英语品牌名称汉译的顺应策略研究

发布时间：2018-06-05 06:36

本文选题：英语品牌名称 + 汉译　；参考：《吉林大学》2008年硕士论文

【摘要】： 随着经济全球化的速度日益加快,品牌名称翻译已经成为产品在国际市场上进行营销和树立产品品牌的一个重要环节。品牌名称的翻译在语言使用方面具有其独特性,需要考虑多方面的因素,诸如语言转换,产品,目标消费者以及目标市场的文化和社会因素等,整个过程复杂,呈动态。维索尔伦(1999)提出的顺应理论是一个新兴的理论,但是它有着很强的阐释力。他认为,语言使用的过程就是语言不断做出选择的动态过程。语言具有三种相互联系的特性,即变异性,商讨性和顺应性。依据顺应理论,本文对英语品牌名称的汉译进行了研究,旨在研究顺应理论在英语品牌名称汉译中是否可以作为一个有效的策略加以使用,同时探讨不同的顺应策略如何在英语品牌名称汉译中得以运用。本研究首先对所收集到的168个英语品牌名称的汉译进行了定性的分析研究,研究的角度涉及四个方面:即对汉语语言特点的顺应,对产品特点的顺应,对目标消费者的顺应,以及对目标市场社会的顺应。分析表明在所收集到的168个语料中,155个英语品牌名称的汉语译名对语言语境(汉语),以及交际语境(诸如产品等客观现实,消费者以及社会)都有着典型的顺应。同时,为了进行更深入的探讨,作者利用统计的方法对这155个英语品牌名称的汉语译名作了定量研究,总结了不同类型产品的顺应趋势。结果发现由于不同产品类型的特性,目标消费者以及目标市场存在差异,其品牌名称的汉译相应采取了不同的顺应策略,以此作为该类产品在中国市场的营销和品牌树立的策略。在此基础上,作者对这155个品牌中的每一个英语品牌名称的汉译都做了更进一步顺应分析,统计表明每一个品牌名称的翻译都需要至少考虑对一个因素或者多个因素进行顺应。这也证明了品牌名称的翻译是一个动态的过程,该过程需要不同层面的多种顺应。本研究结果表明,在英语品牌名称汉译中,顺应策略运用普遍;不同产品类型的品牌名称翻译需要运用不同的顺应策略,顺应的因素也各自不同,呈动态的状态。在英语品牌名称汉译时,运用顺应策略会提升品牌在中国市场的商业价值,从而实现品牌名称的巨大功效。
[Abstract]:With the increasing speed of economic globalization, brand name translation has become an important part of marketing and establishing product brand in the international market. The translation of brand names is unique in language use and needs to take into account many factors, such as language conversion, products, target consumers and cultural and social factors of target market. The whole process is complex and dynamic. The theory of adaptation is a new theory, but it has a strong explanatory power. He believes that the process of language use is a dynamic process in which language is constantly making choices. Language has three interrelated characteristics: variability, negotiation and adaptability. Based on the adaptation theory, this paper studies the translation of English brand names into Chinese, with a view to studying whether the adaptation theory can be used as an effective strategy in the translation of English brand names. At the same time, it discusses how different adaptation strategies can be used in the translation of English brand names into Chinese. In this study, first of all, a qualitative analysis of 168 English brand names translated into Chinese has been carried out from the perspective of four aspects: adaptation to Chinese language characteristics, product characteristics, and target consumers. And to the target market society's adaptation. The analysis shows that 155 English brand names have typical adaptations to linguistic context (Chinese language context) and communicative context (such as product objective reality, consumer and society) out of 168 language data collected. At the same time, in order to make a more in-depth study, the author makes a quantitative study of the Chinese translation of 155 English brand names by means of statistical methods, and summarizes the trend of adaptation of different types of products. The results show that due to the different characteristics of different product types and different target consumers and target markets, the Chinese translation of brand names adopts different adaptation strategies. As this kind of products in the Chinese market marketing and brand-building strategy. On this basis, the author makes a further adaptation analysis of each of the 155 brands. Statistics show that each brand name translation needs to consider at least one factor or more factors. This also proves that the translation of brand names is a dynamic process, which requires different levels of adaptation. The results of this study show that adaptation strategies are widely used in English brand name translation, and that brand name translation of different product types requires different adaptation strategies, and the factors of adaptation are different and dynamic. In the translation of English brand names, the application of adaptation strategy will enhance the commercial value of brands in the Chinese market, thus realizing the great effect of brand names.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9

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