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从文化顺应角度探索品牌名称的翻译

An Inquiry into Brand Name Translation from the Perspective of Cultural Adaption

作者: 专业:英语语言文学 导师:宋雅智 年度:2010 学位:硕士  院校: 哈尔滨工程大学

Keywords

brand name, translation, cultural adaption, cross-cultural communication

        品牌名称作为广告的重要组成要素,蕴含着丰富的文化内涵,在社会生活中起着至关重要的作用,打造知名品牌已成为企业争夺市场的焦点和塑造形象的核心。因此,对品牌名称翻译的探究已成为具有现实意义的热点问题。本文通过论述文化因素对品牌名称翻译的重要影响,阐述相关理论并探讨其对品牌名称翻译的指导作用。文章以顺应论为主要理论依据,分析了文化顺应在品牌名称翻译过程中的重要作用。文中简要地介绍了品牌名称承载的文化特征以及品牌名称的基本作用,从文化顺应的前提条件,基本模式,实质意义,以及各文化因素在品牌名称翻译中的顺应现象阐述了动态的文化顺应在品牌名称翻译过程中的具体运作机制。文章还从跨文化交际的角度分析了品牌名称翻译过程中的文化顺应,揭示了品牌名称的翻译实质上是跨文化交际的行为。在品牌名称的翻译过程中实施有效的文化顺应是成功进行跨文化交际的前提条件,也是取得成功译名的必要途径。
    As a significant component of advertisement, brand name is endowed with rich cultural connotation and plays a crucially important role in social life. Cultivating well-known brands has become the core for enterprises to seize marketplaces and build good images. It is practical but urgent for translators to be committed to the study on brand name translation.This thesis aims at inquiring into the significant impact of cultural elements on brand name translation, expounding related theories and their guiding instruction on translating practice. In the light of the Theory of Adaption, this paper inquires into the vital significance of cultural adaption in brand name translation. In this thesis, the cultural characteristics and elementary functions of brand names are introduced. A large part of this paper is devoted to the concrete operating mechanism of the dynamic cultural adaption in brand name translation in a holistic style, namely, its prerequisite, its model, its essence, and its manifestation. Subsequently, this thesis inquires into cultural adaption in brand name translation from the perspective of cross-cultural communication, pointing out that brand name translation is in nature a cross-cultural communication activity. A conclusion can be drawn that effective application of cultural adaption to brand name translation is the condition of successful cross-cultural communication, and the essential means to achieve good translations.
        

从文化顺应角度探索品牌名称的翻译

Acknowledgments5-6
摘要6-7
Abstract7
Chapter 1 Introduction10-24
    1.1 Literature Review on Brand Name Translation10-14
    1.2 Essential Understanding of Brand Name14-21
        1.2.1 Cultural Characteristics of Brand Name14-17
        1.2.2 Elementary Functions of Brand Name17-21
    1.3 Practical Significance of Brand Name Translation21-24
Chapter 2 Theoretical Foundation of Brand Name Translation24-38
    2.1 The Theory of Adaption24-31
        2.1.1 Introduction to the Theory of Adaption24-29
        2.1.2 The Process of Adaption in Brand Name Translation29-31
    2.2 Functional Equivalence31-33
    2.3 Theoretical Connotation of Translation33-38
Chapter 3 Prerequisite for Cultural Adaption (Cultural Discrepancy) in Brand Name Translation38-47
    3.1 Cultural Discrepancy in National Attribute and Aesthetic Appreciation39-42
    3.2 Cultural Discrepancy in Moral Codes and Social Norms42-44
    3.3 Cultural Discrepancy Reflected in Cultural Peculiarities44-47
Chapter 4 Cultural Adaption in Brand Name Translation47-86
    4.1 Model of Adaption in Brand Name Translation48-58
    4.2 Essence of Cultural Adaption in Brand Name Translation58-62
    4.3 Manifestation of Cultural Adaption in Brand Name Translation62-81
        4.3.1 Adaption to Image and Religion64-68
        4.3.2 Adaption to History and Current Times68-71
        4.3.3 Adaption to Local Customs and Habits71-73
        4.3.4 Adaption to Connotative Meanings of Words73-75
        4.3.5 Adaption to Consumers’Purchasing Psychology75-81
    4.4 Brand Name Translation in Cross-Cultural Communication81-86
Chapter 5 Conclusion86-89
Works Cited89-91
攻读硕士学位期间发表的论文和取得的科研成果91
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