从关联翻译理论研究商标翻译与其意象的对应性_英语论文.doc
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从关联翻译理论研究商标翻译与其意象的对应性_英语论文

The Congruity Between The Translation of  Trademarks And Its Image From The Perspective Of Relevance-Theoretic Translation Theory

摘要

本文借助关联翻译理论,选择部分现上市品牌商标的翻译,通过商标实例分析,研讨商标翻译与其意象的对应性,充分考虑原语作者意图与译语读者的认知语境,加强译语读者即潜在消费者接受原语作者即商标命名者所要表达的意象的能力。并在此基础上提出一些尝试性的相应对策,以提高商标翻译忠于商标本身所对应的意象表达,以此诱导译语的潜在消费者购买译名符号所指代的商品,有效地使消费者产生购买行为,从而达到广而告之和盈利的目的。

关键词:商标翻译   商标意象   关联翻译理论

Abstract

On the basis of relevance-theoretic translation theory, the paper chooses part of the listed trademarks’ translations and analyzes these cases to discuss the congruity  between the translation of trademarks and its image. It takes full account of the original intention of the author and the target reader's cognitive context and tries to pursue the optimal relevance between the image that original authors (people who create the name of trademarks ) want to express and target readers’ acceptance of this image. And based on this, the paper puts forward some tryout measures under the guidance of relevance-theoretic translation theory to make the translation of trademarks more loyal to the image of the trademark itself so as to stimulate potential consumers to buy goods  represented by translation symbols and achieve the purpose of making profits.

Keywords:trademark translation   trademark image   relevance-theoretic   translation theory

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