顺应论视角下化妆品品牌名称的汉译研究
发布时间：2019-01-23 18:28
【摘要】：伴随着中国对外开放的加强和国民经济的快速发展，人们物质生活水平的提高和消费结构的优化升级，，化妆品行业成为了国民经济中发展速度最快的产业之一，越来越多的化妆品品牌从海外进入中国，品牌翻译成了立足中国市场的重要环节。品牌名称作为商品广告的一部分，在树立企业形象，宣传产品，促进消费和开拓市场过程中扮演着举足轻重的角色。因此，探究化妆品品牌翻译具有迫切的现实意义。 就品牌翻译而言，尽管引起了很多语言学家的注意，但在研究广度和深度方面都不同程度地存在着一些问题，对化妆品品牌翻译的研究更是少之又少。仅有几位学者从功能翻译理论角度和接受美学角度分析过化妆品品牌翻译。然而，化妆品品牌翻译不仅仅是一种语言转换，更是一种文化交流，是在运用语言学相关知识的基础上，结合相关语境知识，对原商标进行再创造的过程。 本文即以Jef Verschueren提出的顺应论为理论框架分析化妆品品牌名的汉译。首先，作者尝试性地提出了受消费者欢迎的化妆品名应在语言和语境方面顺应的因素；然后，作者从译语读者（中国消费者群体）的角度出发，运用问卷调查的方式，验证这些因素的有效性，并对化妆品品牌名称汉译的总体质量进行了评估。根据调查结果，详细探讨了在顺应论指导下应运用哪些有效的翻译策略，以实现语言和语境层面的顺应，满足翻译要求。定量和定性分析的结合，大大降低了分析的主观性，这是本文的创新之处。 本文旨在指出怎样运用顺应论来指导化妆品名翻译，并初步提出了化妆品名汉译的顺应性模型，即翻译过程中要顺应的各种语言和语境因素，及有效的翻译策略。希望为化妆品品牌翻译提供新的视角和启示，以提高当前化妆品品牌的翻译水平。此外，还希望能为其他产品的商标翻译研究提供一定的翻译指导和借鉴。 通过分析，本文得出结论：顺应论对化妆品品名的翻译有重要的指导作用。在语言层面，译者应顺应中国消费者在语音、词汇和语义方面的语言习惯；在语境层面，译者应顺应中国消费者的心理世界和社会世界。在翻译策略的运用上，应以归化策略为主，异化策略为辅来实现对以上语言和语境因素的顺应。
[Abstract]:With the strengthening of China's opening to the outside world and the rapid development of the national economy, the improvement of people's material standard of living and the optimization and upgrading of consumption structure, the cosmetics industry has become one of the fastest growing industries in the national economy. More and more cosmetics brands have entered China from overseas, and brand translation has become an important link based on the Chinese market. Brand name, as a part of commodity advertisement, plays an important role in the process of establishing enterprise image, publicizing products, promoting consumption and opening up market. Therefore, it is of urgent practical significance to explore the brand translation of cosmetics. As far as brand translation is concerned, although it has attracted the attention of many linguists, there are some problems in the scope and depth of the research, and the study of cosmetics brand translation is even less. Only a few scholars have analyzed cosmetic brand translation from the perspective of functional translation theory and receptive aesthetics. However, cosmetic brand translation is not only a language conversion, but also a cultural exchange. It is a process of recreating the original trademark on the basis of linguistic knowledge and contextual knowledge. Based on Jef Verschueren's adaptation theory, this paper analyzes the translation of cosmetics brand names into Chinese. First of all, the author tries to put forward the factors which should be adapted in language and context. Then, from the perspective of target language readers (Chinese consumers), the author uses questionnaires to verify the effectiveness of these factors, and evaluates the overall quality of Chinese translation of cosmetics brand names. Based on the investigation results, this paper discusses in detail what effective translation strategies should be used under the guidance of adaptation Theory in order to achieve linguistic and contextual adaptation and to meet translation requirements. The combination of quantitative analysis and qualitative analysis greatly reduces the subjectivity of analysis, which is the innovation of this paper. The purpose of this paper is to point out how to apply adaptation theory to the translation of cosmetic names, and to put forward the adaptation model of cosmetic name translation into Chinese, namely, various linguistic and contextual factors in the process of translation, as well as effective translation strategies. The author hopes to provide a new perspective and inspiration for cosmetics brand translation in order to improve the translation level of cosmetics brand. In addition, we hope to provide some translation guidance and reference for the study of trademark translation of other products. The conclusion is that adaptation theory plays an important role in the translation of cosmetic names. At the linguistic level, the translator should adapt to the Chinese consumers' linguistic habits in phonological, lexical and semantic aspects, while in the context level, the translator should adapt to the psychological and social world of Chinese consumers. In the application of translation strategies, domestication strategy should be the main strategy, and alienation strategy should be supplemented to realize the adaptation to the above linguistic and contextual factors.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H059
本文编号：2414086
[Abstract]:With the strengthening of China's opening to the outside world and the rapid development of the national economy, the improvement of people's material standard of living and the optimization and upgrading of consumption structure, the cosmetics industry has become one of the fastest growing industries in the national economy. More and more cosmetics brands have entered China from overseas, and brand translation has become an important link based on the Chinese market. Brand name, as a part of commodity advertisement, plays an important role in the process of establishing enterprise image, publicizing products, promoting consumption and opening up market. Therefore, it is of urgent practical significance to explore the brand translation of cosmetics. As far as brand translation is concerned, although it has attracted the attention of many linguists, there are some problems in the scope and depth of the research, and the study of cosmetics brand translation is even less. Only a few scholars have analyzed cosmetic brand translation from the perspective of functional translation theory and receptive aesthetics. However, cosmetic brand translation is not only a language conversion, but also a cultural exchange. It is a process of recreating the original trademark on the basis of linguistic knowledge and contextual knowledge. Based on Jef Verschueren's adaptation theory, this paper analyzes the translation of cosmetics brand names into Chinese. First of all, the author tries to put forward the factors which should be adapted in language and context. Then, from the perspective of target language readers (Chinese consumers), the author uses questionnaires to verify the effectiveness of these factors, and evaluates the overall quality of Chinese translation of cosmetics brand names. Based on the investigation results, this paper discusses in detail what effective translation strategies should be used under the guidance of adaptation Theory in order to achieve linguistic and contextual adaptation and to meet translation requirements. The combination of quantitative analysis and qualitative analysis greatly reduces the subjectivity of analysis, which is the innovation of this paper. The purpose of this paper is to point out how to apply adaptation theory to the translation of cosmetic names, and to put forward the adaptation model of cosmetic name translation into Chinese, namely, various linguistic and contextual factors in the process of translation, as well as effective translation strategies. The author hopes to provide a new perspective and inspiration for cosmetics brand translation in order to improve the translation level of cosmetics brand. In addition, we hope to provide some translation guidance and reference for the study of trademark translation of other products. The conclusion is that adaptation theory plays an important role in the translation of cosmetic names. At the linguistic level, the translator should adapt to the Chinese consumers' linguistic habits in phonological, lexical and semantic aspects, while in the context level, the translator should adapt to the psychological and social world of Chinese consumers. In the application of translation strategies, domestication strategy should be the main strategy, and alienation strategy should be supplemented to realize the adaptation to the above linguistic and contextual factors.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H059
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本文编号：2414086
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