《浅谈功能对等理论下的英文品牌名称的翻译》.docx
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《浅谈功能对等理论下的英文品牌名称的翻译》.docx
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《浅谈功能对等理论下的英文品牌名称的翻译》
本科毕业论文
论文题目:
浅谈功能对等理论下的英语品牌名称的翻译
姓名:
殷红霞
学号:
2008041128
系(部):
外语系
专业:
英语专业
班级:
2008级本科1班
指导教师:
胡德良
完成时间:
2012年3月
OntheTranslationofEnglishBrandNamesfromtheProspectiveoftheFunctionalEquivalence
AThesisPresentedtothe
FacultyofForeignLanguageDepartment
XingtaiCollege
inPartialFulfillmentoftheRequirements
fortheDegree
BachelorofTranslation
By
YinHongxia
February,2012
Acknowledgements
MydeepestgratitudegoesfirstandforemosttoProfessorHuDeliang,mysupervisor,forhisconstantencouragementandguidance.Hehaswalkedmethroughallthestagesofthewritingofthisthesis.Withouthisconsistentandilluminatinginstruction,thisthesiscouldnothavereacheditspresentform.
Second,IwouldliketoexpressmyheartfeltgratitudetoProfessorZhangShaojuan,wholedmeintotheworldofliterature.IamalsogreatlyindebtedtotheprofessorsandteachersattheDepartmentofEnglish:
ProfessorLiHong,ProfessorCuiJianming,whohaveinstructedandhelpedmealotinthepasttwoyears.
Lastmythankswouldgotomybelovedfamilyfortheirlovingconsiderationsandgreatconfidenceinmeallthroughtheseyears.Ialsoowemysinceregratitudetomyfriendsandmyfellowclassmateswhogavemetheirhelpandtimeinlisteningtomeandhelpingmeworkoutmyproblemsduringthedifficultcourseofthethesis.
Contents
Abstract(inChinese).................................................................................................ⅰ
Abstract(inEnglish)..................................................................................................ⅱ
Introduction..................................................................................................................1
I.TheoreticalContentsofFunctionalEquivalence...................................................3
A.EvolutionandDevelopmentofFunctionalEquivalence.......................................3
B.DefinitionandGuidingSignificanceofNida’sFunctionalEquivalence..............5
II.GeneralIntroductionofBrandNames..................................................................8
A.DefinitionofBrandNames...................................................................................8
B.FunctionsofBrandNames....................................................................................8
1.InformativeFunction..........................................................................................8
2.AestheticFunction..............................................................................................9
3.VocativeFunction.............................................................................................10
III.ContemporaryWaysofTranslatingBrandNames..........................................12
A.LiteralTranslation...............................................................................................12
B.LiberalTranslation...............................................................................................13
C.Transliteration......................................................................................................14
D.CombinationofLiteralTranslationandTransliteration......................................16
Conclusion...................................................................................................................18
Bibliography...............................................................................................................20
摘要
品牌名称是指品牌中可以用语言称呼的部分,也是区别于其他商品和服务的标志,使消费者易于辨认从而促销商品。
随着经济全球化程度日益加深,商品也出现了多元化的发展,数量以及种类大大增加和丰富了,为了与众多商品和服务相区分,并以独特的身份立足于世界市场,品牌名称的翻译就起到了至关重要的作用。
英语品牌名称的翻译能够有助于中国消费者更加了解进口商品从而引起消费。
品牌名称的翻译是一种具有较高的商业价值的翻译实践,最终目的就是促使目标语的消费者接受该商品,激发其消费欲望从而引起购买行为。
所以,品牌名称的翻译与文学翻译或者其他翻译是不同的。
在诸多翻译理论中,尤金·奈达的功能对等理论在翻译界颇有盛名,对品牌名称的翻译也具有深刻的指导有意义。
本文从奈达的功能对等角度下分析品牌名称翻译的原则、技巧以及具体案例的应用,从而掌握功能对等理论下的品牌名称的翻译,为世界的经济发展作出贡献。
关键词:
品牌名称;功能对等;消费
Abstract
Brandname,referringtothevocativepartofatrademark,isasymbolthatmakesadistinctionamongthetremendousproductsandserves,aimingatpromotingthecommodities.Withthedevelopmentofglobaleconomyandthespeciesofcommoditiesbeingmoreandmore,brandnameasanessentialcomponentofadvertising,playaveryimportantroleinfacilitatingtheproductsentryintothemarket.Meanwhile,thetranslationofEnglishbrandnamesintoChineseishelpfulforourChinesepeopletoknowwellabouttheimportedproductsandeasytoremembersothatChineseconsumerscandeterminetobuytheproducts.
Brandnametranslationisakindofpracticaltranslationwithahighcommercialvalue.Theultimateaimofbrandnametranslationistourgethetargetlanguageconsumestoaccepttheproducts,stimulatetheirpurchasedesiresandinducethemtobuytheproducts.Thus,brandnametranslationisdifferentfromliteraturetranslationorothertranslationactivities.
Amongsomanytranslationtheories,EugeneA.Nida’sfunctionalequivalencehasagreatinfluenceonthefieldoftranslation,especiallyforbrandnametranslation.Recently,thetranslationofEnglishbrandnamesfromtheprospectiveofNida’sfunctionalequivalenceiseasytobeaccepted.Thispaperwillanalyzetheprinciples,skillsandtheapplicationofspecificcasesfromNida’sfunctionalequivalence.
Keywords:
brandnametranslation;functionalequivalence;products
I.TheoreticalContentsofFunctionalEquivalence
A.EvolutionandDevelopmentofFunctionalEquivalence
Nida’sfunctionalequivalencetheoryisquiteinfluentialinthefieldoftranslation.Ofsolargenumberoftheories,Nida’stheorywasintroducedintoChinamuchearlieranddiscussedmorewidely.(JinDi,1984;TanZaixi,1984,1989;QiuMaoru,1984;DaiCanyu,1987;ZhengWeibo,1987;LiYunxing,1988;LaoLong,1990;SunYu,1994)Tosomeextent,theintroductionofNida’sfunctionalequivalencetheorytoChinabringsaboutanewsituationoftranslationespeciallyforbrandnames.Nida’sfunctionalequivalencetheoryhasbeencalled“equivalencetheory”,“equivalenteffecttheory”,or“functionalequivalence”inChina.
Thepredecessorof“functionalequivalence”isa“dynamicequivalence”,whichwasputforwardbyEugeneA.NidainTowardaScienceofTranslatingin1964.Hestatesinthebookthat“Insuchatranslationoneisnotsoconcernedwithmatchingthereceptorlanguagemessagewiththesource-language,butwiththedynamicrelationship,thattherelationshipbetweenreceptorandmessageshouldbesubstantiallythesameasthatwhichexistedbetweentheoriginalreceptorsandthemessage”(Nida,2004:
159)Itwasthefirsttimethatthetermof“dynamicequivalence”wasformallyputforwardinthefieldoftranslation.Hisprincipleof“dynamicequivalence”isbasedonascientificfoundationofinformationtheory,communicationtheory,semiotics,andsoon.Heemphasizesonthereconstructionofinformationnotonlytheadjustmentoflanguagestructure,andthe“equivalence”shouldbestandingonthepointofmeaningandspiritoftheoriginallanguagenotonlythecompletecorrespondencetothelanguageorlanguagestructure.Here,theinformationisabroadconcept,includingsemanticinformation,probleminformation,situationalinformationandpsychologicalinformation.Meanwhile,consideringthereceptors’status,Nidapointsoutthatthequalityofthetranslatedtextshouldbejudgedbythereceptor-languagereadersforwhichthetranslationservesforthem.Actually,Nida’s“dynamicequivalence”isfromthestartingpointofthereadersofthetargetlanguage,sothetranslatorsareinfluencedbythedifferencesofthelanguageandculturebetweentwocountriesinevitably,andasaresult,itisdifficulttoobtainthecompleteequivalenceasNidasays.Inaword,“dynamicequivalence”islimitedtothedifferentculturalandhistoricalbackgrounds;thereforetheresponsesbetweenthesourcelanguagereceiversandthetargetlanguagereceiverscannotbethoroughlyidentical.Yet,sincemanypeoplemisunderstandtheterm“dynamic”,referringtosomethingwhichhasimpact.Inthe1980’s,Nidafurthermodifiedandsupplementedtotheprevioustheorytomakehistheoryconsummateinordertoadapttotherapiddevelopmentoftranslationtheory.Hechangestheterm“dynamicequivalence”into“functionalequivalence”inFromOneLanguagetoAnother(withDeWaard)(1986)Hefurtherexplainsthat“’equivalence’cannotbeunderstoodinitsmathematicalmeaningofidentity,butonlyintermsofproximity,i,e.onthebasisofdegreesofclosenesstofunctionalidentity”(Nida,1993:
117)Thoughthetermsaredifferent,“dynamicequivalence”and“functionalequivalence”arethesameinessence,whichboth“aimatcompletenaturalnessofexpression,andtrytorelatethereceptorstomodesofbehaviorrelevantwithinthecontextofhisownculture;itdoesnotinsistthatheunderstandtheculturalpatternsofthesource-languagecontextinordertocomprehendthemessage.”(Nida,2004:
159)
Becauseofhistoricalandculturaldifferences,Nidadividestheequivalenceintotwolevels,themaximalandminimalequivalence.Hedefinesthemaximalandidealfunctionalequivalenceas“Thereadersoftranslatedtextshouldbeabletounderstandandappreciateitinessentiallythesamemannerastheoriginalreadersdid”(Nida,1993:
118)Fortheminimalandrealisticfunctionalequivalence,hedefinesas“Thereadersofatranslatedtextshouldbeabletocomprehendittothepointthattheycanconceiveofhowtheoriginalreadersofthetextmusthaveunderstoodandappreciateit.”(Nida,1993:
118)itisalmostimpossibleforthetargetlanguagereaderstounderstandatranslatedtextexactlyasthesourcelanguagereadersdo.Becausethere
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- 浅谈功能对等理论下的英文品牌名称的翻译 浅谈 功能 对等 理论 英文 品牌 名称 翻译