从模因论探析品牌零翻译现象

论文摘要

品牌,俗称产品的黄金名片,这张名片不仅传递了企业参与国际竞争的美好希冀,而且承载着一个民族走向世界的重要使命。越来越多的企业开始重视自主品牌翻译的同时,译者实现跨文化交流的重大责任也日益显现。在大量的品牌翻译实践中,零翻译策略受了越来越多译者的亲睐。这种翻译方法主要体现在两个方面：1)故意不译源语中的品牌名称；2)不用目的语中现成的词汇翻译源语中的品牌名称。采用这种翻译策略的品牌名称不仅通俗易懂、深入人心,而且保存了源语的神韵和风格,充分体现了商品的独特魅力,适合消费者意志,常使其慷慨解囊。本文将众多译者选取零翻译策略翻译品牌名称的行为,归结为品牌零翻译现象,并在理论上对这一现象进行了初步探析。模因论,作为一种解释文化进化规律的新兴理论,受到了诸多国内外专家和学者的广泛关注,尝试将其运用于语言学、语用学、语言教学和翻译领域的研究,并取得了一些成果,其中,等值论为模因论在翻译领域的研究提供了全新的视角。等值论一直是译界的焦点理论,同时也指导着翻译实践中方法和策略的选择,其中,零翻译策略就是等值翻译思想指导下的产物。从模因论的视角重新审视等值翻译,对等值翻译的理论与实践研究无疑是一个新的突破。借用模因论探讨品牌零翻译现象,其目的在于为品牌翻译中的零翻译现象提供理论支撑,从而有利于译者在实践中灵活采取翻译策略,其探究的实用价值和现实意义显现。本文基于Chesterman提出的翻译模因论之上,以等值翻译观为契合点,拟将零翻译的品牌作为等值翻译模因,解释其复制的四个阶段,包括同化、记忆、表达和传播,研究影响其成为成功模因的三个因素,包括客观原因,主观原因和模因本身原因,探讨其复制和传播的方式,包括等值模因的同型传递、异型传递和同异型结合传递,并分别分析了各种传递方式在品牌翻译实践中所达到的优效。

论文目录

CONTENTS

摘要

Abstract

CHAPTER ONE INTRODUCTION

1.1 Objectives of the Research

1.2 Significance of the Research

1.3 Methodology and Data Collection

1.4 Structure of the Thesis

CHAPTER TWO LITERATURE REVIEW

2.1 Relevant Research on Zero Translation

2.1.1 Phenomena of zero translation

2.1.2 Research status of zero translation

2.2 Previous Study on Translation of Brand Names

2.2.1 Current situation of translation of brand names

2.2.2 Overview of zero translation of brand names

2.3 Present Survey about Memetics

2.3.1 Origin of memetics

2.3.2 Development and application of memetics

2.4 Summary

CHAPTER THREE MEMETICS IN BRAND NAME TRANSLATION

3.1 A Brand Name as a Meme

3.2 Definition of Translation Memes

3.3 Five Translation Supermemes and Their Respective Relations to Brand Name Translation

3.4 Eight Major Stages and Their Respective Guidelines on Brand Name Translation

3.5 Locus of Translation Memes and Its Relevance to Brand Name Translation

CHAPTER FOUR MEMETIC APPROACH TO ZERO TRANSLATION OF BRAND NAMES

4.1 Equivalent Translation Principle in Memetics and Zero Translation

4.1.1 Overview of translation equivalence

4.1.2 Equivalent translation principle in memetics

4.1.2.1 Translation equivalence in translation supermemes

4.1.2.2 Translation equivalence in the evolutional stages of translation memes

4.1.3 Equivalent translation principle in zero translation

4.1.4 Feasibility and significance of analyzing zero translation by memetics

4.2 Equivalent-translated Memes and Zero-translated Brands

4.2.1 Zero-translated brands as equivalent-translated memes

4.2.2 Transmission stages of zero-translated brand names

4.2.3 Criteria of successful transmission

4.2.4 Transmission forms of zero-translated brand names and their superiority

4.2.4.1 Homotype transmission and its unique effect

4.2.4.2 Heterotype transmission and its special effect

4.2.4.3 Combination of homotype and heteortype transmission and its superior effect

CHAPTER FIVE CONCLUSION

5.1 Major Findings of the study

5.2 Limitations of the Study

5.3 Suggestions for Further Study

REFERENCES

ACKNOWLEDGEMENTS

从模因论探析品牌零翻译现象

论文摘要

论文目录

相关论文文献

猜你喜欢