目的论视角下的品牌名称汉译研究

发布时间：2021-03-29 17:27

随着经济全球化的不断深入,越来越多的外国商品进入了中国这个大市场,但是,外国商品要想成功打开中国市场,不仅要依靠质量,更离不开一个好的品牌译名。品牌名称是宣传推广商品的重要工具,是承载商品信息、品牌历史和荣誉的重要媒介,也是企业形象展示的窗口。有创意的品牌译名有利于快速打开市场,提高品牌知名度,提高商品市场占有率。因此,研究品牌名称的翻译极为重要。目的论作为德国功能派的重要理论,把翻译看作一种有目的的行为,所要达到的目的决定翻译方法和手段,受众是决定翻译目的的重要因素之一。从目的论的角度分析,品牌名称的翻译要考虑消费对象的心理和所处的文化情境才能取得好的翻译效果,进而快速赢得市场。同时,品牌译名也要结合商品实际,与商品性质、特点相关可以使消费者短时间内获取更多商品信息,以更好地实现功能。本文主要研究品牌名称的汉译,作者从各个行业搜集了大量品牌名称汉译实例,分析了英文品牌名称的命名方法、特点和功能,基于目的论提出了品牌名称汉译的顾客导向原则和产品导向原则,翻译方法有音译直译结合、形象翻译、创造性翻译以及音译的改写和缩略等。
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9

文章目录

Acknowledgements

Abstract

摘要

Chapter One Introduction

1.1 Research Background

1.2 Research Motivation and Methods

1.3 Research Questions and Objectives

1.4 Research Significance

1.4.1 Theoretical significance

1.4.2 Practical significance

1.5 Structure of the Thesis

Chapter Two Literature Review

2.1 Theoretical Basis

2.2 Basic Concepts of Skopostheorie

2.2.1 Skopos

2.2.2 Translation brief

2.2.3 Aim, intention, function and purpose

2.3 Rules of Skopostheorie

2.3.1 Coherence rule

2.3.2 Fidelity rule

2.3.3 Skopos rule

2.3.4 Summary

2.4 Previous Studies on Skopostheorie

2.5 Previous Studies on Brand Names and Brand Name Translation

Chapter Three Study on Formation, Features and Functions of English Brand Names

3.1 Definition of Brand Name

3.2 Ways of Naming a Brand

3.2.1 Following a proper noun

3.2.2 Adopting a common noun, adjective or verb

3.2.3 Names from foreign words or loanwords

3.2.4 Coined words

3.2.5 Names from a compound noun, adjective, or verb

3.3 Features of Brand Names

3.4 Functions of Brand Names

3.4.1 Distinctive function

3.4.2 Informative function

3.4.3 Recognition function

3.4.4 Appreciation function

3.4.5 Appellative function

3.4.6 Advertising function

3.4.7 Legal protective function

Chapter Four E-C Translation of Brand Names: Discussion in Light of Skopostheorie

4.1 Principles for Brand Name Translation

4.1.1 Consumer-oriented principle

4.1.2 Product-oriented principle

4.2 Methods for Brand Name Translation

4.2.1 Literal translation

4.2.2 Transliteration

4.2.3 Combination of literal translation and transliteration

4.2.4 Image translation

4.2.5 Creative translation

4.2.6 Zero translation

4.3 Summary and Suggestion

Chapter Five Conclusion

5.1 Major Findings

5.2 Limitations of This Research and Suggestions for Further Studies

Bibliography

【参考文献】