隨著經(jīng)濟(jì)水平的不斷發(fā)展,以及全球化進(jìn)程的進(jìn)一步加速,中國(guó)與外國(guó)之間的經(jīng)濟(jì)、文化交流日益頻繁,作為企業(yè)的“金名片”和“金護(hù)照”,商標(biāo)也越來(lái)越為人們所重視。在這樣的背景下,商標(biāo)研究以及商標(biāo)翻譯研究的理論價(jià)值和現(xiàn)實(shí)價(jià)值也進(jìn)一步得到體現(xiàn)。 本文首先對(duì)“商標(biāo)”進(jìn)行了全面的研究,得出了存在于商標(biāo)中的四個(gè)特性：語(yǔ)言因素,圖形因素,法律因素,以及商業(yè)因素。基于商標(biāo)的這四個(gè)特性,作者認(rèn)為在商標(biāo)翻譯研究中應(yīng)當(dāng)引入綜合的研究方法。然后,本文對(duì)辜正坤先生提出的“翻譯標(biāo)準(zhǔn)多元互補(bǔ)論”進(jìn)行了系統(tǒng)分析,并以此作為文章的理論框架。根據(jù)這兩部分研究得出的成果,進(jìn)一步總結(jié)了商標(biāo)翻譯的最高標(biāo)準(zhǔn)和具體標(biāo)準(zhǔn)。作為商標(biāo)翻譯最高標(biāo)準(zhǔn)的核心概念,“最佳近似度”可以被解讀為：1)商標(biāo)翻譯要以譯文讀者為核心；2)原文的功能準(zhǔn)確地在譯文中得以體現(xiàn)；3)原文讀者對(duì)原文以及譯文讀者對(duì)譯文的感受要對(duì)等。商標(biāo)翻譯的具體標(biāo)準(zhǔn)體系包括四個(gè)方面：1)語(yǔ)言學(xué)標(biāo)準(zhǔn)：語(yǔ)音對(duì)等、語(yǔ)法對(duì)等和語(yǔ)義對(duì)等；2)美學(xué)標(biāo)準(zhǔn)：音美、形美、以及意美；3)文化標(biāo)準(zhǔn)：符合譯語(yǔ)文化的價(jià)值觀和消費(fèi)心理；4)法律及商業(yè)標(biāo)準(zhǔn)：具有顯著性、充分傳達(dá)源語(yǔ)信息。 本文第一次在深入分析“翻譯標(biāo)準(zhǔn)...

【文章頁(yè)數(shù)】：83 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
A List of Abbreviations
Table of Contents
Chapter One Introduction
    1.1 Background and Purpose of the Research
    1.2 Significance of the Research
    1.3 Structure of the Thesis
Chapter Two Literature Review
    2.1 Overveiw on Trademark
        2.1.1 Definition of Trademark
        2.1.2 Terms Related to Trademark
    2.2 Review on Standards for Trademark Translation
Chapter Three Plural Complementarism of Translation Standards
    3.1 Traditional Chinese Translation Theories
    3.2 Plural Complementarism of Translation Standards
        3.2.1 Solid Thinking Mode in Translation Study
        3.2.2 Standards in PCTS
            3.2.2.1 Three Strata of Standards in PCTS
            3.2.2.2 Relationship among the Three Strata
        3.2.3 Traditional Chinese Translation Theories vs. PCTS
        3.2.4 Comments on PCTS
Chapter Four Supreme Standard for Trademark Translation
    4.1 Text Typology and Translatin Strategies
        4.1.1 Reiss' Text Typology
        4.1.2 Translation Strategies
            4.1.2.1 Documentary Translation vs. Instrumental Translation
            4.1.2.2 Semantic Translation vs. Communicative Translation
    4.2 Supreme Standard for Trademark Translation
        4.2.1 Trademark as Vocative Text
        4.2.2 Strategies for Trademark Translation
        4.2.3 Evaluation of the Supreme Standard
Chapter Five Conrete Standards for Trademark Translation
    5.1 Linguistic Standards
        5.1.1 Phonetic Equivalence
        5.1.2 Grammatical Equivalence
        5.1.3 Semantic Equivalence
    5.2 Aesthetic Standards
        5.2.1 Beauty in Sound
        5.2.2 Beauty in Form
        5.2.3 Beauty in Sense
    5.3 Cultural Standards
        5.3.1 Conforming to the TC Values
        5.3.2 Conforming to the TC Consumer Psychology
    5.4 Legislative and Commercial Standards
        5.4.1 Distinctiveness
        5.4.2 Informativeness
Chapter Six Conclusion
Bibliography
攻讀碩士學(xué)位期間取得的科研成果
Acknowledgements



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