跨文化視角下的商標(biāo)漢譯

英語(yǔ)論文編號(hào):YY372  論文字?jǐn)?shù):8848.頁(yè)數(shù):31 ,附開(kāi)題報(bào)告

Contents
Introduction 1
Chapter One  Translation Studies 4
1.1 The Funtinalist Approach 4
1.1.1 The Introduction of Funtionalist Approach 4
1.1.2 Skopos Theory 6
1.2 Perspectives on Translation 7
1.2.1 On Equivalence and Faithfulness 7
1.2.2 Towards a Target-culture Translation Approach 8
Chapter Two  Cosmetic Brand Names 10
2.1 Overview of Brand Name 10
2.2 The Feature of Cosmetic Brand Name 12
2.3  Issues on Cosmetic Brand Name Translation 15
2.3.1 Consumption Psychology 15
2.3.2 Cross-cultural Factor 16
Chapter Three  Strategies for Cosmetic Brand Translation 18
3.1  Translitaration 18
3.2  Literal Translation 19
3.3  Combination of Transliteration and Literal Translation 20
3.4  Free Translation 21
Conclusion 23
Acknowledgments 24
Bibliography 25

摘 要
商標(biāo)翻譯在進(jìn)出口貿(mào)易中有著舉足輕重的地位. 商標(biāo)既擔(dān)負(fù)著其經(jīng)濟(jì)使命,對(duì)產(chǎn)品的銷售起著決定性作用; 又承載了企業(yè)的文化, 攜帶著主要的產(chǎn)品特征. 作為女性的主要消費(fèi)品,化妝品的商標(biāo)翻譯還須更加深入與細(xì)致的研究, 以開(kāi)拓國(guó)內(nèi)外的化妝品市場(chǎng).

本文以功能理論為理論基礎(chǔ),通過(guò)其最主要的目的論來(lái)闡述在化妝品商品名翻譯中, 譯者應(yīng)該考慮的諸多因素. 由于商品是以銷售為目的, 因此, 化妝品的翻譯應(yīng)該考慮到其名稱的美感, 消費(fèi)者的心理, 消費(fèi)人群以及跨文化現(xiàn)象, 并針對(duì)這些因素進(jìn)行翻譯策略的分析.

本文第一章對(duì)功能理論以及其在化妝品商標(biāo)翻譯中的應(yīng)用進(jìn)行了介紹與分析, 特別是對(duì)目的論進(jìn)行了詳細(xì)的解釋.對(duì)于功能等效原理,本文也提出了不能一概而論的見(jiàn)解.本文第二章針對(duì)化妝品商標(biāo)的特點(diǎn), 對(duì)其進(jìn)行歸類, 并闡述了影響化妝品商標(biāo)翻譯的兩大因素,即心理因素和文化因素.本文第三章是在前兩章所做分析的基礎(chǔ)上, 通過(guò)個(gè)案研究, 提出四種主要的化妝品商標(biāo)翻譯方法并簡(jiǎn)要做了總結(jié),為譯者提供了翻譯策略的參考.

本文旨在通過(guò)對(duì)化妝品商標(biāo)翻譯的研究, 對(duì)商標(biāo)翻譯進(jìn)行進(jìn)一步剖析的同時(shí), 也為國(guó)內(nèi)化妝品品牌進(jìn)軍國(guó)際市場(chǎng)之前,在商標(biāo)的翻譯方面提供一些參考.

關(guān)鍵詞：商標(biāo)翻譯 ，化妝品，功能理論, 翻譯策略
Abstract
Brand name translation plays a vital role in the international market.  The brand name is not only related to the economic benefit regards with its decisive function for sales，but also to the culture of enterprises for conveying the features of products. As the major expenditure for women, the translation for cosmetic brand names should have more detailed and deeper research, in order to develop cosmetic market home and abroad.

On the basis of Functionalists, especially the Skopos Theory, this thesis explains the imperative factors which should be taken into consideration in the translation process. Since the sales target, cosmetic brand name translation should be in accordance with the aesthetic values, consumer psychology, and target group and cross-culture factor. This thesis tries to provide some strategies in light of these factors.

Chapter One gives a brief introduction and analysis for the Functionalists applied in translation of cosmetic brand names, and a further explanation for the Skopos Theory. As for equivalence and faithfulness, this thesis provides the specific method to deal with. Chapter Two categorizes the existing cosmetic brand names according to their features, and suggests the two major influential factors for cosmetic brand name translation—psychology and culture. On the basis of the former chapters, Chapter Three puts forward four strategies for cosmetic brand name translation through the cases analyzing, supplying translators the reference for translation strategies.

This thesis aims not only at raising the further resolution for brand name translation, but also at providing help for the cosmetic enterprises willing to compete in the international market.

Keywords: trademark translation, cosmetic , Functionalist, translation strategies