从目的论角度分析服装品牌名称翻译.docx

从目的论角度分析服装品牌名称翻译.docx

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从目的论角度分析服装品牌名称翻译

摘要

服装行业一直是我国非常重要的产业，我国是世界最大的服装生产加工大国。

随着经济全球化的不断深入与发展，我国服装产品越来越多的进入了国际市场，也面临着激烈的竞争与挑战。

为提高我国服装品牌名称的翻译质量，使国内各服装企业走向世界，在国际市场上成功树立自己的品牌，本文依据翻译目的论的基本原则结合品牌名称翻译中需考虑的因素，试探讨国内服装品牌名称的翻译案例，并与国际知名服装品牌进行对比分析，最后提出了提高翻译质量的一些建议与方法。

关键词：

服装；品牌名称翻译；目的论

ABSTRACT

ClothingindustryisanimportantpartofChineseindustriesandChinaisthebiggestproducerandprocesserofclothingintheworld.Withthedevelopmentofeconomicglobalization,moreandmoreChineseclothingproductshaveenteredintotheinternationalmarket,facingintensifiedcompetitionandchallenges.Inordertoimprovethetranslationqualityofourclothing’sbrandnames,tohelpdomesticclothingenterprisesreachouttotheworldandsetuptheirownbrandnamesintheinternationalmarketsuccessfully,undertheguidanceofSkopostheorieanditsbasicrules,thispapertriestoanalyzesomeselectedcasesofdomesticclothing’sBNTandcomparewithsomeselectedcasesoffamousinternationalclothing’sbrandnames.Finally,thispaperconcludessomesuggestionsandmethodstoimprovethetranslationquality.

Keywords：

clothing;brandnametranslation;skopostheorie

Contents

1．Introduction

Brandisanabstractconceptwhichconsistsofseveralelements.Ingeneral,brandisregardedasaremarkablesignusedbycommodityproducersandoperators,forconsumerstodifferentiatethesourceofcommodities[1]1.

Brandhasseveralbasicfunctionssuchas:

distinctivefunction,namelybrandcandistinguishandindividuateaproductandacompanyfromothers;legalprotection,namelybrandcanprotecttherightsandinterestsofacompany;qualityassurance,asconsumerstendtorelatethequalityofagoodtoitsbrand,areputedbrandcanalwaysconvinceitsconsumersthatthegoodisofassuredgoodquality;establishingenterpriseimage,namelyafamousbrandcanhelptoestablishgoodenterpriseimagetomaketheenterprisemorecompetitiveamongothers.Itisapreciousintangibleassetofanenterpriseandaninexhaustibleresourceofpropertywhichplaysanimportantroleinmarketingactivity.

Abrandnameisanindispensableelementofabrandwhichcancreateidentitiesandisofsignificantvalueforthewholeenterpriseinthecompetitiveglobalmarket.Awelltranslatedbrandnamecanreflectbrandimageandconveyproductinformationwhileanotproperlytranslatedbrandnamecancauseagreatlossbothofmoneyandreputationtotheenterprise.

AfterChina’sreformandopeningup,theeconomydevelopsrapidlyandChinahasalsoenteredtheWTO,numerousChineseproductshavecomeintotheworldmarket.Inordertoestablishasuccessfulinternationalbrand,anexcellentbrandnameandagoodtranslationshouldbetakenasthefirstandforemostmatterbecauseawelltranslatedbrandnamecontributestothegoodreputationofacompanyanditsproducts.

NowadaysChineseClothingindustryhasbecomeanimportantpartoftheinternationalclothingindustry.Inordertoimprovetheircompetitivestrength,manyforeigntradeenterprisesofclothinghaveattachedgreatimportancetobrandstrategyinordertosetuptheirownbrandimageintheworldmarket.Asakindofnecessarydailycommodity,thesignificanceofclothing’sBNTdeservesourspecialattention.

Thispaperwillexplorethetranslationofclothing’sbrandnamesbyanalyzinganumberoftranslationcasesandtrytofindoutsomemethodstoimprovetranslationqualitywiththeguidanceofSkopostheorie.

2.SkopostheorieandachievementsandcurrentsituationofBNT

ManyscholarshavestudiedBNTundertheguidanceofsometranslationtheoriesandprinciplessuchasfunctionalequivalenceproposedbyEugeneA.Nidaandprincipleof“faithfulness”,“expressiveness”and“elegance”putforwardbyYanFu.However,asBNThasitsowncharacteristicsandcomplexitybecausemanyfactorssuchaslanguage,culture,commerce,lawshouldbetakenintoconsideration.ThispaperprefersapplyingSkopostheorieasaguidancetheory.Inthischapter,basicinformationofSkopostheorieandpreviousresearchofBNTwillbepresented.

2.1DevelopmentandbasicrulesofSkopostheorie

Skopostheorieisatranslationtheorythatisworthyofmoreattentionasitbreakstherestrainsoftraditionaltranslationtheoriesonthebasisofinheritingtheappropriateelementsoftraditionaltranslationtheoriesandwhat’smore,Skopostheoriehasstrongpracticalsignificanceandfeasibility.

2.1.1Backgroundanddevelopment

SkopostheorieisatranslatingtheorywhichsprungfromGermanyin1970s.Itadoptstheconceptofskoposwhichgenerallyreferstothepurposeofthetranslatedtextintranslation.AccordingtoSkopostheorie,anytranslationalaction,includingtranslationitself,isanaction.ThedevelopmentofSkopostheoriehasmainlyundergonefourperiods:

Reiss’sFunctionalCategoryofTranslationCriticism;Vermeer’sSkopostheorieandBeyond;Holz-Manttari’sTheoryofTranslationandNord’sFunctionplusLoyalty[2]12.

In1971,itwasfirstlyraisedinKatharinaReiss’sbookPossibilitiesandLimitsofTranslationCriticism.Reissdevelopsamodeloftranslationcriticismbasedonthefunctionalrelationshipbetweensourceandtargettextsonthebasisofequivalence[3]9.

Then,in1978,HansJ.Vermeer,astudentofReiss,publishedanarticleAGeneralFrameworkTheoryofTranslation.VermeercallshistheorySkopostheorie,atheoryofpurposefulaction.InVermeer’sapproach,translationisaformoftranslationalactionbasedonasourcetext.Accordingtohim,thepurposeofthetranslationdependsontheexpectationsandneedsofthetargetreaders[310-12.

Thirdly,JustaHolz-Manttariplacesspecialemphasisontheactionalaspectsofthetranslationprocess,analyzingtherolesoftheparticipantsandthesituationalconditions.Hertheoryisbasedontheprinciplesofactiontheory[3]12-13.

Finally,ChristianeNordaddstheloyaltyprincipletoSkopostheorie.Inher1997bookTranslatingasaPurposefulActivity,shepointsoutthelimitationsoftheSkoposmodel:

whenthetranslationbriefrequiresatranslationwhosecommunicativeaimsarecontrarytoorincompatiblewiththeauthor’sopinionorintention,therewouldbenorestrictiontotherangeofpossibleends.AccordingtoNord,loyaltycommitsthetranslatorbilaterallytothesourceandthetargettexts,anditisaninterpersonalcategoryreferringtoasocialrelationshipbetweenpeoplewhichmeansthatthetarget-textpurposeshouldbecompatiblewiththeoriginalauthor’sintentions.Thefunction-plus-loyaltymodelisananswertothosecriticswhoarguethatthefunctionalapproachleavestranslatorsfreetodowhatevertheylikewithanysourcetext,orworse,whattheirclientslike[3]124-128.

2.1.2Basicrules

BasicrulesofSkopostheoriecanbedividedintotwocategories:

universalrulesthatadapttoalltranslationprocessesandspecialrulesadapttospecialsituations.Theuniversalrulesconsistofskoposruleandloyaltyrule.

（1）Theskoposrule

“skoposrule”isthekeyrulethatshouldbeobeyedduringthetranslationprocessaccordingtoSkopostheorie.SkoposisaGreekwordfor“purpose”.HansVermeerputsit,

WhattheSkoposstatesisthatonemusttranslate,consciouslyandconsistently,inaccordancewithsomeprinciplesrespectingthetargettext.Thetheorydoesnotstatewhattheprincipleis:

thismustbedecidedseparatelyineachspecificcase[3]30.

Ingeneral“skopos”referstothecommunicativegoalofthetargettext.NordparaphrasesthemainideaofSkopostheorieas“thetranslationpurposejustifiesthetranslationprocedures”and“theendjustifiesthemeans”[3]124.

（2）Intratextualcoherenceandintertextualcoherence

Coherencerulesbelongtotheskoposruleandconsistofintratextualcoherenceandintertextualcoherence.Intratextualmeansthereceivermustbeabletounderstandthetargettextwhichmustbemeaningfulintargetlanguagecultureandcommunicationenvironment.Atranslationshouldbearsomerelationshipwiththesourcetext.Thisrelationshipiscalledintertextualcoherenceorfidelity.Intertextualcoherenceshouldexistbetweensourceandtargettext.Theformofitdependsonthetranslator’scomprehensionofthesourcetextandthetranslationpurpose.Coherencerulesarespecialrulesbecausewhethertheyareapplicableornotdependsontheconcretepurposeoftranslation[2]20.

（3）Loyaltyrule

TheloyaltyruleisputforwardbyNordasanaddition.InNord’sfunction-plusloyaltyfunctionreferstothefactorsthatmakeatargetworkintheintendedwayinthetargetsituation.Loyaltyreferstotheinterpersonalrelationshipbetweenthetranslator,thesource-textsender,thetarget-textaddresseesandtheinitiator[3]126.Theloyaltyrulerequiresthetranslatortoberesponsibleforallparticipantsintheprocessoftranslationandtomediatetheirinterestsandseektheunderstandingofallsides.

2.2PreviousresearchofBNT

Theresearchofbrandnamecanbetracedbacktothebeginningof20thcenturyabroad.Atthattime,afamouspsychologistfromUniversityofMinnesota,HarlowGale,establishedthefoundationofadvertisingthroughhisbookAdvertisingPsychologyin1900withWalterDillScott’sbookThePrincipleofAdvertisement[4]7.Inthepastfewdecades,manyotherscholarsemphasizeonbrandnametranslation.Someofthemfocusontherulesandmethodsinbrandnametranslating.Forexample,Stewart-AllenandAllysonLconsiderthatcompetentlycommunicatingthebrandinternationallyisoneofthefirstrulesofeffectivemarketing[5].Someotherscholarshaveputforwardsomeusefultranslationmethodsfromalinguisticaspect,likeShiZhangandBerndH.Schmitt[6].Theyconceptualizethelocalbrand-namecreationprocessinamultilingualinternationalm