完整版目的论视角下英语商标的翻译毕业设计Word文档下载推荐.docx
《完整版目的论视角下英语商标的翻译毕业设计Word文档下载推荐.docx》由会员分享,可在线阅读,更多相关《完整版目的论视角下英语商标的翻译毕业设计Word文档下载推荐.docx(23页珍藏版)》请在冰点文库上搜索。
SubmittedinPartialFulfillmentofthe
RequirementsfortheDegreeofBachelorofArts
SchoolofInternationalStudies
HunanInstituteofTechnology
June2015
Contents
Abstract1
Introduction2
Chapter1IntroductiontotheSkopostheorie3
1.1TheDevelopmentProcessofSkopostheorie3
1.2RulesofSkopostheorie5
Chapter2TranslationofEnglishBrandNames8
2.1FeaturesofEnglishBrandNames8
2.2TheNecessityofEnglishBrandNameTranslation9
2.2.1PromoteEconomicandSocialDevelopment10
2.2.2StrengthenCulturalCommunication12
2.2.3EnhanceInternationalCompetitiveness13
Chapter3TheMethodsandPrinciplesofEnglishBrandNameTranslation14
3.1ThePrinciplesofEnglishBrandNameTranslation15
3.1.1ThePrincipleof“DoastheRomansdo”16
3.1.2ThePrincipleofAssociation17
3.1.3ThePrincipleofConcision18
3.2TheMethodsofEnglishBrandNameTranslation19
3.2.1LiteralTranslation20
3.2.2FreeTranslation21
3.2.3Transliteration22
3.2.4ZeroTranslation23
Chapter4SomeTypicalIssuesShouldBeNoticedintheProcessofEnglishBrandNameTranslation24
4.1PayAttentiontotheDiversityofCultureinDifferentCountriesorRegions25
4.2EnhancetheAestheticTaste26
4.3HighlighttheProductFeature27
Conclusion28
Bibliography29
Acknowledgements30
Abstract:
Brandisaspeciallanguagesymbol;
alsoitisafavorableinstrumentwhenenterprisesparticipateininternationalcompetitions.Asuccessfulpropagandaofbrandforenterpriseshasinestimableeffectsonmarchingintotheinternationalmarketandachievingsalestargets.OntheperspectiveofSkopostheoriewhichisoneofthecoretheoriesofGermanfunctionalism,combiningparticulartranslationsofEnglishbrandnameswhichusedforprobingintotheprinciplesandmethodsofthetranslationofEnglishbrandnames,thisarticleindicatesthepracticalsignificantandsomethingshouldbenoticedinthestudyofthetranslationofEnglishbrandnames.
Keywords:
brand;
Skopostheorie;
translation;
principleandmethod
摘要:
商标是一种特殊的语言符号,是企业参与国际竞争的有力武器,商标的成功宣传对企业开拓国际市场,实现企业销售目标有着无法估量的作用。
本文从德国功能派翻译理论核心理论之一的翻译目的论视角下,结合具体商标的翻译来探讨商标翻译的原则和方法,并阐释商标翻译研究的巨大现实意义和一些需要注意的地方。
关键词:
商标;
目的论;
翻译;
原则和方法
注:
Introduction
ThecoreconceptofSkopostheoriehighlightsthefunctionalityofthetargettextinthetargetculture.Translationstrategiesandmethodsmustbedeterminedbytheintendedpurposeandthefunctionofthetargettext.Skopostheorieisfunction-orientedandfocusesonthepracticality.SkoposruleistheprimaryoneamongSkoposrule,coherenceruleandfidelityrule.WiththerapideconomicgrowthinChinaandasaresultoftheworldglobalization,theeconomicactivitiesofenterprisesfromabroadbecomemoreandmorefrequent.ThetranslationofEnglishbrandnamesbecomesparticularlyimportantforenterprisestoopenupoverseasmarketsandbuildtheirownbrandsintheinternationalmarkets.Asplendidbrandnameissoimportantforanenterprisetooccupyadominantpositioninglobalmarketcompetition.Therefore,howtotranslatethebrandnamessuitablyisoneofthemostimportantproblemsinfrontoftheenterprises.Todoso,theprimarypurposeofthispaperistofindoutthetranslatedstrategiesandmethodsonthebasisofthefeatureofEnglishbrandnamesandthetheoryfoundationofSkopostheory.
SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s.EmphasesofSkopostheoriemainlyshowedupinthreeaspects:
1)toexplainthenatureoftranslation;
2)toanalyzethecharacterswhoparticipateintheprocessoftranslation;
3)toputforwardtheprinciplesoffunctionaltranslation.TheforminganddevelopingprocessofSkopostheorieexperiencedthreephases.Phasesone,KatharinaReissbroughtthefunctioncategoryintothetranslationcriticismforthefirsttimeandhemadethelanguagefunction,texttypeandtranslationstrategyassociatedwitheachother,whichdevelopedtheschemesoftranslationcriticismbasedontherelationbetweensourcetextandtargettext,thuspresentinguswithanembryooffunctionalistapproach.TheidealtranslationkeepinginReiss’smindistheconceptualcontent,linguisticformandcommunicationfunctionareequaltothesourcetext.However,inpractice,hefoundthatanumberofequivalencewillnevercometrue,andtheseexceptionsarecausedbyspecifictranslationbrief.So,thetranslationcriticismcan’tonlyrelyontheanalysisofthesourcetext,butconsiderwhetherthetargettexthasitsintendedeffectornot.Phasetwo,Hans.Vermeerbrokethroughthesource-orientedequivalence,onthebasisofbehavioraltheoryandregardingSkoposasthefirstruleintheprocessoftranslation,Skopostheoriewascreated.
Chapter1AnIntroductiontotheSkopostheorie
SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s.
1.1TheDevelopmentProcessofSkopostheorie
SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s[1].EmphasesofSkopostheoriemainlyshowedupinthreeaspects:
3)toputforwardtheprinciplesoffunctionaltranslation.TheforminganddevelopingprocessofSkopostheorieexperiencedthreephases.Phasesone,KatharinaReissbroughtthefunctioncategoryintothetranslationcriticismforthefirsttimeandhemadethelanguagefunction,texttypeandtranslationstrategyassociatedwitheachother,whichdevelopedtheschemesoftranslationcriticismbasedontherelationbetweensourcetextandtargettext,thuspresentinguswithanembryooffunctionalistapproach.TheidealtranslationkeepinginReiss’smindistheconceptualcontent,linguisticformandcommunicationfunctionareequaltothesourcetext.However,inpractice,hefoundthatanumberofequivalencewillnevercometrue,andtheseexceptionsarecausedbyspecifictranslationbrief.So,thetranslationcriticismcan’tonlyrelyontheanalysisofthesourcetext,butconsiderwhetherthetargettexthasitsintendedeffectornot.Phasetwo,Hans.Vermeerbrokethroughthesource-orientedequivalence,onthebasisofbehavioraltheoryandregardingSkoposasthefirstruleintheprocessoftranslation,Skopostheoriewascreated.Hisbook“FrameworkforaGeneralTranslationTheory”becomesthebasisofSkopostheorie.
Thetheoryisthattheoriginaltranslationisbasedonapurposeofwhichdominatesthemostimportantposition.The
Skopos
rule
thus
can
be
regarded
as:
the
perfect
target
text
should
translated
in
a
way
that
enables
to
functions
specific
situation
and
with
people
who
want
use
it
precisely
they
function.(Fraser,1996:
20)
Therefore,therealizationoftranslationbriefdependsontheconditionsoftargetcultureratherthansourceculture.Phasethreecameupwiththetheoryoftranslationactionreferencetothetheoryofcommunicationandaction,andhefurtherdevelopedthefunctionaltranslationtheorythatisaninterpersonalinteraction.Thistheoryisresult-orientedandregardstranslationasthetheoryimpelledbytranslationbrief.Nordmadeacomprehensivesummaryaboutthetheoryoffunctionaltranslationtheoryandcontinuedtoimproveit.Intheprocessoftranslation,hesystematicallyexplainedwhatoutsideandinsidefactorsshouldbenoticedwhenanalyzethetextandhowtoworkoutapracticabletranslationstrategyfitinwiththetranslationbriefbasedonthefunctionsoftheoriginaltext.Andheplacesthepurposeoftranslationinanimportantposition,“Supposingthepurposeoftranslationistofulfillsomecertainfunctions,anyobstaclethatpreventthetranslationtogetthereisatranslatedmistake.”(Robertson,2003:
28)
1.2RulesofSkopostheorie
TheSkopostheoriehasthreerules.“Skoposrule”asthetop-rankingruleforanytranslation,meansthatatranslationalactionisdeterminedbyitsSkopos,or“theendjustifiesthemeans”.Vermeerbelievesthateachtextisproducedforagivenpurposeandshouldservethispurpose[2].Coherenceruleandfidelityrule,theformermeansthetargettextsmustbecomprehensibletoreceiversintargetlanguagecultureandthecommunicativesituationinwhichthetargettextsaretobeused,andthetargettextmustbereadableandacceptable.Thelattermeanstheremustbeaninter-textualcoherencebetweenthesourcetextandthetargettext.However,thedegreeandformofthefidelitydependontheaimofthetargettextsandthetranslators’comprehensionofthesourcetexts.Loyaltyrulemainlyreflectedintwoaspects.Thetranslatorhasmoralobligationstothetargettextreceiversandmustexplainthereasonforwhattheyhavedone.Theotheristhetranslatormustbeloyaltotheoriginalauthor.Ofthethreerules,Skoposruleisthepredominatingrule.FidelityisconsideredlessimportantthancoherenceandbotharesubordinatetoSkoposrules.
3)toputforwardtheprinciplesoffunctionaltranslation.TheforminganddevelopingprocessofSkopostheorieexperiencedthreephases.Phaseson