应顺论视角下食品商标名称的翻译论文大学毕设论文Word格式.docx

应顺论视角下食品商标名称的翻译论文大学毕设论文Word格式.docx

《应顺论视角下食品商标名称的翻译论文大学毕设论文Word格式.docx》由会员分享，可在线阅读，更多相关《应顺论视角下食品商标名称的翻译论文大学毕设论文Word格式.docx（15页珍藏版）》请在冰豆网上搜索。

Abstract

Withthehighlydevelopmentofcommodityeconomyandinternationaltrade,thenamingoffoodtrademarksbecomesincreasinglyimportantandinfluentialintheeconomiclife.Asuccessfultrademarkcancreatetrademarkeffect, 

maketheconsumershave 

thedesire,cause 

theconsumer'

spurchaseactionandbringmoreadvantagesforenterprises.Therefore,thetranslationoffoodtrademarkplaysasignificantroleindevelopmentofenterprises.

Thispaperattemptedtostudythetranslationoffoodtrademarksfromtheperspectiveoftheadaptiontheory.Firstly,itintroducedthethreecharacteristicsandfouranglesoftheadaptiontheory.Andthen,itintroducedtheinformationaboutthedefinitionoffoodtrademarks,thecharacteristics,thenamingprincipleandthefunctions.Thirdly,itexploredtheexistingproblemsintranslationoffoodtrademarks.Finally,itdiscussedthathowtoapplytheadaptationtheorytothetranslationoffoodtrademarks.Throughtheabovedetailedanalysis,theconclusioncanbedrawnthatadaptationtheoryshouldbeusedtoguidetranslationoffoodtrademarkseffectively.

Keywords:

adaptationtheory;

foodtrademarks;

theproblems;

thetranslation

顺应论视角下食品商标名称的翻译

吴丹

邵阳学院外语系2011级

指导老师：

麻建学

摘要

随着商品经济的高度发展和国际贸易的频繁往来，食品商标命名与翻译也变得越来越重要和富有影响力。

成功的商标名称会创造品牌效应，使消费者有购买欲望，并引起消费者的购买行为，给企业带来更多的优势。

因此，食品商标翻译在企业发展中起着关键的作用。

此论文尝试使用顺应论指导食品商标的翻译。

论文首先介绍了顺应论的三个特点和四个角度；

然后分析了食品商标的定义、特点、命名原则以及功能；

接着，探讨了食品商标在翻译中存在的问题；

最后，探析了如何将顺应论应用到食品翻译中去。

通过以上分析，可以发现顺应论可以有效地指导食品商标的翻译。

关键词：

顺应论；

食品商标；

问题；

翻译

Contents

AbstractI

中文摘要II

Introduction1

1.AdaptationTheory2

1.1TheDefinition2

1.2ThreeFeatures3

1.3FourAngles..4

2.FoodTrademarks5

2.1TheDefinition5

2.2TheCharacteristics.......................................................................................5

2.3TheNamingPrinciple.................................................................................6

2.4TheFunction..7

3.TheExistingProblemsinTranslationofFoodTrademarks...................8

3.1PhonologicalDisorders8

3.2WeakeningoftheOriginality.9

3.3Over-foreignization....................................................................................10

4.TheTranslationofFoodTrademarksfromAdaptationTheory...........10

4.1AdaptationtothePsychologicalMotivation.............................................10

4.2AdaptationtotheMaterialWorld12

4.3AdaptationtotheCulturalCharacteristics.................................................13

Conclusion14

Bibliography16

Acknowledgments17

Introduction

Atrademarkisasignificantsignusedbycommodityproducersoroperatorstomaketheirowngoodsdistinguishedfromotherones.[15]P（36）Itisagoodmethodtopromoteandadvertiseproducts,aswellasawayensureconsumerconfidencetoselectthem.Undermarketeconomicsystem,thecompetitioninfoodindustriesisbecomingmoreandmorefierce.Agoodtrademarkdemandsadeepmeaning,establishesagoodreputation,makessoundspleasant,andwinstheconsumers’supportandtrust.Andasuccessfultranslationofatrademarkwillcontributetotwo-wayflowofgoodsathomeandabroad,whichcanexpandthemarketfurtherandbringaboutmorebusinessopportunitiesfortheenterprise.[2]P（18）Theresultsoftranslation 

directlyaffectsthe 

consumers'

trademarkimpression 

andrecognition,whichdependsonthe 

skill 

andartistry 

intrademarktranslation.Trademarktranslationaimstoattract 

consumers 

totheattentionoftheproducts, 

createstrademarkeffect, 

makestheconsumershave 

thedesireandtocause 

spurchaseaction.Therefore,thetranslationoftrademarkplaysasignificantroleinthedevelopmentofenterprises.

Foodtrademarksareonetypeofmanytrademarks,andtheycomeinavarietyofforms.Mostof 

Chineseshouldhavepaidattentiontothesound, 

formatandthe 

meaning 

ofbeautiesinthecontext, 

thatleadtotheforeign 

foodtrademarks 

havesuccessfully 

enteredintothemarketofChinaandobtainedthesignificantpositioninsomefield, 

andtheymusthaveareferenceontheseaspectsoforiginal 

trademarktranslation.[3]P（25）Somescholarshaveinvestigatedthetranslationoftrademarksorfoodtrademarksfromdifferentperspectives,suchasfunctionalequivalencetheory,skopestheory,intertextualitytheory,memetics,culturaldifferencesandachieved 

verygoodresults,enrichedthe 

trademarktranslation’s 

method.

Inordertotrysomethingnewinthetheoreticalsystemofthetranslationoffoodtrademarks,thispaperattemptedtostudythetranslationoffoodtrademarksfromtheperspectiveofadaptiontheory.Whenexploringthetrademark 

translation,thetranslatorshouldknowhowtoadapttothetargetlanguagecharacteristics, 

product 

characteristics,andtheiruniquephysicalworld 

andthepsychologicaldemand.Withdetailedanalysis,thispaperwouldbeaccomplishedbetterbythetranslationoffoodtrademarksfromadaptationtheory.Inaword,Iwillintroducesomethingabouttheadaptationtheoryandfoodtrademarks.What’smore,wewilldiscusstheexistingproblemstranslationoffoodtrademarksandlearnhowtotranslatefoodtrademarksfromadaption.

1.AdaptationTheory

1.1TheDefinition

Withthedevelopmentoftranslationtheoryresearch,pragmaticshasbeenappliedmoreandmore.Thesecretary-generalofInternationalPragmaticsAssociationJefVerschuerenmentionedtheinfluentialtheoryofadaptationinhisbookUnderstandingPragmatics,tounderstandandinterpretthepragmaticsfromanewperspective.Heconsideredthattheuseoflanguageisaprocessoflanguageselectionindifferentsituations,whetherthelanguageuserstaketheinternalreasonsorexternalreasonsinthelanguage,withorwithoutconsciousness.Languageusersareabletomakevariousadequatechoicesintheprocessofusinglanguage,becauselanguagehasthreecharacteristics:

variability,negotiabilityandadaptability.[4]P（32）Amongthem,thetheoryofadaptationisthecoreofthepragmaticstheoryofVerschueren.

Fromtheadaptation 

of 

languageuse, 

as 

thespeaker 

and 

addresseeconstantlymakingchoices.Andhisadaptationtheorycoversmanyareas,suchassocial、cultural、cognitiveandsoon.AccordingtoVersehueren, 

theuseoflanguage 

inthefinalanalysisis"

acontinuousprocessoflanguage 

choice, 

regardlessofthischoice 

isconscious 

orunconscious,too, 

whether 

forreasonsoflanguageinternalandexternal"

[5]P（25）.Thatistheprocessofusinglanguageistheprocessofselectinglanguage,andtheprocessofselectinglanguageistheprocessofadaptinglanguage.

Adaptationtheory 

emphasizedthe 

processoflanguagecommunication 

isconstantly 

thelanguageselection 

process, 

everyaspectof 

thesechoices 

canoccurinthe 

languageoftheorganization, 

including 

phoneticsandmorphologyandsyntaxandsemantics.Toputitmoreexplicitly,choosesaremadeinacertainsenseoflinguisticstructure,bothinproducingandinrenderingutterances.Thechoicemakingnotonlyleanedonthelinguisticformsbutalsoonthestrategiesforattainingthecommunicationpurpose.What’smore,theselection 

oflanguageandtheadaptationoflanguage 

areinseparable, 

thechoiceoflanguage 

isthemeans, 

andthelanguage 

adaptation 

isthepurposeand 

results,theyaretherelationshipofdialecticalunity. 

Linguisticadaptabilityreferstothe 

languageenablesitsusers 

fromthealternativeprojects, 

flexible, 

andultimatelyachievingideal 

communicativepurpose.Therefore, 

inordertoensurethetargettextandmaketheaudience 

languagecommunicativeactivitiescarriedoutsmoothly, 

whileensuringthe 

consistencyofthe 

translationandtheoriginal 

trademarkseffectiveness, 

trademarktranslation 

shouldadapttothepsychologicalmotivation,thematerialworldandtheculturalelement.

AdaptationTheoryshouldbefocusedonthethreemainfeaturesandfouranglesofinvestigationwhicharethetheoreticalframeworkofthethesis.

1.2ThreeFeatures

InlineaccordancewithJefVerschueren'

sviewpoint,thereasonwhylanguageusersarecapableofmakingpracticablelinguisticchoiceswhileduringtheprocessofusinglanguageisbecausethelanguagehasthesethreeproperties."

Donotstandforthetopicsofinvestigation,butmerelyinterrelatedpropertiesoftheoverallfunctioningoflanguage.Infact,adaptabilityhasnocontentwithoutvariabilityandnegotiability.Itisthecoreofwhatisinterestingaboutlanguageuse"

.[4]P（29）

"

Variabilityisthepropertyoflanguagewhichdefinestherangeofpossibilitiesfromwhichchoicescanbemade."

[4]Itsaysthatanutterancemayhavesomedifferentrenderings,andusersofanylanguagehavedifferentwaystoexpressacertainidea.Variabilitymakesitpossibletoselecttothevarietiesreplaceswhileusinglanguage.Moreover,arangeofpossibilitiescannotberegardedas 

staticorstable, 

but 

changingvariationoflanguageuse 

thatuser 

uncertaintyin 

a 

languagechoiceof 

wordsandresourcesatrich 

interpretation.

Negotiabilityisthepropertyoflanguageresponsibleforthefactthatchoicesarenotmademechanicallyoraccordingtostrictrulesorfixedform-functionrelationships,butratheronthebasisofhighlyflexibleprinciplesandstrategies."

[6]P（37）W