翻译标准多元互补论视角下2015世界500强品牌名称的汉译策略

发布时间：2018-04-28 12:50

本文选题：翻译标准多元互补论 + 英译汉　；参考：《西华大学》2017年硕士论文

【摘要】：翻译标准问题一直是翻译学界争论的焦点。自翻译学出现以来国内外的学者们都在焦灼地寻找或探讨一种可以一统翻译江湖、指导一切翻译实践的翻译标准,也竞相涌现出了许多有影响力的翻译标准和翻译理论,从国外引进的较成熟的“目的论”、“功能对等”理论,国内近现代有影响的翻译理论有严复的“信、达、雅”三字标准,傅雷的“神似说”,钱钟书的“化境论”和许渊冲的“三美论”,这些理论的提出是翻译学发展的表现,但很多理论实际的应用性很难说,难在其翻译标准定义的过分抽象和模糊,译学界类似于“对等”、“信、达、雅”、“神似”、“化境”、“美”等理论标准已有很多,但在具体的翻译实践时功能性和指导性并不明确,在具体的翻译实践中,理论之外总有翻译。辜正坤教授自上世纪80年代提出“翻译标准多元互补”后引起了很大反响,该理论认为,翻译的绝对标准是原文本身,最高标准是最佳近似度。翻译的绝对标准和最高标准是一元的,具体标准则是多元的。这一立体的翻译理论极大地延伸了翻译领域的研究空间,也拓宽了学者们翻译研究领域的视野,相比国内现存的其他翻译理论更具前瞻性。然而,现在国内的翻译学研究多停留在介绍和阐释国外的译学理论,探讨国外译学理论在具体翻译实践中的应用,忽略了本土翻译学理论的研究、阐释和应用,在套用理论阐释具体翻译实践上泛泛而谈,而鲜在理论高度上有所建树。这正是本篇论文选择以翻译标准多元互补论进行翻译文本探讨的原因。选择品牌名称的汉译英研究是由于当今社会商品经济的洪流势不可挡,品牌效应更是商业运作中的精彩环节,中西方经济往来的日益密切使得大量的国外品牌涌入中国人的视野,外文品牌名的汉译就显得尤为重要,因为这会极大地影响这一品牌在中国的生长力。本篇论文将从翻译标准多元互补的视角出发,探讨品牌名称的英译汉策略。此外,本篇论文所涉及的品牌名称例证都来自于2015世界品牌500强排行,着重探讨其中英文品牌名称的汉译,力求在探讨品牌名称翻译策略的同时,例证的数量和多样性能够给多元翻译互补论带来实证性的效果。本论文在引言后的第二部分详细介绍了关于本研究的文献综述。第三部分阐述了翻译标准多元互补论的研究现状、理论来源、理论本身及相关评论,第四部分着重分析了多元翻译互补论在具体品牌名称翻译中的应用,从而总结出了多元翻译互补论视角下品牌名称翻译的一般策略。论文第五部分为结论。
[Abstract]:The issue of translation standards has always been the focus of the debate in the field of translation studies. Since the emergence of translatology, scholars both at home and abroad have been anxious to find or discuss a kind of translation standards that can be used to translate rivers and lakes, guide all translation practice, and have emerged many influential translation standards and translation theories, which are more mature from abroad. The theory of "teleology" and "functional equivalence" and the modern and modern translation theories in China have the three characters of Yan Fu's "faith, Da, elegance", Fu Lei's "God like theory", Qian Zhongshu's "theory of Chemistry" and Xu Yuan's "three American theories", which are the manifestation of the development of translation studies, but many theories and practical applications are difficult to say. It is difficult to excessively abstract and obscure the definition of translation standards. There are many theoretical standards such as "reciprocity", "faith, Da, Ya", "divine", "God like", "beauty", "beauty" and so on. However, the function and guidance of the translation practice are not clear. In the practical translation practice, there are always translations outside the theory. Professor Gu Zhengkun Since the "multiple complementarity of translation standards" was put forward in the 80s of last century, the theory that the absolute standard of translation is the original, the highest standard is the best approximation. The absolute standard and the highest standard of translation are one yuan and the specific standard is pluralistic. This three-dimensional translation theory greatly extends the translation field. The research space also widens the field of view of the scholars in the field of translation studies, which is more forward-looking than other existing translation theories in China. However, the domestic translation studies are mostly in the introduction and interpretation of foreign theories of translatology, the application of foreign translation theories in specific translation practice, and the neglect of the theory of native translation studies. The study, interpretation and application, in the theory of interpretation of specific translation practice, are widely discussed, but not in the theoretical height. This is the reason why this thesis chooses the translation text to explore the translation text with the multiple complementarity theory of translation standards. The brand effect is a wonderful link in the business operation. The closer economic contacts between China and the West have made a large number of foreign brands pouring into the Chinese field of vision. The translation of foreign brand names is particularly important, because this will greatly affect the growth of the brand in China. This paper will be from the perspective of multiple complementary translation standards. In addition, the brand name examples in this paper are all from the top 500 of the 2015 world brand names, focusing on the translation of brand names in English, and trying to explore the translation strategies of brand names, while the number and diversity of examples can bring positive evidence to the multiple translation complementarity theory. The second part of the thesis introduces the literature review of this study in detail. The third part expounds the research status of the multiple complementarity theory of translation standards, the source of the theory, the theory itself and the related comments, and the fourth part focuses on the analysis of the application of the theory of multiple translation complementarity in the translation of specific brand names. The general strategy of brand name translation is put forward from the perspective of multiple translation complementarity theory. The fifth part is the conclusion.

【学位授予单位】：西华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9

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