文化差異在商標翻譯中的體現(xiàn)

英語論文編號:YY426  論文字數(shù):5698.頁數(shù):21

Contents

1. Introduction 1
2. Brand Name Translation 2
 2.1 The Definition of Brand Name 2
 2.2 The Norms of Brand Name Translation 2
 2.3 The Features of Brand Name Language 3
3. Cultural Differences and Brand Name Translation 4
 3.1 Cultural Differences 5
 3.2 Current Problems Existing in Chinese Brand Names Translation 8
4. Principles and Ways of Brand Name Translation 10
 4.1 Functional Equivalence 10
 4.2 Ways to the translation of Chinese Brand Names 11
5. Conclusion 15
Acknowledgements 16
References 17

摘    要
 隨著世界經(jīng)濟的高速發(fā)展，越來越多的中國企業(yè)活躍在國際舞臺上。同時他們也意識到一個不可忽略的問題，那就是:為了刺激商品消費和擴大國內(nèi)外市場的占有率，商標名及其翻譯有著舉足輕重的地位。考慮到目前研究的局限性和中文商標名翻譯研究的重要性，本文首先從中國文化特色出發(fā)，分析了中文商標的基本功能和特點，深入分析了文化差異的原因。另外，作者提出奈達“功能對等理論”來指導中文商標英譯的實踐。最后列舉翻譯方法，并用事例加以論證，事實上對商標名翻譯的研究，就是一種文化范疇的研究。

關鍵詞：商標；商標名翻譯；文化；文化差異；功能對等論

ABSTRACT
 With the fast development of international economy, more and more Chinese enterprises have been active in the global market. They are increasingly finding that brand names translation plays an important role in stimulating consumption and expanding domestic and overseas market. So the author of the paper attempts to explore brand name translation in the cultural differences perspective. Owing to the limitations of the previous studies and the significance of Chinese brand name translation, the paper makes a study of cultural characteristics of the Chinese brand names, as well as typical characteristics of Chinese culture, and then further analyzes the causes of the cultural differences. In addition, the paper proposes Nida's "functional equivalence theory" as the principle for producing culturally effective English renderings of Chinese brand names. At last, the author gives some examples to explain some useful methods. In fact, the translation of Chinese brand names study is also the study of culture.
 
Key words：brand name; brand name translation; culture; cultural differences; Functional Equivalence