rbief-analysis-of-the-cultural-factors-and-strategies---to-brand-chineseenglish-translation---从文化.doc
《rbief-analysis-of-the-cultural-factors-and-strategies---to-brand-chineseenglish-translation---从文化.doc》由会员分享,可在线阅读,更多相关《rbief-analysis-of-the-cultural-factors-and-strategies---to-brand-chineseenglish-translation---从文化.doc(21页珍藏版)》请在咨信网上搜索。
1、Brief Analysis of the Cultural Factors and Strategies to Brand Chinese-English Translation 从文化因素和翻译策略上简析汉语品牌名英译ContentsAbstract.11. Introduction.12. Brand names and the translation.13. The cultural factors between brand translation and culture.23.1 Problems in translating Chinese brand names.23.2 Cu
2、ltural associations of brand names.44. Criteria for an ideal translated brand name.54.1 Phonetic relevance.64.2 Semantic relevance64.3 Graphic relevance.75. Translation techniques of Chinese brand names.75.1 Literal translation.75.2 Transliteration.85.3 Paraphrase95.4 The technique of Combined trans
3、lation.95.5 Adjustment.96. Considerations and Conclusion.11 6.1 Considerations.11 6.2 conclusion.13从文化因素和翻译策略上简析汉语品牌名英译中文摘要、关键字17iiAbstract A brand is a special language symbol, a concentration of significant feature of product and a core of commodity culture. But there are still some problems and m
4、isunderstanding in the brand translation from Chinese to English, cultural difference is a big cause of those problems. So I come up with the thesis that cultural difference is a main cause which influences the brand translation from Chinese to English. And I try to demonstrate cultural factors from
5、 cultural diversity, different thinking, different social values and other cultural aspects which make effect on the brand translation from Chinese to English in my thesis. On the other hand, I also provide with some brand translation strategies, they can not only prove the influence of culture to b
6、rand transition, but some skill could be used in the brand translation. Key words brand; cultural factor; translation; strategy1. Introduction With the acceleration of economic globalization and Chinas entry into WTO, more and more Chinese products are being launched into the international market. C
7、onsequently, translating Chinese brand names successfully into English has never been more imperative and vital than today. The translation of Chinese brand names is a kind of intercultural communication. It involves such factors as linguistic laws, cultural psychology, and aesthetic values. A succe
8、ssful translation of the brand name should not only transfer the information concerning the commodity or service, but also transfer its cultural significance to the audience in the target culture. This applies particularly to culture-loaded brand names that have different mental associations in diff
9、erent cultures. According to the principle of functional equivalence, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. This paper, taking Nidas functional equivalence as its framework, attempts to study the problems that are often encountered in tra
10、nslating brand names into English and suggest ways to solve them. 2. Brand names and the translation Brand name, an essential component of advertising, is the art of a brand that can be vocalized. It is “a name given by a producer to a particular product, by which it may be recognized from among ali
11、ke products made by other producers” (Longman Contemporary English-Chinese Dictionary English, 1988).Aiming to build, reinforce, and/or reposition consumers perception of certain brand, brand names have the following four functions: distinguishing products, providing information, ensuring guarantee
12、and stimulating consumption. In order to build up a good image in the market and arouse favorable associations as well as purchasing desire in the minds of the consumers, brand names should have the following major characteristics: short in length and sweetness, sonorous and distinct, elegant and ap
13、t, original and novel. Translation is a more complex communication than that within a single language because it involves two languages. (Jin & Nida, 1984:31) Given the uniqueness of brand names translation, the translator must be fully aware of the cultural awareness, aesthetic standards, and consu
14、mption modes of both SL and TL readers, and should keep in the mind the intention of the original so as to transfer its message (both linguistic and cultural) maximally, otherwise, “a failure to reflect the spirit and dynamics of the source document is a mortal sin” (Nida, 1993) The translator of br
15、and names should strive for the following two effects: (a) the translated brand name should reflect the semantic features of the original one; (b) the translated brand name should have the same or similar function as the original one. The translated brand name should be delightful to the eye, pleasa
16、nt to the ear, easy to remember, as well as be a perfect unity of sound, form, and meaning. That is to arouse the same interest and psychological empathy of the target consumers, stimulate their aesthetic enjoyment and consuming desire. Toward the end, the translators must serve as receptor of the m
17、essage intended by the source sign and be the source of the message in the target language. (1984:31-50) 3. The cultural factors between brand translation and culture 3.1 Problems in translating Chinese brand names Brand translation is closely connected with cultural differences. In the society, cul
18、ture plays an important role in peoples daily life, which brings great influence. The diversity of culture determines that people are also diverse in many spiritual levels to commodity of the brand. There must be more or less difference. Therefore, during working, people who make the brand translati
19、on must fully consider the cultural differences in brand translation from the perspective of cross-cultural communication, Exists between psychological and aesthetic brand translation public a very close relationship. A brand is a name may be known by many people. So the translator must be pretty ca
20、reful when naming it since it may even take bad side if the name is not in accordance with local circumstance. It has influence on others in public more or less. For other culture, we know that respect and understanding is necessity since they are equal, old or new. To get the target, the translator
21、 must be acquainted with the target culture, only in this way they can be able to analyze where is different and should be pay much attention. Otherwise, misunderstanding will come to birth and bring about bad result.Owing to the cultural difference in geographical location, customs, religion and va
22、lues, etc, people of different cultures often draw different associative meanings from one and the same word, which carries the same conceptual meaning. The major considerations and possible problems in brand names translating should be discussed in details.Brand names have the same conceptual meani
23、ngs but partially overlapping associative meanings. People worldwide love the scene of a blue sky and white clouds. However, the phrase “Blue Sky” “蓝天” (toothpastes) is associated with “bond that can not be paid off” in American English, so it should not be rendered into “blue sky” when the item is
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- rbief analysis of the cultural factors and strategies to brand chineseenglish translation 文化
1、咨信平台为文档C2C交易模式,即用户上传的文档直接被用户下载,收益归上传人(含作者)所有;本站仅是提供信息存储空间和展示预览,仅对用户上传内容的表现方式做保护处理,对上载内容不做任何修改或编辑。所展示的作品文档包括内容和图片全部来源于网络用户和作者上传投稿,我们不确定上传用户享有完全著作权,根据《信息网络传播权保护条例》,如果侵犯了您的版权、权益或隐私,请联系我们,核实后会尽快下架及时删除,并可随时和客服了解处理情况,尊重保护知识产权我们共同努力。
2、文档的总页数、文档格式和文档大小以系统显示为准(内容中显示的页数不一定正确),网站客服只以系统显示的页数、文件格式、文档大小作为仲裁依据,平台无法对文档的真实性、完整性、权威性、准确性、专业性及其观点立场做任何保证或承诺,下载前须认真查看,确认无误后再购买,务必慎重购买;若有违法违纪将进行移交司法处理,若涉侵权平台将进行基本处罚并下架。
3、本站所有内容均由用户上传,付费前请自行鉴别,如您付费,意味着您已接受本站规则且自行承担风险,本站不进行额外附加服务,虚拟产品一经售出概不退款(未进行购买下载可退充值款),文档一经付费(服务费)、不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
4、如你看到网页展示的文档有www.zixin.com.cn水印,是因预览和防盗链等技术需要对页面进行转换压缩成图而已,我们并不对上传的文档进行任何编辑或修改,文档下载后都不会有水印标识(原文档上传前个别存留的除外),下载后原文更清晰;试题试卷类文档,如果标题没有明确说明有答案则都视为没有答案,请知晓;PPT和DOC文档可被视为“模板”,允许上传人保留章节、目录结构的情况下删减部份的内容;PDF文档不管是原文档转换或图片扫描而得,本站不作要求视为允许,下载前自行私信或留言给上传者【精****】。
5、本文档所展示的图片、画像、字体、音乐的版权可能需版权方额外授权,请谨慎使用;网站提供的党政主题相关内容(国旗、国徽、党徽--等)目的在于配合国家政策宣传,仅限个人学习分享使用,禁止用于任何广告和商用目的。
6、文档遇到问题,请及时私信或留言给本站上传会员【精****】,需本站解决可联系【 微信客服】、【 QQ客服】,若有其他问题请点击或扫码反馈【 服务填表】;文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“【 版权申诉】”(推荐),意见反馈和侵权处理邮箱:1219186828@qq.com;也可以拔打客服电话:4008-655-100;投诉/维权电话:4009-655-100。
链接地址:https://www.zixin.com.cn/doc/2653990.html