从顺应论角度看化妆品品牌名翻译之文化迁移

发布时间：2021-11-14 12:31

　　化妆品品牌隶属于商标词,因其意义的多重性、功能的特殊性、以及文化的依赖性,决定着商品译名必须能够实现商标的功能,既要体现产品的特点,又要迎合消费者的心理、文化、价值取向。这一过程涉及到翻译过程中文化蕴涵的迁移。顺应论是维索尔伦在1999年提出来的一个理论,被称为是“一个非常具有解释力和应用价值和发展前途的语用学理论,因为它从一个全新的视角去理解和阐释当今的语用学”（何自然,于国栋,1999：428—435）文章主要从翻译语言的变异性,商讨性和顺应性等特性的角度去考虑,语料从现实生活中的化妆品品牌译例中提取。文章根据顺应论,尤其是其核心问题,即语境的动态顺应,探讨了将顺应理论应用于化妆品品牌名称翻译中,译者的语言选择应该是一个动态的顺应过程,不仅要顺应于产品特点,还要顺应于目标语语境中的心理世界和社交世界以及对目标语言结构。如果能在品牌名称翻译时较好地进行顺应,那么就能够实现语言之间的文化迁移从而产品在目的语文化中受到热销,品牌和企业形象将得到大大提升并且实现成功跨文化交际。换句话说,品牌名称翻译中能否成功的进行文化顺应和实现文化迁移是决定一个品牌生死存亡的关键。 

【文章来源】：中南大学湖南省 211工程院校 985工程院校 教育部直属院校

【文章页数】：101 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Introduction
Chapter 1 Literature Review
    1.1 Previous Studies
    1.2 An Overview of Cosmetic Brand Names
        1.2.1 Characteristics of Cosmetic Brand Names
            1.2.1.1 Being Simple and Easy to Pronounce and Memorize
            1.2.1.2 Being Meaningful
            1.2.1.3 Arousing Desirable Associations
    1.3 Cosmetic Brand Name's Pragmatic Functions
        1.3.1 Distinguishing Function
        1.3.2 Informative Function
        1.3.3 Advertising Function
    1.4 Summary
Chapter 2 The Theoretical Framework
    2.1 Language,Culture and Translation
    2.2 The Adaptation Theory
        2.2.1 A General Introduction to the Theory of Adaptation
            2.2.1.1 Language Use as a Process of Choice-Making
            2.2.1.2 The Three Properties of Language
            2.2.1.3 The Four Angles of Investigation
        2.2.2. Adaptation Proposed by Verschueren VS Adaptation as a Translation Strategy
        2.2.3 Implication of the Theory on Cosmetic Brand Name Translation
    2.3 Summary
Chapter 3 Cultural Transfer in Translation
    3.1 The Definition of Cultural Transfer
    3.2 Cultural Factors
        3.2.1 Custom and Habits
        3.2.2 The Value of Brand
        3.2.3 Cultural Reflections in Brands
    3.3 An Analysis of Cultural Transfer
        3.3.1 The Necessity of the Transfer
        3.3.2 The Classification of the Transfer
            3.3.2.1 Positive Transfer
            3.3.2.2 Negative Transfer
            3.3.2.3 Zero Transfer
    3.4 The Necessity of Cultural Adaptation
    3.5 Summary
Chapter 4 Adaptation in the Cosmetic Brand NameTranslation
    4.1 The Explanatory Power of Adaptation Theory for Translation
        4.1.1 Translation as a Process of Choice-making
        4.1.2 Translation as a Process of Adaptation
    4.2 Dynamic Adaptation to Characteristics of Products
    4.3 Dynamic Adaptation to Context
        4.3.1 Adaptation to the Mental World
            4.3.1.1 Adaptation to Consumers' Cognitive Psychology
            4.3.1.2 Adaptation to Consumers' Needs and Desires
        4.3.2 Adaptation to the Social World
            4.3.2.1 Adaptation to National Traits and Values
            4.3.2.2 Adaptation to Social Settings and Institutions
    4.4 Dynamic Adaptation to Structure
        4.4.1 Structural Adaptation at the Phonetic Level
        4.4.2 Structural Adaptation at the Lexical Level
        4.4.3 Structural Adaptation at the Rhetoric Level
        4.4.4 A Survey of Adaptation to Structural Features
    4.5 Adaptation and Cultural Transfer
Conclusion
Notes
Bibliography
Acknowledgements
攻读硕士学位期间主要研究成果


【参考文献】：
期刊论文
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硕士论文
[1]从功能翻译理论分析化妆品商标翻译[D]. 冯小春.上海外国语大学 2009
[2]从功能论的角度谈化妆品品牌的翻译[D]. 刘丹丹.中国人民解放军外国语学院 2007



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