英语论文 从文化因素和翻译策略上简析汉语品牌名英译.docx
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英语论文 从文化因素和翻译策略上简析汉语品牌名英译.docx
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英语论文从文化因素和翻译策略上简析汉语品牌名英译
论文英文题目:
BriefAnalysisoftheCulturalFactorsandStrategiestoBrandChinese-EnglishTranslation
论文中文题目:
从文化因素和翻译策略上简析汉语品牌名英译
学院:
专业年级:
学号:
学生姓名:
指导教师、职称:
20xx年5月25日
Contents
Abstract......................................................................................................................1
1.Introduction........................................................................................................1
2.Brandnamesandthetranslation………………………….……………1
3.Theculturalfactorsbetweenbrandtranslationandculture…................................................................................................................2
3.1ProblemsintranslatingChinesebrandnames………………………....2
3.2Culturalassociationsofbrandnames.……………………………….......4
4.Criteriaforanidealtranslatedbrandname….…………….……....5
4.1Phoneticrelevance………………………………………………………….6
4.2Semanticrelevance…………………………………………………………6
4.3Graphicrelevance……………………………………………..……………7
5.TranslationtechniquesofChinesebrandnames…………………..7
5.1Literaltranslation…………………………………………………………...7
5.2Transliteration……………………………………………………………….8
5.3Paraphrase……………………………………………………………………9
5.4ThetechniqueofCombinedtranslation………………………………....9
5.5Adjustment…………………………………………………………………...9
6.ConsiderationsandConclusion……………………………...…………11
6.1Considerations……………………………………………………………..11
6.2conclusion…………………………………………………………………..13
从文化因素和翻译策略上简析汉语品牌名英译中文摘要、关键字…………………17
[Abstract]Abrandisaspeciallanguagesymbol,aconcentrationofsignificantfeatureofproductandacoreofcommodityculture.ButtherearestillsomeproblemsandmisunderstandinginthebrandtranslationfromChinesetoEnglish,culturaldifferenceisabigcauseofthoseproblems.SoIcomeupwiththethesisthatculturaldifferenceisamaincausewhichinfluencesthebrandtranslationfromChinesetoEnglish.AndItrytodemonstrateculturalfactorsfromculturaldiversity,differentthinking,differentsocialvaluesandotherculturalaspectswhichmakeeffectonthebrandtranslationfromChinesetoEnglishinmythesis.Ontheotherhand,Ialsoprovidewithsomebrandtranslationstrategies,theycannotonlyprovetheinfluenceofculturetobrandtransition,butsomeskillcouldbeusedinthebrandtranslation.
[Keywords]brand;culturalfactor;translation;strategy
1.Introduction
WiththeaccelerationofeconomicglobalizationandChina’sentryintoWTO,moreandmoreChineseproductsarebeinglaunchedintotheinternationalmarket.Consequently,translatingChinesebrandnamessuccessfullyintoEnglishhasneverbeenmoreimperativeandvitalthantoday.ThetranslationofChinesebrandnamesisakindofinterculturalcommunication.Itinvolvessuchfactorsaslinguisticlaws,culturalpsychology,andaestheticvalues.Asuccessfultranslationofthebrandnameshouldnotonlytransfertheinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudienceinthetargetculture.Thisappliesparticularlytoculture-loadedbrandnamesthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleoffunctionalequivalence,thetranslatedbrandnamesshouldachieveaperfectlinguisticunityamongsound,formandmeaning.Thispaper,takingNida’sfunctionalequivalenceasitsframework,attemptstostudytheproblemsthatareoftenencounteredintranslatingbrandnamesintoEnglishandsuggestwaystosolvethem.
2.Brandnamesandthetranslation
Brandname,anessentialcomponentofadvertising,isthe\artofabrandthatcanbevocalized.Itis“anamegivenbyaproducertoaparticularproduct,bywhichitmayberecognizedfromamongalikeproductsmadebyotherproducers”(LongmanContemporaryEnglish-ChineseDictionaryEnglish,1988).
Aimingtobuild,reinforce,and/orrepositionconsumers’perceptionofcertainbrand,brandnameshavethefollowingfourfunctions:
distinguishingproducts,providinginformation,ensuringguaranteeandstimulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsaswellaspurchasingdesireinthemindsoftheconsumers,brandnamesshouldhavethefollowingmajorcharacteristics:
shortinlengthandsweetness,sonorousanddistinct,elegantandapt,originalandnovel.
Translationisamorecomplexcommunicationthanthatwithinasinglelanguagebecauseitinvolvestwolanguages.(Jin&Nida,1984:
31)
Giventheuniquenessofbrandnamestranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards,andconsumptionmodesofbothSLandTLreaders,andshouldkeepinthemindtheintentionoftheoriginalsoastotransferitsmessage(bothlinguisticandcultural)maximally,otherwise,“afailuretoreflectthespiritanddynamicsofthesourcedocumentisa‘mortalsin’”(Nida,1993)
Thetranslatorofbrandnamesshouldstriveforthefollowingtwoeffects:
(a)thetranslatedbrandnameshouldreflectthesemanticfeaturesoftheoriginalone;(b)thetranslatedbrandnameshouldhavethesameorsimilarfunctionastheoriginalone.
Thetranslatedbrandnameshouldbedelightfultotheeye,pleasanttotheear,easytoremember,aswellasbeaperfectunityofsound,form,andmeaning.Thatistoarousethesameinterestandpsychologicalempathyofthetargetconsumers,stimulatetheiraestheticenjoymentandconsumingdesire.Towardtheend,thetranslatorsmustserveasreceptorofthemessageintendedbythesourcesignandbethesourceofthemessageinthetargetlanguage.(1984:
31-50)
3.Theculturalfactorsbetweenbrandtranslationandculture
3.1ProblemsintranslatingChinesebrandnames
Brandtranslationiscloselyconnectedwithculturaldifferences.Inthesociety,cultureplaysanimportantroleinpeople’sdailylife,whichbringsgreatinfluence.Thediversityofculturedeterminesthatpeoplearealsodiverseinmanyspirituallevelstocommodityofthebrand.Theremustbemoreorlessdifference.Therefore,duringworking,peoplewhomakethebrandtranslationmustfullyconsidertheculturaldifferencesinbrandtranslationfromtheperspectiveofcross-culturalcommunication,"Existsbetweenpsychologicalandaestheticbrandtranslationpublicaverycloserelationship.Abrandisanamemaybeknownbymanypeople.Sothetranslatormustbeprettycarefulwhennamingitsinceitmayeventakebadsideifthenameisnotinaccordancewithlocalcircumstance.Ithasinfluenceonothersinpublicmoreorless.Forotherculture,weknowthatrespectandunderstandingisnecessitysincetheyareequal,oldornew.Togetthetarget,thetranslatormustbeacquaintedwiththetargetculture,onlyinthiswaytheycanbeabletoanalyzewhereisdifferentandshouldbepaymuchattention.Otherwise,misunderstandingwillcometobirthandbringaboutbadresult.
Owingtotheculturaldifferenceingeographicallocation,customs,religionandvalues,etc,peopleofdifferentculturesoftendrawdifferentassociativemeaningsfromoneandthesameword,whichcarriesthesameconceptualmeaning.Themajorconsiderationsandpossibleproblemsinbrandnamestranslatingshouldbediscussedindetails.
Brandnameshavethesameconceptualmeaningsbutpartiallyoverlappingassociativemeanings.Peopleworldwidelovethesceneofablueskyandwhiteclouds.However,thephrase“BlueSky”“蓝天”(toothpastes)isassociatedwith“bondthatcannotbepaidoff”inAmericanEnglish,soitshouldnotberenderedinto“bluesky”whentheitemisexportedtoAmerica.
BrandnamesthataboundwithassociativemeaninginChineseculture,suggestnoneinEnglishculture.Forexample,“厚朴”,aChineseculture-specificitem,isafamousChinesebrandnameoftoothpaste.WeChineseknowaboutthetraditionalherbalplantbythenameof“厚朴”(magnoliaofficinal).Butifwetranslateitas“magnoliaofficinal”,thetranslationmaymeannothingtothetargetreadership.
Brandnameswiththesameconceptualmeanings,isdifferentornegativeinassociativemeanings.Indifferentlanguagesandcultures,thesamewordmaygeneratetotallydifferentassociations.“凤凰”(bicycle)wastranslatedinto“phoenix”.TheChinesebrandname“凤凰”isassociatedwithsuchfavorableconnotationas“auspicious”or“goodluck”while“Phoenix”symbolizes“rebirth”or“nirvana”.Thatis,itmaygeneratetheominousimplicationofanarrowescape.ManyChinesebrandnamesarenamedafteranimalsandplants.However,manyofthemarefailuresbecauseoftheirnegativeassociations.Thebrandname”蝙蝠”(electricfan),“蝠”beinghomophonicto“福”symbolizes“luckiness,happinessandlonglifespan”inChineseculture.However,inwesternculture,“bat”is“aneeriecreaturebelievedtohavebecomeentangledinpeople’shair”andinsouthernAmerica,thebatiseventhesymbolofthebloodsuckervampire.Foranotherexample:
”紫罗兰”isabeautifulflowerwithfragranceinChineseculture.InEnglishtherearetwoequivalents,“violet”and“pansy”.Thelattercarriesthenegativeconnotationof“effeminateman;homosexual.”
TherearesomepeculiarbrandnamesinChineseandwesterncultures.OwingtothestrikingdifferencesbetweenChineseandwesterncultures,someChinesebrandnameshavenoEnglishcounterparts(“culturalgap”).Thesebrandnamesoftenderivefrompeople’snames,namesofplacesandcharactersofmythology.“江南”(airconditioner)isanidealchoiceforthemakeofair-conditioners.AssoonastheChinesepeopleseethebrandname“Jiangnan”,aromanticplacewithbeautifulsceneryandpleasantclimatewillimmediatelyflashbeforetheireyes.Butfewwesternershaveacleargeographicconceptoftheplace,thevastterritoriessouthoftheYangtzeRiverinChina.Therefore
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- 英语论文 从文化因素和翻译策略上简析汉语品牌名英译 文化 因素 翻译 策略 上简析 汉语 品牌 名英译
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