英美文学课程论文格式模板 1文档格式.docx
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英美文学课程论文格式模板 1文档格式.docx
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题目(中文)目的论视角下英语商标的翻译
(英文)TheTranslationofEnglishBrand
NameonthePerspectiveofSkopostheorie
姓名
学号
院(系)
专业、年级
二○一四年六月
Contents
Abstract1
Introduction2
Chapter1IntroductiontotheSkopostheorie3
1.1TheDevelopmentProcessofSkopostheorie3
1.2RulesofSkopostheorie5
Chapter2TranslationofEnglishBrandNames8
2.1FeaturesofEnglishBrandNames8
2.2TheNecessityofEnglishBrandNameTranslation9
Chapter3TheMethodsandPrinciplesofEnglishBrandNameTranslation14
3.1ThePrinciplesofEnglishBrandNameTranslation15
3.1.1ThePrincipleof“DoastheRomansdo”16
3.1.2ThePrincipleofAssociation17
3.1.3Theprincipleofconcision18
3.2TheMethodsofEnglishBrandNameTranslation19
3.2.1LiteralTranslation20
3.2.2FreeTranslation21
3.2.3Transliteration22
3.2.4ZeroTranslation23
Chapter4SomeTypicalIssuesShouldBeNoticedintheProcessofEnglishBrandNameTranslation24
4.1PayAttentiontotheDiversityofCultureinDifferentCountriesorRegions25
4.2EnhancetheAestheticTaste26
4.3HighlighttheProductFeature27
Conclusion28
Bibliography29
TheTranslationofEnglishBrandNameonthePerspectiveofSkopostheorie
Abstract:
Brandisaspeciallanguagesymbol;
alsoitisafavorableinstrumentwhenenterprisesparticipateininternationalcompetitions.Asuccessfulpropagandaofbrandforenterpriseshasinestimableeffectsonmarchingintotheinternationalmarketandachievingsalestargets.OntheperspectiveofskopostheoriewhichisoneofthecoretheoriesofGermanfunctionalism,combiningparticulartranslationsofEnglishbrandnameswhichusedforprobingintotheprinciplesandmethodsofthetranslationofEnglishbrandnames,thisarticleindicatesthepracticalsignificantandsomethingshouldbenoticedinthestudyofthetranslationofEnglishbrandnames.
Keywords:
brand;
skopostheorie;
translation;
principleandmethod
摘要:
商标是一种特殊的语言符号,是企业参与国际竞争的有力武器,商标的成功宣传对企业开拓国际市场,实现企业销售目标有着无法估量的作用。
本文从德国功能派翻译理论核心理论之一的翻译目的论视角下,结合具体商标的翻译来探讨商标翻译的原则和方法,并阐释商标翻译研究的巨大现实意义和一些需要注意的地方。
关键词:
商标;
目的论;
翻译;
原则和方法
注:
Introduction
Thecoreconceptofskopostheoriehighlightsthefunctionalityofthetargettextinthetargetculture.Translationstrategiesandmethodsmustbedeterminedbytheintendedpurposeandthefunctionofthetargettext.Skopostheorieisfunction-orientedandfocusesonthepracticality.Skoposruleistheprimaryoneamongskoposrule,coherenceruleandfidelityrule.WiththerapideconomicgrowthinChinaandasaresultoftheworldglobalization,theeconomicactivitiesofenterprisesfromabroadbecomemoreandmorefrequent.ThetranslationofEnglishbrandnamesbecomesparticularlyimportantforenterprisestoopenupoverseasmarketsandbuildtheirownbrandsintheinternationalmarkets.Asplendidbrandnameissoimportantforanenterprisetooccupyadominantpositioninglobalmarketcompetition.Therefore,howtotranslatethebrandnamessuitablyisoneofthemostimportantproblemsinfrontoftheenterprises.Todoso,theprimarypurposeofthispaperistofindoutthetranslatedstrategiesandmethodsonthebasisofthefeatureofEnglishbrandnamesandthetheoryfoundationofSkopostheory.
SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s.Emphasesofskopostheoriemainlyshowedupinthreeaspects:
1)toexplainthenatureoftranslation;
2)toanalyzethecharacterswhoparticipateintheprocessoftranslation;
3)toputforwardtheprinciplesoffunctionaltranslation.Theforminganddevelopingprocessofskopostheorieexperiencedthreephases.Phasesone,KatharinaReissbroughtthefunctioncategoryintothetranslationcriticismforthefirsttimeandhemadethelanguagefunction,texttypeandtranslationstrategyassociatedwitheachother,whichdevelopedtheschemesoftranslationcriticismbasedontherelationbetweensourcetextandtargettext,thuspresentinguswithanembryooffunctionalistapproach.TheidealtranslationkeepinginReiss’smindistheconceptualcontent,linguisticformandcommunicationfunctionareequaltothesourcetext.However,inpractice,hefoundthatanumberofequivalencewillnevercometrue,andtheseexceptionsarecausedbyspecifictranslationbrief.So,thetranslationcriticismcan’tonlyrelyontheanalysisofthesourcetext,butconsiderwhetherthetargettexthasitsintendedeffectornot.Phasetwo,Hans.Vermeerbrokethroughthesource-orientedequivalence,onthebasisofbehavioraltheoryandregardingskoposasthefirstruleintheprocessoftranslation,skopostheoriewascreated.
Chapter1AnIntroductiontotheSkopostheorie
SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s.
1.
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