顺应论视角下的商标翻译研究

发布时间：2018-06-12 20:31

本文选题：商标语言 + 商标翻译　；参考：《北京林业大学》2012年硕士论文

【摘要】：商标随着现代经济而产生,它与企业的经营密切相关。一个企业、一件商品拥有一个好的名字,往往可以转化为一种无形的财富。随着经济全球化的发展,越来越多的企业参与到国际市场竞争中来,于是,对于商标来说,商标翻译就成为了继商品命名之后的又一重要环节。形象而准确的翻译,能体现商品的种类、特点和功能,并能在新的环境中恰当地反应商品中所包含的异国文化。商标命名的翻译并不像一些简单文本的原语和译语相对应的翻译,而是在运用语言学知识的基础上,结合相关的语境知识,对原商标名进行再创作的过程,所以商标翻译研究就显得尤其具有挑战性。本文的主要理论框架是Jef Verschueren所提出的顺应论和Eugene A. Nida所提出的对文化的五种分类。在顺应论中,Jef Verschueren提出了四个分析维度,即语境关系顺应、语言结构顺应、动态顺应和顺应过程中的意识程度。Eugene A. Nida认为文化可分成五种,即生态文化、物质文化、社会文化、宗教文化和语言学文化。本文首先对论文研究的重要性、研究的目的、研究的背景等做了简要的介绍；其次,本文在总结先前学者对商标语言研究的基础上,对商标语言的功能、构词方式和修辞方法进行了有理有据的分析,并总结了国内外对商标翻译和顺应论研究的现状与成果以及存在的问题；再者,本文以问卷调查的方式对先前学者们所归纳的几种商标翻译方法进行了调查研究,以探索它们在翻译结果中的可接受程度是否存在差异性,这部分的内容是本文的创新点之一。最后,本文结合Verschueren的顺应论的四个分析维度和Nida的对文化语境的五种分类,在所收集的语料的基础上,对商标语言的翻译进行了详尽的分析和探讨,这是本文的又一创新之处。本文的研究旨在指出商标翻译过程中所要注意的各种文化和语言学因素,并为未来的商标语言研究和商标翻译实践提供一定的理论基础和翻译指导,如哪一种商标翻译方法更受欢迎；哪些文化、语言学因素值得注意以及英语商标的生成可采取哪种方式等。
[Abstract]:With the development of modern economy, trademark is closely related to the management of enterprises. An enterprise, a commodity with a good name, can often be transformed into an intangible wealth. With the development of economic globalization, more and more enterprises participate in the international market competition. Therefore, trademark translation has become another important link after commodity naming. Image and accurate translation can reflect the types, characteristics and functions of the goods, and can appropriately reflect the foreign culture contained in the goods in the new environment. The translation of trademark naming is not like the translation of the source language and the target language of some simple texts, but the process of re-creating the original trademark name on the basis of applying linguistic knowledge and combining relevant contextual knowledge. Therefore, the study of trademark translation is particularly challenging. The main theoretical framework of this paper is Jef Verschueren's adaptation theory and Eugene A. Nida's five classifications of culture. In the adaptation theory, Jef Verschueren puts forward four analytical dimensions: contextual adaptation, linguistic structural adaptation, dynamic adaptation and awareness in the process of adaptation. Eugene A. Nida believes that culture can be divided into five categories: ecological culture, material culture, and social culture. Religious and linguistic cultures. In this paper, the importance of the research, the purpose of the study, the background of the research are briefly introduced. Secondly, the functions of the trademark language are summarized based on the previous researches on the trademark language. This paper analyzes the word-formation and rhetoric methods, and summarizes the current situation, achievements and existing problems of trademark translation and adaptation theory at home and abroad. This paper investigates several trademark translation methods summarized by previous scholars in order to find out whether there are any differences in their acceptability in translation results. This part is one of the innovations of this thesis. Finally, combining the four analytical dimensions of Verschueren's adaptation theory and Nida's five classifications of cultural context, this paper makes a detailed analysis and discussion on the translation of trademark language on the basis of the collected corpus, which is another innovation of this thesis. The purpose of this study is to point out the various cultural and linguistic factors that should be paid attention to in the process of trademark translation, and to provide a theoretical basis and translation guidance for the future trademark language research and trademark translation practice. Such as which method of trademark translation is more popular, which culture, linguistic factors should be noted, and which method can be used to generate English trademark.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059

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