从功能对等角度论商标翻译

论文摘要

商标翻译作为商品经济的产物在人们的日常生活中占据重要角色。随着经济全球化的迅速发展与改革开放进一步深入,越来越多的进口品牌涌入中国市场。与此同时,国产品进入国际市场的机会也大大增加了。人们开始意识到一个好的商标名,一种恰当的商标翻译方法对促进商品销售所起到的重要作用,因此对于商标翻译的研究显现出必要性和紧迫性。本文从商标的基本知识入手,首先介绍了商标的定义、功能、价值、分类等诸多要素;随后,从严复的“信达雅”、纽马克的“语义翻译和交际翻译”、奈达的“功能对等”理论出发,对目前现存的翻译理论进行了简要的回顾和归纳。基于商标的基本功能,文章认为商标翻译应以奈达的功能对等理论为依据,并进一步具体论述了其在商标翻译领域的实际应用。此外,本文还通过大量的实例,对商标翻译中的各种技巧和方法,如音译、直译、混合翻译、创造翻译等进行了分析总结。本文认为商标翻译具有多种技巧和方法,但总体上应基于功能对等理论,以实现商标的基本功能。同时,本文希望通过系统论述能对中外商标的双语翻译能具有一定的借鉴意义,并产生一定的指导作用。

论文目录

• Acknowledgements
• Abstract（Chinese）
• Abstract（English）
• Introduction
• 1. Background of the research
• 2. Significance of the research
• 3. Methodology of the research
• 4. Organization of the research
• Chapter 1 A General Survey of Brand name
• 1.1 Definition of Brand name and other related terms
• 1.2 Feathers of Brand Name
• 1.2.1 Brevity and Sonority
• 1.2.2 Elegance and Aptness
• 1.2.3 Originality and Novelty
• 1.3 Functions of Brand Name
• 1.4 Values of Brand Name
• 1.5 Classifications of Brand Name
• 1.5.1 Classification by Users
• 1.5.2 Classification by the Constitution
• 1.5.3 Classification by Formation
• 1.5.3.1 Proper Words used as Brand Names
• 1.5.3.2 Common Words used as Brand Names
• 1.5.3.3 Coined Words used as Brand Names
• Chapter 2 Literature Review
• 2.1 Translation Theories and Principles in General
• 2.1.1 Yan Fu’s Faithfulness, Expressiveness and Elegance
• 2.1.2 Peter Newmark’s Semantic Translation and Communicative Translation
• 2.1.2.1 Theoretical Basis of Semantic Translation and Communicative Translation
• 2.1.2.2 The Application of Semantic Translation and Communicative Translation t81and Name Translation to Brand Name Translation
• 2.2 Nida’s “Functional Equivalence”
• 2.2.1 Essence of Functional Equivalence
• 2.2.2 The Significance of Functional Equivalence in Guiding the Translation of Brand Names
• Chapter 3 The Application of “Functional Equivalence”to Brand Name Translation
• 3.1 Requirements of Functional Equivalence
• 3.1.1 Equivalence for Informative Function
• 3.1.2 Equivalence for Aesthetic Function
• 3.1.3 Equivalence for Vocative Function
• 3.2 Functional Equivalence and Brand Name Translation
• 3.2.1 Functional Equivalence and Translating English Brand Names into Chinese
• 3.2.2 Functional Equivalence and Translating Chinese Brand Names into English
• Chapter 4 Chapter 4 Sample Analysis
• 4.1 Transliteration
• 4.2 Literal Translation
• 4.3 Combination of Transliteration and Literal Translation
• 4.4 Creative Translation
• 4.5 Summary
• Conclusion
• Bibliography