基于目的论的汽车商标翻译研究
毕业论文关键词：汽车商标翻译；目的论； 翻译方法
Abstract
Automobile trademark is an effective tool for automotive business to publicize and promote their products. A proper translation can bring opportunities for automobile business, so the translation of automobile trademark is of great significance. Skopos theory holds that translation is a cross-cultural behavior, a kind of interaction, the translation purpose justifies the translation procedures, i.e. “the end justifies the means”. Therefore, when translating automobile trademark, the translator should feasibly choose different translation methods according to the target functions and purposes. Guided by the skopotheory, this paper analyzes the functions of automobile trademark should and the factors that should be considered thus the author proposes some translation principles and methods in the hope of achieving the purposes of automobile trademark translation.
Key words: Automobile trademark translation; Skopostheorie; translating methods
Automobile Trademark Translation from the Perspective of Skopostheorie
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Functions of Automobile Trademark 1
2.1 Distinctive Function 2
2.2 Informative Function 2
2.3 Vocative Function 3
2.4 Legal Function 4
III. Skopostheorie Applied to Automobile Trademark Translation 5
3.1 Skopos of Automobile Trademark Translation 5
3.2 Translation Principles 5
3.3 Factors Considered in Automobile Trademark Translation 7
IV. Translation Strategies and Methods of Trademark 8
4.1 Transliteration 8
4.2 Literal Translation 10
4.3 Combination of Transliteration and Literal Translation 11
V. Conclusion 13
Bibliography 15
Acknowledgements 16
I. Introduction
Trademark, commonly known as the “brand” or “brand name”, Its English name trademark, brand name, world intellectual property organization to the trademark is defined as: used to distinguish an industrial or commercial enterprise or the enterprise group, the mark of goods. Its constituent elements are: text, symbols, graphics and their combination. The basic functions of product are identification function, information function and persuade induction function, which induced function is the most basic function, the ultimate purpose of trademark design is to persuade consumers purchasing behavior. Visible, one cannot convince consumers logo design is a failure. Also, if the trademark translation can't achieve the purpose of this is not a successful translation. Therefore, the research of the trademark translation must translate the trademark special purpose, function and theory organically. Research in view of this, this article mainly discusses the application of functionalist translation theory in English-Chinese trademark translation, attempt to provide the feasibility of the trademark translation strategy, can play the role of the author for trademark translation practice. Due to the limitation of space, this article discusses is limited to the change of words in the text the translation of trademark words, trademark voice, in the text, graphics and the transformation of non-verbal symbols is outside the scope of this paper.
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