从社会符号学的视角探究品牌名称翻译

论文摘要

品牌名称翻译的研究在社会经济快速发展的今天显得尤为重要。近年来人们立足于不同学科,从不同角度对其研究,然而关于品牌名称翻译的文章大多基于等效论或目的论。而忽视了品牌名称这一特殊符号内在的含义。与以往不同,本文从一个全新的视角—社会符号学角度,对品牌名称翻译进行了分析探讨。作者对于符号学以及社会符号学理论的发展进行了总结,并综述了符号学、社会符号学的发展以及符号学应用于翻译研究的历史,首次将社会符号学理论引入品牌名称翻译实践中,通过实例分析发现品牌名称具备莫里斯提出的语言符号的三方面含义(指称意义,言内意义,语用意义)。因此作者从这三方面含义入手,分析品牌名称翻译这种具有特殊意义及功能的专用符号翻译,认为在品牌名称翻译过程中,对于实现品牌名称的指称意义,言内意义,语用意义应分别采用直译、音译、意译等不同的翻译技巧及翻译策略。从而让目标消费者对该品牌有更明确的认识甚至对该产品产生浓厚的兴趣。

论文目录

• 中文摘要
• Abstract
• Chapter One Introduction
• 1.1 Motivation and Significance of the Study
• 1.2 Thesis Structure
• Chapter Two Literature Review
• 2.1 The Evolution of BN Study
• 2.2 Current Situation of BNT Study
• 2.3 Theories Adopted in Previous BNT Researches
• 2.3.1 Nida’s Equivalence Theory
• 2.3.2 Skopos Theory
• 2.3.3 Recent Studies by Chinese Scholars
• 2.4 Methods Commonly-used in BNT
• 2.5 Sociosemiotic Theory Brought into Translation Study
• Chapter Three Sociosemiotic Theory—the Theoretical Framework
• 3.1 Sociosemiotic Theory
• 3.1.1 Historical view of semiotics
• 3.1.2 Sociosemiotics—a developed science
• 3.1.3 Three Meanings of semiotics
• 3.2 Sociosemiotic Perspectives towards Translation
• 3.3 The Advantages of Sociosemiotic Approach to Translation
• Chapter Four Brand and Brand Names
• 4.1 Introduction to Brand and Brand Name
• 4.2 Brand Name Translation
• 4.2.1 Importance of BNT
• 4.2.2 Factors Considered in the BNT
• Chapter Five Strategies of BNT Based on Sociosemiotic Theory
• 5.1 Strategies Applied to Transfer Referential Meaning—Literal Translation
• 5.2 Strategies Applied to Transfer Linguistic Meaning
• 5.2.1 Transliteration
• 5.2.2 Integrating Translation
• 5.3 Strategies Applied to Transfer Pragmatic Meaning
• 5.4 The Supplemented Techniques to BNT—Semantic Compensation
• Chapter Six Conclusion
• Bibliography
• Abbreviations & Brand Websites
• Acknowledgements
• Papers Published During Study