功能对等理论视角下的商标翻译研究毕业论文

功能对等理论视角下的商标翻译研究

毕业论文

Contents

摘要 (i)

Abstract………………………………………………………….……. .i i Introduction……………………………………………………………

1

Chapter 1 Overview of Brand Names (2)

1.1D e f i n i t i o n o f B r a n d N a m e s (2)

1.2F o r m a t i o n o f B r a n d N a m e s (2)

1.2.1P r o p e r N a m e s (3)

1.2.2 Common Words (3)

1.2.3C o i n e d W o r d s (4)

1.3C h a r a c t e r i s t i c s o f B r a n d

N a m e s (5)

1.3. 1 Brevity (5)

1.3. 2 Elegance (6)

1.3. 3 Originality (7)

1.4F u n c t i o n s o f B r a n d N a m e s (7)

1.4.1I n f o r m a t i v e

F u n c t i o n (8)

1.4.2A e s t h e t i c

F u n c t i o n (8)

1.4.3E v o c a t i v e

F u n c t i o n (10)

Chapter 2 Functional Equivalence Theory and Brand Name Translation……………………………………...………

(12)

2.1F u n c t i o n a l

E q u i v a l e n c e (12)

2.2C o n s i d e r a t i o n o f F a c t o r s i n B r a n d N a m e T r a n s l a t i o n……………1 3

2.2.1C o n s u m e r P s y c h o l o g y (13)

2.2.2C u l t u r a l

F a c t o r s (14)

2.2.3A e s t h e t i c

F a c t o r s (16)

2.3 Application of Functional Equivalence in Brand Name

Translation (16)

2.3.1E q u i v a l e n c e o f I n f o r m a t i v e

F u n c t i o n…………………………1 6

2.3.2E q u i v a l e n c e o f A e s t h e t i c

F u n c t i o n (17)

2.3.3E q u i v a l e n c e o f E v o c a t i v e

F u n c t i o n (18)

Chapter 3 Methods Employed in Brand Name Translation (20)

3.1L i t e r a l T ra ns la ti on (20)

3. 2 Transliteration (21)

3.3C o m b i n a t i o n o f L i t e r a l T r a n s l a t i o n a n d T r a n s l i t e r a t i o n…………2 3 3.4C r e a t i v e

T r a n s l a t i o n (24)

3.4.1A d d i t i o n o r

D e l e t i o n (24)

3.4.2 Blending (25)

3.4.3 Acronym (26)

3.4.4P u r p o s i v e M i s s p e l l i n g (26)

Conclusion (27)

Bibliography (28)

Acknowledgements

Introduction

A brand name is a sign representing cultural characteristics of different nations, societies and times. It serves not only its expected functions of communication; it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, well-known brand names have become cultural icons, and enjoy powerful advantages in the fierce competition. Brand names, as part of language, reflect the features of a certain nation, including the historical and cultural background, their attitudes towards life, and their life style and thinking pattern.

Brand name translation is influenced by cultural elements which differentiate it from general translation. Brand name translation is of significance in the competitive market. Brand names mirror the culture of different countries, so cultural elements must not be ignored in the translating process. At present, with economic development and increasing international contact, the exchanges between different countries become more and more frequent. And trade surplus becomes an important part of our national economy. Proper

translation of brand names also becomes more and more important so as to promote the sales of goods and cultivate foreign markets.