张洪叶记得别弄混了.doc

滨 州 学 院毕业设计（论文）开题报告 题 目 A Study of Trademark Translation from the Perspective of Functional Equivalence 功能对等理论视阈下的商标翻译 系 （院） 外语系 年级 2013级 专 业 英 语 班级 4班 学生姓名 张洪叶 学号 1314030614 指导教师 李玲玲 职称 副教授 滨州学院教务处二一七年一月 开题报告填表说明1.开题报告是毕业设计（论文）过程规范管理的重要环节，是培养学生严谨务实工作作风的重要手段，是学生进行毕业设计（论文）的工作方案，是学生进行毕业设计（论文）工作的依据。2.学生选定毕业设计（论文）题目后，与指导教师进行充分讨论协商，对题意进行较为深入的了解，基本确定工作过程思路，并根据课题要求查阅、收集文献资料，进行毕业实习（社会调查、现场考察、实验室试验等），在此基础上进行开题报告。3.课题的目的意义，应说明对某一学科发展的意义以及某些理论研究所带来的经济、社会效益等。4.文献综述是开题报告的重要组成部分，是在广泛查阅国内外有关文献资料后，对与本人所承担课题研究有关方面已取得的成就及尚存的问题进行简要综述，并提出自己对一些问题的看法。5.研究的内容，要具体写出在哪些方面开展研究，要突出重点，实事求是，所规定的内容经过努力在规定的时间内可以完成。6.在开始工作前，学生应在指导教师帮助下确定并熟悉研究方法。7.在研究过程中如要做社会调查、实验或在计算机上进行工作，应详细说明使用的仪器设备、耗材及使用的时间及数量。8.课题分阶段进度计划，应按研究内容分阶段落实具体时间、地点、工作内容和阶段成果等，以便于有计划地开展工作。9.开题报告应在指导教师指导下进行填写，指导教师不能包办代替。 10.开题报告要按学生所在系规定的方式进行报告，经系主任批准后方可进行下一步的研究（或设计）工作。课题的目的意义：Withthegrowthofinternationaltrade,productshavemetwithmoreandmoreopportunitiesandmorecompetitionthanever.Asuccessfultrademarkplaysanimportantroleinenteringtheinternationalmarket.Nowtrademarktranslationisarousingincreasingattentiononthepartofcorporationsandscholars.Trademarktranslationhasthecharacteristicsofcommercialandpracticability.Becauseofitsspecialcharacteristics,trademarktranslationneedsacertaintheoryasitsguidance.Thisthesisintroducessomeelementaryknowledgeoftrademarks,includingtrademarksdefinition,classificationandfunctions.Next,basedonthecurrentsituationoftrademarktranslation,thethesisputsforwardtheFunctionalEquivalencetheoryputforwardbyE.A.Nida.Undertheguidanceofthistheory,thisthesisintroducesfourtranslationtechniquestransliteration,literaltranslation,combinedwayoftransliterationandmeaningimplication,andrenaming.Withthetheoryoffunctionalequivalencetakenintoconsiderationintrademarktranslation,itwillhelptoimprovethequalityoftrademarktranslationandtomakemoreprofitsininternationaltrade.This study has a pragmatic effect that promote sales and services in international markets, that is to say, it is helpful for enterprises at home and abroad. 一、 文献综述（分析国内外研究现状、提出问题，找到研究课题的切入点，附主要参考文献，不少于1000字）：Related study of trademark translation in China:In China, lots of people have conducted research about the translation of the trademark. The trademark in the word is defined as: business quality, specifications and characteristics of different manufacturing or operating a commodity mark (He Chuansheng: English trademark M. Hunan: Hunan University press 1997:2.). Trademark translation is an important means for enterprises to sell products to the international market, establish a good image of the translation, since the reform and opening up, the rapid development of the international trade increasingly urgent demand for trademark. With the development of research scholars. In China, the discipline of translation of trademark words and trademark translation has undergone Enlightenment period, development period, international brewing period three stages (Li Shuqin: Chinese, English and Chinese trademark translation research J. Shanghai translation, 2007 (4): 21). Trademark translation is a special kind of translation, its complexity is determined by the particularity of the trademark (Li Yanmin: A Functionalist Interpretation of Brand NameJ. trademarks translation theory of Shandong foreign language teaching, 2007 (5): 106). Relative to other texts, a trademark word is extremely simple, less affected by the translation of sentences, paragraphs, etc. the deep level of language. Thus the translator needs to consider more should be phonetic, semantic and pragmatic levels of communicative clues. As a kind of competitive language symbol, the purpose of trademark naming is not only to implement the signified function of the language symbol, but also to induce the potential consumers interest and desire to buy the product. Therefore, the trademark translation is not to replace the single text material of the target language to the primitive, but in the name of the original trademark symbol refers to the premise of clear generation relationship, combined with linguistic features of target language creation of two degrees and the context (Zhu Yajun: Research on Brand NamingM. Shanghai foreign language education press 2003:204).The translation of the trademarks can convey the products information more correctly and attract the customers interest. So, in recent years, the studies of the translation of the trademark have become a hot topic, and there are so many researches focus on this study. In the past few decades, Chinese scholars have conducted extensive research on trademark and its translation from different angles. These include Yan Fus XinDa (2000:22-26) Zhu ya. All that trademark words this statement first appeared in the 1992 .he pointed out that trademark words, different from the common vocabulary, it is eleven kinds of commercial property, identification symbols to identify what they produce or sell goods by producers and sellers.Xu Yun (2004:55-56) put forward the trademark translation should conform to the characteristics of the commodity, reflect the characteristics of the commodity principle. Xu Jinqi (2006:47-51) from the perspective of functional equivalence theory, the beauty, beauty, beauty in form, as a measure of English trademark translation and criteria for success. Zhen Haiyan, Zhang Lichao (2010:23-24) to explore the principles of translation of brand names from the perspective of marketing, that the translation of brand names should be emphasized on the marketing function of trademarks. Related study of rhetorical words in advertisements abroad: In foreign countries , some researchers have focused on guideline and criteria for developing effective trademarks. For example, John Murphy, a branding expert, has edited and published many guidebooks on branding. For example, Adrian Room, a psychologist, puts efforts into the study of proper names, including trademarks. He has published Dictionary of Trade Name Origins, which collects quite a lot of famous trademarks. American branding experts, like Kevin Keller and David Aaker,have also contributed to a lot in this filed. They make theoretical and scientific analyses on trademark naming in their works, such as Kellers Strategic Brand Management and Aakers Building Strong Brands. Many researcher have discussed the translation of trademark. The author s viewpoint:Through the review of the researches on trademark translation, we can see that seen at the principles and methods of translation in the translation of trademarks has made remarkable achievements in both home and abroad. But, so far, not much research study the brand translation from the same features and different points of brand name. This article will pass through the same point of English and Chinese trademark translation and different points, combined with the theory of functional equivalence to present the principles and methods of brand translation. Meanwhile, I will combine the analysis of a large number of translation examples and hope to provide some reference for the practice of trademark translation.References:1 Newmark,peter. 2001. Approaches to TranslationM. Shanghai:Shanghai Foreign Language Education Press. 2Nida,Eugene.Language,Culture,andTranslatingM.Shanghai:ShanghaiForeignlanguage EducationPress.3Bell,R.1991. Translation and translatingM.London:Longman Group UK.4RoomAdrian.1982. DictionaryofTradeNameOriginsM.London:RoutledgeandKeganPau5Murphy, John, M. Branding.1987. A Key Marketing ToolM. London:The Macmiillan Press.6 贺川生.1997.商标英语M.长沙:湖南大学出版社.7 李淑琴. 2007. 中国大陆英汉商标翻译研究综述J. 上海：上海翻译.8 李燕敏. 2007. 以功能派翻译理论研究商标翻译J.山东：山东外语教学(5)：106.9 李燕. 2003. 商标命名研究M. 上海： 上海外语出版社.10 李国南.2001.辞格与词汇M.上海：上海外语教育出版社.11 马会娟. 2003. 奈达翻译理论研究M. 北京: 外语教学与研究出版社.12 谭载喜. 2002. 新编奈达论翻译M. 北京: 中国对外翻译出版公司.13 刘季春. 1996. 实用翻译教程M. 广州: 中山大学出版社: 31.14 李文革. 2004. 西方翻译理论流派研究M. 北京: 中国社会科学出版社.15 朱亚军. 2008. 广告英语文体与翻译M. 上海：华东师范大学出版社.3、 课题研究的内容、方法和预期目标:Contents:At the beginning of this paper, it will briefly introduce the Functional Equivalence with its representative as Eugene A. Nida and some key concepts like literal translation and free translation. The second part of this paper is Functional Equivalence Theory and Brand Name Translation. The main part is the methods employed in Brand Name Translation. The last part is the conclusion of this paper.Research methods:In the study of the translation of Trademark Translation from the Perspective of Functional Equivalence , mainly three methods will be included, they are literature research, comprehensive analysis and exemplifications.Anticipated goals:With the development of the study, a great amount of trademarks will be translated correctly and beautifully and the loaded meaning in the source text will be translated precisely too. Besid