本科毕业论文-基于美学翻译理论的车牌名翻译策略

基于美学翻译理论的车牌名翻译策略STRATEGIESOFTRANSLATINGVEHICLEBRANDNAMESBASEDONAESTHETICTRANSLATIONTHEORY学生姓名学号所在学院外国语学院班级所在专业英语申请学位文学学士指导教师职称教授副指导教师职称答辩时间2015年6月7日CONTENTSABSTRACTIABSTRACTII1INTRODUCTION12TRADITIONALCULTUREOFVEHICLEBRANDNAME221THEORIGINSOFTHEVEHICLEBRANDNAMES2211BEINGNAMEDAFTERPEOPLE2212BEINGNAMEDAFTERANIMALS3213BEINGNAMEDAFTERSIMPLEALPHANUMERICCOMBINATION3214BEINGNAMEDAFTERTHECHARACTERSINTHEMYTHSANDLEGENDS3215BEINGNAMEDAFTERORDINARYWORDS3216BEINGNAMEDAFTERTITLE,POSITIONANDOTHERIDENTITY3217BEINGNAMEDAFTERTHEINVENTINGWORDSWITHOUTSPECIFICMEANING32171ENGLISHINTHEFOREIGNLANGUAGE422THEPRINCIPLES4221REFLECTINGCARCOMMODITYINFORMATION4222LIVELY，INTERESTINGANDTRIGGERIMAGINE4223EASYTOBEREMEMBERED5224PAYINGATTENTIONTOCULTURALDIFFERENCES53LITERATUREREVIEW631THECOMBINATIONOFAESTHETICANDTRANSLATION632THETHREEBEAUTIESINTRANSLATIONBEAUTYINSOUND,FORMANDSENSE74METHODOFSTUDY75CASEANALYSES851BEAUTYINSOUND852BEAUTYINFORM953BEAUTYINSENSE116CONCLUSION12ACKNOWLEDGEMENTS13REFERENCES14摘要从百万富翁到平民百姓，都可以拥有一款适合自己的汽车。汽车市场销售的繁荣同时也引发了激烈的竞争。市场上汽车品牌众多，如何才能吸引消费者的眼球，让自己的产品成为其首选呢人们对于任何新事物的了解，都是从其名称开始的，汽车也不例外。外国汽车在国内的销售和国产汽车在外国市场的销售不断增长。中国已经超越美国和日本，成为了世界上最大的汽车生产国和消费市场。然而目前中国汽车市场依然由国外汽车品牌主导。特别是中国加入WTO之后，中国的开发为外国汽车品牌进入中国市场提供了机遇。如果要将市场转入国外，公司首先应该把商标翻译成当地语言，并且确保翻译后的商标名不光语言上要确切，而且也要符合当地的文化背景、市场形态，亦不能有悖于当地的法律。成功的汽车商标翻译不仅能传递产品信息和企业文化，更让人过目不忘，刺激消费欲望。汽车工业的兴起和繁荣使汽车品牌的翻译成为一种必然，因为汽车名称能吸引消费者的注意力，促进购买欲望，使一家汽车公司的产品在激烈的市场竞争及纷繁复杂的名称中脱颖而出。翻译美学在汽车名称的翻译中起到了重要的理论指导作用，由于汽车商标翻译受到越来越多研究者的关注，然而学者的研究角度主要集中于目的论、文化视角、等效原则和语言顺应等。笔者认为汽车商标翻译不仅是源语言和目标语言之间的信息转化，更是审美主体对美的认识和鉴赏以及对美的再现和创造。使汽车企业能在翻译美学的指导下取得一个好的译名从而更好地传递汽车企业的文化、理念和品牌形象。本文选取一些我们平时较多接触的汽车品牌进行研究，共分为六部分。首先简要介绍了汽车行业的发展以及好的汽车译名对人们接受程度和销售量的影响。第二部分对汽车名的来源和翻译的原则进行阐述。第三部分对美学翻译理论进行了系统的阐述。第四部分对研究的方法进行了描述。第五部分选取一些代表性的汽车品牌的中英名称，并在关联理论的框架下对所选择的译名进行了深入系统的分析。论文在美学翻译的视角下，对汽车品牌名称进行了详尽的分析和论述，由此得出美学翻译理论对汽车名的翻译具有很好的适用性。关键词汽车名翻译翻译美学音美形美意美ABSTRACTFROMMILLIONAIRESTOCIVILIANS,THEYCANHAVEASUITABLECARFORTHEIROWNATTHESAMETIME,THEPROSPERITYOFAUTOSALESALSOLEDTOAFIERCECOMPETITIONTHEREAREMANYAUTOBRANDSINTHEMARKET,THEQUESTIONISHOWTOATTRACTTHEATTENTIONOFCONSUMERS,ANDMAKETHEIRPRODUCTSBECOMETHEFIRSTCHOICEOFCONSUMERSNAMEISTHEFIRSTTHINGTOBEUNDERSTOODBYPEOPLEWHENTHEYMEETWITHNEWTHINGS,NOEXCEPTIONFORCARSTHESALESOFFOREIGNCARSINTHEDOMESTICMARKETANDTHEDOMESTICAUTOINFOREIGNMARKETAREEXPANDINGCHINA,OVERTAKINGTHEUNITEDSTATESANDJAPAN,HASBECOMETHEWORLDSBIGGESTCARPRODUCERANDCONSUMERMARKETSHOWEVER,CHINASAUTOMARKETISSTILLDOMINATEDBYFOREIGNCARBRANDSESPECIALLY,AFTERCHINAGAINEDTHEACCESSIONTOTHEWTO,THEOPENINGPOLICYGIVESACHANCEFORFOREIGNAUTOMOBILEBRANDTOPENETRATEINTOCHINESEMARKETIFCOMPANIESWANTTOPENETRATEINTOFOREIGNMARKETS,THEYSHOULDFIRSTTRANSLATEDTRADEMARKINTOTHELOCALLANGUAGE,ANDENSURETHATTHETRANSLATEDBRANDNAMESNOTONLYUSINGTHEACCURATELANGUAGE,BUTALSOACCORDINGWITHLOCALCULTURALBACKGROUND,THEMARKETFORMWITHOUTCONTRACTINGTOLOCALLAWSUCCESSFULTRANSLATIONOFAUTOMOBILETRADEMARKNAMESCANNOTONLYTRANSFERPRODUCTINFORMATIONANDTHEENTERPRISECULTURE,BUTALSOLETAPERSONNEVERFORGETITANDSTIMULATECONSUMPTIONDESIRETHERISEOFTHEAUTOMOBILEINDUSTRYANDPROSPERITYMAKESTHETRANSLATIONOFAUTOMOBILEBRANDNAMEBECOMENECESSARY,BECAUSETHECARNAMESCANATTRACTCONSUMERSATTENTION,PROMOTETHEPURCHASEDESIRE,MAKEACARCOMPANYPRODUCTSSTANDOUTINTHEFIERCEMARKETCOMPETITIONTRANSLATIONAESTHETICSPLAYANIMPORTANTROLEINCARNAMETRANSLATIONFORITSFUNCTIONOFTHEORETICALGUIDANCETHECARTRADEMARKNAMETRANSLATIONGAINSMOREANDMOREATTENTIONFROMRESEARCHERSHOWEVER,THERESEARCHPERSPECTIVESAREMAINLYFOCUSEDONTHESKOPOSTHEORY,CULTURALPERSPECTIVES,EQUIVALENTPRINCIPLE,ANDLANGUAGEADAPTATION,ETCTHEAUTHORTHINKSTHATTHETRANSLATIONOFCARBRANDNAMESISNOTONLYACONVERSIONBETWEENSOURCELANGUAGEANDTARGETLANGUAGEINFORMATION,BUTALSOTHEAWARENESSANDAPPRECIATIONOFBEAUTYOFAESTHETICSUBJECTANDREPRESENTATIONANDCREATIONOFBEAUTY（刘宓庆，2005）UNDERTHEGUIDANCEOFTRANSLATIONAESTHETICS,GOODNAMESWHICHCANDELIVERAUTOENTERPRISECULTURE,CONCEPTANDBRANDIMAGEBETTERWILLBETRANSLATEDINTHISPAPER,SOMEVEHICLEBRANDSARECHOSETODISCUSSTHISPAPERISDIVIDEDINTOSIXPARTSFIRST,ITBRIEFLYINTRODUCESTHEDEVELOPMENTOFAUTOINDUSTRYANDTHEIMPACTOFGOODTRANSLATEDNAMESONPEOPLESACCEPTANCEANDSALESECOND,THEORIGINSANDTRANSLATINGPRINCIPLESOFVEHICLENAMESWILLBESHOWNTHIRD,AESTHETICSTRANSLATIONTHEORYISELABORATEDINTHISPARTFOURTH,RESEARCHMETHODSAREDESCRIBEDFIFTH,UNDERTHEGUIDANCEOFAESTHETICSTRANSLATIONTHEORY,WESELECTSOMEREPRESENTATIVECARBRANDSNAMETOMAKEASYSTEMATICANALYSISSIXTH,THECONCLUSIONIS,UNDERTHEPERSPECTIVEOFTRANSLATIONAESTHETICSWEHAVECARRIEDONADETAILEDANALYSISANDDISCUSSFORBRANDNAMES,WEKNOWTHATITSSUITABLEFORCARNAMETRANSLATIONUSINGAESTHETICTRANSLATIONTHEORYKEYWORDSCARNAMETRANSLATION,AESTHETICSTRANSLATIONTHEORY,BEAUTYINSOUND,BEAUTYINFORM,BEAUTYINSENSESTRATEGIESOFTRANSLATINGVEHICLEBRANDNAMESBASEDONAESTHETICTRANSLATIONTHEORYENGLISHMAJOR,201112321131,ZHOUWANMEISUPERVISORZHANGXIAOBO1INTRODUCTIONBECAUSEOFREFORMANDOPENINGPOLICY,THEECONOMYOFCHINAANDPEOPLESLIVINGSTANDARDSHASARAPIDDEVELOPMENTCARCANBEOWNEDBYMOSTOFPEOPLETHEGROWTHOFCONSUMERDEMANDANDCARPRODUCTIONLEADSTOAHUGEAMOUNTOFADSFORCARSTRANSFERREDBYNEWSPAPERS,MAGAZINES,RADIO,TELEVISION,INTERNETAN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