功能目的论视角下商标汉译的策略研究-以婴幼儿产品为例_英语论文

On Strategies Employed in E-C Translation of Trademarks from the View of Skopos Theory－Based on Infant-child Products

摘要

随着经济全球化的不断推进，进口婴幼儿产品的销售量日益上升，竞争也越来越激烈。越来越多的生产商也已经意识到了这个问题，一个品牌要想得到来自全球不同国家消费者的认可，产品商标准确恰当的翻译尤为重要，一个音义俱佳的商标对于提高婴幼儿用品的销售有着十分重要的作用。

本文以婴幼儿产品的商标为研究对象，以功能目的论为理论指导，探讨婴幼儿用品商标翻译中的几种常用策略，以助于婴幼儿用品商标的翻译规范化。

关键词: 功能目的论；婴幼儿产品；商标翻译策略

Abstract

With the advancement of economic globalization, the sale of imported infant-child products increases every day and the competition becomes increasingly fierce. More and more manufacturers have realized this problem. If a brand wants to be accepted by consumers from different countries of the world, accurate and appropriate translation of product trademarks is of great importance, for a trademark with melodious sound and good meaning plays a very important role in improving the sale of infant-child products. 

Under the guidance of the Skopos theory, this thesis focuses on trademarks of infant-child products as the main object, discusses the several strategies employed in translating such trademarks so to normalize the translation of them.

Keywords:  Skopos theory  infant-child products  translation strategy of Trademarks  

Contents

Acknowledgments I

Abstract II

摘要 III

Chapter One Introduction 1

1.1 The Background and Significance of the Study 1

1.2 The Objective of the Study 1

1.3 The Structure of the Thesis 2

Chapter Two Literature Review 3

2.1 Previous Studies on Skopos Theory 3

2.1.1 General Introduction to Skopos Theory 3

2.1.2 Basic Rules 3

2.2 Previous Studies on the Translation of Trademarks 4

2.2.1 Previous Studies on the Translation of Trademarks in China 4

2.2.2 Previous Studies on the Translation of Trademarks Abroad 5

Chapter Three Translation of Trademarks of Infant-child Products 6

3.1 Introduction of Trademarks 6

3.1.1 Definition of Trademarks 6

3.1.2 Formation of Trademarks 6

3.1.3 Characteristics of Trademarks 7

3.2 Strategies Employed Under the Guidance of Skopos Theory 8

3.2.1 Literal Translation 8

3.2.2 Transliteration 9

3.2.3 Free Translation 9

3.2.4 Transliteration and Free Translation 10

Chapter Four Conclusion 11

Reference 12