德国汽车商标翻译技巧分析Word下载.docx
- 文档编号:18413239
- 上传时间:2022-12-16
- 格式:DOCX
- 页数:12
- 大小:28.94KB
德国汽车商标翻译技巧分析Word下载.docx
《德国汽车商标翻译技巧分析Word下载.docx》由会员分享,可在线阅读,更多相关《德国汽车商标翻译技巧分析Word下载.docx(12页珍藏版)》请在冰豆网上搜索。
完成日期xxxx年x月xx
TitleAnAnalysisofTranslationTacticsofGermanAutomobileBrand-name
Namexxxxxxxxxxxx
MajorEnglishBusiness
StudentNoxxxxxxxxxx
Advisorxxxxxxxxx
DateMayxxth,xxxx
SchoolofForeignLanguages
Abstract
Withthedevelopmentofworldautomobileindustry,agoodbrandtranslationisbecomingmoreandmoreimportantininternationaltrade.Automobilebrandnamingandtranslatingbrandsintoacceptablesymbolsintheinternationalmarkethavebecomeachallengingbusiness.By2013,Germancarhasownedmorethanathirdoftheglobalmarketshare,thereforeitisveryimportanttohaveastudyoftranslationtacticsofGermanautomobilebrandname.
Basedonexamplesfromtheinternationalautomobilebrandnames,thispapertriestoexplorethetranslationtacticsofGermanautomobilebrandnamefromtheinfluentialfactors,translationprinciplesandstrategieswithanoverviewtothedefinitionandfunctionofautomobilebrandnameinchapterone,andaninsightintotheinfluentialfactorsincludingculturaldiversityandconsumerpsychologyinchaptertwo.Chapterthreeservicesasthemainbodyinwhichtranslationprinciplesandstrategiesarediscussedindetail.
Keywords:
Germenautomobilebrandname;
Influentialfactors;
Translationmethods;
Translationprinciple;
Translationtactics
摘要
随着汽车工业的发展,一个好的汽车品牌在国际市场上变得越来越重要。
汽车商标名作为一个代表性的符号,需要被国际市场接受。
这对于翻译者来说是一个巨大的挑战。
德国作为世界公认的汽车生产大国,在全球化的浪潮下迅速扩张。
随着海外生产规模进一步扩大,德国汽车全球产销布局已成网络。
2013年,德国汽车全球市场占有率已经超过了三分之一。
在此实例基础上,本文试图探讨德国汽车品牌名称的翻译策略的影响因素,翻译原则和策略。
第一章对汽车商标的定义和功能进行了概述。
第二章对汽车商标翻译的影响因素进行了探讨,主要包括文化多样性和消费者心理。
第三章作为论文的主题部分,对汽车商标的翻译原则和策略进行了详细讨论。
关键字:
德国汽车商标影响因素翻译方法翻译原则翻译技巧
Contents
AbstractI
摘要II
Introduction1
ChapterOneAnIntroductiontoAutomobileBrandName2
1.1DefinitionofBrandName2
1.2OriginofAutomobileBrandName2
1.3FunctionsofAutomobileBrandName4
1.3.1InformativeFunction4
1.3.2AestheticFunction4
1.3.3VocativeFunction5
ChapterTwoInfluentialFactorsofGermanAutomobileBrandNamesTranslation6
2.1CulturalDiversity6
2.2ConsumerPsychology7
ChapterThreeTranslationPrinciplesandStrategiesinGermanAutomobileBrandNamesTranslation9
3.1TranslationPrinciples9
3.1.1FunctionalEquivalencePrinciple9
3.1.2AestheticPrinciples10
3.2TranslationStrategies10
3.2.1Transliteration10
3.2.2LiteralTranslation11
3.2.3FreeTranslation12
3.2.4Adaptation13
Conclusion15
Bibliography16
Introduction
Brand,asausefultooltoadvertiseandpromotetheirproductsorservices,hasspecificsymbolicsignificance,uniquecommercialandculturalinformation.Itisnotonlytopackagetheproduct,butalsotoguidetheconsumertorealizeorbuytheproduct.Thebrandname,asanimportantpartofadvertising,playsabigroleinthemoderncommercialcompetition.Companyalsorealizeslowlytheimportanceofgoodbrandname,forexample,thebrandnameisveryusefulforstimulatingconsumptionanddevelopingnewmarket.
Withtherapiddevelopmentofnationaleconomyandpeople'
slivingstandards,Chineseautomobileindustrygrowsfast.EspeciallyafterChina'
saccessiontotheWTO,ithasbecomealeadingindustryinmodernsociety.Chinahasbecometheworld'
sthirdlargestcarmarketaftertheUnitedStatesandJapan.MostdominantbrandsinChinaareimported.InordertobecomesuccessfulintheChinesemarket,brandnametranslationhasbecomeaparticularlyimportantandurgentmatter.Inaddition,withtheincreaseofincome,Chineseconsumptionpatternsalsochange.TheChinesepeoplebegantopursuitofbetterthings,clothes,housing,andthequalityoflife.Moreandmorepeoplebegintobuycars.Insuchenvironment,agoodautomobilebrandnameisveryimportant.Theanalysisofautomobilebrandnametranslationtacticsisnecessary.
ThisthesisexploresthetranslationtacticsofGermanautomobilebrand-name.Thewholethesisconsistsofsixparts:
Introduction,Chapter1-3,andConclusion.IntroductiontakesageneralintroductiontothepaperconcerningthetranslationtacticsofGermanautomobilebrand-name.Chapter1discussestheresearchbackgroundandpurpose.Chapter2generallyanalyzesthefeaturesandtranslationandprinciples.Chapter3isthemainpart,whichstudiesthecaseofGermenautomobiletrademarktranslation,includingtransliteration,literaltranslation,freetranslationandadaption.Thelastpartistheconclusionofthispaper.
ChapterOneAnIntroductiontoAutomobileBrandName
Inrecentyears,withtherapiddevelopmentofworldeconomy,thebrandname,asawayofmarketing,isbecomingmoreandmoreimportant.Forproducersorsellers,itisnotonlyasymbol,butalsothebasicconditionsforseizingthemarket.Forthecompany,itisveryimportanttodeveloptherightbrandbeforetheproductintothemarket.
1.1DefinitionofBrandName
Beforepeoplemakeafurtherstudyofthebrandnames,therearesomecloselyrelatedbuteasilyconfusedtermsmustbedistinguished.Suchasbrandmark,brandname,trademarkandbrand.
Aspeopleallknow,brandnameisapartofbrandwhichcanberecognizedbycommonpersondirectly.Italsohasbeendefinedas“aword,letter,orgroupofwordsorlettersthatcanbespoken;
Brandname,asapartofthebrand,canbeexpressedinwords;
Literallyspeaking,isacompanycreatedanameandendopeopledtoaproduct”(HankinsonandCowking,1993).
Thedefinitionofbrandnameiscloselyrelatedwithtrademark.Fromthedefinitionoftrademark,peoplecanunderstandbrandnamemoreclearly:
“Atrademarkisaname,symbol,design,orcombinationofthemthatidentifiesthecommoditiesorservicesofasellerorgroupofsellersanddifferentiatesthemfromthoseofhiscompetitors”(HankinsonandCowking,1993).
1.2OriginofAutomobileBrandName
Beforepeopletranslatetheautomobilebrandnames,peopleneedtocareaboutanotherimportantconceptionaboutoriginalofbrandnames.Brandnameisakindofspeciallanguage,anditiscloselyrelatedtoculture,whichdeterminedthattheautomobilebrandnameinteractscloselywithculture.Nowdays,thousandsofautomobilebrandnameshavebeencreatedintheworld.Togetherwiththesebrandnames,aspecialculturalphenomenonhascomeintobeing.Therearesomedifferentoriginsinthefollowingaspects:
(l)FromHistoricperson’sName
Itisverypopulartousehistoricperson’snameasbrandname,somanyautomobilebrandnamesarenamedafteritsuchasthegreatcontributorsinhuman’shistory.Thiskindofbrandnamecanhelptoenrichtheculturefoundationofthecompany.Hereisanexample:
“Benz”:
Benzisfamousforitsinternalcombustionengine.ThisbrandnameistomemoryofCarlFriedrichBenzwhobuiltit.In1917,Benzisthefirstautomobilepoweredbyinternalcombustionengine.ThisnameprovesthantheBenzautomobilecompanyisolderthanmanyotherautomobilecompany.
(2)FromtheNamesofobjects
Comparedwiththehistoricperson’sname,thenamesofobjectsaremuchmorecommon.Peoplecantakebrandnamefromanimalname,airplanename,astronomicalname,flowersortreename.Herearesomeexamples:
“Beetle”car(甲壳虫)madebyVolkswagengetsitsnamefrombeetle--akindofverysmallinsects.“Jaguar”istranslatedinto“捷豹”,becauseJaguarisalargeSouthAmericawildcatandrunsveryquickly,thistranslationindicatesthespeedinessofthiscar.SpaceWagon(太空车),Jetliner(喷气飞机),Soarer(滑翔机)getnamesfromtheairplanename.Somefamousstartintheskyalsocanbeusedasabrandname,suchasVega(织女星),Te1Star(通信卫星),Zodiac(黄道带).Thiskindofnamewillassociatethecarwiththestar.Forexample,ChineseconsumerswillremembertheromanticstoryaboutVega.Aspeniskindoftree,itislivingindesertwhereislackofwater,thenameAspen(白杨)indicatesthatthecarisstrongandcanconquerhardenvironment.
(3)FromtheNamesofNaturalphenomena
Astonamesofnaturalphenomena,peoplecan’tignoreaveryfamousautomobilecompany–“GermanVolkswagen”.Thiscompanylikesnamingtheircarsfromwindnamesandmanyofthenamesareasfamousasthecompanyitself.InCalifornia,America,thereisavalleynameinCaliforniaanditoftenblowsgustsoftyphooncalled“Santana”bylocalpeople.VolkswagenSantanaisacarnamedafterthewind.“Passat”(帕萨特),“Bora”(宝莱),“Scirocco”(海风)and“Jetta”(捷达)alsogettheirnamesfromthewind.Herearesomemoreexamples:
“Blizzard”(暴风雪),“Tempest”(暴风雨),“Rainbow”(彩虹),“Stratus”(云彩),and“Aurora”(奥罗拉,means“南极光,北极光”).
(4)FromCommonWords
Commonwordsmeansthewordsarenormal,theydon’thavespecialmeaning,butcanbeeasilyunderstandbynormalperson.Manyautomobilecompanylikestousecommonwordswithbeautifulmeaningandsoundpositiveastherebrandname.Forexample,“Regal”,isbelongstoGMcompany,itwastranslatedinto“君威的”.Regal,means“豪华的”and“帝王的”,representaperson’ssocialstatus.Herearesomemoreexamples:
Triumph(胜利),Legend(传奇),Crown(皇冠),Alliance(同盟),Aeeord(和谐),Sunny(光),Dynasty(王朝),Continent(大陆),etc.
1.3FunctionsofAutomobileBrandName
1.3.1InformativeFunction
Comparedwithpeople’sname,brandnameisnotonlyasymbol,butalsoprovidesmanyotherimportantinformationtopeople.Thebrandname’sbasicfunctionistodistinguishotherproduct,thisfunctionisthesametopeople’sname.Butagoodbrandnamemeansitneedstocarrymuchmoreinformationandlettheconsumerhasaclearimpressionabouttheproduct.
Frombrandnamepeoplecanbeinformedabouttheproduct.Forexample,wheredosetheproductcomefrom,whichcompanydidit,whatmaterialhasbeenused,wha
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 德国 汽车 商标 翻译 技巧 分析