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ID:20402143
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页数:13页
时间:2018-10-09
《astudyofbrandnametranslationinchina中国品牌名称的翻译研究》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、AStudyofBrandNameTranslationinChina1•IntroductionWiththeaccelerationofeconomicglobalizationandChina’sentryintoWTO,moreandmoreChineseproductsarebeinglaunchedintotheinternationalmarket.Consequently,translatingChinesebrandnamessuccessfullyintoEnglishhasneverbeenmoreimperativeandvitalthantoday.Thet
2、ranslationofChinesebrandnamesisakindofinterculturalcommunication.Itinvolvessuchfactorsaslinguisticlaws,culturalpsychology,andaestheticvalues.Asuccessfultranslationofthebrandnameshouldnotonlytransfertheinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudience
3、inthetargetculture.Thisappliesparticularlytoculture-loadedbrandnamesthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleoffunctionalequivalence,thetranslatedbrandnamesshouldachieveaperfectlinguisticunityamongsound,formandmeaning.Thispaper,takingNida’sfunctionalequivale
4、nceasitsframework,attemptstostudytheproblemsthatareoftenencounteredintranslatingbrandnamesintoEnglishandsuggestwaystosolvethem.BrandnamesandthetranslationBrandname,anessentialcomponentofadvertising,isthepartofabrandthatcanbevocalized.Itis“anamegivenbyaproducertoaparticularproduct,bywhichitmaybe
5、recognizedfromamongalikeproductsmadebyotherproducers.’’(LongmanContemporaryEnglish-ChineseDictionaryEnglish,1988)Aimingtobuild,reinforce,and/orrepositionconsumers’perceptionofacertainbrand,brandnameshavethefollowingfourfunctions:distinguishingproducts,providinginformation,ensuringguaranteeandst
6、imulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsaswellaspurchasingdesireinthemindsoftheconsumers,brandnamesshouldhavethefollowingmajorcharacteristics:shortinlengthandsweetness,sonorousanddistinct,elegantandapt,originalandnovel.Translationisamorecomplexcom
7、municationthanthatwithinasinglelanguagebecauseitinvolvestwolanguages.(Jin&Nida,1984:31)Giventheuniquenessofbrandnamestranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards,andconsumptionmodesofbothSLand
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