品牌名称翻译的文化图式视角研究

发布时间：2018-03-02 14:52

本文选题：品牌名称翻译　切入点：图式理论　出处：《山东师范大学》2010年硕士论文　论文类型：学位论文

【摘要】： 随着世界经济全球化进程的加快和中国加入世界贸易组织,中国与世界的联系更加紧密。无论是中国的产品走向世界,还是外国的产品进入中国市场,都面临商品品牌的翻译问题,品牌翻译质量直接影响着产品的销售。一个在本国具有很高知名度的商品品牌在其他国家市场上是否也能够得到消费者接受和青睐,品牌名称的翻译起着至关重要的作用。文化是在社会的发展过程中形成的。不同国家的文化间必然存在着文化差异,而来自不同国家的品牌也必定传递着不同的文化信息,影响着人们对生活的态度和潮流的发展。由于中西方在风俗习惯、传统文化等方面存在着巨大差异,在不同的文化背景下,一个指称相同的词语在不同的语言中具有不同的文化内涵和联想意义。如果译者在翻译过程中不根据文化因素做出适当的转换和变通,翻译中将会产生种种问题。品牌名称的翻译同任何翻译一样,是一种跨文化交际形式,也涉及到语言规律、文化心理、审美情愫、价值取向等方面的因素。作为广告翻译中的一个重要部分,品牌名称的翻译有着它自己的内在规律,尤其是其中蕴含的文化意义不容忽视,否则会造成意义的误解或丢失,不能准确传达源文中所表达的意义,进而会影响企业在国际市场上的竞争,因而需要对它进行系统的研究。目前,已有不少中国翻译学者涉足此项研究,品牌名称翻译的学术研究呈现出空前繁荣的局面,涌现出了一大批科研成果,尤其是国外品牌名称的汉译更是成就喜人。但目前在品牌翻译中,译者对品牌名称的理解和翻译只限于字面意义,过分强调语义对等,对品牌名称文化层面的研究还远远不够。图式这一术语来自希腊语,经历了七十多年的发展,图式理论已被广泛应用于人类学、心理学等众多领域。这一理论的核心是:对新事物的理解和解释取决于头脑中已经存在的图式;人们在理解新事物时,需要将新事物与已知的概念、过去的经历,即背景知识联系起来。近年来图式理论也被广泛应用于外语教学研究,尤其是应用于英语听力和阅读理解中,有些学者也试图把图式理论应用于翻译理论和实践中。比如周笃宝探讨了图式理论对理解与翻译的解释力,认为充分激活读译者大脑中存储的图式并发挥其认知能力,会使理解翻译更准确全面。文化图式是图式理论的组成部分之一,囊括了教育背景、个人经历、风俗习惯、思维方式等诸多文化因素在内。运用文化图式理论,译者可以激活源语读者头脑中的图式,成功地实现品牌的功能。因此,本文提出将文化图式作为理论框架用在品牌名称翻译中,以更好地体现出品牌名称中所蕴含的文化因素,有利于传递文化内涵和企业树立良好的品牌形象,在国际竞争中处于有利地位。本文共分为五章。第一章首先回顾了下图式理论的发展过程和品牌名称翻译的发展及现状。第二章阐明了本文的理论依据,详细介绍了图式的定义、分类及文化图式的分类和其在翻译中的应用。本文中,图式被分成了形式图式和内容图式,其中文化图式作为内容图式的重要组成部分,对它的正确理解和激活是翻译活动中极其重要的一个环节。第三章首先综述了古今中外重要学者对品牌名称的定义和分类,论述了品牌名称的告知、互换、美学等功能和以消费者为中心,忠实于源语的翻译原则,进而指出品牌名称翻译的意义。第四章探讨了品牌名称的可译性。首先分析了图式理论应用在翻译中的步骤和过程,包括对源语文本的解码和对目的文本的编码。文化图式的可转换性,人类思维的共性和学习能力这些因素都决定了品牌名称是完全可译的。第五章在以上讨论的基础上,本文提出了品牌名称翻译的几种方法,包括直译、音译、音义兼译和包括增加、删减、混合等翻译方法的调整,并进行了大量的实证分析。结论部分指出了本文研究的局限性。由于篇幅和知识有限,本文只是从文化方面探讨了品牌名称翻译的方法,对其他影响品牌名称翻译的因素涉及较少。但总体来讲,本文提出了品牌名称的翻译的新视角,有利于我国品牌名称翻译质量的提高,并可望对品牌名称设计的国际化具有较大的帮助。
[Abstract]:With the globalization of the world economy and China joined the world trade organization, China is more closely linked with the world. Whether it is China products to the world, or foreign products to enter the market Chinese, are facing the problem of brand name translation, translation quality brand directly affects the sales of products. In a country has is very high the visibility of the brand can be accepted and favored by consumers in other countries on the market, the brand name translation plays a vital role.
Culture is formed in the process of social development. The culture of different countries exists between cultural differences, and from different countries brand names convey different cultural information, affects the development of people's attitudes towards life and fashion. The western customs, there are great differences between the traditional culture and so on and in different cultural background, a reference the same words with different cultural connotations and associative meanings in different languages. If the translator is not according to the cultural factors make the appropriate conversion and adaptation, translation problems will be produced. The brand name translation like any other translation, is a kind of the form of intercultural communication, it involves language laws, cultural psychology, aesthetic feelings, value orientation and other aspects of the factors. As an important part of advertisement translation, brand name translation Has its own laws, especially the cultural significance can not be ignored, otherwise it will cause misunderstanding of the meaning or lost, can not be conveyed accurately in the source text meaning, which will affect the enterprise competition in the international market, therefore we need to carry out systematic research on it.
At present, there are many scholars involved in this China translation study, the academic study of brand name translation presents unprecedented prosperity, the emergence of a large number of scientific research achievements, especially the translation of foreign brand names are more achievements. But in the present brand name translation, the translator's understanding and translation of brand names is only limited to the literal too much emphasis on meaning, semantic equivalence, is not enough to study the brand name cultural level.
The term schema from the Greek language, has experienced more than 70 years of development, the schema theory has been widely applied in many fields of anthropology, psychology and so on. The core of this theory is: the understanding and explanation of new things in the mind depends on the existing schema; people in understanding new things, new things will need concept with the known, past experience or background knowledge together. In recent years, schema theory has been widely used in foreign language teaching, especially in English reading and listening comprehension. Some scholars have also tried to apply schema theory to translation theory and practice. For example, Zhou Dubao explores the schema theory to the comprehension and translation explain, that readers should activate schemata stored in their mind and develop their cognitive ability, will make the translation more accurate and comprehensive understanding.
Cultural schema is one part of the schema theory, including educational background, personal experiences, customs, ways of thinking and other cultural factors. Using the cultural schema theory, translators can activate schemata in target text readers, successfully achieve the functions of brand names. Therefore, this paper will be used as a theoretical framework in the cultural schema the brand name translation, to better reflect the cultural factors implied in brand names, is conducive to the transfer of corporate culture and establish a good brand image, in a favorable position in international competition.
This article is divided into five chapters.
The first chapter first reviews the development process of the lower graph theory and the development and present situation of brand name translation.
This paper expounds the theoretical basis of the second chapter, introduces the definition and classification of schemata, cultural schemata and its application in translation. In this paper, the schema is divided into formal schema and content schema, cultural schema which is an important part of the content schema, the correct understanding of it and activation is a an extremely important link in the translation activities.
The third chapter first reviews the definition and classification of brand names by ancient and modern Chinese and foreign scholars, and discusses the functions of brand names, such as notification, interchangeability, aesthetics, and consumer centered, faithful to the source language translation principles, and then points out the significance of brand name translation.
The fourth chapter discusses the translatability of brand names. First analyzes the steps of the application of Schema Theory in translation and process, including the decoding of the source text and the target text encoding. Cultural schemata can be transformed, the common features of human thinking and learning ability. All these factors determine that brand names are completely translatable.
The fifth chapter is based on the above discussion, this paper puts forward several methods, brand name translation, including literal translation, transliteration, meaning and translation and including adding, deletion, mixing and other translation methods of adjustment, and made a lot of empirical analysis.
The conclusion part points out the limitations of this study. Because of space and knowledge is limited, this is only from the cultural aspects of the translation methods of brand names, the effects of other factors to brand name translation involves less. But generally speaking, this paper put forward a new perspective of brand name translation, is conducive to China's brand name translation quality it is expected to improve, the internationalization of the brand name design is of great help.

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H315.9

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