从顺应论看商标翻译_英语论文

On the E-C Translation of Brands from the Perspective of Adaptation Theory

摘要

商标是商品与消费者之间的桥梁，是产品的标识，是企业品牌宣传和产品推销的利器。随着经济全球化进程的加快，国际贸易成为促使世界各国经济发展的主要动力，商标翻译则对商品在海外市场的销售起着举足轻重的作用。商标翻译的优劣直接关系到企业销售的盈亏。

本文针对商标翻译过程中存在的一些问题，基于维索尔伦（Verschueren）提出的顺应论，对商标翻译的方法展开分析，从不同的文化因素，语言系统以及产品种类方面，阐述了顺应论在商标翻译中的灵活运用，并且提出一些提高商标翻译质量的翻译方法。

关键词：商标； 翻译；顺应论

Abstract

Brand name is a bridge between products and consumers, and it is the identification of products. It provides enterprises a tool for brand publicity and product promotion. With the rapid development of globalization, international trade has become the main power to promote economic development in different countries around the world. Brand name translation plays an important role in overseas trade. The quality of brand name translation is directly related to the benefit of the enterprises.

Based on the problems existing in the brand name translation, this paper analyzes the flexible adaptations in the brand name translation under the guidance of the Adaptation Theory proposed by Verschueren in some respects of cultural difference, linguistic system and product features. At the end of the paper, some suggestions are put forward, which will hopefully help improve the quality of brand name translation.

Key words: brand names; translation; Adaptation Theory

Contents

Acknowledgements i

Abstract & Key words in English ii

Abstract & Key words in Chinese iii

Introduction 1

1. An overview of brand names 1

   1.1 Definition of brand names 2

1.2 Significance of brand name translation 2                            

2. Problems in brand name translation 3

   2.1 Unawareness of cultural difference 3

   2.2 Violation of habitual use of target language 3

3. Application of Adaptation Theory to brand name translation 4

   3.1 Introduction to Adaptation Theory 5

   3.2 Adaptation to various cultural elements 6

     3.2.1 Adaptation to national characteristics 7

     3.2.2 Adaptation to concepts of values 7

     3.2.3 Adaptation to consumer psychology 8

     3.2.4 Adaptation to aesthetic attitudes 8

   3.3 Adaptation to linguistic systems 9

   3.4 Adaptation to the features of products 11

4. Suggestions to improve brand name translation 13

   4.1 Using conversion 13

   4.2 Using combination of transliteration &free translation 14

   4.3 Using adjustment 15

Conclusion    15

References   16