商标翻译——跨文化交际视角

论文摘要

全球经济一体化的今天,行业间的商业竞争日趋激烈,在这样的环境下,商标之于产品和企业的作用就更不可忽略。产品的商标恰如人的名字,赏心悦目的商标名让人过目难忘,能够促进产品的销售,而不恰当的商标名将给产品甚至其企业带来厄运。随着国际经济的发展,越来越多的企业走出国门进军世界市场。为了成功地让产品在国际市场上夺得一席之地,好的译名商标必不可少。商标作为企业参与国际市场竞争的重要武器有它独特的功能：产品区分功能,信息提供功能,广告宣传功能和法律保护功能。商标的独特功能决定了商标词语的翻译不仅是两种语言符号的转换,而且还是文化的转换。得体贴切的商标译名能更好地促进商品的品牌形象销售,使商家获得最大的利润。商标翻译在开拓世界市场、参与国际竞争、树立品牌意识中起着举足轻重的作用。然而,由于中西方国家风土人情、社会意识和文化背景的不同,有些在一国为消费者所喜爱的常用商标,在另一国家却未必适用。由此,若对于中西方的跨文化交际和文化差异没有一个系统的认知,商标的翻译恐怕是差强人意。文章从跨文化交际角度结合商标翻译的特点对中西文化的差异做了系统介绍并提出了面对文化差异商标翻译应注意的问题。与此同时,本文收集了数百枚中英文商标,对其源语商标和译名进行了分析对比,并以其中四十八枚商标和译名为重点分析对象,研究总结了商标翻译中出现的问题,即拼音翻译法,直译法,和无译名。同时也发现翻译过程中存在着因对商标背后的文化内涵,宗教信仰和政治含义的忽略而导致的文化信息不对等现象。针对这些问题和现象,作者结合尤金奈达的功能对等理论和跨文化交际理论提出了商标翻译的原则、步骤和方法。商标翻译的原则有：简洁性原则,新颖性原则,可读性原则和文化意象原则；商标翻译的方法有：谐音法,意译法,音义结合法,随译法,新创法和借译法。相信文章对于商标译员和企业都将起到一定的指导性作用。

论文目录

• Acknowledgements
• Abstract in Chinese
• Abstract in English
• Chapter One Introduction
• 1.1 Overview of Brand Name Translation Studies
• 1.2 The Motivation of the Present Study
• 1.3 Organization of the Thesis
• Chapter Two Brand and Brand Name
• 2.1 Brand and Brand Name:Definitions
• 2.2 Functions of Brand Names
• 2.2.1 Distinguishing Function
• 2.2.2 Informative Function
• 2.2.3 Advertising Function
• 2.2.4 Protecting Function
• 2.3 Classifications of Brand Names
• 2.3.1 Proper Names Used as Brand Names
• 2.3.2 Common Word Brand Names
• 2.3.3 Coined Word Brand Names
• Chapter Three Language, Culture and Cross-cultural Communication
• 3.1 Definitions of Culture
• 3.2 Language, Culture and Cross-cultural Communication
• 3.2.1 Language and Culture
• 3.2.2 Culture and Cross-cultural Communication
• 3.2.3 Cross-cultural Communication and Brand Name Translation
• Chapter Four Translation of Brand Names
• 4.1 Importance of Brand Name Translation
• 4.2 Sample Analysis
• 4.2.1 Problems in Brand Name Translation
• 4.2.2 Cultural Ignorance in Brand Name Translation
• 4.3 Eugene A. Nida's Functional Equivalence Theory
• 4.3.1 Essentials of Functional Equivalence Theory
• 4.3.2 Functional Equivalence Theory in the Translation of Brand Names
• 4.4 Principles Applied to Brand Name Translation
• 4.4.1 Brevity Principle
• 4.4.2 Novelty Principle
• 4.4.3 Readability Principle
• 4.4.4 Image Principle
• 4.5 Procedures of Brand Name Translation
• 4.5.1 Analysis of the Original Brand Name
• 4.5.2 Analysis of Characteristics of the Product
• 4.5.3 Analysis of Characteristics of Potential Consumers
• 4.5.4 Translating from Source Language to Target Language
• 4.5.5 Adjustment of Translated Names in the Target Culture
• 4.5.6 Testing Translations by Questionnaire with Potential Consumers
• 4.6 Methods Applied to Brand Name Translation
• 4.6.1 Transliteration
• 4.6.2 Literal translation
• 4.6.3 Combinative Translation
• 4.6.4 Free Translation
• 4.6.5 Creative Translation
• 4.6.6 Zero Translation
• Chapter Five Conclusions
• 5.1 A Summary of Major Findings
• 5.2 Limitations and Areas for Further Research
• References
• 研究生履历