国际贸易中品牌翻译的研究
发布时间：2018-11-14 10:23
【摘要】： 国际贸易的蓬勃发展赋予商品品牌翻译新的挑战。这个领域已经有许多学者做了相当多的研究,但是大多数的人都把研究重点放在品牌名称翻译的本身,而忽视了其承载的文化意义。当今企业实施的名牌战略很大程度上是一种文化战略。品牌名称具有一定的文化蕴含,此蕴含可以是商家所赋予的,也可以是消费者的联想产生的。对同一品牌名称,由于价值观,消费心里,文化取向的差异,不同的消费群体会联想不同的文化蕴含。本文对国际贸易中品牌名称的翻译的问题进行了探讨,既考虑到品牌意义的翻译,又兼顾消费群体的文化背景,语言环境,风俗民情,宗教信仰和审美情趣的传递。作者在研究过程中收集了大量的品牌翻译的实例,通过对比翻译的研究方法,突出了文化因素在品牌翻译中的作用。品牌翻译已经不再是单纯意义上的字面翻译,文化的体现已经变得非常重要。作者还在研究中发现品牌名称的译名还应该同原品牌名称一样,对译名接受者能够产生相等或者相近的宣传效果。一个成功的译名不仅仅要达到意义与文化的传播,还应该具有一定的美学特征,能够吸引消费群体,激发消费者的美好想象与购买欲望。本文在奈达的等效翻译理论指导下通过列举和分析国际知名品牌,同时运用跨文化交际,翻译美学以及语用失误等从几个方面探讨了品牌翻译的原则。
[Abstract]:The vigorous development of international trade brings new challenges to the translation of commodity brands. Many scholars have done quite a lot of research in this field, but most of them focus on the translation of brand names and ignore its cultural significance. The famous brand strategy that the enterprise implements today is a kind of culture strategy to a great extent. Brand name has a certain cultural implication, this implication can be given by the merchants, can also be generated by consumer associations. For the same brand name, different consumer groups will associate different cultural implication because of the difference of values, consumption mind and cultural orientation. This paper discusses the translation of brand names in international trade, which not only takes into account the translation of brand meaning, but also takes into account the cultural background, language environment, customs, religious beliefs and the transmission of aesthetic interest of consumer groups. In the course of the study, the author collected a large number of examples of brand translation, and highlighted the role of cultural factors in brand translation by contrasting translation research methods. Brand translation is no longer a literal translation in a simple sense, and the embodiment of culture has become very important. The author also finds out that the translation of brand name should be the same as the original brand name, which can produce equal or similar publicity effect to the recipient of the translated name. A successful translation of a name should not only achieve the spread of meaning and culture, but also have certain aesthetic characteristics, which can attract consumer groups, stimulate consumers' beautiful imagination and purchase desire. Under the guidance of Nida's equivalent translation theory, this paper discusses the principles of brand translation from several aspects, such as cross-cultural communication, translation aesthetics and pragmatic failure.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9
[Abstract]:The vigorous development of international trade brings new challenges to the translation of commodity brands. Many scholars have done quite a lot of research in this field, but most of them focus on the translation of brand names and ignore its cultural significance. The famous brand strategy that the enterprise implements today is a kind of culture strategy to a great extent. Brand name has a certain cultural implication, this implication can be given by the merchants, can also be generated by consumer associations. For the same brand name, different consumer groups will associate different cultural implication because of the difference of values, consumption mind and cultural orientation. This paper discusses the translation of brand names in international trade, which not only takes into account the translation of brand meaning, but also takes into account the cultural background, language environment, customs, religious beliefs and the transmission of aesthetic interest of consumer groups. In the course of the study, the author collected a large number of examples of brand translation, and highlighted the role of cultural factors in brand translation by contrasting translation research methods. Brand translation is no longer a literal translation in a simple sense, and the embodiment of culture has become very important. The author also finds out that the translation of brand name should be the same as the original brand name, which can produce equal or similar publicity effect to the recipient of the translated name. A successful translation of a name should not only achieve the spread of meaning and culture, but also have certain aesthetic characteristics, which can attract consumer groups, stimulate consumers' beautiful imagination and purchase desire. Under the guidance of Nida's equivalent translation theory, this paper discusses the principles of brand translation from several aspects, such as cross-cultural communication, translation aesthetics and pragmatic failure.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315.9
【参考文献】
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