从文化顺应理论看中英商标翻译_英语论文

On English-Chinese Trademark Translation ——From the Perspective of Cultural Adaptation Theory

摘要

在全球化的时代背景下，中国经济迅速发展，已经融入到世界经济的浪潮中。越来越多的中国企业和商品有机会登上国际市场的舞台。同样，很多外国商品也在源源不断流入中国市场，意在寻求更广阔的市场。商标是将某商品或服务标明是某具体个人或企业所生产或提供的商品或服务的显著标志。简言之，商标是一种特殊的符号，它体现了一定的文化内涵。而商标翻译是一种目的性、实用性极为明确的交际活动。好的商标译名能够针对潜在的目的语消费者的关注和兴趣，进而激发消费者的购买欲望只要我们留心身边的商标语言，就不难发现，商标远非一种纯商业行为。商标语言是对各种语境因素做出顺应的结果。不同人对商标翻译的研究切入点都不尽相同，大多数都是从功能对等角度、修辞角度、符号学角度等方面对商标翻译进行研究评论。而本文从跨文化交际中的文化顺应理论视角入手，以世界著名企业中英商标互译为基础，介绍在商标翻译过程中的文化顺应现象，从多角度出发阐述在商标翻译中使用文化顺应理论的原因，通过分析经典商标翻译范例，得出顺应理论在商标翻译中的重要性和意义。 

关键词：商标名;翻译;文化顺应论

Abstract

The economy of China is rapidly developing and merging into the tide of world economy under the background of globalization. At the same time, a large amount of foreign products are continuously flowing into domestic market to seek for customers. Trademark is a typical symbol of products and services provided by individual companies. In brief, trademark is a kind of special symbol that embodies some cultural connotation. It is not difficult to find that trademark is far from a simple business behavior. People will adopt different theories and take different perspectives to study trademark translation, such as functional equivalence perspective, rhetorical perspective, semiotics perspective, and so on.This thesis attempts to make study on the trademark translation from the cultural adaptation theory with world-famous  trademark translation as samples. It aims to introduce the cultural adaptation phenomenon in trademark translation and the reason to adopt this strategy.The thesis is built on Verschueren’s theory of adaptation and aims to illustrate the enlightenment and significance of cultural adaptation theory on trademark translation.

Key words: trademark; translation; cultural adaptation theory

Contents

AcknowledgmentsⅠ

Abstract(Chinese) Ⅱ

Abstract(English) Ⅲ

Introduction1

Chapter One Literature Review 1

1.1 Definition of trademark2

1.2 Studies on trademark translation   2

Chapter Two Theoretical framework   3

2.1 Language, culture and translation  3

2.2 Verschueren’s theory of adaptation   4

2.2.1 Making choices 4

2.2.2 Variability, negotiability and adaptability 5

2.2.3 Four angles of investigation 6

Chapter Three Cultural adaptation theory on English-Chinese trademark translation 6

3.1 The necessity of cultural adaptation theory in English-Chinese trademark translation 7

3.1.1 To achieve the closest natural functional equivalence7

3.1.2 To increase the competitiveness and profitability of the product9

3.2 Translation process of cultural adaptation in English-Chinese trademark translation 9

3.2.1 Language adaptation9

3.2.2 Cultural adaptation 10

3.2.3 Psychological adaptation10

3.3 Cultural adaptation in various aspects11

3.3.1 Cultural adaptation to the psychology of customer3.3.2 Cultural adaptation to the essence of product 11

3.3.2 Cultural adaptation to the essence of product12

3.3.3Cultural adaptation to linguistic and cultural features 13

Conclusion14

Bibliography 16