国际贸易中品牌翻译的研究

论文摘要

国际贸易的蓬勃发展赋予商品品牌翻译新的挑战。这个领域已经有许多学者做了相当多的研究,但是大多数的人都把研究重点放在品牌名称翻译的本身,而忽视了其承载的文化意义。当今企业实施的名牌战略很大程度上是一种文化战略。品牌名称具有一定的文化蕴含,此蕴含可以是商家所赋予的,也可以是消费者的联想产生的。对同一品牌名称,由于价值观,消费心里,文化取向的差异,不同的消费群体会联想不同的文化蕴含。本文对国际贸易中品牌名称的翻译的问题进行了探讨,既考虑到品牌意义的翻译,又兼顾消费群体的文化背景,语言环境,风俗民情,宗教信仰和审美情趣的传递。作者在研究过程中收集了大量的品牌翻译的实例,通过对比翻译的研究方法,突出了文化因素在品牌翻译中的作用。品牌翻译已经不再是单纯意义上的字面翻译,文化的体现已经变得非常重要。作者还在研究中发现品牌名称的译名还应该同原品牌名称一样,对译名接受者能够产生相等或者相近的宣传效果。一个成功的译名不仅仅要达到意义与文化的传播,还应该具有一定的美学特征,能够吸引消费群体,激发消费者的美好想象与购买欲望。本文在奈达的等效翻译理论指导下通过列举和分析国际知名品牌,同时运用跨文化交际,翻译美学以及语用失误等从几个方面探讨了品牌翻译的原则。

论文目录

• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 The Problem
• 1.1.1 The Problems on the Former Study of BNT
• 1.1.2 The Problems That Exist
• 1.2 Research Questions and Objectives
• 1.2.1 Research Questions
• 1.2.2 Objectives
• 1.3 Type of Research and Hypotheses
• 1.3.1 Types of Research
• 1.3.2 Hypotheses
• Chapter 2 Theoretical Framework and Related Literature
• 2.1 Theoretical Framework
• 2.1.1 Introduction
• 2.1.2 Nida’s Equivalence Theory
• 2.1.3 Newmark’s Communicative Translation
• 2.1.4 Translation Aesthetics
• 2.1.5 Jenny Thomas’Pragmatic Failure
• 2.2 Related Literature
• 2.2.1 Introduction
• 2.2.2 Studies on BNT in China
• 2.2.3 Studies on BNT Abroad
• Chapter 3 Method
• 3.1 Introduction
• 3.2 Materials
• 3.3 Design and Analysis
• 3.4 Procedure
• Chapter 4 Results
• 4.1 Introduction
• 4.2 Results of General Survey of BN
• 4.2.1 Characteristics of Brand Names
• 4.3 Results of General Survey of BNT
• 4.3.1 Features of Translated Brand Names
• 4.3.2 Methods of BNT
• 4.4 Culture Reflected in Brand Names
• 4.4.1 The Reflection of History
• 4.4.2 The Refection of Social Customs and Habits
• 4.4.3 The Reflection of Public Morality
• 4.5 Aesthetics Reflected in Brand Names
• 4.6 Pragmatics Reflected in Brand Names
• Chapter 5 Discussion
• 5.1 Introduction
• 5.2 Criteria of Translation
• 5.2.1 Diversification of Criteria of Translation
• 5.2.2 The Highest Standards of Translation
• 5.3 Methods of BNT
• 5.3.1 Transliteration
• 5.3.2 Literal Translation
• 5.3.3 Adaptation
• 5.3.4 Combined Translation
• 5.4 Culture Factor in Brand Name Translation
• 5.4.1 Cultural Origin of Brand Names
• 5.4.2 The Relationship between Culture and BNT
• 5.4.3 Cultural Association and Localization of Branding
• 5.5 Aesthetics Factor in Brand Name Translation
• 5.5.1 The Pronunciation Beauty of Brand Name Translation
• 5.5.2 Visual Beauty of Brand Name Translation
• 5.5.3 The Imaginative Beauty of Brand Name Translation
• Chapter 6 Conclusion
• 6.1 Summary
• 6.2 Validity and Reliability
• 6.3 Limitations and Further Research
• References
• Published Paper
• Acknowledgements