目的论视角下商标英译研究英文版(论文4000字)
摘 要
品牌是一种独特的概念，它可以通过单词、符号、设计或组合来表达商品或服务的特性。商标可以将商品或服务与其他商标区分开来，并且能够帮助企业在目标语言国家获得成功。然而，如果商标翻译不当，企业可能会面临严重的竞争压力，并造成巨大的损失。品牌翻译对企业的发展至关重要。通过分析中国品牌的文化特征，我们发现在英文翻译中存在一些问题。但是，只要遵循基本原则，选择合适的翻译方法，就可以将中国商品翻译成英文商品。品名。翻译目的论是一种功能导向的翻译理论。根据商标翻译的要求和特点,从目的论的角度,从"翻译的预期功能"和"翻译的预期读者"两个方面阐述了商标翻译的战略选择,这对商标翻译具有重要的指导意义。
关键词：商标；翻译；目的论；译文
Abstract
Brand is a unique concept, which can express the characteristics of goods or services through words, symbols, designs or combinations. Trademarks can distinguish goods or services from other trademarks, and can help enterprises succeed in the target language countries. However, if the trademark translation is inappropriate, the enterprise may face serious competitive pressure and cause huge losses. Brand translation is crucial to the development of enterprises. By analyzing the cultural characteristics of Chinese brands, we find that there are some problems in English translation. However, as long as we follow the basic principles and choose appropriate translation methods, we can translate Chinese goods into English goods. Product Name. Skopos theory of translation is a function-oriented translation theory. According to the requirements and characteristics of trademark translation, from the perspective of skopos theory, this paper expounds the strategic choice of trademark translation from two aspects: "the expected function of translation" and "the expected readers of translation", which has important guiding significance for trademark translation.
Key words: Trademark; Translation; teleology; translation
Contents
摘 要 I
ABSTRACT II
CONTENTS 1
1. INTRODUCTION 2
2. CULTURAL CHARACTERISTICS OF CHINESE TRADEMARKS 2
2.1 Taking plant and animal names as trade names 2
2.2 Trade names that imply "forever", "long" and "old" 3
2.3 Brand name symbolizing luck and good fortune 3
2.4 Influence of Chinese totem on trademarks 3
3. PROBLEMS IN ENGLISH TRANSLATION OF CHINESE TRADEMARKS 4
3.1 Abuse of Chinese Pinyin 4
3.2 Ignorance of cultural differences 5
3.3 English translation is too lengthy 6
4. TRADEMARK TRANSLATION STRATEGIES FROM THE PERSPECTIVE OF SKOPOS THEORY 7
4.1 Expected function of translation 7
4.2 Intended readers of the translation 8
4.3 Strategies for English translation of trademarks 9
5. CONCLUSION 10
ACKNOWLEDGEMENTS 12
REFERENCES 13
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