商务英语论文文化视阈下的服装商标翻译研究.doc

文化视阈下的服装商标翻译研究 【摘要】 随着经济全球化进程的加速,商标的英汉互译日益显示出其重要性。有吸引力的商标及其恰当得体的商标翻译对于刺激消费以及为本国产品开拓海外市场具有重要意义。服装产业的全球化要求及时对服装商标进行翻译,而服装商标的翻译是决定服装在国际市场上营销成败的关键因素之一。目前,一些学者对服装商标翻译进行了研究。然而,从文化视阈研究服装商标翻译尚不多见。依据从互联网上收集的三百个服装商标样本,本研究试图克服当前服装商标翻译中存在的问题,并论述在服装产业国际化形式下服装商标翻译的重要意义。通过详尽的分析,本文作者发现隐含于服装商标中的文化差异表现在以下几个方面:价值观念、风俗习惯、消费心理和道德与审美心理等。本文以奈达的功能对等理论为理论依据,来论述服装商标翻译问题,并总结出了五种适用于服装商标翻译的翻译策略,即音译法、直译法、意译法、混合译法和创意法。本研究采用的是定量与定性分析的研究方法。作者将抽取的三百个服装商标进行分类,然后有针对性地探讨了不同的翻译方法。本文得出的结论是:服装商标的翻译既是科学又是艺术。服装商标的英汉互译一方面要受到目的语语言规范的制约,另一方面又要受到目标市场的消费者的文化和审美心理的制约。本研究通过个案分析探讨服装商标翻译问题,旨在为服装商标翻译提供一定的指导,提高服装商标翻译质量,进而为商业领域的跨文化交流做出一定的贡献。 【abstract】 with the speeding up of economic globalization,translation of trademarks between chinese and english is of growing significance,because the successful rendering of trademarks into the target language,together with the impressive trademarks in the source language,can stimulate the consumption of goods and be conductive in opening up the overseas market for goods produced by domestic manufacturers.the globalization of the clothing industry requires that the clothing trademarks be translated in due course,and translation of clothing trademarks is an important factor deciding whether or not sales of clothes are successful in the global market.currently,some scholars have conducted some research in clothing trademark translation.however,little has been talked about from the cultural perspective in this regard.the present study,based on three hundred sample clothing trademarks collected from the internet,attempts to overcome the shortcomings of previous studies and illustrates the importance of clothing trademark translation in the globalised clothing industry.through detailed analysis,the author of this paper discovers that the cultural differences implied in the clothing trademarks is manifested as follows:concepts of values,customs and habits,consumer psychology and morals and aesthetic attitudes. this paper adopts eugene nidas theory of functional equivalence as the theoretical framework to expound the translation of clothing trademarks.it is discovered that five methods can be applied to the translation of clothing of trademarks,namely, transliteration,literal translation,free translation,mixed translation and creative translation.the research methodology adopted is qualitative and quantitative in nature.the author categorizes the three hundred sample clothing trademarks into different groups and then probes into the different translation strategies accordingly.it is concluded that the translation of clothing trademarks is an art as well as a science.this particular type of translation between chinese and english is restrained by the target language norms on the one hand,and the cultural and aesthetic psychology of consumers in the target market on the other.the implication of the present study,by way of case studies of translating the sample clothing trademarks,is to provide some guidance to the translation of clothing trademarks at large,improve translation quality thereof and furthermore,contribute to intercultural communication in business settings. 【关键词】 服装商标; 翻译; 文化视阈; 功能对等 【key words】 clothing trademarks; translation; cultural perspective; functional equivalence 文化视阈下的服装商标翻译研究摘要 5-6 abstract 6-7 chapter 1 introduction 11-15 1.1 background and contents of the research 11-12 1.2 purpose and significance of the research 12-13 1.3 research questions 13-14 1.4 layout of this paper 14-15 chapter 2 literature review 15-34 2.1 nidas functional equivalence 15-20 2.1.1 nidas translation theory 15-16 2.1.2 functional equivalence 16-19 2.1.3 application of nidas functional equivalence to trademark translation 19-20 2.2 language,culture and trademark translation 20-25 2.2.1 definition of culture 20-21 2.2.2 language and culture 21-23 2.2.3 culture and trademark translation 23-25 2.3 introduction of trademarks 25-30 2.3.1 definition of trademarks 25-26 2.3.2 general characteristics of trademarks 26-27 2.3.3 main formation of trademarks 27-29 2.3.4 main functions of trademarks 29-30 2.4 cultural features in clothing trademarks 30-32 2.5 clothing trademark translation 32-34 chapter 3 methodology 34-37 3.1 research subjects 34 3.2 data collection 34-35 3.3 research methods 35-37 chapter 4 results and discussions 37-59 4.1 cultural differences in clothing trademark translation 37-45 4.1.1 cultural differences in concepts of values 38-40 4.1.2 cultural differences in customs and habits 40-41 4.1.3 cultural differences in consumer psychology 41-44 4.1.4 cultural differences in morals and aesthetic attitudes 44-45 4.2 strategies for clothing trademark translation 45-57 4.2.1 transliteration 46-49 4.2.2 literal translation 49-51 4.2.3 free translation 51-53 4.2.4 mixed translation 53-55 4.2.5 creative translation 55-57 4.3 further analysis on clothing trademark translation strategies 57-59