【摘要】：本翻譯項(xiàng)目節(jié)選自《塑造你的商業(yè)品牌》的序言和前八章。該書(shū)為英國(guó)一位有著30年豐富從業(yè)經(jīng)驗(yàn)的品牌顧問(wèn)詹姆斯·哈蒙德(James Hammond)所著。這是一本涵蓋了營(yíng)銷(xiāo)學(xué)和心理學(xué)知識(shí)的通俗讀物,全書(shū)分為6個(gè)模塊,共17章,節(jié)選部分涉及到品牌的涵義、消費(fèi)者情感與感知、“五感”品牌傳播、品牌光環(huán)效應(yīng)等方而的內(nèi)容�？v觀全書(shū),這是一本專(zhuān)門(mén)針對(duì)中小企業(yè)的品牌指導(dǎo)手冊(cè)。本報(bào)告分為五個(gè)部分,第一部分是翻譯項(xiàng)目介紹,包括翻譯項(xiàng)目的背景、目標(biāo)和意義。第二部分介紹了原文背景,包括作者簡(jiǎn)介、原文主要內(nèi)容與特點(diǎn)。第三部分介紹了翻譯難點(diǎn)和翻譯前、翻譯時(shí)的準(zhǔn)備工作。主要從文化背景類(lèi)、專(zhuān)業(yè)領(lǐng)域類(lèi)、中英語(yǔ)言差異類(lèi)三方面探討了翻譯的難點(diǎn)。第四部分簡(jiǎn)要介紹了賴(lài)斯文本類(lèi)型理論以及賴(lài)斯針對(duì)感召功能文本提出的改編翻譯模式對(duì)翻譯實(shí)踐的指導(dǎo)作用。在這一模式指導(dǎo)下,靈活采用翻譯技巧,使目標(biāo)文本適應(yīng)漢語(yǔ)讀者的價(jià)值觀、風(fēng)俗習(xí)慣和閱讀習(xí)慣,從而達(dá)到感召效果。第五部分介紹了翻譯的心得體會(huì)以及仍待解決的問(wèn)題。
[Abstract]:This translation project is excerpted from the preface and the first eight chapters of shaping your Business Brand. The book is written by James Hammond (James Hammond), a brand consultant with 30 years of experience in the UK. This is a popular book covering the knowledge of marketing and psychology. It is divided into 6 modules and 17 chapters. The excerpts relate to the meaning of brand, consumer emotion and perception, "five senses" brand communication. Brand halo effect and other aspects of the content. Throughout the book, this is a brand guide for small and medium-sized enterprises. This report is divided into five parts, the first part is the introduction of translation projects, including the background, objectives and significance of translation projects. The second part introduces the background of the original text, including the author's brief introduction, the main content and characteristics of the original text. The third part introduces the difficulties of translation and the preparation of translation before translation. This paper mainly discusses the difficulties of translation from three aspects: cultural background, professional field and Chinese-English language difference. In the fourth part, the author briefly introduces Rice's text type theory and her role in guiding translation practice. Under the guidance of this model, the target text can be adapted to the values, customs and reading habits of the Chinese readers. The fifth part introduces the experience of translation and the problems still to be solved.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：H315.9
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本文編號(hào)：2207886