不同翻譯方法下的雙語(yǔ)品牌名對(duì)品牌態(tài)度影響的初步研究
發(fā)布時(shí)間：2018-10-13 17:43
【摘要】： 隨著全球國(guó)際化程度的不斷深入,商品出口或進(jìn)入他國(guó)市場(chǎng)銷(xiāo)售的現(xiàn)象越來(lái)越普遍,同時(shí)在當(dāng)?shù)厥袌?chǎng)也開(kāi)始越來(lái)越多地出現(xiàn)兩種或兩種以上語(yǔ)言的商品名稱。隨著中國(guó)經(jīng)濟(jì)的不斷發(fā)展,國(guó)外學(xué)者從上個(gè)世紀(jì)九十年代開(kāi)始逐漸將目光轉(zhuǎn)向中英文品牌名的研究。但是他們的注意力都集中在英文品牌名翻譯成中文品牌名,翻譯后的品牌名對(duì)品牌資產(chǎn)的影響上,而沒(méi)有從中文品牌名翻譯成英文品牌名的角度進(jìn)行研究和探索。本文將從這一角度進(jìn)行探索,并研究翻譯后的英文品牌名與原始中文品牌名的組合對(duì)品牌態(tài)度產(chǎn)生的影響。 本文采用定性研究和定量研究相結(jié)合的方法。定性研究主要采用文獻(xiàn)回顧法和焦點(diǎn)小組法。文獻(xiàn)回顧法,系統(tǒng)地回顧國(guó)內(nèi)外品牌名翻譯理論以及國(guó)外學(xué)者關(guān)于品牌名對(duì)品牌資產(chǎn)影響的研究;焦點(diǎn)小組法,主要是形成中文品牌名和翻譯英文品牌名。定量研究主要采用問(wèn)卷調(diào)查法,并通過(guò)SPSS 13.0統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、單因素方差分析、多因素方差分析等,通過(guò)分析總結(jié),得出本文的結(jié)論。 通過(guò)本文的研究發(fā)現(xiàn),①當(dāng)原始命名方法是傳統(tǒng)命名方法,強(qiáng)調(diào)英語(yǔ),翻譯方法為音意混譯時(shí),被試對(duì)此品牌名組合的評(píng)價(jià)比翻譯方法是音譯或意譯時(shí)的評(píng)價(jià)高,但當(dāng)翻譯方法是音譯時(shí),被試對(duì)此品牌的品牌態(tài)度比較好。在強(qiáng)調(diào)中文時(shí),也有相同結(jié)論,即是當(dāng)原始命名方法是傳統(tǒng)命名方法,強(qiáng)調(diào)中文,翻譯方法為音意混譯時(shí),被試對(duì)此品牌名組合的評(píng)價(jià)比翻譯方法是音譯或意譯時(shí)的評(píng)價(jià)高,但當(dāng)翻譯方法是音譯時(shí),被試對(duì)此品牌的品牌態(tài)度比較好。但是在品牌態(tài)度評(píng)價(jià)時(shí),音譯和音意混譯之間并無(wú)顯著差異。②當(dāng)原始命名方法是洋化命名方法,強(qiáng)調(diào)英語(yǔ),翻譯方法為音意混譯時(shí),被試對(duì)此品牌名和品牌態(tài)度的評(píng)價(jià)比翻譯方法是音譯或意譯時(shí)的評(píng)價(jià)高。在強(qiáng)調(diào)中文時(shí),也有相同結(jié)論,即是當(dāng)原始命名方法是洋化命名方法,強(qiáng)調(diào)中文,翻譯方法為音意混譯時(shí),被試對(duì)此品牌名和品牌態(tài)度的評(píng)價(jià)比翻譯方法是音譯或意譯時(shí)的評(píng)價(jià)高。 本文共分為五章。第一章為緒論部分,主要介紹本文的研究背景、研究目的、研究方法。第二章為文獻(xiàn)回顧,主要包括對(duì)國(guó)內(nèi)外對(duì)品牌名翻譯及其與品牌資產(chǎn)關(guān)系的研究回顧。第三、四章為實(shí)證部分,主要包括研究設(shè)計(jì)、研究方法、數(shù)據(jù)分析、結(jié)果分析等。 本文的獨(dú)特之處在于,首次對(duì)中文品牌名翻譯成英文品牌名及其與品牌態(tài)度的關(guān)系進(jìn)行研究,特別是發(fā)現(xiàn)了不同的翻譯方法形成的品牌名與品牌態(tài)度的關(guān)系。本文的不足之處,是樣本相對(duì)比較集中,主要代表高學(xué)歷人群和年輕人群,樣本的英語(yǔ)水平差距也不夠大。
[Abstract]:With the deepening of global internationalization, the phenomenon of commodity export or entering other countries' markets is becoming more and more common. At the same time, there are more and more names of goods in two or more languages in the local market. With the development of Chinese economy, foreign scholars have turned their attention to the study of Chinese and English brand names since the 1990s. However, their attention is focused on the translation of English brand names into Chinese brand names, and the impact of translated brand names on brand equity, rather than from the perspective of translating Chinese brand names into English brand names. From this point of view, this paper will explore the influence of the combination of the translated English brand name and the original Chinese brand name on the brand attitude. In this paper, qualitative and quantitative studies are combined. The qualitative research mainly adopts literature review method and focus group method. The literature review method systematically reviews the theories of brand name translation both at home and abroad as well as foreign scholars' research on the influence of brand name on brand equity. The focus group method is mainly the formation of Chinese brand name and the translation of English brand name. The quantitative research mainly uses the questionnaire survey method, and carries on the descriptive statistical analysis, the univariate variance analysis, the multivariate variance analysis and so on through the SPSS 13.0 statistical software, through the analysis summary, obtains the conclusion of this article. It is found that 1 when the original naming method is a traditional naming method and the translation method is a combination of pronunciation and meaning, the evaluation of the brand name combination is higher than that when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is a traditional naming method, and the translation method is a combination of sound and meaning, the evaluation of the brand name combination is higher than that of the translation method when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. However, there is no significant difference between transliteration and phonetic mixed translation in brand attitude evaluation. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is Westernized, and when the emphasis is on Chinese, the translation method is a mixture of sound and meaning. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. This paper is divided into five chapters. The first chapter is the introduction, mainly introduces the research background, research purpose and research methods. The second chapter is a literature review, including a review of domestic and foreign research on brand name translation and its relationship with brand equity. The third, fourth chapter is the empirical part, mainly includes the research design, the research method, the data analysis, the result analysis and so on. The unique point of this thesis is that it is the first time to study the relationship between Chinese brand name translation into English brand name and brand attitude, especially the relationship between brand name and brand attitude formed by different translation methods. The deficiency of this paper is that the sample is relatively concentrated, mainly representing the highly educated and young people, and the English proficiency gap of the sample is not large enough.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;H315.9
本文編號(hào)：2269419
[Abstract]:With the deepening of global internationalization, the phenomenon of commodity export or entering other countries' markets is becoming more and more common. At the same time, there are more and more names of goods in two or more languages in the local market. With the development of Chinese economy, foreign scholars have turned their attention to the study of Chinese and English brand names since the 1990s. However, their attention is focused on the translation of English brand names into Chinese brand names, and the impact of translated brand names on brand equity, rather than from the perspective of translating Chinese brand names into English brand names. From this point of view, this paper will explore the influence of the combination of the translated English brand name and the original Chinese brand name on the brand attitude. In this paper, qualitative and quantitative studies are combined. The qualitative research mainly adopts literature review method and focus group method. The literature review method systematically reviews the theories of brand name translation both at home and abroad as well as foreign scholars' research on the influence of brand name on brand equity. The focus group method is mainly the formation of Chinese brand name and the translation of English brand name. The quantitative research mainly uses the questionnaire survey method, and carries on the descriptive statistical analysis, the univariate variance analysis, the multivariate variance analysis and so on through the SPSS 13.0 statistical software, through the analysis summary, obtains the conclusion of this article. It is found that 1 when the original naming method is a traditional naming method and the translation method is a combination of pronunciation and meaning, the evaluation of the brand name combination is higher than that when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is a traditional naming method, and the translation method is a combination of sound and meaning, the evaluation of the brand name combination is higher than that of the translation method when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. However, there is no significant difference between transliteration and phonetic mixed translation in brand attitude evaluation. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is Westernized, and when the emphasis is on Chinese, the translation method is a mixture of sound and meaning. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. This paper is divided into five chapters. The first chapter is the introduction, mainly introduces the research background, research purpose and research methods. The second chapter is a literature review, including a review of domestic and foreign research on brand name translation and its relationship with brand equity. The third, fourth chapter is the empirical part, mainly includes the research design, the research method, the data analysis, the result analysis and so on. The unique point of this thesis is that it is the first time to study the relationship between Chinese brand name translation into English brand name and brand attitude, especially the relationship between brand name and brand attitude formed by different translation methods. The deficiency of this paper is that the sample is relatively concentrated, mainly representing the highly educated and young people, and the English proficiency gap of the sample is not large enough.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;H315.9
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前5條
1 韓曉芳;運(yùn)用語(yǔ)言態(tài)度理論對(duì)品牌翻譯的分析[D];太原理工大學(xué);2010年
2 張默男;順應(yīng)論視角下民族品牌中英文名稱的翻譯[D];山西財(cái)經(jīng)大學(xué);2010年
3 喬娜;山西省品牌名稱翻譯現(xiàn)狀與對(duì)策研究[D];山西財(cái)經(jīng)大學(xué);2012年
4 文麗娜;韓國(guó)品牌名稱翻譯方法對(duì)品牌態(tài)度、購(gòu)買(mǎi)意圖的影響[D];延邊大學(xué);2012年
5 郭慧榮;從目的論探究國(guó)外汽車(chē)品牌名稱的漢譯[D];山西財(cái)經(jīng)大學(xué);2013年
，本文編號(hào)：2269419
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