从功能翻译理论看中国品牌名的翻译

发布时间：2018-04-30 04:32

本文选题：品牌名 + 功能翻译理论　；参考：《上海外国语大学》2017年硕士论文

【摘要】：一个强有力的品牌有助于建立消费者的偏好和品牌忠诚,而品牌名在任何一个以建立品牌认可为目的的品牌策略中都举足轻重。在市场全球化和互联网技术飞速发展的背景下,越来越多公司得以进入国际市场并发展国外客户,同时,更多中国企业渴望建立自己的国际品牌。对他们来说,品牌名的翻译是他们在国际市场竞争,在目标国家建立品牌认知度必须踏出的第一步。这篇论文主要从功能翻译的角度来研究品牌名的翻译,功能翻译理论提出应该注重原文和译文之间交际功能上的对等,而非单纯的语言层面对等。在功能理论的指导下,本文分析了中国企业品牌名翻译的现状,并探讨了原品牌名和译名之间的关系,以及在品牌名翻译过程中译者的角色。考虑到品牌名作为一种特殊的文本,必须在市场和商业环境中发挥作用,品牌名的翻译就不能无视这些因素的作用。本文研究了市场学中对于品牌名的观点,在此基础上结合翻译理论提出了翻译品牌名的一些基本原则,以便译者更好地翻译出能被市场和消费者认可的品牌名。当然,本文坚持认为品牌名的翻译需要的远远不止是翻译技巧,在翻译品牌名的过程中应该鼓励更多市场、法律等方面的专业人士参与其中。
[Abstract]:A strong brand helps to build consumer preferences and brand loyalty, and brand names play an important role in any brand strategy aimed at building brand recognition. Under the background of market globalization and the rapid development of Internet technology, more and more companies are able to enter the international market and develop foreign customers. At the same time, more and more Chinese enterprises are eager to establish their own international brands. For them, the translation of brand names is the first step they must take to compete in the international market and build brand awareness in target countries. This thesis focuses on the translation of brand names from the perspective of functional translation. The functional translation theory suggests that we should pay attention to the functional equivalence between the source and the target text rather than the linguistic equivalence. Under the guidance of functional theory, this paper analyzes the current situation of brand name translation in Chinese enterprises, and probes into the relationship between the original brand name and the translated name, as well as the role of the translator in the process of brand name translation. Considering that brand name, as a special text, must play a role in the market and business environment, the translation of brand name cannot ignore these factors. This paper studies the viewpoint of brand name in marketing theory and puts forward some basic principles of brand name translation based on translation theory so that translators can better translate brand names that can be recognized by market and consumers. Of course, this paper insists that the translation of brand names requires more than just translation skills. In the process of translating brand names, more market, legal and other professionals should be encouraged to participate in them.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315.9

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