摘要

随着改革开放政策的不断深化,众多国际品牌涌入中国,使得中国成为最具前景的市场。而商标名作为商品给人的第一印象,直接影响着商品的销量和利润。因此,商标名称的翻译引起了大量企业和学者们的重视。显然,对商标的翻译研究十分具有应用价值。本文基于社会符号学角度,结合前人的研究成果,分析商标的主要成分和特征,尝试解决目前商标汉译过程中出现的问题,指出社会符号学视角下影响商标翻译的三大因素:社会历史,社会文化以及社会习俗和禁忌。论证社会符号学理论“意义相符,功能相似”指导商标名称翻译的可行性,并提出尝试性建议。本文旨在帮助译者提高商标汉译的质量,积极推动世界贸易和商品交流。

关键词：社会符号学,商标汉译,翻译原则

Contents

Abstract II

Acknowledgements III

1 Introduction 1

2 Literature Review 2

2.1 Sociosemiotics and Social Semiotic Translation Methods 3

2.2 Trademark and Trademark Translation 5

3 Sociosemiotic Approach 6

3.1 Correspondence in Meaning 6

3.1.1 Referential Meaning 6

3.1.2 Linguistic Meaning 7

3.1.3 Pragmatic Meaning 7

3.2 Similarity in Function 7

4 Factors that Influence E-C Translation of Trademarks from the Perspective of Sociosemiotics 7

4.1 Social Historical Factors 7

4.2 Social Cultural Factors 8

4.3 Social Custom and Taboo Factors 9

5 Ways to Reduce the Influence of Social Factors from Sociosemiotics Perspective 9

5.1 Combination of Sound and Meaning 9

5.2 Meeting the Psychological Needs of the Target Markets 10

5.3 Similarity in Functions Rather Than in Forms 11

6 Conclusion 11

References 14