本文選題：品牌名稱翻譯　切入點(diǎn)：圖式理論　出處：《山東師范大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著世界經(jīng)濟(jì)全球化進(jìn)程的加快和中國加入世界貿(mào)易組織,中國與世界的聯(lián)系更加緊密。無論是中國的產(chǎn)品走向世界,還是外國的產(chǎn)品進(jìn)入中國市場,都面臨商品品牌的翻譯問題,品牌翻譯質(zhì)量直接影響著產(chǎn)品的銷售。一個(gè)在本國具有很高知名度的商品品牌在其他國家市場上是否也能夠得到消費(fèi)者接受和青睞,品牌名稱的翻譯起著至關(guān)重要的作用。 文化是在社會(huì)的發(fā)展過程中形成的。不同國家的文化間必然存在著文化差異,而來自不同國家的品牌也必定傳遞著不同的文化信息,影響著人們對(duì)生活的態(tài)度和潮流的發(fā)展。由于中西方在風(fēng)俗習(xí)慣、傳統(tǒng)文化等方面存在著巨大差異,在不同的文化背景下,一個(gè)指稱相同的詞語在不同的語言中具有不同的文化內(nèi)涵和聯(lián)想意義。如果譯者在翻譯過程中不根據(jù)文化因素做出適當(dāng)?shù)霓D(zhuǎn)換和變通,翻譯中將會(huì)產(chǎn)生種種問題。品牌名稱的翻譯同任何翻譯一樣,是一種跨文化交際形式,也涉及到語言規(guī)律、文化心理、審美情愫、價(jià)值取向等方面的因素。作為廣告翻譯中的一個(gè)重要部分,品牌名稱的翻譯有著它自己的內(nèi)在規(guī)律,尤其是其中蘊(yùn)含的文化意義不容忽視,否則會(huì)造成意義的誤解或丟失,不能準(zhǔn)確傳達(dá)源文中所表達(dá)的意義,進(jìn)而會(huì)影響企業(yè)在國際市場上的競爭,因而需要對(duì)它進(jìn)行系統(tǒng)的研究。 目前,已有不少中國翻譯學(xué)者涉足此項(xiàng)研究,品牌名稱翻譯的學(xué)術(shù)研究呈現(xiàn)出空前繁榮的局面,涌現(xiàn)出了一大批科研成果,尤其是國外品牌名稱的漢譯更是成就喜人。但目前在品牌翻譯中,譯者對(duì)品牌名稱的理解和翻譯只限于字面意義,過分強(qiáng)調(diào)語義對(duì)等,對(duì)品牌名稱文化層面的研究還遠(yuǎn)遠(yuǎn)不夠。 圖式這一術(shù)語來自希臘語,經(jīng)歷了七十多年的發(fā)展,圖式理論已被廣泛應(yīng)用于人類學(xué)、心理學(xué)等眾多領(lǐng)域。這一理論的核心是:對(duì)新事物的理解和解釋取決于頭腦中已經(jīng)存在的圖式;人們?cè)诶斫庑率挛飼r(shí),需要將新事物與已知的概念、過去的經(jīng)歷,即背景知識(shí)聯(lián)系起來。近年來圖式理論也被廣泛應(yīng)用于外語教學(xué)研究,尤其是應(yīng)用于英語聽力和閱讀理解中,有些學(xué)者也試圖把圖式理論應(yīng)用于翻譯理論和實(shí)踐中。比如周篤寶探討了圖式理論對(duì)理解與翻譯的解釋力,認(rèn)為充分激活讀譯者大腦中存儲(chǔ)的圖式并發(fā)揮其認(rèn)知能力,會(huì)使理解翻譯更準(zhǔn)確全面。 文化圖式是圖式理論的組成部分之一,囊括了教育背景、個(gè)人經(jīng)歷、風(fēng)俗習(xí)慣、思維方式等諸多文化因素在內(nèi)。運(yùn)用文化圖式理論,譯者可以激活源語讀者頭腦中的圖式,成功地實(shí)現(xiàn)品牌的功能。因此,本文提出將文化圖式作為理論框架用在品牌名稱翻譯中,以更好地體現(xiàn)出品牌名稱中所蘊(yùn)含的文化因素,有利于傳遞文化內(nèi)涵和企業(yè)樹立良好的品牌形象,在國際競爭中處于有利地位。 本文共分為五章。 第一章首先回顧了下圖式理論的發(fā)展過程和品牌名稱翻譯的發(fā)展及現(xiàn)狀。 第二章闡明了本文的理論依據(jù),詳細(xì)介紹了圖式的定義、分類及文化圖式的分類和其在翻譯中的應(yīng)用。本文中,圖式被分成了形式圖式和內(nèi)容圖式,其中文化圖式作為內(nèi)容圖式的重要組成部分,對(duì)它的正確理解和激活是翻譯活動(dòng)中極其重要的一個(gè)環(huán)節(jié)。 第三章首先綜述了古今中外重要學(xué)者對(duì)品牌名稱的定義和分類,論述了品牌名稱的告知、互換、美學(xué)等功能和以消費(fèi)者為中心,忠實(shí)于源語的翻譯原則,進(jìn)而指出品牌名稱翻譯的意義。 第四章探討了品牌名稱的可譯性。首先分析了圖式理論應(yīng)用在翻譯中的步驟和過程,包括對(duì)源語文本的解碼和對(duì)目的文本的編碼。文化圖式的可轉(zhuǎn)換性,人類思維的共性和學(xué)習(xí)能力這些因素都決定了品牌名稱是完全可譯的。 第五章在以上討論的基礎(chǔ)上,本文提出了品牌名稱翻譯的幾種方法,包括直譯、音譯、音義兼譯和包括增加、刪減、混合等翻譯方法的調(diào)整,并進(jìn)行了大量的實(shí)證分析。 結(jié)論部分指出了本文研究的局限性。由于篇幅和知識(shí)有限,本文只是從文化方面探討了品牌名稱翻譯的方法,對(duì)其他影響品牌名稱翻譯的因素涉及較少。但總體來講,本文提出了品牌名稱的翻譯的新視角,有利于我國品牌名稱翻譯質(zhì)量的提高,并可望對(duì)品牌名稱設(shè)計(jì)的國際化具有較大的幫助。
[Abstract]:With the globalization of the world economy and China joined the world trade organization, China is more closely linked with the world. Whether it is China products to the world, or foreign products to enter the market Chinese, are facing the problem of brand name translation, translation quality brand directly affects the sales of products. In a country has is very high the visibility of the brand can be accepted and favored by consumers in other countries on the market, the brand name translation plays a vital role.
Culture is formed in the process of social development. The culture of different countries exists between cultural differences, and from different countries brand names convey different cultural information, affects the development of people's attitudes towards life and fashion. The western customs, there are great differences between the traditional culture and so on and in different cultural background, a reference the same words with different cultural connotations and associative meanings in different languages. If the translator is not according to the cultural factors make the appropriate conversion and adaptation, translation problems will be produced. The brand name translation like any other translation, is a kind of the form of intercultural communication, it involves language laws, cultural psychology, aesthetic feelings, value orientation and other aspects of the factors. As an important part of advertisement translation, brand name translation Has its own laws, especially the cultural significance can not be ignored, otherwise it will cause misunderstanding of the meaning or lost, can not be conveyed accurately in the source text meaning, which will affect the enterprise competition in the international market, therefore we need to carry out systematic research on it.
At present, there are many scholars involved in this China translation study, the academic study of brand name translation presents unprecedented prosperity, the emergence of a large number of scientific research achievements, especially the translation of foreign brand names are more achievements. But in the present brand name translation, the translator's understanding and translation of brand names is only limited to the literal too much emphasis on meaning, semantic equivalence, is not enough to study the brand name cultural level.
The term schema from the Greek language, has experienced more than 70 years of development, the schema theory has been widely applied in many fields of anthropology, psychology and so on. The core of this theory is: the understanding and explanation of new things in the mind depends on the existing schema; people in understanding new things, new things will need concept with the known, past experience or background knowledge together. In recent years, schema theory has been widely used in foreign language teaching, especially in English reading and listening comprehension. Some scholars have also tried to apply schema theory to translation theory and practice. For example, Zhou Dubao explores the schema theory to the comprehension and translation explain, that readers should activate schemata stored in their mind and develop their cognitive ability, will make the translation more accurate and comprehensive understanding.
Cultural schema is one part of the schema theory, including educational background, personal experiences, customs, ways of thinking and other cultural factors. Using the cultural schema theory, translators can activate schemata in target text readers, successfully achieve the functions of brand names. Therefore, this paper will be used as a theoretical framework in the cultural schema the brand name translation, to better reflect the cultural factors implied in brand names, is conducive to the transfer of corporate culture and establish a good brand image, in a favorable position in international competition.
This article is divided into five chapters.
The first chapter first reviews the development process of the lower graph theory and the development and present situation of brand name translation.
This paper expounds the theoretical basis of the second chapter, introduces the definition and classification of schemata, cultural schemata and its application in translation. In this paper, the schema is divided into formal schema and content schema, cultural schema which is an important part of the content schema, the correct understanding of it and activation is a an extremely important link in the translation activities.
The third chapter first reviews the definition and classification of brand names by ancient and modern Chinese and foreign scholars, and discusses the functions of brand names, such as notification, interchangeability, aesthetics, and consumer centered, faithful to the source language translation principles, and then points out the significance of brand name translation.
The fourth chapter discusses the translatability of brand names. First analyzes the steps of the application of Schema Theory in translation and process, including the decoding of the source text and the target text encoding. Cultural schemata can be transformed, the common features of human thinking and learning ability. All these factors determine that brand names are completely translatable.
The fifth chapter is based on the above discussion, this paper puts forward several methods, brand name translation, including literal translation, transliteration, meaning and translation and including adding, deletion, mixing and other translation methods of adjustment, and made a lot of empirical analysis.
The conclusion part points out the limitations of this study. Because of space and knowledge is limited, this is only from the cultural aspects of the translation methods of brand names, the effects of other factors to brand name translation involves less. But generally speaking, this paper put forward a new perspective of brand name translation, is conducive to China's brand name translation quality it is expected to improve, the internationalization of the brand name design is of great help.

【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：H315.9

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本文編號(hào)：1556979