功能对等理论视角下的商标翻译分析Word文件下载.docx
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功能对等理论视角下的商标翻译分析Word文件下载.docx
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关键词:
功能对等;
商标;
翻译
Abstract
Abrandnameisthepartofbrandthatcanbevocalized,andthesignofaproduct.Thispaperstartswiththeinformationofbrandnamestointroducethedefinition,characteristicsandthefunctionsofbrandnames.Thebrandnameisaphenomenonofculture.Weshouldpaymoreattentiontothepossibilityofbrandnametranslation,andtaketheNada’s“FunctionalEquivalence”asacardinalprincipleandmethodsemployedinbrandnametranslation,thisisaviableway.Brandnamespossesspeculiarculturalcharacteristicsandhaveintimaterelationwithculture,thenweneedanalyzetheculturalbarriersofthebrandnametranslationfromdifferentnationaltraits,differentcustomsandhabits,differentsemanticassociative.Althoughthereareculturalbarriersinthebrandnametranslation,wecanstillovercomethem.Translatorsshouldusethetechniquesflexiblysoastoovercometheculturalbarriersinbrandnametranslationandtrytotranslatebrandnamesperfectly.
Keywords:
functionalequivalence;
brandname;
translation
Contents
摘要…………………………………………………………..……..…i
Abstract………………………………………………………….……..ii
Introduction……………………………………………………………1
Chapter1OverviewofBrandNames……………………………..…2
1.1DefinitionofBrandNames…………………………………………2
1.2FormationofBrandNames…………………………………………2
1.2.1ProperNames……………………………………………………3
1.2.2CommonWords…………………………………………….……3
1.2.3CoinedWords………………………………………………….…4
1.3CharacteristicsofBrandNames…………………………………..…5
1.3.1Brevity………………………………………………………...…5
1.3.2Elegance………………………………………………….…..…6
1.3.3Originality…………………………………………….……..…7
1.4FunctionsofBrandNames……………………………………..…7
1.4.1InformativeFunction………………………………….……..…8
1.4.2AestheticFunction…………………………………………..…8
1.4.3EvocativeFunction……………………………………...……10
Chapter2FunctionalEquivalenceTheoryandBrandNameTranslation……………………………………...…………12
2.1FunctionalEquivalence……………………………………………12
2.2ConsiderationofFactorsinBrandNameTranslation……………13
2.2.1ConsumerPsychology…………………………………………13
2.2.2CulturalFactors…………………………………………………14
2.2.3AestheticFactors………………………………………………16
2.3ApplicationofFunctionalEquivalenceinBrandNameTranslation…16
2.3.1EquivalenceofInformativeFunction…………………………16
2.3.2EquivalenceofAestheticFunction……………………………17
2.3.3EquivalenceofEvocativeFunction……………………………18
Chapter3MethodsEmployedinBrandNameTranslation……….20
3.1LiteralTranslation…………………………………………………20
3.2Transliteration……………………………………………………21
3.3CombinationofLiteralTranslationandTransliteration…………23
3.4CreativeTranslation………………………………………………24
3.4.1AdditionorDeletion……………………………………………24
3.4.2Blending………………………………………………………25
3.4.3Acronym……………………………………………………26
3.4.4PurposiveMisspelling………………………………………26
Conclusion……………………………………………………………27
Bibliography…………………………………………………………28
Acknowledgements
Introduction
Abrandnameisasignrepresentingculturalcharacteristicsofdifferentnations,societiesandtimes.Itservesnotonlyitsexpectedfunctionsofcommunication;
itisalsoemployedinasymbolicmannertoidentifyabrandanditsculturalorigin.Today,well-knownbrandnameshavebecomeculturalicons,andenjoypowerfuladvantagesinthefiercecompetition.Brandnames,aspartoflanguage,reflectthefeaturesofacertainnation,includingthehistoricalandculturalbackground,theirattitudestowardslife,andtheirlifestyleandthinkingpattern.
Brandnametranslationisinfluencedbyculturalelementswhichdifferentiateitfromgeneraltranslation.Brandnametranslationisofsignificanceinthecompetitivemarket.Brandnamesmirrorthecultureofdifferentcountries,soculturalelementsmustnotbeignoredinthetranslatingprocess.Atpresent,witheconomicdevelopmentandincreasinginternationalcontact,theexchangesbetweendifferentcountriesbecomemoreandmorefrequent.Andtradesurplusbecomesanimportantpartofournationaleconomy.Propertranslationofbrandnamesalsobecomesmoreandmoreimportantsoastopromotethesalesofgoodsandcultivateforeignmarkets.
Chapter1
OverviewofBrandNames
1.1DefinitionofBrandNames
Abrandnamereferstoaspecificnameemployedbyacorporationtoidentifyuniquelyaproductoritsmanufacturer,oraserviceanditsprovider.(LiGuisheng,1996)Itisquiteoftenusedinterchangeablywithin“brandname”,althoughitismorecorrectlyusedtospecificallydenotewrittenorspokenlinguisticelementsofanyproduct.Alegallyprotectedbrandnameiscalledaproprietaryname.Apowerfulbrandnameembodiesauniquesetofvaluesandhencepersonality.Asuccessfullydesignedbrandnamecanbringaboutenormousvalueinarealsense,whichisinvisiblewealthofacompany.Therefore,brandnameisofmoreandmoreimportancein“globalvillage”andtherightandsuitablemeaningofabrandcanbeanenduringadvantage.
1.2FormationofBrandNames
Fromtheperspectiveofthelinguisticstructures,brandnamescanbemainlydividedintopropernamebrandnames,thecommonwordbrandnamesandthecoinedwordbrandnames.(HeChuansheng,1997)However,therearesomesimilaritiesanddifferencesintheformationofChineseandEnglishcosmeticbrandnames.
1.2.1ProperNames
Usingapropernameespeciallyaperson’snamecancreateasenseofamicabilitybetweentheproductandtheconsumers.Agoodnamewillinspiretheconsumerstothinkabouttheimageunderthatname.Takesomebrandnamesforexample,“Charlie”inEnglishhasthelong-standingimageofbeingaconfidentbutwarmlittlegirl;
“大宝”inChineseisanadorablenicknameforamalewhoisthefamilymembers’darling.Whenpersonalnamesareusedasbrandnames,distancebetweenthecommoditiesandtheconsumerscouldbeshortenedwhilethesenseofintimacycouldbeestablished.Insuchadelightfulandcheerfulstate,consumerswouldbeinspiredtobebetterinformedabouttheproducts,ifinterestedandsatisfied,theywillpurchase.Thus,averysuccessfulsalecouldbefulfilledasthebrandnamefullyperformsitsfundamentalfunction.
1.2.2CommonWords
Commonwordswilladdmoreamicabilityandfriendlinessintheproductsandnamesprovidethedenominatorsandtranslatorsmorechoices.Usually,thecommonwordsusedinChineseandEnglishbrandnamesincludeadjectiveandnoun.
Thebrandnamesformedbycommonnounshavesymbolicandmetaphorfunctions.Productswiththesenamespossessthecharacteristicsofthesewordsorobjects,forexample,“Ivory”canmakeyouskinsmoothandwhite.Thecosmeticbrandnamesformedbyadjectivesoradjectiveplusnouncanshowaverydirectdescriptionofthemaincharactersoftheproduct.
1.2.3CoinedWords
Whencertainqualities,characteristicsandfunctionsaretakenintoconsideration,coinedwordscanbecreated.Sincetheyarecoined,theyareuniqueandnovelasthereisnotmuchpossibilitythatanothersimilaronewillappear.ManyEnglishbrandnamesarecreatedbymeansoflexicalmethods,suchasshortening,compounding,blending,affixation,etcwhiletheChinesebrandnamestendtousewordgroup.
Shorteningisthesimplifiedformoftheoriginalwords.Forexample,“SR”,abrandnameoftoothpaste,isformedbyacronym,thatis,tousetheinitialsoftheingredientsoftheproduct(Sodium,Ricinoleate).
CompoundingisapopularandcrucialwayofformingEnglishandChinesecosmeticbrandnames.Bycompounding,twoormorewordsaretogethertoshowthefeature,qualityandfunctionoftheproduct,socompoundbrandnamescanillustratethecharacteristicsoftheproductsfrommulti-perspectives.Examplesare:
“BodyFlower”stressesitsfunctionofmakingthebodyfullofthefragranceofflowers.
“Head&
Shoulders”stressesitsfunctionofmoisteningthehairandmakingitsoftandeasytocomb.
DifferentfromEnglish,Chineseistheideographlanguage.Sowordgroupscanbeformedbyputtingcharacterstogether.Usually,certainwordshavegoodconnotationsarefrequentlyused.
Namesofplantsandanimalsareoftenusedasbrandnames.Chinesecosmeticbrandnameshaveapreferenceoftheprettyimagesofsomeofthemwhichcanarousetheinterestandbringgoodassociation,suchas“蜂花”(cosmetic),“紫罗兰”(cosmetic)and“佰草集”(cosmetic).Theabove-mentionedhaveattachedgreatimportancetothepointthattheyarepure,naturalandenvironmentallysafeproductsbyusingtherawmaterialfromtheoutsideworldandtheconsumerscangettheessenceoftheflowersandherbalextractbyusingthem.
1.3CharacteristicsofBrandNames
Abrandnameisthenameofaproduct,whichisamarkorasymbolthatcanbeusedtodefineacertainproduct.Thegoalofabrandnameshouldaimatsettingupagoodimageinthemarket,arousingconsumers’favorableassociationandpurchasingdesire.Thusthelanguageusedinbrandnamesmusthavesomefeaturesofitsown.
1.3.1Brevity
Brevityisabasicrequirementofagoodbrandname,whichmeansbrandnamesshouldconciseinspellingsandpronunciationstomakethemeye-catchingandeasytoremember.Accordingtoaninvestigation,Chinesebrandnamesconsistofmainlytwoorthreecharacters,and70%ofthem(includingChineseversionsofforeignones)aretwo-characterconstruction,29%arethree-characterconstruction,onlyabout1%aremorethanfivecharacters.Nameafewasexamples,“立白”(washingpowder),“碧浪”(washingpowder),“汰渍”(washingpowder),“雕牌”(washingpowder),“奥妙”(washingpowder),“海尔”(electricapplia
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- 功能 对等 理论 视角 商标 翻译 分析