符号学视角下日企品牌名称的跨文化翻译

发布时间：2018-09-19 14:23

【摘要】：品牌名称作为商品代言的语言符号,起到了区别其他同类商品、促进消费者对商品进行美好积极联想的作用。也就是说通过品牌名称,实现企业和消费者之间对商品信息的沟通和交流。实际上,在这个交际过程中,由于消费者的心理因素,文化背景,审美意识等差异,经常会有信息传达不对称,甚至信息误读的情况。在跨文化背景下,这种情况更为突出。品牌名称的翻译不仅是两种语言符号的转换,而且还是文化的转换。因此,如何在尽量保持原品牌名称语感的同时,把原品牌名称所要传达的商品信息准确无误的传递给当地消费者,就成为了品牌名称称研究中亟待解决的问题。本文参照符号学分析理论,从跨文化交际的视角,运用文本分析和实证研究等方法,对日文原品牌名称和汉译品牌名称展开分析,试图澄清中日不同文化背景下消费群体对品牌名称解读的“差异”甚至“误解”的原因。在此基础上,进一步探讨避免引起误解和文化摩擦,并能在当地消费者群体中引起美好联想的品牌名称跨文化翻译策略。通过分别阐述不同表记(汉字表记、假名表记、字母表记)品牌名称的跨文化翻译策略,得出品牌名称跨文翻译策略需要遵循的原则,即：兼顾原品牌名称的发音和意思进行翻译,兼顾原品牌名称知名度和品牌的国际市场开拓进行翻译,充分考虑文化因素,尽量以能引起同等效果的品牌联想为准则进行翻译。
[Abstract]:Brand name, as the language symbol of commodity endorsement, plays the role of differentiating other similar commodities and promoting consumers to make good and positive association with them. That is to say, through the brand name, the enterprise and the consumer to the commodity information communication and exchange. In fact, in this communication process, due to the consumer's psychological factors, cultural background, aesthetic awareness and other differences, there is often information transmission asymmetry, or even misreading information. In a cross-cultural context, this situation is more prominent. The translation of brand names is not only the transformation of two languages, but also the transformation of culture. Therefore, how to keep the sense of the original brand name as far as possible, and at the same time transfer the commodity information of the original brand name to the local consumers accurately, has become the problem to be solved urgently in the research of brand name. Referring to the theory of semiotic analysis, this paper, from the perspective of cross-cultural communication, makes an analysis of Japanese original brand names and Chinese-translated brand names by means of text analysis and empirical research. This paper attempts to clarify the reasons for the "difference" or even "misunderstanding" of brand name interpretation by consumer groups in different cultural backgrounds between China and Japan. On the basis of this, we further explore the cross-cultural translation strategy of brand names, which can avoid misunderstanding and cultural friction, and can cause beautiful association among local consumers. By expounding the cross-cultural translation strategies of different brand names (Chinese characters, false names and alphabet), the principles of cross-text translation of brand names are obtained. That is to say, the pronunciation and meaning of the original brand name should be translated, the famous brand name and the international market development of the brand should be translated, the cultural factors should be fully considered, and the criterion of brand association which could cause the same effect should be taken as the criterion as far as possible.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H36

【相似文献】