从文化差异的角度论汉语商标的英译

论文摘要

商标在国际市场中扮演着重要的角色。随着全球经济化的迅速发展以及中国加入世贸组织,出口商品大量增加。这一过程中,人们开始逐渐感受到商标在刺激消费、开拓市场、法律保护等方面的重要性,也意识到商标翻译中存在的挑战性。因此,产品的命名及其翻译引起了广大学者和译者的兴趣,也引起了笔者的兴趣。笔者在介绍本文的研究对象一商标的基础上,阐述了汉语商标英译和文化的关系,汉语商标的文化特征,汉语商标英译中所遭遇的文化障碍及其成因一文化差异,并对一些著名的汉语商标的英译进行分析,总结了目前汉语商标英译的方法及存在的问题,例如一些商标译文中忽略了文化差异,造成了文化障碍。基于发现问题和解决问题的原则,本文在对奈达“功能对等”理论进行阐述和分析的基础上,指出“功能对等”理论和汉语商标英译的相关性以及对汉语商标英译的理论指导价值,建议使用以下五种翻译方法,克服汉语商标英译中出现的文化障碍:(1)替代;(2)省略;(3)增添;(4)音译;(5)补偿。商标的翻译对于开拓国际市场具有重要意义,来自不同国家的商标也必定传递着不同的文化信息,对文化因素的忽视会直接导致商标翻译的失败,给企业造成不可弥补的损失。“功能对等”作为一种翻译理论对汉语商标的英译具有很强的指导意义。遵循“功能对等”原则,灵活运用翻译方法,跨越文化障碍,能使译名为译名读者所接受,达到最贴切的对等。

论文目录

• 中文摘要
• ABSTRACT
• ABBREVIATIONS
• CHAPTER ONE INTRODUCTION
• 1.1 A REVIEW OF STUDIES ON TRADEMARK TRANSLATION IN CHINA
• 1.2 MOTIVATION OF THIS THESIS
• 1.3 SIGNIFICANCE OF THIS THESIS
• 1.4 STRUCTURE OF THIS THESIS
• CHAPTER TWO CULTURAL DIFFERENCES AND C-E TRADEMARK TRANSLATION
• 2.1 INTRODUCTION TO TRADEMARKS
• 2.1.1 Functions of Trademarks
• 2.1.2 Principles of Trademark Formation
• 2.2 CULTURAL DIFFERENCES IN C-E TRADEMARK TRANSLATION
• 2.2.1 Relationship between C-E Trademark Translation and Culture
• 2.2.2 Cultural Features of Chinese Trademarks
• 2.2.3 Cultural Barriers in C-E Trademark Translation
• 2.2.4 Cultural Differences—the Causes of Cultural Barriers
• 2.3 PREVAILING METHODS USED IN C-E TRADEMARK TRANSLATION
• 2.3.1 Translating Trademarks Through Chinese Pinyin
• 2.3.2 Translating Trademarks Literarily from Word to Word
• 2.3.3 Translating Trademarks by Imitating the Pronunciation of Chinese Words
• 2.3.4 Translating Trademarks Through a Combination of Imitating the Pronunciation of Chinese Words and Meaning Implication
• 2.4 IGNORANCE OF CULTURAL DIFFERENCES BEING THE EXISTING PROBLEM IN C-E TRADEMARK TRANSLATION
• CHAPTER THREE FUNCTIONAL EQUIVALENCE AND C-E TRADEMARK TRANSLATION
• 3.1 NIDA'S "FUNCTIONAL EQUIVALENCE"
• 3.1.1 Experience from Bible Translation
• 3.1.2 Formal Equivalence and Dynamic Equivalence
• 3.1.3 Functional Equivalence
• 3.2 APPLICABILITY OF FUNCTIONAL EQUIVALENCE TO C-E TRADEMARK TRANSLATION
• 3.3 ENLIGHTENMENT OF "FUNCTIONAL EQUIVALENCE" TO C-E TRADEMARK TRANSLATION
• 3.3.1 Understanding "Functional Equivalence" in Specific Cases of C-E Trademark Translation
• 3.3.2 Strategy for C-E Trademark Translation
• CHAPTER FOUR C-E TRADEMARK TRANSLATION
• 4.1 METHODS TO OVERCOME CULTURAL BARRIERS BASED ON "FUNCTIONAL EQUIVALENCE"
• 4.1.1 Substitution
• 4.1.2 Deletion
• 4.1.3 Addition
• 4.1.4 Transliteration
• 4.1.5 Compensation
• 4.2 SUMMARY
• CHAPTER FIVE CONCLUSION
• 5.1 OVERVIEW OF THE STUDY
• 5.2 LIMITATIONS OF THE STUDY
• 5.3 SUGGESTIONS OF THE STUDY
• ACKNOWLEDGEMENTS
• REFERENCES
• APPENDIX