【摘要】： 國際貿(mào)易的蓬勃發(fā)展賦予商品品牌翻譯新的挑戰(zhàn)。這個領(lǐng)域已經(jīng)有許多學(xué)者做了相當(dāng)多的研究,但是大多數(shù)的人都把研究重點(diǎn)放在品牌名稱翻譯的本身,而忽視了其承載的文化意義。當(dāng)今企業(yè)實(shí)施的名牌戰(zhàn)略很大程度上是一種文化戰(zhàn)略。品牌名稱具有一定的文化蘊(yùn)含,此蘊(yùn)含可以是商家所賦予的,也可以是消費(fèi)者的聯(lián)想產(chǎn)生的。對同一品牌名稱,由于價值觀,消費(fèi)心里,文化取向的差異,不同的消費(fèi)群體會聯(lián)想不同的文化蘊(yùn)含。本文對國際貿(mào)易中品牌名稱的翻譯的問題進(jìn)行了探討,既考慮到品牌意義的翻譯,又兼顧消費(fèi)群體的文化背景,語言環(huán)境,風(fēng)俗民情,宗教信仰和審美情趣的傳遞。作者在研究過程中收集了大量的品牌翻譯的實(shí)例,通過對比翻譯的研究方法,突出了文化因素在品牌翻譯中的作用。品牌翻譯已經(jīng)不再是單純意義上的字面翻譯,文化的體現(xiàn)已經(jīng)變得非常重要。作者還在研究中發(fā)現(xiàn)品牌名稱的譯名還應(yīng)該同原品牌名稱一樣,對譯名接受者能夠產(chǎn)生相等或者相近的宣傳效果。一個成功的譯名不僅僅要達(dá)到意義與文化的傳播,還應(yīng)該具有一定的美學(xué)特征,能夠吸引消費(fèi)群體,激發(fā)消費(fèi)者的美好想象與購買欲望。本文在奈達(dá)的等效翻譯理論指導(dǎo)下通過列舉和分析國際知名品牌,同時運(yùn)用跨文化交際,翻譯美學(xué)以及語用失誤等從幾個方面探討了品牌翻譯的原則。
[Abstract]:The vigorous development of international trade brings new challenges to the translation of commodity brands. Many scholars have done quite a lot of research in this field, but most of them focus on the translation of brand names and ignore its cultural significance. The famous brand strategy that the enterprise implements today is a kind of culture strategy to a great extent. Brand name has a certain cultural implication, this implication can be given by the merchants, can also be generated by consumer associations. For the same brand name, different consumer groups will associate different cultural implication because of the difference of values, consumption mind and cultural orientation. This paper discusses the translation of brand names in international trade, which not only takes into account the translation of brand meaning, but also takes into account the cultural background, language environment, customs, religious beliefs and the transmission of aesthetic interest of consumer groups. In the course of the study, the author collected a large number of examples of brand translation, and highlighted the role of cultural factors in brand translation by contrasting translation research methods. Brand translation is no longer a literal translation in a simple sense, and the embodiment of culture has become very important. The author also finds out that the translation of brand name should be the same as the original brand name, which can produce equal or similar publicity effect to the recipient of the translated name. A successful translation of a name should not only achieve the spread of meaning and culture, but also have certain aesthetic characteristics, which can attract consumer groups, stimulate consumers' beautiful imagination and purchase desire. Under the guidance of Nida's equivalent translation theory, this paper discusses the principles of brand translation from several aspects, such as cross-cultural communication, translation aesthetics and pragmatic failure.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：H315.9

【參考文獻(xiàn)】

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本文編號：2330902