《国民饮料与其品牌简介》汉译实践报告

发布时间：2018-02-13 12:13

本文关键词： “国民饮料” 品牌翻译广告标语翻译准则翻译技巧　出处：《上海师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌翻译的研究主要集中于品牌名称的翻译。本文以美国畅销饮料品牌“国民饮料”(National Beverage)与其品牌翻译为例,结合品牌文化,对品牌翻译加以研究。本文陈述了选题背景,简单回顾品牌翻译的研究现状,简述研究方法——定性分析,定量分析和二者并用;简论了文本翻译过程,包括三个阶段;论述了品牌名称的翻译,论证音译法、直译法、音译加直译法和意译法在品牌翻译中的应用,强调灵活运用这些主要方法有助于保证品牌翻译质量;探讨了品牌简介语篇中广告标语的特点和应用于广告标语翻译的准则:忠实通顺,简洁易懂,感染力强,强调其应用的有效性;论述了语篇中被动句和长难句的翻译技巧。最后,笔者总结了收获,指出了不足和需要加强研究的方面。本文旨在让读者了解品牌的特点,品牌翻译的准则、方法和技巧。
[Abstract]:The research of brand translation mainly focuses on the translation of brand names. This paper takes the national beverage brand "National Beverage" and its brand translation as an example, combining with the brand culture, to study the brand translation. This paper briefly reviews the current research situation of brand translation, briefly describes the research method-qualitative analysis, quantitative analysis and the combination of the two, briefly discusses the process of text translation, including three stages, discusses the translation of brand names, demonstrates transliteration, and literal translation. The application of transliteration plus literal translation and free translation in brand translation emphasizes that flexible use of these main methods can help to ensure the quality of brand translation. This paper probes into the characteristics of advertising slogans in brand brief discourse and the principles used in the translation of advertising slogans: faithful, simple and easy to understand, strong appeal, and emphasizes the effectiveness of its application; This paper discusses the translation techniques of passive sentences and long difficult sentences in discourse. Finally, the author summarizes the achievements, points out the shortcomings and needs to strengthen the research. The purpose of this paper is to make readers understand the characteristics of brands, the norms, methods and techniques of brand translation.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9

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