本文選題：品牌名稱 + 品牌名稱翻譯��； 參考：《重慶大學》2008年碩士論文

【摘要】： 品牌是一種文化現(xiàn)象,一種文化空間,品牌本身是一個具有文化屬性的概念。文化之于品牌,猶如靈魂之于人類。品牌名稱是品牌中能夠讀出聲音的部分,是品牌的核心要素,是品牌顯著特征的濃縮。一個好的品牌名稱本身就是一句最簡單,最直接的廣告語,能夠迅速而有效地表達品牌的中心內(nèi)涵和關(guān)鍵聯(lián)想。本文通過作者收集的多個典型,新穎的例子并對其加以分析(語料包括世界和中國最優(yōu)價值品牌,世界頂級奢侈品品牌,時尚化妝品及生活用品品牌)運用目的論,結(jié)合文化與品牌的密切關(guān)系,從文化負載詞的角度對品牌名稱翻譯的策略進行分析探討。 品牌名稱的翻譯是一種目的性很強的行為。目的論認為在翻譯時譯者根據(jù)客戶及公司發(fā)展的要求,從原品牌名稱所提供的多元信息中選擇與目的語讀者需求相吻合的進行選擇適應(yīng)的動態(tài)翻譯,以突出在消費者心目中引起的有益聯(lián)想。 通過分析,本文得出結(jié)論:作為一種應(yīng)用翻譯,品牌名稱的翻譯有著自身的特點和復(fù)雜性,它不僅受語言和文化的影響,同時也受市場營銷和法律等諸多因素的影響。目的論對品牌名稱翻譯中所呈現(xiàn)的各種復(fù)雜現(xiàn)象提供了理論解釋。品牌名稱翻譯是一個有目的的選擇的過程,應(yīng)當以目的論為指導(dǎo),采取以目的文本為導(dǎo)向的基本策略。 本文期望能對品牌名稱翻譯研究提供一個新穎的視角,從而喚起大家對該領(lǐng)域更多更深入的研究。
[Abstract]:Brand is a cultural phenomenon, a cultural space, brand itself is a concept with cultural attributes. Culture is to brand what soul is to mankind. Brand name is the part of the brand that can read out the voice. It is the core element of the brand and the concentration of the brand's distinctive features. A good brand name itself is the simplest and most direct slogan, which can express the central connotation and key association of the brand quickly and effectively. This paper analyzes and analyzes several typical and novel examples collected by the author (including the world and China's best value brands, the world's top luxury brands, fashion cosmetics and household goods brands). Combined with the close relationship between culture and brand, this paper analyzes the strategies of brand name translation from the perspective of culture-loaded words. Brand name translation is a highly purposeful behavior. The Skopos Theory holds that the translator, according to the requirements of the customer and the company, chooses the dynamic translation which is suitable for the target language readers' needs from the multiple information provided by the original brand name. In order to highlight the consumer's mind caused by the beneficial association. This paper concludes that as an applied translation, the translation of brand names has its own characteristics and complexity, which is influenced not only by language and culture, but also by marketing and law. Skopos theory provides a theoretical explanation for the complex phenomena in brand name translation. Brand name translation is a purposeful selection process, which should be guided by Skopos and take the target text as the basic strategy. This paper hopes to provide a novel perspective for the study of brand name translation, thus arousing more and more in-depth research in this field.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：H315.9

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