顺应论视角下服装商标的英汉互译研究_英语论文

Translating Clothing Trademarks Based on Adaptation Theory

摘要

有关商标翻译的研究主要从文化差异、功能对等、目的论、跨文化交际和市场等角度展开，鲜有基于顺应论对服装商标翻译进行的讨论。本文以顺应论为理论基础，对服装商标的英汉互译进行了研究。研究表明，在语言层面，译者应顺应目标消费者在语音、词汇和语义方面的语言习惯；在语境层面，译者应顺应目标国家消费者的物理世界、社会世界和心理世界。本研究能为服装商标翻译提供新的研究视角，同时对其它产品的商标翻译也具有一定的启发性。

关键词：服装商标；翻译；语言顺应；语境顺应

Abstract

Most studies on trademark translation are focused on such perspectives as cultural differences, functional equivalence, Skopostheorie, intercultural communication and marketing and so on. Few of them study clothing trademarks translation based on the Adaptation Theory. Based on Adaptation Theory, the thesis is to analyze clothing trademarks translation between Chinese and English. After a comprehensive analysis, it is concluded during translation, the translator should not only adapt to the phonetic, lexical and semantic features of the target language, but also to consumers’ physical, social and mental world. The thesis can not only provide a new perspective for studying clothing trademarks translation, but also has enlightening impact on trademark translation of other kinds of products.

Keywords: Clothing trademarks  translation  linguistic adaptation  contextual adaptation