顺应论视角下食品商标名称的翻译论文.docx

顺应论视角下食品商标名称的翻译论文.docx

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顺应论视角下食品商标名称的翻译论文

毕业设计（论文）

课题名称（英文）OnTranslationofFoodTrademarks

fromthePerspectiveofAdaptationTheory

（中文）顺应论视角下食品商标名称的翻译

学生姓名吴丹

学号1140501287

系、年级专业外语系2011级英语专业

指导教师麻建学

职称讲师

2015年5月28日

OnTranslationofFoodTrademarks

fromthePerspectiveofAdaptationTheory

WuDan

Grade2011,DepartmentofForeignStudies,ShaoyangUniversity

SupervisedbyMaJianxue

Abstract

Withthehighlydevelopmentofcommodityeconomyandinternationaltrade,thenamingoffoodtrademarksbecomesincreasinglyimportantandinfluentialintheeconomiclife.Asuccessfultrademarkcancreatetrademarkeffect, maketheconsumershave thedesire,cause theconsumer'spurchaseactionandbringmoreadvantagesforenterprises.Therefore,thetranslationoffoodtrademarkplaysasignificantroleindevelopmentofenterprises.

Thispaperattemptedtostudythetranslationoffoodtrademarksfromtheperspectiveoftheadaptiontheory.Firstly,itintroducedthethreecharacteristicsandfouranglesoftheadaptiontheory.Andthen,itintroducedtheinformationaboutthedefinitionoffoodtrademarks,thecharacteristics,thenamingprincipleandthefunctions.Thirdly,itexploredtheexistingproblemsintranslationoffoodtrademarks.Finally,itdiscussedthathowtoapplytheadaptationtheorytothetranslationoffoodtrademarks.Throughtheabovedetailedanalysis,theconclusioncanbedrawnthatadaptationtheoryshouldbeusedtoguidetranslationoffoodtrademarkseffectively.

Keywords:

adaptationtheory;foodtrademarks;theproblems;thetranslation

顺应论视角下食品商标名称的翻译

吴丹

邵阳学院外语系2011级

指导老师：

麻建学

摘要

随着商品经济的高度发展和国际贸易的频繁往来，食品商标命名与翻译也变得越来越重要和富有影响力。

成功的商标名称会创造品牌效应，使消费者有购买欲望，并引起消费者的购买行为，给企业带来更多的优势。

因此，食品商标翻译在企业发展中起着关键的作用。

此论文尝试使用顺应论指导食品商标的翻译。

论文首先介绍了顺应论的三个特点和四个角度；然后分析了食品商标的定义、特点、命名原则以及功能；接着，探讨了食品商标在翻译中存在的问题；最后，探析了如何将顺应论应用到食品翻译中去。

通过以上分析，可以发现顺应论可以有效地指导食品商标的翻译。

关键词：

顺应论；食品商标；问题；翻译

Contents

AbstractI

中文摘要II

Introduction1

1.AdaptationTheory2

1.1TheDefinition2

1.2ThreeFeatures3

1.3FourAngles..4

2.FoodTrademarks5

2.1TheDefinition5

2.2TheCharacteristics.......................................................................................5

2.3TheNamingPrinciple.................................................................................6

2.4TheFunction..7

3.TheExistingProblemsinTranslationofFoodTrademarks...................8

3.1PhonologicalDisorders8

3.2WeakeningoftheOriginality.9

3.3Over-foreignization....................................................................................10

4.TheTranslationofFoodTrademarksfromAdaptationTheory...........10

4.1AdaptationtothePsychologicalMotivation.............................................10

4.2AdaptationtotheMaterialWorld12

4.3AdaptationtotheCulturalCharacteristics.................................................13

Conclusion14

Bibliography16

Acknowledgments17

OnTranslationofFoodTrademarks

fromthePerspectiveofAdaptationTheory

WuDan

Grade2011,DepartmentofForeignStudies,ShaoyangUniversity

SupervisedbyMaJianxue

Introduction

Atrademarkisasignificantsignusedbycommodityproducersoroperatorstomaketheirowngoodsdistinguishedfromotherones.[15]P（36）Itisagoodmethodtopromoteandadvertiseproducts,aswellasawayensureconsumerconfidencetoselectthem.Undermarketeconomicsystem,thecompetitioninfoodindustriesisbecomingmoreandmorefierce.Agoodtrademarkdemandsadeepmeaning,establishesagoodreputation,makessoundspleasant,andwinstheconsumers’supportandtrust.Andasuccessfultranslationofatrademarkwillcontributetotwo-wayflowofgoodsathomeandabroad,whichcanexpandthemarketfurtherandbringaboutmorebusinessopportunitiesfortheenterprise.[2]P（18）Theresultsoftranslation directlyaffectsthe consumers'trademarkimpression andrecognition,whichdependsonthe skill andartistry intrademarktranslation.Trademarktranslationaimstoattract consumers totheattentionoftheproducts, createstrademarkeffect, makestheconsumershave thedesireandtocause theconsumer'spurchaseaction.Therefore,thetranslationoftrademarkplaysasignificantroleinthedevelopmentofenterprises.

Foodtrademarksareonetypeofmanytrademarks,andtheycomeinavarietyofforms.Mostof Chineseshouldhavepaidattentiontothesound, formatandthe meaning ofbeautiesinthecontext, thatleadtotheforeign foodtrademarks havesuccessfully enteredintothemarketofChinaandobtainedthesignificantpositioninsomefield, andtheymusthaveareferenceontheseaspectsoforiginal trademarktranslation.[3]P（25）Somescholarshaveinvestigatedthetranslationoftrademarksorfoodtrademarksfromdifferentperspectives,suchasfunctionalequivalencetheory,skopestheory,intertextualitytheory,memetics,culturaldifferencesandachieved verygoodresults,enrichedthe trademarktranslation’s method.

Inordertotrysomethingnewinthetheoreticalsystemofthetranslationoffoodtrademarks,thispaperattemptedtostudythetranslationoffoodtrademarksfromtheperspectiveofadaptiontheory.Whenexploringthetrademark translation,thetranslatorshouldknowhowtoadapttothetargetlanguagecharacteristics, product characteristics,andtheiruniquephysicalworld andthepsychologicaldemand.Withdetailedanalysis,thispaperwouldbeaccomplishedbetterbythetranslationoffoodtrademarksfromadaptationtheory.Inaword,Iwillintroducesomethingabouttheadaptationtheoryandfoodtrademarks.What’smore,wewilldiscusstheexistingproblemstranslationoffoodtrademarksandlearnhowtotranslatefoodtrademarksfromadaption.

1.AdaptationTheory

1.1TheDefinition

Withthedevelopmentoftranslationtheoryresearch,pragmaticshasbeenappliedmoreandmore.Thesecretary-generalofInternationalPragmaticsAssociationJefVerschuerenmentionedtheinfluentialtheoryofadaptationinhisbookUnderstandingPragmatics,tounderstandandinterpretthepragmaticsfromanewperspective.Heconsideredthattheuseoflanguageisaprocessoflanguageselectionindifferentsituations,whetherthelanguageuserstaketheinternalreasonsorexternalreasonsinthelanguage,withorwithoutconsciousness.Languageusersareabletomakevariousadequatechoicesintheprocessofusinglanguage,becauselanguagehasthreecharacteristics:

variability,negotiabilityandadaptability.[4]P（32）Amongthem,thetheoryofadaptationisthecoreofthepragmaticstheoryofVerschueren.

Fromtheadaptation of languageuse, as thespeaker and addresseeconstantlymakingchoices.Andhisadaptationtheorycoversmanyareas,suchassocial、cultural、cognitiveandsoon.AccordingtoVersehueren, theuseoflanguage inthefinalanalysisis"acontinuousprocessoflanguage choice, regardlessofthischoice isconscious orunconscious,too, whether forreasonsoflanguageinternalandexternal"[5]P（25）.Thatistheprocessofusinglanguageistheprocessofselectinglanguage,andtheprocessofselectinglanguageistheprocessofadaptinglanguage.

Adaptationtheory emphasizedthe processoflanguagecommunication isconstantly thelanguageselection process, everyaspectof thesechoices canoccurinthe languageoftheorganization, including phoneticsandmorphologyandsyntaxandsemantics.Toputitmoreexplicitly,choosesaremadeinacertainsenseoflinguisticstructure,bothinproducingandinrenderingutterances.Thechoicemakingnotonlyleanedonthelinguisticformsbutalsoonthestrategiesforattainingthecommunicationpurpose.What’smore,theselection oflanguageandtheadaptationoflanguage areinseparable, thechoiceoflanguage isthemeans, andthelanguage adaptation isthepurposeand results,theyaretherelationshipofdialecticalunity.  Linguisticadaptabilityreferstothe languageenablesitsusers fromthealternativeprojects, flexible, andultimatelyachievingideal communicativepurpose.Therefore, inordertoensurethetargettextandmaketheaudience languagecommunicativeactivitiescarriedoutsmoothly, whileensuringthe consistencyofthe translationandtheoriginal trademarkseffectiveness, trademarktranslation shouldadapttothepsychologicalmotivation,thematerialworldandtheculturalelement.

AdaptationTheoryshouldbefocusedonthethreemainfeaturesandfouranglesofinvestigationwhicharethetheoreticalframeworkofthethesis.

1.2ThreeFeatures

InlineaccordancewithJefVerschueren'sviewpoint,thereasonwhylanguageusersarecapableofmakingpracticablelinguisticchoiceswhileduringtheprocessofusinglanguageisbecausethelanguagehasthesethreeproperties."Donotstandforthetopicsofinvestigation,butmerelyinterrelatedpropertiesoftheoverallfunctioningoflanguage.Infact,adaptabilityhasnocontentwithoutvariabilityandnegotiability.Itisthecoreofwhatisinterestingaboutlanguageuse".[4]P（29）

"Variabilityisthepropertyoflanguagewhichdefinestherangeofpossibilitiesfromwhichchoicescanbemade."[4]Itsaysthatanutterancemayhavesomedifferentrenderings,andusersofanylanguagehavedifferentwaystoexpressacertainidea.Variabilitymakesitpossibletoselecttothevarietiesreplaceswhileusinglanguage.Moreover,arangeofpossibilitiescannotberegardedas staticorstable, but changingvariationoflanguageuse thatuser uncertaintyin a languagechoiceof wordsandresourcesatrich interpretation.

"Negotiabilityisthepropertyoflanguageresponsibleforthefactthatchoicesarenotmademechanicallyoraccordingtostrictrulesorfixedform-functionrelationships,butratheronthebasisofhighlyflexibleprinciplesandstrategies."[6]P（37）What