品牌名中文化负载词的翻译研究

发布时间：2018-07-08 11:54

本文选题：品牌名称 + 品牌名称翻译　；参考：《重庆大学》2008年硕士论文

【摘要】： 品牌是一种文化现象,一种文化空间,品牌本身是一个具有文化属性的概念。文化之于品牌,犹如灵魂之于人类。品牌名称是品牌中能够读出声音的部分,是品牌的核心要素,是品牌显著特征的浓缩。一个好的品牌名称本身就是一句最简单,最直接的广告语,能够迅速而有效地表达品牌的中心内涵和关键联想。本文通过作者收集的多个典型,新颖的例子并对其加以分析(语料包括世界和中国最优价值品牌,世界顶级奢侈品品牌,时尚化妆品及生活用品品牌)运用目的论,结合文化与品牌的密切关系,从文化负载词的角度对品牌名称翻译的策略进行分析探讨。品牌名称的翻译是一种目的性很强的行为。目的论认为在翻译时译者根据客户及公司发展的要求,从原品牌名称所提供的多元信息中选择与目的语读者需求相吻合的进行选择适应的动态翻译,以突出在消费者心目中引起的有益联想。通过分析,本文得出结论:作为一种应用翻译,品牌名称的翻译有着自身的特点和复杂性,它不仅受语言和文化的影响,同时也受市场营销和法律等诸多因素的影响。目的论对品牌名称翻译中所呈现的各种复杂现象提供了理论解释。品牌名称翻译是一个有目的的选择的过程,应当以目的论为指导,采取以目的文本为导向的基本策略。本文期望能对品牌名称翻译研究提供一个新颖的视角,从而唤起大家对该领域更多更深入的研究。
[Abstract]:Brand is a cultural phenomenon, a cultural space, brand itself is a concept with cultural attributes. Culture is to brand what soul is to mankind. Brand name is the part of the brand that can read out the voice. It is the core element of the brand and the concentration of the brand's distinctive features. A good brand name itself is the simplest and most direct slogan, which can express the central connotation and key association of the brand quickly and effectively. This paper analyzes and analyzes several typical and novel examples collected by the author (including the world and China's best value brands, the world's top luxury brands, fashion cosmetics and household goods brands). Combined with the close relationship between culture and brand, this paper analyzes the strategies of brand name translation from the perspective of culture-loaded words. Brand name translation is a highly purposeful behavior. The Skopos Theory holds that the translator, according to the requirements of the customer and the company, chooses the dynamic translation which is suitable for the target language readers' needs from the multiple information provided by the original brand name. In order to highlight the consumer's mind caused by the beneficial association. This paper concludes that as an applied translation, the translation of brand names has its own characteristics and complexity, which is influenced not only by language and culture, but also by marketing and law. Skopos theory provides a theoretical explanation for the complex phenomena in brand name translation. Brand name translation is a purposeful selection process, which should be guided by Skopos and take the target text as the basic strategy. This paper hopes to provide a novel perspective for the study of brand name translation, thus arousing more and more in-depth research in this field.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9

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