認(rèn)知圖式是心理學(xué)術(shù)語(yǔ),是有關(guān)事物背景知識(shí)的心理表征,能夠反映或重建既往經(jīng)驗(yàn),以達(dá)到對(duì)新事物的正確理解與預(yù)測(cè)。圖式理論已廣泛運(yùn)用于人工智能領(lǐng)域和語(yǔ)言研究方面,如閱讀理解、聽(tīng)力理解、完形填空、第二外語(yǔ)教學(xué)等。隨著現(xiàn)代認(rèn)知心理學(xué)及語(yǔ)言學(xué)的發(fā)展,圖式理論已漸漸運(yùn)用于翻譯方面的研究。 隨著國(guó)際經(jīng)濟(jì)和貿(mào)易的迅猛發(fā)展,品牌名稱(chēng)翻譯已成為全球經(jīng)濟(jì)交流中不可或缺的元素。品牌翻譯是一種認(rèn)知行為,涉及對(duì)國(guó)外文化及語(yǔ)言特征的認(rèn)知理解。本文試圖將認(rèn)知圖式理論與相關(guān)翻譯理論相結(jié)合,研究品牌名稱(chēng)的翻譯策略。 在心理認(rèn)知研究中,翻譯被視為一種認(rèn)知過(guò)程,涉及源語(yǔ)與目的語(yǔ)之間的意義轉(zhuǎn)換。翻譯是一種雙重交際行為,包括原文作者與譯者,以及譯者與目的語(yǔ)讀者之間的交流活動(dòng),意即翻譯過(guò)程包含理解與表達(dá)。圖式理論認(rèn)為,理解的精髓為源語(yǔ)的解碼,而表達(dá)的精髓則為用目的語(yǔ)對(duì)源語(yǔ)的編碼。因此,從認(rèn)知角度講.翻譯過(guò)程包含對(duì)源語(yǔ)的解碼及目的語(yǔ)的再編碼,強(qiáng)調(diào)譯者的心理認(rèn)知及信息加工過(guò)程。本文采用英國(guó)學(xué)者貝爾的翻譯過(guò)程模式研究圖式理論對(duì)品牌翻譯的認(rèn)知解釋力,通過(guò)研究圖式的作用機(jī)制、結(jié)構(gòu)圖式與內(nèi)容圖式的激活與重組來(lái)闡述品牌翻譯過(guò)程中圖式理論的作用及可...

【文章頁(yè)數(shù)】：57 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
CONTENTS
摘要
ABSTRACT
CHAPTER 1 INTRODUCTION
    1.1 OVERVIEW
    1.2 SIGNIFICANCE OF THE STUDY
    1.3 LAYOUT OF THE THESIS
CHAPTER 2 LITERATURE REVIEW
    2.1 COGNITIVE SCHEMA THEORY
        2.1.1 Origin and Definition of Cognitive Schema
        2.1.2 Classification of Schemata
        2.1.3 Characteristics of Cognitive Schema
    2.2 THE DEVELOPMENT OF SCHEMA THEORY
        2.2.1 Sir Frederic Bartlett's Contribution to Schema Theory
        2.2.2 Application in Artificial Intelligence
        2.2.3 Application in Linguistics
CHAPTER 3 SCHEMA THEORY IN THE PROCESS-ORIENTED MODEL OF TRANSLATION
    3.1 TRANSLATION AS A PROCESS
        3.1.1 Decoding and Re-encoding Process
    3.2 ACTIVATION OF SCHEMAS IN THE PROCESS OF TRANSLATING
    3.3 TRANSLATORS'SCHEMATIC METHODS
        3.3.1 Prototype Matching
        3.3.2 Template Matching
        3.3.3 Bottom-up Processing,Top-down Processing
CHAPTER 4 A SCHEMATIC APPROACH TO TRANSLATION OF BRAND NAMES FROM THE PROCESS-ORIENTED PERSPECTIVE
    4.1 A GENERAL SURVEY OF BRAND NAME
        4.1.1 Definitions of Brand and Brand names
        4.1.2 Functions of Brand Names
        4.1.3 Basic Principles of Brand Nomenclatures
            4.1.3.1 The Kiss Principle
            4.1.3.2 The Novelty Priciple
            4.1.3.3 The Readability Principle
    4.2 SCHEMATIC APPLICATION IN BRAND NAME TRANSLATION
        4.2.1 Schema Theory and Brand Name Translation
            4.2.1.1 Translatability of Brand Names
            4.2.1.2 Necessity of The Use of Schema in Translating Brand Names
            4.2.1.3 Functions of Schema in The Process of Brand Names Translating
    4.3 DIFFERENT TYPES OF SCHEMA IN THE PROCESS OF BRAND NAME TRANSLATING
        4.3.1 Structure Schema
            4.3.1.1 Schema Activated to Take Potential Consumer into Consideration
            4.3.1.2 Schema Activated to Cater to Consumers'Needs and Feelings
            4.3.1.3 Schema Activated to Consider Gender
        4.3.2 Content Schema
            4.3.2.1 Schema Correspondence
            4.3.2.2 Schema Conflict
CHAPTER 5 THE TRANSLATION STRATEGIES OF BRAND NAMES
    5.1 SCHEMA RECONSTRUCTION IN BRAND NAME TRANSLATION
        5.1.1 Preserving and Reinforcing Consumers'Schema
        5.1.2 Refreshing Consumers' Schema
    5.2 STRATEGIES OF BRAND NAME TRANSLATION
        5.2.1 Literal Rranslation
        5.2.2 Free Translation
        5.2.3 Transliteration
        5.2.4 Mixed Translation
        5.2.5 Zero Translation
CHAPTER 6 CONCLUSION
BIBLIOGRAPHY
PUBLICATIONS(2007-2010)
ACKNOWLEDGEMENTS



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