罗菁论文 功能对等理论视角下的商标翻译研究

1、湖南文理学院芙蓉学院本科生毕业论文 题 目：A Study of Brand Name Translation from the Perspective of Functional Equivalence 功能对等理论视角下的商标翻译研究 学生姓名： 罗 菁 学 号： 08050426 专业班级： 英语0804班 指导教师： 谭照亮 完成时间： 2012年5月 A STUDY OF BRAND NAME TRNSLATION FROM THE PERSPECTIVE OF FUNCTIONAL EQUIVALENCETHESISSubmitted in partial fulfillment

2、of the requirements forThe degree of Bachelor of ArtsIn Forong college of Hunan University of Arts and ScienceBy Luo JingSupervisor: Tan ZhaoliangMay 2012Furong College of Hunan University of Arts and Science湖南文理学院芙蓉学院本科生毕业论文任务书论文题目A Study of Brand Name Translation from the Perspective of Functional

3、 Equivalence功能对等理论视角下的商标翻译研究学生姓名罗菁专业班级英语0804班学 号08050426指导教师谭照亮教研室(或外聘单位)英语基础教研室起止时间2011年10 月 15 日 至 2012 年 05 月 29 日毕业论文任务、目的与基本要求：主要参考资料：Aaker, David, A. Building Strong BrandsM. Chicago: American Library Association, 1995.Diamond, Sidey A. Trademark Problems and How to Avoid ThemM. Chicago: Crain

4、 Books, 1981.Murphy, John, M. Branding: A Key Marketing ToolM. London: The Macmillan Press Ltd, 1987.Newmark, Peter. Approaches to TranslationM. Shanghai: Shanghai Foreign Language Education Press, 2001.Nida, Eugene. A. Language, Culture and TranslationM. Shanghai: Shanghai Foreign Language Educatio

5、n Press, 1993.陈宏威. 汉英翻译基础M. 上海:上海外语教育出版社, 2002.顾文均.顾客消费心理学M.上海:同济大学出版社，2002.贺川生. 商标英语M. 长沙:湖南大学出版社, 1997.蒋磊. 文化差异与商标翻译的语用差异J. 科技翻译, 2003(3):25-26.李贵升. 论商标的翻译J. 中国科技翻译, 1996(02):11-13.唐德根. 文化差异在品牌翻译中的运用J. 上海科技翻译, 1997(1):87-88.许渊冲. 汉英唐诗一百五十首M. 西安:陕西人民出版社，1984.毕业论文进度安排：1、选题： 2011年12月05日2、下达任务书： 2011年1

6、2月10日3、开题： 2011年12月20日4、撰写论文： 2011年12月21日2012年5月18日5、中期检查： 2011年3月2日2012年4月30日6、答辩与成绩评定： 2012年5月30日之前课题申报与审查指导教师（签名）： 年 月 日教研室主任（签名）： 年 月 日系主任（签名）： 年 月 日湖南文理学院芙蓉学院本科生毕业论文成绩评定表 (指导教师)毕业论文题目A Study of Brand Name Translation from the Perspective of Functional Equivalence功能对等理论视角下的商标翻译研究学生姓名罗菁专业班级英语0804

7、班学号08050426指导教师评语：建议成绩： 指导教师签名： 年 月 日备注：指导教师评语应从以下几方面评价。1. 学习态度、纪律情况；2. 完成任务书规定工作情况（含对论文翻译的评价）；3. 查阅和应用文献资料能力； 4. 综合运用专业知识能力；5. 独立分析和解决问题的能力； 6.内容的正确性和撰写规范化程度；7. 创新与成效。湖南文理学院芙蓉学院本科生毕业论文成绩评定表 (评阅教师)毕业论文题目A Study of Brand Name Translation from the Perspective of Functional Equivalence功能对等理论视角下的商标翻译研究学

8、生姓名罗菁专业班级英语0804班学号08050426评阅人评建议成绩： 评阅人签名： 年 月 日备注：论文评阅人评语应从以下几方面评价。1. 完成任务书规定工作情况； 2. 毕业设计（论文）的难度与工作量；3. 综合运用专业知识能力； 4. 内容的正确性和撰写规范化程度； 5. 创新与成效。湖南文理学院芙蓉学院本科生毕业论文成绩评定表 (答辩委员会)毕业论文题目A Study of Brand Name Translation from the Perspective of Functional Equivalence功能对等理论视角下的商标翻译研究学生姓名罗菁专业班级英语0804班学号080

9、50426答辩时间答辩地点答辩小组成员姓名职务(职称)姓名职务(职称)姓名职务(职称)答辩委员会评语： 答辩组负责人签名： 年 月 日系毕业论文(设计)工作领导小组审查意见： 评定成绩 负责人签名： 年 月 日备注：答辩委员会评语应从以下几方面评价。1答辩准备情况；2. 口头表达能力；3. 逻辑思维能力；4. 专业知识掌握程度；5. 回答问题的正确性；6.论文（报告书）的规范及创新。湖南文理学院芙蓉学院 本科生毕业论文开题报告书 题 目： A Study of Brand Name Translation from the Perspective of Functional Equivalen

10、ce 功能对等理论视角下的商标翻译研究 学生姓名： 罗 菁 学 号： 08050426 专业班级： 英语0804班 指导教师： 谭照亮 2011 年 12 月 8 日论文题目A Study of Brand Name Translation from the Perspective of Functional Equivalence功能对等理论视角下的商标翻译研究课题目的、意义及相关研究动态：课题目的: 在人们消费的过程中，商标是架设在商品和消费者之间的一座桥梁，其地位十分重要。商标翻译是为了使消费者产生愉悦的感觉，深刻的印象，美好的联想，诱导其进行消费，购买商品。本文旨在以功能对等理论为依据

11、，探索商标翻译的原则和方法，以充分发挥商标的综合功能，归纳出商标翻译行之有效的方法。课题意义：商标既是商品质量的象征，也是商品形象的代表，同时又是知识产权。商标及其商标的翻译对于刺激消费，开拓市场起着很重要的作用。不仅在商品命名时要倍加斟酌，在翻译时也要格外慎重。它映射出不同文化习俗，思维方式，审美观点和价值取向等文化内涵。商品名称的好坏关系到企业的国际化形象及能否在激烈的市场竞争中打响的重大问题。当今市场非局限于某一地区，而是世界性的。因此，商标的正确翻译对能否占领世界市场起着重要作用。相关研究动态：商标翻译研究历经20多年的发展，取得了丰硕的成果。特别是从上世纪90年代后期以来，研究进入深

12、入阶段。国外学者主要从商标翻译的方法，目的进行了探讨研究，他们认为翻译与文化是分不开的。如Language, Culture and Translation（Nida，1993），Approaches to Translation（Newmark,2001） 等。而国内学者主要从商标翻译的方法技巧、经济效益、文化差异以及美学特点等方面进行了探讨研究。研究者运用语用学等相关学科的理论成果来剖析商标翻译中的种种问题，并进而提出一些翻译的原则与策略等。例如郭丹丹从接受美学的角度看英文商标的汉译，张玲论品牌名称翻译中文化顺应的动态作用等。课题的主要内容（观点）、创新之处：主要内容：本文结合商标的概念,

13、特点和作用，以功能对等理论为依据，通过对中英文商标实例的分析，概述商标翻译的特征及原则，介绍了几种常用的商标翻译法，并就其中存在的一些问题进行了探讨。创新之处：本文研究的创新之处在于运用奈达的“功能对等”理论指导商标翻译，从文化角度探讨了商标翻译，指出文化因素在商标翻译中的重要性，并提出能准确翻译商标的方法。研究方法、设计方案或论文撰写提纲研究方法：（1）文献研究 （2）定性分析 （3）案例分析论文撰写提纲：引言 第一章 商标的概述 1.1 商标的定义 1.2 商标的形成1.3 商标的特点 1.4 商标的功能第二章 功能对等理论和商标的翻译 2.1 功能对等 2.2 商标翻译中的需注意的因素2

14、.3 商标翻译中功能对等理论的应用第三章 商标翻译的方法3.1 直译 3.2 音译3.3 直译和音译的结合 3.4 创造性翻译结论完成期限和预期进度：1、选 题： 2011年12月05日2、下达任务书： 2011年12月10日3、开 题： 2011年12月20日4、撰写论文： 2011年12月21日2012年5月18日5、中期检查： 2012年3月2日2012年3月30日6、答辩与成绩评定：2012年5月30日之前主要参考资料Aaker, David, A. Building Strong Brands M. Chicago: American Library Association, 199

15、5.Diamond, Sidey A. Trademark Problems and How to Avoid Them M. Chicago: Crain Books, 1981.Murphy, John, M. Branding: A Key Marketing Tool M. London: The Macmillan Press Ltd, 1987.Newmark, Peter. Approaches to Translation M. Shanghai: Shanghai Foreign Language Education Press, 2001.Nida, Eugene. A.

16、Language, Culture and Translation M. Shanghai: Shanghai Foreign Language Education Press, 1993.陈宏威. 汉英翻译基础M. 上海:上海外语教育出版社, 2002.顾文均.顾客消费心理学M.上海:同济大学出版社，2002.贺川生. 商标英语M. 长沙:湖南大学出版社, 1997.蒋磊. 文化差异与商标翻译的语用差异J. 科技翻译, 2003(3):25-26.李贵升. 论商标的翻译J. 中国科技翻译, 1996(2):11-13.唐德根. 文化差异在品牌翻译中的运用J. 上海科技翻译, 1997(1):

17、87-88.许渊冲.汉英唐诗一百五十首M.西安:陕西人民出版社，1984.指导教师意见： 签名： 年 月 日开 题 报 告 会 纪 要时 间地 点T2-与会人员姓 名职务（职称）姓 名职务（职称）姓 名职务（职称）会议记录摘要：会议主持人：记 录 人：年 月 日系工作小组意见负责人签名： 年 月 日摘 要商标名称是指商标中可以用语言称呼的部分，是产品的标记，是产品形象的重要内容之一。本文从商标名称的相关知识入手，介绍了商标名称的概念、特征及功能。商标名称是一种文化现象，我们在商标名称翻译时需要注意它的可行性，以奈达的”功能对等”理论作为商标名称翻译的基本原则及翻译的方法，这是一种可行的方法。商

18、标名称具有特有的文化特点，与文化有着密切联系，我们需要从不同国家的特性、习俗和习惯、语义联想等不同角度分析商标名称翻译过程中的文化障碍。尽管在商标名称互译中存在文化障碍，但它们并不是不可以跨越的。译者应灵活运用具体的翻译方法，跨越文化障碍，力求达到功能对等和最佳翻译效果。 关键词：功能对等；商标；翻译AbstractA brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to

19、introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibility of brand name translation, and take the Nadas “Functional Equivalence” as a cardinal principle and methods employed in brand name tra

20、nslation，this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture，then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although

21、 there are cultural barriers in the brand name translation, we can still overcome them. Translators should use the techniques flexibly so as to overcome the cultural barriers in brand name translation and try to translate brand names perfectly. Key words: functional equivalence; brand name; translat

22、ion Contents摘 要.iAbstract.iiIntroduction1Chapter 1 Overview of Brand Names.21.1 Definition of Brand Names21.2 Formation of Brand Names2 1.2.1 Proper Names3 1.2.2 Common Words.3 1.2.3 Coined Words.41.3 Characteristics of Brand Names.5 1.3.1 Brevity.5 1.3.2 Elegance.6 1.3.3 Originality.71.4 Functions

23、of Brand Names .7 1.4.1 Informative Function.8 1.4.2 Aesthetic Function.8 1.4.3 Evocative Function.10Chapter 2 Functional Equivalence Theory and Brand Name Translation.122.1 Functional Equivalence122.2 Consideration of Factors in Brand Name Translation13 2.2.1 Consumer Psychology13 2.2.2 Cultural Fa

24、ctors14 2.2.3 Aesthetic Factors162.3 Application of Functional Equivalence in Brand Name Translation16 2.3.1 Equivalence of Informative Function16 2.3.2 Equivalence of Aesthetic Function17 2.3.3 Equivalence of Evocative Function18Chapter 3 Methods Employed in Brand Name Translation.203.1 Literal Tra

25、nslation203.2 Transliteration213.3 Combination of Literal Translation and Transliteration233.4 Creative Translation24 3.4.1 Addition or Deletion24 3.4.2 Blending25 3.4.3 Acronym26 3.4.4 Purposive Misspelling26Conclusion27Bibliography28AcknowledgementsIntroductionA brand name is a sign representing c

26、ultural characteristics of different nations, societies and times. It serves not only its expected functions of communication; it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, well-known brand names have become cultural icons, and enjoy powerful advantages

27、 in the fierce competition. Brand names, as part of language, reflect the features of a certain nation, including the historical and cultural background, their attitudes towards life, and their life style and thinking pattern.Brand name translation is influenced by cultural elements which differenti

28、ate it from general translation. Brand name translation is of significance in the competitive market. Brand names mirror the culture of different countries, so cultural elements must not be ignored in the translating process. At present, with economic development and increasing international contact

29、, the exchanges between different countries become more and more frequent. And trade surplus becomes an important part of our national economy. Proper translation of brand names also becomes more and more important so as to promote the sales of goods and cultivate foreign markets. Chapter 1Overview

30、of Brand Names1.1 Definition of Brand NamesA brand name refers to a specific name employed by a corporation to identify uniquely a product or its manufacturer, or a service and its provider. （Li Guisheng，1996） It is quite often used interchangeably within “brand name”, although it is more correctly

31、used to specifically denote written or spoken linguistic elements of any product. A legally protected brand name is called a proprietary name. A powerful brand name embodies a unique set of values and hence personality. A successfully designed brand name can bring about enormous value in a real sens

32、e, which is invisible wealth of a company. Therefore, brand name is of more and more importance in “global village” and the right and suitable meaning of a brand can be an enduring advantage.1.2 Formation of Brand Names From the perspective of the linguistic structures, brand names can be mainly div

33、ided into proper name brand names, the common word brand names and the coined word brand names.(He Chuansheng,1997) However, there are some similarities and differences in the formation of Chinese and English cosmetic brand names. 1.2.1 Proper Names Using a proper name especially a persons name can

34、create a sense of amicability between the product and the consumers. A good name will inspire the consumers to think about the image under that name. Take some brand names for example, “Charlie” in English has the long-standing image of being a confident but warm little girl; “大宝”in Chinese is an ad

35、orable nickname for a male who is the family members darling. When personal names are used as brand names, distance between the commodities and the consumers could be shortened while the sense of intimacy could be established. In such a delightful and cheerful state, consumers would be inspired to b

36、e better informed about the products, if interested and satisfied, they will purchase. Thus, a very successful sale could be fulfilled as the brand name fully performs its fundamental function.1.2.2 Common WordsCommon words will add more amicability and friendliness in the products and names provide

37、 the denominators and translators more choices. Usually, the common words used in Chinese and English brand names include adjective and noun. The brand names formed by common nouns have symbolic and metaphor functions. Products with these names possess the characteristics of these words or objects,

38、for example, “Ivory” can make you skin smooth and white. The cosmetic brand names formed by adjectives or adjective plus noun can show a very direct description of the main characters of the product.1.2.3 Coined Words When certain qualities, characteristics and functions are taken into consideration

39、, coined words can be created. Since they are coined, they are unique and novel as there is not much possibility that another similar one will appear. Many English brand names are created by means of lexical methods, such as shortening, compounding, blending, affixation, etc while the Chinese brand

40、names tend to use word group. Shortening is the simplified form of the original words. For example, “SR”, a brand name of toothpaste, is formed by acronym, that is, to use the initials of the ingredients of the product (Sodium, Ricinoleate). Compounding is a popular and crucial way of forming Englis

41、h and Chinese cosmetic brand names. By compounding, two or more words are together to show the feature, quality and function of the product, so compound brand names can illustrate the characteristics of the products from multi-perspectives. Examples are: “Body Flower” stresses its function of making

42、 the body full of the fragrance of flowers. “Head & Shoulders” stresses its function of moistening the hair and making it soft and easy to comb. Different from English, Chinese is the ideograph language. So word groups can be formed by putting characters together. Usually, certain words have good co

43、nnotations are frequently used. Names of plants and animals are often used as brand names. Chinese cosmetic brand names have a preference of the pretty images of some of them which can arouse the interest and bring good association, such as“蜂花”(cosmetic),“紫罗兰” (cosmetic)and “佰草集” (cosmetic).The abov

44、e-mentioned have attached great importance to the point that they are pure, natural and environmentally safe products by using the raw material from the outside world and the consumers can get the essence of the flowers and herbal extract by using them.1.3 Characteristics of Brand Names A brand name

45、 is the name of a product, which is a mark or a symbol that can be used to define a certain product. The goal of a brand name should aim at setting up a good image in the market, arousing consumers favorable association and purchasing desire. Thus the language used in brand names must have some feat

46、ures of its own.1.3.1 Brevity Brevity is a basic requirement of a good brand name, which means brand names should concise in spellings and pronunciations to make them eye-catching and easy to remember. According to an investigation, Chinese brand names consist of mainly two or three characters, and

47、70% of them (including Chinese versions of foreign ones) are two-character construction, 29% are three-character construction, only about 1% are more than five characters. Name a few as examples, “立白”(washing powder), “碧浪” (washing powder), “汰渍” (washing powder), “雕牌” (washing powder), “奥妙” (washing

48、 powder), “海尔”(electric appliance), “双星”(sports product).Whereas most English brand names are made up of one to four syllables on most occasions. Brand names such as “Benz” and “Ford”(cars) consist of one syllable; Brand names like “Sony”(electric appliance) and “Kodak”(film) are composed of two syl

49、lables; those like “Accustom”(watch) and “Adidas”(clothing) are made up of three syllables; “Electrolux”(appliance) comprises four syllables. In addition, most of these syllables consist of sonorous vowels and consonants with less friction, making the brand name easy to pronounce and remember. 1.3.2 Elegance As far as elegance is concerned, it means that both brand names and their rendered versions should have favorable association but avoid unpleasant connotation that may offend customers to arouse consumers purchasing desire. For example, the Chinese version “金利来” for the English brand na