从文化差异视角探究商标名称翻译的原则及其策略_英语论文.doc

资料分类:英语论文 上传会员:梦溪 更新时间:2017-10-18
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Abstract

 

With the rapid development of today’s economy and culture, brand name translation has surely become one kind of intercultural communication. As we know, when it comes to translating brand names, either from English to Chinese or from Chinese to English, related principles and regulations, cultural psychology, aesthetic customs and some other factors must be taken into consideration. Therefore, translators are supposed to focus on avoiding some cultural taboos and employing proper methods in the process of translation. There is no doubt that translation of brand names is not an easy job. In that good brand name translation prefers to be idiomatic rather than flowery. Meanwhile, an ideal version for a brand name is the key to enhancing the charm and selling of its products.

 

Keywords: Translation of brand names; principles; methods; cultural 

          difference influence

 

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-1

3. The Principles for Brand Name Translation-2

3.1 The Advertising Nature of Brand Name Translation-2

3.2 Inductive Principle for Brand Name Translation-3

3.3 Aesthetic Principle for Brand Name Translation-3

3.4 Function Equivalence Principle for Brand Name Translation-4

3.5 Considering the Chinese Relevant Laws-4

4. The Strategies for Brand Name Translation-5

4.1 Chinese Pinyin-5

4.2 Paraphrase-5

4.3 Transliteration-6

4.4 Word-Building-6

4.4.1 Piecing Together and Adding Affix-7

4.4.2 Misspelling-7

4.4.3 Compounding Words-7

4.4.4 Using the Corresponding English Words-7

5. The Cultural Taboos of Brand Name Translation-8

6. The Influence of Cultural Difference on Brand Name Translation-9

6.1  Problems Caused by The Cultural Influence-9

6.2 Factors of The Cultural Influence-9

6.2.1 The Difference in Values-10

6.2.2 The difference in Language Connotation-10

6.2.3 The Difference in Economic Development-10

7. Conclusion-10

Works Cited-12

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上传会员 梦溪 对本文的描述:在商标名称的英汉或汉英互译过程中,商标名称翻译者都必然将论及相关语言法规、文化心理、审美习俗等方面的因素。除了遵循翻译原则,商标翻译者还应考虑到翻译中的文化禁忌问......
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