從等效原則探究商標音譯

論文編號:YY734  論文字數:4000.頁數:09

從等效原則探究商標音譯

On the Transliteration of Brand Names from the Perspective of Equivalence Principle

摘要：市場競爭不僅僅是商品和服務質量的競爭，更是企業和品牌形象的競爭；開拓商品海外市場國際生存空間至為關鍵的一步就是商標的翻譯。商標名稱的翻譯，因其“獨特性、專有性”而多采用音譯法；然而商標也是一種特殊的商品廣告語言，其背后往往有著極其豐富的民族文化底蘊；這就決定了即便采取音譯法，譯者也需遵循一定的原則，而最適合于牌名翻譯的原則莫過于奈達的等效原則。本文以等原則的相關理論為框架，結合資料對商標音譯進行實證研究，以期有助于提高商標音譯的質量。
關鍵詞：等效原則；商標；音譯；文化

Abstract：Market competition is more about the competition between brand and image rather than the competition of the quality of the products and services. A successful trademark plays a key role in opening up international market and creating the enterprise wealth. Because of its uniqueness and proprietary, transliteration is the most common skill adopted in brand translation. A special advertisement language as it is, the brand implies a profound cultural foundation, which determines that the translator must obey some principles even when they translate the brand name by transliteration. Among the principles, the best one for the translation of the brand name is considered to be Nada’s Principle of Equivalence. This paper aims to improve the quality of the transliteration of brand name through the empirical research on the transliteration of brand name under the guidance of Equivalence Principle.
Keywords: Principle of Equivalence; brand name; transliteration; culture

Contents

1. Introduction.2
2. The Principle of Equivalence……….2
3. Cautions in Transliteration.3
 3.1 Simplicity.3
 3.2 Right Words3
 3.3 Product Feature3
4. Transliteration of Brand Names under the Principle of Equivalence ……3
 4.1 Similar Form4
 4.2 Similar Function.5
5. Conclusion.7
6. Acknowledgements8
7. References.9