全文报告单.docx

全文报告单.docx

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全文报告单

全文报告单

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模因论视角下品牌名汉译中音译字的选择与规范

CharacterSelectioninChineseTransliterationof

EnglishBrandNamesfromthePerspectiveofMemetics

Contents

ChapteroneIntroduction

1.1ResearchBackground

1.2ResearchMethodology

1.3TheSignificanceofResearch

1.4ThesisStructure

ChapterTwoMemetics

2.1ABriefIntroductionofMemetics

2.1.1Difinitionof“meme”and“transliterationmeme”

2.1.2AStrongMemeandTransliterationmemeinBrandNames

2.2FourCriteriatoaSuccessfulMemeSuggestedbyHeylighen

2.2.1ObjectiveCriteria

2.2.2SubjectiveCriteria

2.2.3IntersubjectiveCriteria

2.2.4Meme-centeredCriteria

2.3MemeticsandTransliteration

ChapterThreeTransliteration

3.1DomesticandAbroadResearchonTransliteration

3.1.1DefinitionofTransliteration

3.1.2PrinciplesofTransliteration

3.1.3ApplicationofTransliterationofBrandNames

3.2AnoverviewofTransliteratedwords

3.2.1Definitionandclassificationoftransliteratedwords

3.2.2Morphemesoftransliteratedwords

3.2.3FeaturesofChinesetransliteratedwordsofBrandNames

ChapterFourConstraintFactorsofCharacterSelectioninTransliteratingEnglishBrandNames

4.1LinguisticFactors

4.1.1ConstraintforSoundsandSyllablesbetweenEnglishandChinese

4.1.2ConstraintforTranscriptionofChineseCharacterandTransliteration

4.1.3ConstraintforCharacteristicsofChineseCharacterandTransliteration

4.1.4ConstraintforCharacterSelectionandBrandNameTransliteration

4.2Non-linguisticFactors

4.2.1HistoricalandRegionalFactor

4.2.2SocialandCulturalPsychologyFactor

4.2.3TranslatorandUsersFactor

4.2.4TheIgnorancetopresenttransliterationnorms

ChapterFiveNormsofCharacterSelectioninTransliterationofEnglishBrandNames

5.1TheExistingNormsforcharacterselection

5.2CriteriaforCharacterSelectioninTransliterationofEnglishBrandName

5.2.1Simplicity

5.2.2Unifiednorms

5.2.3Combinationofbothfreetranslationandtransliteration

5.2.4Association

5.2.5Relevance

5.3SuggestionsonCharacterSelectioninTransliterationofEnglishBrandNames

5.3.1SuggestionfortheTranslator

5.3.2Suggestionfortheusers

5.3.3SuggestionfortheLanguageResearchDepartment

5.3.4SuggestionfortheCommercialInstitutions

ChapterSixConclusion

Bibliography

摘要

随着国际交流的加强，越来越多的外国品牌进入到中国市场。

品牌名是产品形象的代表，质量的象征，因此，如何更好地翻译外国品牌名，使之具有强大的市场潜力具有非常重要的意义。

音译作为一种译音代义的翻译方法，在外国品牌名的翻译中逐渐成为主导。

近年来，尽管学者们致力于音译规范的研究，品牌名音译用字不规范现象仍日益突出，规范英文品牌名音译的研究已刻不容缓。

模因论（memetics）是一种基于达尔文进化论的观点解释文化进化规律的新理论。

它给音译研究带来了新的启示和视野，对于英文品牌名跨语言和文化的翻译有重大意义。

品牌名的音译过程也是品牌名音译模因跨语言文化复制和传播的过程。

本研究分析了音译的历史及其发展，音译词的特征，并在此基础上探讨了品牌名音译词的特征。

通过大量英语品牌名音译的实践探讨，运用Helighen的模因选择理论与模因选择标准去揭示和描写品牌名汉译中音译字的选择与规范。

研究发现影响英文品牌名音译规范的因素主要表现在汉字一词多义、同音异形的特征以及英文品牌名独特的文化内涵上，而导致一词多义、同音异形的主要原因在汉字标音和选用合适的汉字两个方面出现不规范现象。

此外，汉字特点以及汉文化的独特影响也决定了汉字音译的先天不足。

文章在探讨了英文品牌名音译不规范限制性因素后，基于Heylighen的模因选择理论与模因选择标准对英文品牌名音译模因进行分析，得出成功英文品牌名的音译即一个强势的英文品牌名音译模因应符合简易、统一规范、联想、关联性、音义结合的原则。

研究表明，在英文品牌名的音译中，译者只有遵循有效地音译字的选择原则才能在音译的过程中减少误译，提高品牌名的推广度和知名度。

Abstract

Withthestrengtheningofinternationalcommunication,moreandmoreforeignbrandsentertoChinesemarket.Brandnameistherepresentativeoftheproductimageandasymbolofbrandquality.Therefore,howtowelltranslateforeignbrandnamesoastohaveastrongmarketpotentialisofgreatsignificance.Transliteration,asamethodoftranslatingthesoundtoreplacethemeaningispopularanddominantintranslationofforeignbrandnames.Inrecentyears,althoughscholarshavedevotedmuchefforttotheresearchoftransliterationnorms,thephenomenonofnonstandardtransliterationofEnglishbrandnamesstillappears.ItisimperativetostandardizethetransliteratednamesofEnglishbrand.

MemeticsisanewtheoryforexplainingculturalevolutionbasedonDarwinianevolutionwhichbringsvisionsandinspirationstotransliteration,especiallysignificantforcross-linguisticandculturaltranslationofEnglishbrandname.Brandnametransliterationisalsotheprocessthattransliterationmemesofbrandnamespreadandreplicatethroughcross-linguisticandculture.

Thisstudyanalyzesthehistoryanddevelopmentoftransliterationandthefeaturesoftransliteration,basedonwhichthethesisexploresthecharacteristicsoftransliteratedbrandnameaswell.WithexploringtheexamplesoftransliteratednamesofEnglishbrand,theresearchappliesHeylighen’smemeselectiontheoryandselectioncriteriatorevealanddescribethecharacterselectioninChinesetransliterationofEnglishbrandnames.

TheresearchsuggeststhatthemainreasonsforaffectingtheChinesetransliterationofEnglishbrandnamesembodyinpolyphonesandpolysemycharactersandtheuniquefeaturesofbrandcultures,whichcausetheproblemsincharactertranscriptionandcharacterselection.Inaddition,featuresofChinesecharactersandtheuniqueChineseculturealsodeterminetheinnateinadequacyinChinesetransliteration.ThenbythemeansoftheanalysisofChinesetransliteratedmemesofEnglishbrandnamesbasedonHeylighen’smemeselectiontheoryandselectioncriteria,theresearchhasfoundthatastrongChinesetransliteratedmemeofEnglishbrandnameshouldabidebyfiveprinciplesinChinesetransliterationofEnglishbrandnames:

principlesofsimplicity,unity,association,relevanceandtheintegrationoffreetranslationandtransliteration.ThusonlybyfollowingtheprinciplesofChinesetransliterationofEnglishbrandnameswillitbepossibleforthetransliteratedversiontobeacceptedbycustomersinChinaandpromotethereputationofbrand.

ChapteroneIntroduction

Thischaptergivesabriefintroductiontothethesisincludingresearchbackground,researchmethodology,andthesignificanceofresearchandthesisstructure.

1.1ResearchBackground

Withtheadvancingofworldtradeinourcountry,moreandmoreforeignbrandsimportonourChinesemarket,whichmeansthatmoreandmoreforeignbrandnamesneedtobetranslatedintoChinese.Transliteration,asawaytotranslatethesoundtoreplacethemeaning,playsanimportantroleintransliteratingEnglishbrandnamesintoChinese.However,thenormsoftransliterationofforeignbrandnames,especiallythenormsofcharacterselectionintransliteratingforeignbrandnamesarefarfromsatisfactory.Thepublicityandsaleofbrandlieinwhetherthebrandhasagoodnameornot.Therefore,thecharacterselectionintransliteratingEnglishbrandnamesseemsimperative.

Inrecentyears,manyforeignbrandhavebeenintroducedintoourcountrywithexcellenttransliteratednames,suchasGoldenlion（金利来）HP（惠普）PepsiCola（百事可乐）Robust（乐百氏）etc.Theseproductsareverypopularamongconsumers，andhavebroughtgreatprofitstothecompanies.Itiseasytoseetheachievementoftransliteratedbrandnames,buthowtotransliteratethebrandnameseffectivelyandaccuratelyiswhatwedo.WhentheEnglishbrandnameshavebeentransliteratedintoChinese,therestillexistsomeproblemsofconveyingitssoundbydirectlyrendingtheirliteralmeaningwithignoranceoftheassociativemeaninginbrandnames.Forexample,the“Goldlion”wasoncetranslatedas“金狮”butthisversionmayassociatethenamewithCantonesewords“今输”andtheword“狮”hastheclosesoundwithword“死”thusitgoesagainstcommodityofpromotion.

HeZiran（2005:

54-64）proposedthatmemesaregenesofculture,existingasculturalasculturalreplicatorspropagatedthroughimitationandthelanguageisoneformoftheircarriers.Thatistosay,languageisamemebyitself.Theprocessofselectingandusinglanguageequalstotheprocessinwhichmemescompeteeachothers.Sofromthememetics,thisthesisaimstoanalyzethecharacterselectionintransliteratingofEnglishbrandnames,hopingtogetsometipsinthisfield.

1.2ResearchMethodology

Theresearchmethodologiesonthisthesiscanbesummedupasfollows:

1）Inductivemethod

InductivemethodisusedinthisthesiswhileclassifyingthefactorstoaffectthecharacterselectionintranslationofEnglishbrandnamesandsomeprincipleanalyzed.

2）Quantitativeandqualitativemethod

ThequantitativeandqualitativemethodhasbeenusedtoexplorethefeaturesoftransliteratedwordsandcharacterselectionintransliterationofEnglishbrandnames.AndtheconcludingprinciplesoftransliteratingEnglishbrandnamesarealsobasedonanalyzingacertainquantitiesofexamples.

1.3TheSignificanceofResearch

ThepurposeoftheresearchistodescribethefactorthataffectthenormsoftransliterationandprinciplesintransliteratingtheEnglishbrandnames.Whileasaspecialkindoflanguage,howtochooseapropercharacterwhentransliteratingisakeytohaveanexcellentbrandname.TheauthorhopesthatthefindingscanpresentatheoreticalbasisonwhichwecanstandardizethenormsoftransliterationofEnglishbrandnamesandsomeguidelinesfortranslatorstotransliteratetheEnglishbrandnames,aswellassomesuggestionsfortranslators,languageusers,languageresearchdepartmentandthecommercialinstitutionstoimprovethetransliterationqualityofEnglishbrandnames.

1.4ThesisStructure

Thisthesisconsistsofsixchapters.Chapteronegivesageneralintroductiontoresearchbackground,researchmethodologyandthesignificanceofresearch.

Chaptertwooutlinesstudiesonmemetictheoryathomeandabroad,andthesignificancetoexploreHeylighen’smemeselectiontheoryandhisselectivecriteriaintransliterationofEnglishbrandnames.

Chapterthreegivesanoverallreviewtotransliterationandtransliteratedwords,focusingonthedefinition,principleoftransliterationandtheapplicationoftransliterationinbrandnames.Besides,somefeaturesoftransliteratedwordsandtransliteratedbrandnamesarealsoincludedinthispart.

Chapterfourdiscussestheconstraint