial advertising. Studies show that if there are connotation aesthetics andlanguage aesthetics, the advertising will be successful. Connotation aestheticsinclude the beauty of artistic conception, image, emotion and culture; languageaesthetics include the beauty of concise, word, sentence, phonology and rhetoric. Sotranslation should reproduce the original beauty, and extend when necessary, makethe translation have the same publicity effect with the original text ( 汪文格1999:86-89)。 They think that successful advertising is art fused of aesthetics,linguistics and psychology. In cross-cultural communication, when the literalmeaning and aesthetic feeling of advertising conflicts, the translator should abandonform, and reproduce the aesthetic feeling to strengthen its charisma and allure,achieve communicative effect. So advertising translation should adhere to theprinciple of dialectical unification of loyal and creative, organic combination ofequivalent and aesthetics (唐艳芳 2003:112-116)。

　　Some researchers argue that advertising communication task restricts the choiceof language. Advertising style brings out concise and implicit characteristics.

　　Creative advertising language and translation should show the characteristics in theaspects of words, grammar, and rhetoric and culture psychology. Perform goodstheme accurately, make the audience psychological resonance and have a buyingdesire (谢建平 2002:37-40)。

　　The doctrine is not opposed to each other. They were essentially complementedeach other and fusion of each other. If advertising translation cannot be promotional, it will not be adopted. David Ogilvy said that advertising is not a kind of art form. Hedidn't want to hear others praise his advertising how creative. He just hopes it canattract people to purchase goods (David Ogilvy 2003)。

　　Since the early 90s, discussion about advertising translation methods appearedin foreign language periodicals, such as Chinese Translation. Li Xiangde points outthat four words phrase translations from Chinese into English can adopt threemethods: Literal translation, free translation and rhetorical translation. Literaltranslation is a corresponding structure. Free translation makes a little ellipsis,supplemented or sequential adjustment with the original text. Rhetoric translationusing rhetoric methods to make advertising language more vivid and attractive toconsumers (李祥德 1990:13-16)。

　　Jiang Lei summed up that there are four ways of advertising translation. Theyare literal translation, liberal translation, modeling translation and translation. Literaltranslation refers to retain the original text characteristics from content to culture.

　　Free translation refers to keep content and abandon the translation form. Modelingtranslation directly uses ready-made advertising formulas which are corresponding tothe original form. Translation means in accordance with the target language habits,translate from the angle of view, the actual situation and image (蒋磊 1994:38-41)。

　　Yang Quan Hong's article in science and technology of China points out thatdue to the particularity of international advertising, the translation should be differentfrom the traditional translation. As the supplement of routine advertising translation,the author put forward interpretation translation, namely, in order to adapt to thedestination market, recreate in target language against its original shape.

　　Interpretation translation helps across barriers in worldwide advertising translation,and it is conducive to make full use of its advantages in language translation (杨全红2000:16-19)。

　　Meng Lin and Zhan Jinghui analyze the types of puns in advertising, namely,homophonic puns, semantic puns, grammatical puns and idioms or colloquialismspun. They put forward the five kinds of punning translation (孟琳、詹晶辉 2001:48-51)。

　　In advertising translation, trademark translation is an important part. In terms ofits principle, researchers are generally recognized that it should be concise and vividas. Brevity is intended to facilitate the recognition memory. Vividness is to keep the brand image, maintain consistency of the global image. Two points are decided bythe inherent requirement of trademark function. According to the principle ofaesthetics, Hu Kaibao and Chen Zai Quan point out that the trademark translationshould be having popular beauty, simple beauty, strange beauty, rhyme beauty andartistic conception. Making trademark translation has affinity, arouse consumersdream, enhance their desire (胡开宝、陈在权 2000:51-53)。

　　Li Kexing summarizes Hong Kong enterprise and brand name translationprinciples and methods, proposes that from the perspective of a large number ofestablished translation, translator pursues four principles: considering both of soundand meaning; transliteration; avoid using ordinary common words (because thetrademark translation takes ordinary vocabulary exacerbate Chinese phenomenon ofpolysemy, negative social communication); avoid cultural taboos.

　　Jiang Lei from the perspective of social pragmatics, in view of theChinese-English cultural differences caused by the pragmatic failures in trademarktranslation, Jiang Lei puts forward five pragmatic translation strategies: 1.Highlightthe expressive function of a trademark; Show the national culture and seize theassociative meaning; 3.Picked up the auspicious beg, cater to consumer psychology;4.Cut accurate market positioning and pursuit of new business concepts; 5.Payattention to the cultural empathy and conform to the aesthetic psychological (蒋磊2002:52-56)。 This paper is full of examples. Jiang emphasizes the importance ofbrand translation in the cross-cultural barriers.

　　3、参考文献

　　David Ogilvy,(2003)，《奥格威谈广告》。北京：机械工业出版社。

　　Guidere, Mathieu. Translation Practices in International Advertising. TranslationJournal, 2001(5)Gutt, Ernst-August. (2001)。 Translation and Relevance-Cognition and Context.

　　Shanghai: Shanghai Foreign Language Educaiton Press.

　　Hurbin, Pieerr. (1972)。 Peut-on traduire la Langue de la Publicé (Can One Translatethe Language of Advertisement)。 Babel: International Journal of Translation.

　　Leech, Geoffrey. (1974)。 Semantics. London: Longman Group.

　　Munday, Jeremy. (2001)。 Introducing Translation Studies. London and New York: Routledge.

　　Nord, Christine. (2001)。 Translating as a Purposeful Activity. Shanghai ForeignLanguage Educaiton Press.

　　Reiss, Katharina. (2005)。 Translation Criticism: The Potentials & Limitations.Shanghai: Shanghai Foreign Language Educaiton Press.

　　Seguinot, Candace. (1995) Translation and Advertising: Going Global in CulturalFunctions of Translation. In Schaffner, C., Kelly-Holmes, H. (Eds.)， CulturalFunctions of Translation. Multilingual Matters.

　　Smith, V. and C. Klein-Braley. (1997)。 Advertising: A five-stage strategy fortranslation. In C. Nord et al. (Eds)， Translation as Intercultural Communication. Amsterdam: Benjamins.

　　Samovar, Larry A. Richard E. Porter and Lisa A. Stefani. (2007)。 CommunicationBetween Culture 3rded. Beijing: Foreign Language Teaching and ResearchPress.

　　Schiffman, Leon G. and Kanuk, Leslie Lazar. (2001)。 Consumer Behavior. Beijing:Tsinghua University Press.

　　Hance J. Vemeer. (2004)。 Skopos and Commission in Translational Action. In Venuti,L. The Translation Studies Reader. (pp.227-238)。 New York and London:Routledge.

　　曹顺发，(2002)，广告用语的翻译，《中国科技翻译》，第 1 期，第 43-45页。

　　丁树德，(1995)，产品广告的英译应简洁，《中国翻译》，第 5 期，第 44-45页。

　　郭可，(1992)，英语新闻与广告写作，《外国语(上海外国语大学学报)》，第 2 期，第 59-66 页。

　　胡开宝、陈在权，(2000)，商标名称的.美学特征与英语商品名称的翻译，《中国翻译》，第 5 期，第 51-53 页。

　　蒋磊，(1994)，谈商业广告的翻译，《中国翻译》，第 5 期，第 40-43 页。

　　蒋磊，(2002)，文化差异与商标翻译的语用失误，《中国科技翻译》，第 3期，第 52-56 页。

　　黎凡，(1992)，谈广告翻译的变通，《中国翻译》，第 2 期，第 29-31 页。

　　李克兴，(2010)，《广告翻译理论与实践》。北京：北京大学出版社。

　　李祥德，(1990)，广告中四字词组的英译法，《中国翻译》，第 3 期，第 13-16页。

　　孟琳、詹晶辉，(2001)，英语广告中双关语的运用技巧及翻译，《中国翻译》，第 5 期，第 49-52 页。

　　苏淑惠，(1996)，广告英语的文体功能和翻译标准，《外国语(上海外国语大学学报)》，第 2 期，第 51-56 页。

　　唐艳芳，(2003)，谈广告翻译的美学策略，《浙江师范大学学报(社会科学版)》，第 2 期，第 112-116 页。

　　汪文格，(1999)，谈商业文字翻译中美的再现与拓展，《湖南大学学报(社会科学版)，第 S1 期，第 87-90 页。

　　王贞霞，(2013)，论广告英语的翻译技巧，《郑州航空工业管理学院学报(社会科学版)》，第 32 卷第 4 期，第 123-125 页。

　　谢建平，(2002)，含蓄--广告语言创意及翻译中的特色标记，《中国科技翻译》，第 2 期，第 37-40 页。

　　杨全红，(2000)，译者，绎也--试探国际广告的非常规翻译法，《中国科技翻译》，第 1 期，第 18-21 页。

　　张沉香，(2007)，功能目的理论与应用翻译研究。长沙：湖南师范大学出版社。

　　赵静， (1993)，广告英语。北京：外语教学与研究出版社。

　　4、论文提纲

　　Chapter One provides a brief background on the study. It introduces and explains the necessity of the study.

　　Chapter Two reviews relevant research related to advertising translation. Itintroduces the related research studies of advertising translation in China and west.

　　Chapter Three presents the theoretical framework which is the fundamentaltheoretical guidance of the thesis. It reviews the background and the development ofthe Skopos theory, and introduces three principles of the Skopos theory: the Skoposrule, the coherence rule and fidelity rule.

　　Chapter Four introduces gives a general introduction of advertising and majorlanguage features of English advertising.

　　Chapter Five expounds and proves the applicability of the Skopos theory toEnglish-Chinese advertising translation and explores specific translation strategies toEnglish-Chinese advertising translation under the guidance of the Skopos theory.

　　Chapter Six is conclusion of the entire thesis. Through the above analysis andresearch, this thesis concludes that on the basis of the Skopos theory,English-Chinese translation can be effectively guided. Meanwhile, the thesis alsopoints out the shortages of the study.

　　5、论文的理论依据、研究方法、研究内容

　　Skopos Theory

　　6、研究条件和可能存在的问题

　　there are some analyses or comments in the thesis which may not beprofound because of limitation of advertising knowledge and practical workingexperience in the advertising field. However, in the future, more efforts will be madeto probe into the topic of advertising translation.

　　7、预期的结果

　　Meanwhile, English advertising is different from other literary translation. English advertising has its particular purpose and unique rhetorical features. To makethe target readers or consumers feel the charm of the source text, and finally promotethe goal of sale, translator should use flexible translation according to the differentrhetoric characteristics.

　　8、论文写作进度安排(略)

　　语言学类硕士论文开题报告 篇2

　　一、研究或设计的目的和意义

　　《金瓶梅》作为是中国的第1奇书，自问世以后，就为中国的世情小说的发展奠定了基础，并且把我国长篇小说的发展划分成了才子佳人的故事和家庭生活为题材描摹世态的及以社会生活为题材、用讽刺笔法来暴露的两大派系。而《红楼梦》在批判的继承了《金瓶梅》的才子佳人小说的创作经验后又有了重大的突破。成为了世情小说最伟大的作品。在“54”文学革命者做出了新的评价，鲁迅等阐述了《红楼梦》的现实主义精神和杰出成就后，使《红楼梦》的现实主义精神得以回归。直到现在，《红楼梦》、《金瓶梅》仍是许多作家永远读不完、永远值得读的好书。成为中国作家创作出高水平的作品的不可多得的借鉴品。然而，探讨两大名著的男主人公贾宝玉与西门庆的悲剧性，可以对两大名著中的社会悲剧，人类悲剧，男人悲剧更好的认识和了解，以供后人借鉴。从而启发后世的世情小说的创作，使今后的世情小说创作中的人物悲剧性达到1个更高的巅峰。

　　二、研究和设计的国内外现状和发展趋势：

　　中国的两大世情小说《红楼梦》、《金瓶梅》。对他们的研究是中国古代小说研究领域中的两大学术热点。被称为中国第1奇书的《金瓶梅》从106世纪末问世后，研究者1开始不是很多，但是随着中国学术的从古典向现代转型，随着小说价值观念的变革与更新。对《金瓶梅》的研究渐渐的由微入深，被学术界称为“金学”。并受到国外学者的高度重视。现如今的外文译本有英、法、德、意、拉丁、芬兰、俄、日、朝、越、蒙等10几多种文种。对其做出了各方面的重大研究，并称其为中国通俗小说的发展史上1个伟大的创新。国内外的众多评论者并对其的创作时代、作者，及其所要暴露的社会矛盾和小说中所剖视扭曲的人性、悲剧性，性的描写，人物性格的刻画，语言的运用，并对其形成的网状结构做出了大量的归纳和探究。《红楼梦》与《金瓶梅》之间有着10分明显的继承和发展的关系。《红楼梦》是《金瓶梅》的1个重大的突破。引起了众多的人对《红楼梦》的评论和研究的兴趣，并形成了1种专门的学问——红学。《红楼梦》这部伟大的作品属于中国，也属于世界。《红楼梦》在国外有多种的译本：英、法、日等10几种语种的译本。并且国内外众多的评论者对其版本、作者，以及其的社会悲剧，人生悲剧，爱情悲剧，人物性格，个性化的文学语言，写实与诗化的融合，浑融1体的网状结构做出了大量的.归纳和探究。然而，贾宝玉与西门庆作为是《红楼梦》和《金瓶梅》的两位男主人公。国内外的众多评论者都对其2人的人物形象，语言风格，现实原型，性格内涵，性的体验，个人悲剧等都做出了归纳和探究。《红楼梦》作为是《金瓶梅》的1个延续、1个发展，它的男主人公贾宝玉与西门庆有着1定的联系，对其2人的研究在今后应趋向于2人的社会悲剧，人类悲剧，男人悲剧的诠释及分析。

　　三、主要研究或设计内容，需要解决的关键问题和思路：

　　(1)总论

　　没有《金瓶梅》就写不出《红楼梦》，从《红楼梦》与《金瓶梅》题材类似的角度引出中心论点。

　　(2)分论

　　全文分3个部分

　　第1部分：阐述西门庆的悲剧性

　　西门庆1个市井无赖、流氓、淫棍，1个精明的商人，靠着他对金钱的占有肆意的挥霍、放纵，以自我为中心来实现他对放纵，及其通过金钱获得了强大的权利，随意的鄙弃人间，在此背后所体现出的社会的黑暗、。构成了其特有的社会悲剧、人类悲剧、男人的悲剧。

　　第2部分：阐述贾宝玉的悲剧性

　　贾宝玉1块晶莹剔透的宝玉1个显耀的贵族，他的个性、他的自我、他对女孩子的尊崇迫使他与封建传统相背道。他作为荣国府的唯1继承人，他肩负着荣国府的全部希望。但是他自身的性格特点，使他成为了“大逆不道的不肖子。”

　　第3部分：论证传统的价值观、传统的伦理观与贾宝玉、西门庆的悲剧性

　　传统的价值观、传统的伦理观，在贾宝玉与西门庆的行为中被肆意的践踏，新兴的与传统的极大的对立，但是封建的旧势力是无比强大的，最终，贾宝玉是失败的，西门庆是失败的，形成1个永恒的悲剧。

　　四、完成毕业论文(设计)所必须具备的工作条件及解决的方法：

　　1. 在图书馆查阅大量的文献资料。

　　2. 利用百度上网搜索最新相关信息。

　　3. 在指导老师的帮助下最终完成毕业论文。

　　五、工作的主要阶段、进度与时间安排：

　　1、论文的选题：20XX年1月

　　2、完成论文的开题报告：20XX年1月

　　3、完成论文的提纲：20XX年1月

　　4、撰写论文：20XX年2-3月

　　5、修改论文：20XX年4月

　　6、完成定稿：20XX年4月

　　六、阅读的主要参考文献及资料名称：

　　[1]管曙光编:《金瓶梅之迷》，中州古籍出版社，2000年版.

　　[2]明/兰陵笑笑生著，司徒博文译：《金瓶梅》，上海古籍出版社，2005年版.

　　[3]清/曹雪芹、高鄂著，张秀枫主编：《红楼梦》，时代文艺出版社，2000年版.

　　[4]清/曹雪芹著，杨国祥、杨德宏主编：《红楼梦》，长春出版社，1995年版.

　　[5]张国星编：《鲁迅胡适等解读〈金瓶梅〉》，辽海出版社，2002年版.

　　[6]尹恭弘著：《〈金瓶梅〉与晚明文化》，华文出版社，1997年版.

　　[7]袁行霈主编：《中国文学史》第4卷，高等教育出版社，1999年版.

　　[8]严明、田晓春等编著：《中国古代文学史(2)导学》，北京大学出版社，2002年版.

　　[9]张炯、邓绍基、樊骏主编;《中华文学通史》第3、4卷，华艺出版社，1997年版.

　　[10]张国星编：《胡适鲁迅王国维解读〈红楼梦〉》，辽海出版社，2002年版.

　　[11]智喜君著：《〈金瓶梅〉与欲》，辽海出版社，2005年版.

　　[12]张业敏著：《〈金瓶梅〉的艺术美》，教育科学出版社，1992年版.

　　[13]张国风著：《〈红楼梦〉趣谈与索解》，春风文艺出版社，1997年版.

　　[14]朱玄编：《红楼梦资料汇编》，南开大学出版社，2001年版.

　　[15]朱玄编：《金瓶梅资料汇编》，南开大学出版社，2001年版.

　　[16]王蒙著：《王蒙话说〈红楼梦〉》，作家出版社，2005年版.

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