从语用学角度浅析商标翻译_英语论文

A Brief Study of the Translation of Trademark from the Perspective of Pragmatics

摘要

随着经济全球化的发展,交易市场正在经历着巨大的改变。一个好的商标不仅是用来区分类似的产品的名字,而且是一个来识别产品重要的工具,它能够提供产品相关信息,促进以及刺激消费。在翻译商标时，翻译者不仅要考虑语言与文化,而且还要顾及到消费、心理学、美学和语用学。这项研究将从语用学的角度分析商标的翻译,为语言学习者提供一些可行的参考翻译。本研究的目的是描述商标的一般特征和功能,讨论翻译和语用学之间的关系,从语用学的角度创造商标翻译的主要方法。语用翻译是翻译中语言和文化研究的结合产物,这使得它成为连接翻译语言和文化之间的桥梁。除了引言和结论,研究由三个部分组成。第一部分介绍了商标的定义、分类、特点以及功能。第二部分论述了语用学和语用学翻译的关系,以及翻译的语用对等效应在商标翻译中的应用。第三部分探讨了语用学角度下商标的翻译方法，并加以例证。

关键词：商标；翻译；语用学；直译；意译

Abstract

With the development of economy globalization, transaction market is experiencing a prosperous change. A good trademark is not only a name to distinguish a product from similar ones, it has become a vital tool to identify the product, to provide the related information, and to promote and stimulate the consumption. Trademark translators take not only language and culture, but also consumption, psychology, aesthetics and pragmatics into account. This study has been undertaken to analyze the translation of the trademark from the perspective of pragmatics, so as to provide some feasible reference for language learners in translation. The purpose of this study is to describe the general features and function of trademark, to discuss the relationship between translation and pragmatics, and to generate the main methods that employed in trademark translation from the perspective of pragmatics. Pragmatic translation is the combination of language and cultural studies in translation, which makes it possible for translators to bridge the gap between language and culture.  Apart from introduction and conclusion, it consists of three parts. The first part introduces the definition, classification, features and functions of trademark. The second part discusses the pragmatics and pragmatic translation, namely, it introduces the development of pragmatics, pragmatic translation, pragmatic equivalence effect and its application in the translation of trademark. The third part discusses the trademark translation methods from the pragmatic perspective. 

Key words: trademark; translation; pragmatics; literal translation; free translation

Contents

Introduction 1

1. General Introduction to Trademark 1

1.1 Definition of trademark 2

1.2 Classifications of trademark 2

1.3 Features of Trademark 3

1.3.1 Brevity and Sonority 3

1.3.2 Elegance and Aptness 3

1.3.3 Originality and Novelty 4

1.4 Functions of Trademark 4

2. Pragmatics and Pragmatic Translation 5

2.1 The development of Pragmatics 5

2.2 Pragmatic Translation 6

2.3 Pragmatic Equivalent Effect 7

2.4 The Application of Pragmatic Equivalence to Trademark Translation 7

3. Methods of Trademark Translation from the Pragmatic Perspective 8

3.1 Traditional Methods 8

3.1.1 Literal Translation 8

3.1.2 Free Translation 9

3.1.3 Transliteration 10

3.2 Limitations of the Traditional Translation Methods 11

3.3 New Methods of Trademark Translation 12

3.3.1 Communicative Translation 12

3.3.2 Compensatory Translation 13

Conclusion 14

References: 16