目的论视角下英语商标的翻译毕业论文.doc

毕业设计（论文）说明书 The Translation of English BrandName on the Perspective of Skopostheorie 目的论视角下英语商标的翻译 The Translation of English Brand Name on the Perspective of Skopostheorie Dai WeiUnder the Supervision of Zhang RuisiSubmitted in Partial Fulfillment of theRequirements for the Degree of Bachelor of ArtsSchool of International StudiesHunan Institute of TechnologyJune 2015ContentsAbstract1Introduction2Chapter 1 Introduction to the Skopostheorie31.1 The Development Process of Skopostheorie31.2 Rules of Skopostheorie5Chapter 2 Translation of English Brand Names82.1 Features of English Brand Names82.2 The Necessity of English Brand Name Translation92.2.1 Promote Economic and Social Development102.2.2 Strengthen Cultural Communication122.2.3 Enhance International Competitiveness13Chapter 3 The Methods and Principles of English Brand Name Translation143.1 The Principles of English Brand Name Translation153.1.1 The Principle of “Do as the Romans do”163.1.2 The Principle of Association173.1.3 The Principle of Concision183.2 The Methods of English Brand Name Translation193.2.1 Literal Translation203.2.2 Free Translation213.2.3 Transliteration223.2.4 Zero Translation23Chapter 4 Some Typical Issues Should Be Noticed in the Process of English Brand Name Translation244.1 Pay Attention to the Diversity of Culture in Different Countries or Regions254.2 Enhance the Aesthetic Taste264.3 Highlight the Product Feature27Conclusion28Bibliography29Acknowledgements3034The Translation of English Brand Name on the Perspective of SkopostheorieDai Wei Abstract: Brand is a special language symbol; also it is a favorable instrument when enterprises participate in international competitions. A successful propaganda of brand for enterprises has inestimable effects on marching into the international market and achieving sales targets. On the perspective of Skopostheorie which is one of the core theories of German functionalism, combining particular translations of English brand names which used for probing into the principles and methods of the translation of English brand names, this article indicates the practical significant and something should be noticed in the study of the translation of English brand names.Key words: brand; Skopostheorie; translation; principle and method 摘要：商标是一种特殊的语言符号，是企业参与国际竞争的有力武器，商标的成功宣传对企业开拓国际市场，实现企业销售目标有着无法估量的作用。本文从德国功能派翻译理论核心理论之一的翻译目的论视角下，结合具体商标的翻译来探讨商标翻译的原则和方法，并阐释商标翻译研究的巨大现实意义和一些需要注意的地方。关键词：商标；目的论；翻译；原则和方法注：IntroductionThe core concept of Skopostheorie highlights the functionality of the target text in the target culture. Translation strategies and methods must be determined by the intended purpose and the function of the target text. Skopostheorie is function-oriented and focuses on the practicality. Skopos rule is the primary one among Skopos rule, coherence rule and fidelity rule. With the rapid economic growth in China and as a result of the world globalization, the economic activities of enterprises from abroad become more and more frequent. The translation of English brand names becomes particularly important for enterprises to open up overseas markets and build their own brands in the international markets. A splendid brand name is so important for an enterprise to occupy a dominant position in global market competition. Therefore, how to translate the brand names suitably is one of the most important problems in front of the enterprises. To do so, the primary purpose of this paper is to find out the translated strategies and methods on the basis of the feature of English brand names and the theory foundation of Skopostheory. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reisss mind is the conceptual content, linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism cant only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.Chapter 1 An Introduction to the SkopostheorieSkopostheorie is an approach to translation which was developed in Germany in the late 1970s.1.1 The Development Process of Skopostheorie Skopostheorie is an approach to translation which was developed in Germany in the late 1970s 1. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reisss mind is the conceptual content, linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism cant only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created. His book “Framework for a General Translation Theory” becomes the basis of Skopostheorie. The theory is that the original translation is based on a purpose of which dominates the most important position. TheSkoposrulethuscanberegardedas:theperfecttargettextshouldbetranslatedinawaythatenablesthetexttofunctionsinthespecificsituationandwiththepeoplewhowanttouseitandpreciselyinthewaytheywantittofunction.（Fraser, 1996: 20） Therefore, the realization of translation brief depends on the conditions of target culture rather than source culture. Phase three came up with the theory of translation action reference to the theory of communication and action, and he further developed the functional translation theory that is an interpersonal interaction. This theory is result-oriented and regards translation as the theory impelled by translation brief. Nord made a comprehensive summary about the theory of functional translation theory and continued to improve it. In the process of translation, he systematically explained what outside and inside factors should be noticed when analyze the text and how to work out a practicable translation strategy fit in with the translation brief based on the functions of the original text. And he places the purpose of translation in an important position, “Supposing the purpose of translation is to fulfill some certain functions, any obstacle that prevent the translation to get there is a translated mistake.” (Robertson, 2003: 28)1.2 Rules of Skopostheorie The Skopostheorie has three rules. “Skopos rule” as the top-ranking rule for any translation, means that a translational action is determined by its Skopos, or “the end justifies the means”. Vermeer believes that each text is produced for a given purpose and should serve this purpose 2. Coherence rule and fidelity rule, the former means the target texts must be comprehensible to receivers in target language culture and the communicative situation in which the target texts are to be used, and the target text must be readable and acceptable. The latter means there must be an inter-textual coherence between the source text and the target text. However, the degree and form of the fidelity depend on the aim of the target texts and the translators comprehension of the source texts. Loyalty rule mainly reflected in two aspects. The translator has moral obligations to the target text receivers and must explain the reason for what they have done. The other is the translator must be loyal to the original author. Of the three rules, Skopos rule is the predominating rule. Fidelity is considered less important than coherence and both are subordinate to Skopos rules. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reisss mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism cant only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.Chapter 2 The Translation of English Brand NamesBrand is the name, graph, design, symbol, or any other feature that identifies one sellers goods or services distinct from those of other sellers.2.1 Features of English Brand NamesBrand is the name, graph, design, symbol, or any other feature that identifies one sellers goods or services distinct from those of other sellers. A brand is the most valuable fixed asset of a corporation and it has its unique features: 1) English brand names always only use a vocabulary and its letters are in all caps; 2) English brand names conform to the characteristics of their products; 3) English brand names are easy to remember and have their own characteristics; 4) Most of the English brand names have implied intentions and symbolic meanings 3. 2.2 The Necessity of English Brand Name TranslationWith the rise of brand economy and the acceleration of economic globalization, the communication among countries is increasingly frequent. Therefore, companies do not limit their ambitions to the domestic markets. They are dedicated to expanding the international market as well. The internationalization of branding is the inevitable result due to the development of economy. However, the original English brand is not the same as it in other countries or regions. Different countries or regions have different customs, cultures and language features, so the translation of the English brand name becomes particular important.2.2.1 Promote Economic and Social DevelopmentIn todays economic life, brand has the function of market and it is the market element which possesses an independent value. In addition, brand can not only protect and promote production, but also protect and promote assumption. The value of intangible assets carried by a brand is a sort of credit capital of companies. An international well-known brand is nearly the most important part for a company to accelerate transformation, to promote the operation model and market operation of companies, and to improve the level of economic market. The development of social economy will be healthier and faster.2.2.2 Strengthen Cultural CommunicationWith the deepening of economic globalization, the process of internationalization of enterprises is being accelerated; especially the increasing of global trade, the cultural communication among different countries has a further development. However, people from different cultures found that it is hard to communicate with each other not only due to the language barrier but also affected by cultural styles. Therefore, it is difficult for a company to design a suitable brand. For customers, the first thing they come into contact with is the brand. So the most important thing for companies before their products enter into other countries or regions is to choose a suitable brand that can help their companies get through international market smoothly, gain market share and promote enterprise competitiveness. As a result, it is unavoidable to meet different cultures, histories, customs, languages and taboos, which will meet conflict and blend together. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reisss mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism cant only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.2.2.3 Enhance International CompetitivenessBrand with high popularity and good reputation is an important instrument for enterprises, regions, even countries to gain a competitive status in international market. For enterprises, reputation and popularity have impact on the price of similar products and attraction to customers. For regions, the strength of regional economic competitiveness is determined by the development degree of brand economy, the quantity of brand with high popularity and good reputation and the influence of a distinctive brand cluster. For countries, self-brand is an important instrument to occupy the commanding heights of international market and to participate in the competition in overall national strength. Brands are used by market subjects to increase the intangible assets of brands. Enterprise is trying to create the best international well-known brands after sustainable developing combined with capital, knowledge and information. In addition, developing branding management can promote the development of brand economy. There are several ways to expand the market share of products and improving the level of marketization and international competitiveness. 1) carrying out the brand strategy; 2) taking action on several innovations like system, technology, management and culture; 3) increasing the brands added value of products. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reisss mind is the conceptual content, linguistic form and communication function are eq