从功能翻译理论的角度探讨品牌名称翻译

论文摘要

随着经济全球化的飞速发展,商品流通跨越了国界。品牌名称翻译成为国际经济交流中不可或缺的组成部分。一个好的译名对刺激消费和开拓国外市场起着十分重要的作用。因此,研究品牌名称翻译是一项必要而且迫切的任务。品牌名称是一种经济符号,它对消费者的心理和购买决定有着重要的影响。同时,它又是一种文化符号,承载着丰富的文化信息。因此,品牌名称翻译必须符合目标语市场的文化特征和消费者购买商品时的心理需求。本文从功能翻译理论的角度探讨了品牌名称的翻译。功能翻译理论把翻译看作一种目的性行为,以目标语文本及目标语文化为导向,强调目标语文本的目的及功能,因而认为译者有权选择最适合实现译文预期功能的翻译策略与方法。功能翻译理论为品牌名称翻译提供了理论依据。本文通过大量实例论证了在功能翻译理论指导下的品牌译名符合消费者的需要、情感、性别和年龄,以及目标语市场的文化特征,其中包括价值观念、宗教信仰及词语的联想意义等。在功能翻译理论指导下,作者还总结出几种品牌名称翻译的常用方法。通过上述分析,本文得出结论,功能翻译理论可以作为品牌名称翻译的指导性理论。

论文目录

• ABSTRACT
• 中文摘要
• ACKNOWLEDGEMENTS
• Chapter One INTRODUCTION
• 1.1 The Background to the Study
• 1.2 Literature Review
• 1.3 Objectives of the Thesis
• 1.4 Significance of the Thesis
• 1.4.1 Practical significance
• 1.4.2 Theoretical significance
• 1.5 Structure of the Thesis
• Chapter Two A GENERAL SURVEY OF BRAND NAME
• 2.1 Definitions of Brand and Brand Name
• 2.2 Basic Principles for Designing Brand Names
• 2.2.1 The "KISS" principle
• 2.2.2 The novelty principle
• 2.2.3 The readability principle
• 2.3 Functions of Brand Names
• 2.3.1 Distinguishing products
• 2.3.2 Providing information
• 2.3.3 Advertising function
• 2.3.4 Stimulating consumption
• 2.3.5 Ensuring quality
• 2.4 Formation of Brand Names
• 2.4.1 Proper name used as brand name
• 2.4.2 Common word used as brand name
• 2.4.3 Coined word used as brand name
• Chapter Three FUNCTIONALIST APPROACHES TO TRANSLATION AND THE ENLIGHTENMENT ON BRAND NAME TRANSLATION
• 3.1 Development of Functionalist Approaches
• 3.1.1 Katharina Reiss and the functionalist translation criticism
• 3.1.2 Vermeer and Skopostheorie
• 3.1.3 Holz-Manttari and the theory of translational action
• 3.1.4 Nord's function-plus-loyalty model
• 3.2 Major Concepts in Functionalist Approaches
• 3.2.1 Translating as intentional interaction
• 3.2.2 Translating as interpersonal interaction
• 3.2.3 Translating as a communicative action
• 3.2.4 Translating as intercultural action
• 3.2.5 Translating as a text-processing action
• 3.2.6 Translation brief
• 3.2.7 Three rules of Skopostheorie
• 3.2.7.1 Skopos rule
• 3.2.7.2 Coherence rule and fidelity rule
• 3.3 The Enlightenment of Functionalist Approaches on Brand Name Translation
• 3.3.1 Role of the source text
• 3.3.2 Role of the translator
• 3.3.3 Role of the target receiver
• 3.3.4 Cross-cultural awareness
• Chapter Four BRAND NAME TRANSLATION IN LIGHT OF FUNCTIONALIST APPROACHES
• 4.1 Principles of Brand Name Translation
• 4.1.1 Principle of target-culture orientation
• 4.1.1.1 Orienting to the values of the target culture
• 4.1.1.2 Orienting to the target religion
• 4.1.1.3 Orienting to preference for different animals words
• 4.1.1.4 Orienting to preference for different colors
• 4.1.1.5 Orienting to preference for numbers
• 4.1.2 Principle of target-consumer orientation
• 4.1.2.1 Orienting to consumers' needs
• 4.1.2.2 Orienting to consumers' feelings
• 4.1.2.3 Orienting to consumers' gender
• 4.1.2.4 Orienting to consumers' age
• 4.2 Methods of Translating Brand Names
• 4.2.1 Transliteration
• 4.2.2 Literal translation
• 4.2.3 Free translation
• 4.2.4 Mixed translation
• 4.2.5 Communicative translation
• 4.2.6 Creative translation
• 4.2.7 Zero translation
• Chapter Five CONCLUSION
• 5.1 Summary
• 5.2 Limitations
• WORKS CITED