接受美学在商标翻译中的应用_英语论文

An Analysis of Trademark Translation from the Perspectives of Reception Aesthetics

摘要

随着市场经济推行的不断深入和经济全球化发展趋势的日益加深，越来越多的国内产品不断进入国外市场，越来越多的国内产品不断进入国外市场，具有较高国际知名度的商标能有效提升我国商品的市场竞争力,并进而获取良好的经济效益，某种意义上说 ,商标就是招牌 ,商标就是信誉，在这一背景下,商标翻译愈来愈引起人们的高度关注。

本文以接受美学理论为指导，其代表人物是德国康斯坦茨学派的尧斯和伊瑟尔，他们对英文商标的翻译做了比较细致的研究。使译者从受众的角度进行翻译，关照读者的接受能力及期待视野，为商品和译入语消费者之间搭建起沟通的桥梁，达到引导消费的目的。

本文由五部分组成：第一部分介绍了文章的背景,文章的研究目的和文章的结构。第二部分是理论综述,根据接受美学理论,介绍了美学的三个主要思想。第三部分介绍了商标和商标翻译的三个美学观点。第四部分详细描述了接受美学在商标翻译中的应用。第五部分是结论,它总结了全文,指出了关键的发现和研究成果的不足。

关键词：接受美学；审美感受；商标翻译

Abstract

With the continuous deepening of the market economy and the development trend of economic globalization, more and more domestic products continue to pour into the foreign market. With higher international visibility, trademark can effectively enhance the market competitiveness of Chinese goods, and then to obtain good economic benefits. In a sense, a trademark is a signboard and a credit. Under such background, the trademark translation has received more and more attention.  

This thesis is guided by the theory of Reception Aesthetics. The representative figures are Hans Robert Jauss and Wolfgang Iser of the Konstanz School. They enable the translator to translate from the audience's point of view, take care of the reader’s ability to accept and their horizon of expectation and it builds a communication bridge between the goods and target language’ consumers so to achieve the purpose of guiding consumption.

This paper consists of five parts: the first part introduces the background, purpose and structure of the study. The second part is theoretical review, it under the theory of reception aesthetics, introduces the aesthetics of the three main ideas. The third part introduces the three aesthetic points of view of trademark and trademark translation. The fourth part describes in detail of the application of reception aesthetics in trademark translation. The fifth part is the conclusion; it summarizes the full text, points out the key finding and deficiency of research results.

Key words: Reception Aesthetics, aesthetic feeling, trademark translation

Contents

1 Introduction.1

  1.1 Background of the Study1

  1.2 The Purpose of the Study.2

  1.3 The Structure of the Thesis2

2 Theoretical Review.4

  2.1 The Theory of Reception Aesthetics4

    2.2 The Main Ideas of Reception Aesthetics4

    2.2.1 The Central Position and Important Role of the Reader.5

    2.2.2 Horizon of Expectation.6

    2.2.3 The Appealing Structure of Text.6

3 Trademarks and Trademark Translation from the Perspectives of the Aesthetics.8

  3.1 Essential Factor in the Composition of Trademark8

    3.1.1 Highlight the Key8

    3.1.2 Easy to Remember.7

    3.1.3 Stimulate Imagination.9

  3.2 Aesthetic Characteristics of Trademark9

    3.2.1 Transmission Property.9

    3.2.2 Aesthetic Character8

    3.2.3 Beauty in Sound10

  3.3 Aesthetic Principle of Trademark Translation10

    3.3.1 The Difference of Aesthetic Tastes11

    3.3.2 Reflect the Meaning of the Original Trademark.11

    3.3.3 Prominent the Individuality Connotation12

    3.3.4 Reaction the Performance of Product12

4 The Application of Reception Aesthetics in Trademark Translation.13

  4.1 Transliteration Method.13

  4.2 Literal Translation Method.13

  4.3 The Combination Method of Transliteration and Free Translation14

5 Conclusion15

  5.1 Findings of this Thesis.15

  5.2 Limitation of this thesis16

References