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摘 要
随着中国经济的发展和改革开放的深入,中国产品进入国际市场的机会大大增加,大量的外国产品也开始涌入中国市场,造成了愈发激烈的市场竞争。而一个好的商标词和恰到好处的翻译对于刺激产品消费起着至关重要的作用。因此,商标词的翻译显得越来越重要。然而我国对商标词翻译的研究还不够系统全面,传统翻译理论的翻译策略无法适应商标词翻译的客观要求。与其他文本翻译相比,商标词翻译显得更具实用性和商业性,其最终目的是使消费者接受该译名并购买产品。因此,在探析商标词的翻译策略时,需将商标的特殊功能和翻译理论有机结合。本文拟采用文本研究理论、案例分析等方法来探析商标词的翻译。与此同时,也将借用德国的功能派翻译理论,对商标词的翻译实践进行初步探析,为商标翻译提供合适的理论指导,从而提高商标词英汉互译的质量。
关键词:商标词翻译;功能派理论;翻译策略
Abstract
With the growing of Chinese economy and the deepening of reform and opening-up, there are more and more chances to enter into the international markets for China, and several of the foreign product swarm into China. Of course, the competition becomes fiercely. Therefore people begin to realize the importance of a trademark which has a proper translation. However, the translation of trademark’s name in China is not really systematically, the traditional translation strategy can not adapt to the objective acquirement of trademark’s translation. Comparing with other text translation, the translation of trademark’s name has a high commerciality and practicability, and the final aim of it is to persuade consumers accept the translation name and buy this product. So, when we discuss the strategy of trademark translation and the method, we need to consist of the special function and translation approach of trademark. This thesis tries to use some methods such as literature research method, and case study method, etc. to analysis the translation of trademark’s name. At the same time, this thesis uses the German Functionalist Approaches and has a primary discuss to translation practice of trademark’s name. For the target, the writer wants to provide a proper theoretical direction to the translation of trademark, and increase the quality of trademark’s translation.
Key words: translation of trademark’s name; functionalist approach; translation
strategy