西班牙语商标汉译研究

发布时间：2018-01-02 00:06

本文关键词：西班牙语商标汉译研究　出处：《西安外国语大学》2016年硕士论文　论文类型：学位论文

更多相关文章： 西班牙语 商标翻译 跨文化 广告学

【摘要】：随着中西、中拉经贸合作的不断深化,在一部分中国企业“走出去”的同时,也有一部分西班牙、拉美企业进入中国市场。高乐高、珍宝珠、Zara、Mango等来自西班牙语国家的舶来品牌不仅走进我们的生活,还深受不同消费群体喜爱。作为商品的“门面”,商标可以在消费者对商品一无所知时,影响消费者的消费意识,进而影响他们的消费行为。因此,商标设计与表达的好坏从某种程度上与商品的销售息息相关。由于地理、历史、宗教等因素的影响,不同地域文化各有不同,人们的思维方式及价值观念也不尽相同。译者要通过商标翻译来帮助商家打开新市场并取得利润,而利润要通过消费者的购买才能获得,所以商标翻译应以译文的接受者为中心。这要求译者必须详细了解新市场所在地的文化,译文应尽量符合当地人的语言及审美习惯。不同于其他类别的翻译,商标翻译须有明显的商业特点。在克服语言障碍的同时,还要考虑到目标消费群体的消费心理。为了发挥对商品的促销作用,商标要最大程度地引起消费者的注意,增强消费者对该品牌的认同感,从而激发消费者的消费行为。所以在商标翻译的过程中,译者还要从营销者的角度出发,最大程度地让商标体现产品的特色,增加产品的吸引力。
[Abstract]:With the deepening of Sino-Latin American economic and trade cooperation, while some Chinese enterprises have "gone out", some Spanish and Latin American enterprises have entered the Chinese market. Mango and other Spanish-speaking foreign brands not only come into our lives, but also deeply loved by different consumer groups. As the "facade" of goods, trademarks can be used when consumers know nothing about the goods. Therefore, the quality of trademark design and expression is closely related to the sale of goods to some extent, because of the influence of geography, history, religion and other factors. Different cultures have different cultures and people have different ways of thinking and values. Translators should help merchants open up new markets and make profits through trademark translation. However, the profit can only be obtained by consumers' purchase, so the translation of trademark should be centered on the recipient of the translation. This requires the translator to have a detailed understanding of the culture of the new market location. The translation should conform to the local language and aesthetic habits as far as possible. Different from other types of translation, trademark translation should have obvious commercial characteristics and overcome language barriers at the same time. In order to play the role of promotion of goods, trademarks should attract the attention of consumers to the greatest extent, and enhance the identity of consumers to the brand. Therefore, in the process of trademark translation, the translator should, from the perspective of the marketer, make the trademark reflect the characteristics of the product to the maximum extent and increase the attraction of the product.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H34

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