多元互补论视角下的商标翻译研究

发布时间：2024-05-22 06:07

　　随着经济水平的不断发展,以及全球化进程的进一步加速,中国与外国之间的经济、文化交流日益频繁,作为企业的“金名片”和“金护照”,商标也越来越为人们所重视。在这样的背景下,商标研究以及商标翻译研究的理论价值和现实价值也进一步得到体现。 本文首先对“商标”进行了全面的研究,得出了存在于商标中的四个特性：语言因素,图形因素,法律因素,以及商业因素。基于商标的这四个特性,作者认为在商标翻译研究中应当引入综合的研究方法。然后,本文对辜正坤先生提出的“翻译标准多元互补论”进行了系统分析,并以此作为文章的理论框架。根据这两部分研究得出的成果,进一步总结了商标翻译的最高标准和具体标准。作为商标翻译最高标准的核心概念,“最佳近似度”可以被解读为：1)商标翻译要以译文读者为核心；2)原文的功能准确地在译文中得以体现；3)原文读者对原文以及译文读者对译文的感受要对等。商标翻译的具体标准体系包括四个方面：1)语言学标准：语音对等、语法对等和语义对等；2)美学标准：音美、形美、以及意美；3)文化标准：符合译语文化的价值观和消费心理；4)法律及商业标准：具有显著性、充分传达源语信息。 本文第一次在深入分析“翻译标准...

【文章页数】：83 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
A List of Abbreviations
Table of Contents
Chapter One Introduction
    1.1 Background and Purpose of the Research
    1.2 Significance of the Research
    1.3 Structure of the Thesis
Chapter Two Literature Review
    2.1 Overveiw on Trademark
        2.1.1 Definition of Trademark
        2.1.2 Terms Related to Trademark
    2.2 Review on Standards for Trademark Translation
Chapter Three Plural Complementarism of Translation Standards
    3.1 Traditional Chinese Translation Theories
    3.2 Plural Complementarism of Translation Standards
        3.2.1 Solid Thinking Mode in Translation Study
        3.2.2 Standards in PCTS
            3.2.2.1 Three Strata of Standards in PCTS
            3.2.2.2 Relationship among the Three Strata
        3.2.3 Traditional Chinese Translation Theories vs. PCTS
        3.2.4 Comments on PCTS
Chapter Four Supreme Standard for Trademark Translation
    4.1 Text Typology and Translatin Strategies
        4.1.1 Reiss' Text Typology
        4.1.2 Translation Strategies
            4.1.2.1 Documentary Translation vs. Instrumental Translation
            4.1.2.2 Semantic Translation vs. Communicative Translation
    4.2 Supreme Standard for Trademark Translation
        4.2.1 Trademark as Vocative Text
        4.2.2 Strategies for Trademark Translation
        4.2.3 Evaluation of the Supreme Standard
Chapter Five Conrete Standards for Trademark Translation
    5.1 Linguistic Standards
        5.1.1 Phonetic Equivalence
        5.1.2 Grammatical Equivalence
        5.1.3 Semantic Equivalence
    5.2 Aesthetic Standards
        5.2.1 Beauty in Sound
        5.2.2 Beauty in Form
        5.2.3 Beauty in Sense
    5.3 Cultural Standards
        5.3.1 Conforming to the TC Values
        5.3.2 Conforming to the TC Consumer Psychology
    5.4 Legislative and Commercial Standards
        5.4.1 Distinctiveness
        5.4.2 Informativeness
Chapter Six Conclusion
Bibliography
攻读硕士学位期间取得的科研成果
Acknowledgements



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