從等效原則探究商標(biāo)音譯

論文編號(hào):YY734  論文字?jǐn)?shù):4000.頁(yè)數(shù):09

從等效原則探究商標(biāo)音譯

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

摘要：市場(chǎng)競(jìng)爭(zhēng)不僅僅是商品和服務(wù)質(zhì)量的競(jìng)爭(zhēng)，更是企業(yè)和品牌形象的競(jìng)爭(zhēng)；開拓商品海外市場(chǎng)國(guó)際生存空間至為關(guān)鍵的一步就是商標(biāo)的翻譯。商標(biāo)名稱的翻譯，因其“獨(dú)特性、專有性”而多采用音譯法；然而商標(biāo)也是一種特殊的商品廣告語(yǔ)言，其背后往往有著極其豐富的民族文化底蘊(yùn)；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(guò)于奈達(dá)的等效原則。本文以等原則的相關(guān)理論為框架，結(jié)合資料對(duì)商標(biāo)音譯進(jìn)行實(shí)證研究，以期有助于提高商標(biāo)音譯的質(zhì)量。
關(guān)鍵詞：等效原則；商標(biāo)；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