汽车品牌名称英汉翻译策略研究

发布时间：2018-09-12 10:11

【摘要】： 品牌作为产品在消费者心中的认知,通过品牌名称这一载体达到传播的目的,其在国际市场的推广又往往借助于品牌名称的翻译。由原语向目的语翻译过程中,由于品牌名称翻译不符合目的语国家语言文化背景为企业在经济和形象上造成损失的情况屡有发生。尽管语言学界的专家和学者针对品牌名称翻译进行了诸多研究,但其研究视角往往局限于翻译学的纯理论研究范围而忽略了将商务知识与语言知识融为一体的必要性。针对这一研究现状,本文以汽车品牌名称为例,研究品牌名称的英汉翻译策略。本文旨在探讨应用语言学和商务理论在经济全球化背景下对汽车品牌名称翻译的指导作用,并构建其品牌翻译策略。研究者在特定范围内收集并核对数据,采用定量,案例和对比的分析方法,运用奈达的功能对等理论和整合营销沟通理论对汽车品牌名称翻译进行研究。研究结果表明汽车品牌名称的翻译不同于普通文本的翻译策略,其特点是: (1)当今市场上的汽车品牌名称的翻译大多注重发音的相似性。 (2)汽车品牌翻译过程中语言、市场营销和文化因素综合作用。 (3)汽车品牌翻译要重视品牌名称的沟通功能,采用音译、意译、混合翻译和创造性的翻译策略。
[Abstract]:As the cognition of the product in the consumer's mind, brand name is used as the carrier to spread the brand name, and its promotion in the international market often depends on the translation of the brand name. In the process of translating from the original language to the target language, the economic and image losses caused by the brand name translation are often due to the fact that the brand name translation does not conform to the target language country's language and cultural background. Although experts and scholars in the field of linguistics have done a lot of research on brand name translation, their research perspective is often confined to the pure theoretical scope of translation studies and neglects the necessity of integrating business knowledge with linguistic knowledge. In view of the present situation of this study, this paper takes the automobile brand name as an example to study the English-Chinese translation strategy of the brand name. The purpose of this paper is to explore the guiding role of applied linguistics and business theory in the translation of automobile brand names under the background of economic globalization and to construct their brand translation strategies. The researchers collect and check the data within a specific scope, and use quantitative, case and comparative analysis methods, using Nida's functional equivalence theory and integrated marketing communication theory to study the translation of automobile brand names. The results show that the translation of automobile brand names is different from the translation strategies of common texts. Its characteristics are as follows: (1) the translation of automobile brand names in today's market mostly pays attention to the similarity of pronunciation. (2) the language in the process of automobile brand translation, (3) Automobile brand translation should pay attention to the communication function of brand name, adopt transliteration, free translation, mixed translation and creative translation strategy.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9

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