汽车品牌名称的翻译与等效原则.docx
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汽车品牌名称的翻译与等效原则
毕业论文
TheTranslationofAutomobileBrand-namesandThePrincipleofEquivalence
汽车品牌名称的翻译与等效原则
学院专业级班
学生姓名学号
指导教师职称
完成日期日
Abstract:
Thetranslationofautomobilebrand-names,asakindoftranslation,isalsoaformofinterculturalcommunication.Withtheimprovementoftheconsuminglevelofpeople,automobileproductrushesintopeople’slifeandtheautomobilebrandnamehasbecomeanimportanttopicforeveryone.Theprincipleofequivalenceisveryimportanttothetranslationofautomobilebrand-names.Undertheprincipleofequivalence,thereactionsofthereceptors’shouldbesimilartothereceptorsofthesourcelanguageintheoriginalplace.Inthepremiseofunderstandingthesourcesandthefeaturesofautomobilebrand-name,translatorshouldhaveabriefrecognitiononthedefinitionandinfluenceoftheprincipleofequivalence,andthentrytomasteranduseit.
Keywords:
brandnames,principleofequivalence,translationmethods
【摘要】汽车品牌名称的翻译作为翻译中的一种形式,同样也是跨文化交际的一种形式。
随着人们的消费水平的提高,汽车闯入了人们的生活,汽车品牌成为了大家关心的一个重要话题。
对于汽车品牌名称的翻译来说等效原则是很重要的。
在等效原则下,接受者的行为应该与原语地方接受者的行为相似。
在掌握好汽车品牌名称的来源及其特征的前提下,译者应当了解等效原则对翻译的重大影响和意义,然后试着去掌握它并且运用它。
【关键词】汽车品牌、等效原则、翻译方法
Contents
Introduction
Withthedevelopmentofglobalizationoftheeconomy,alargenumberofthingsneedtobetranslated.Recently,asurveyshowsthatthelivingstandardofChinesehasimprovedyearbyyear.Somoreandmorefamiliescanaffordautomobile.Inthiscondition,agoodandsuitabletranslationisveryimportant.
However,thetranslationofautomobilebrandnamesisaverydifficultjob.Thereceptorsofthebrandnamesinthereceptorslanguageshouldrespondtoitinsubstantiallythesamemannerasthereceptors’ofthebrand-namesinthesourcelanguage.Accordingtotheprincipleofequivalence,thetranslatedautomobilebrandnamesshouldachieveaperfectlinguisticunityinsound,formandmeaning.Atthesametime,culturalobstaclesinthereceptors’languageshouldbeovercome.Thetranslationoftheautomobilesshouldbesimpleandeasytounderstand.
1.IntroductionofAutomobileBrandNames
Justlikehumanbeing,commoditieshavetheirownnames.Maybethesenamesareonlyasymbol,butitcanreflectalotofinformation,suchasquality,functionandperformanceandsoon.Forus,thisisthemostdirectandsimplestmeans.Asisknowntoall,agoodautomobilebrandnamecanbringgreatbenefittothecompany.Soanexcellentnameiswealthfortheenterprise.
1.1ASimpleIntroductionofBrand
Abrand,whichistheimageofthecommodityandenterprise,candelivertheinformationofgoodstocustomers.Thefunctionofthebrandistoidentifyproductsorservicesofaparticularselleroragroupofsellersandtomakeadistinctionbetweensellersandtheircompetitorswiththeircommoditiesandservices.Inotherwords,brandnotonlyisuniqueandspecific,butalsohasthefeatureofassociation,andothercharacteristicswhichalsodeterminethespecificityofbrandtranslation:
itisdifferentfromtheliteraturetranslation,asitshouldbethemostaccurateandconcisewaytoconveythegoodsbasicinformation;itisalsodifferentfromasimplescienceandtechnologytranslation,becauseithastoconsidertheaestheticpsychologyofconsumersandthecultureinthetargetplacewheregoodsaresold.Atthesametime,asasymbolofcommodity,abrandnameshowsthewisdomofmanufacturers.Sothetranslationofautomobilebrandnameisnotmerelythesimpleconversionoflanguage,butalsoacombinationofvariousfactors.Brandnameshouldreflectthelanguageandculturalimplicationofthesourcelanguageandgivefullconsiderationtotheconcernedinformationofthetargetlanguage.
Brandnamemaydeterminethesuccessorfailureofacommodity.Alongwiththeglobalizationofeconomy,especiallywithChina’sentryintotheWTO,moreandmorepeoplehaverealizedtheimportanceofgoodsbrandnamesandinternationalbrandnamesinpromotingsales.
1.2TheOriginationofAutomobileBrandNames
Inordertotranslatethenameofautomobile,thetranslatormustunderstandthesourcesoftheoriginalautomobilebrandname.Throughlearning,weknowthatdifferentautomobileshavetheirownorigination:
1)Somebrandnamesareaccordingtopeople’sname.forinstance,BENZ(奔驰),itcomesfromthenameofCarlFriedrichBenzwhothefounderofthecompany;FERRARI(法拉利),itisfromthegreatautomobiledesigner’snameofEnzoFerrari.FORD(福特),itisalsofromthenameofHenryFordwhothefounderofthefirm.OthersarejustlikeMAZDA(马自达),Lincoln(林肯),andsoon.
2)Somenamescomefromsomething.SuchasBlueBird(蓝鸟),Jaquar(美洲豹),Fox(狐狸),andRose(玫瑰)andsoon.Thesenamesmaketheproductfullofvitality,andstimulatethedesireofpurchasingofpeople.
3)Someofbrandnamescomefromgeographicalandphysicalphenomena,suchasSANTANA(桑塔纳),Cherokee(切诺基),TOYOTA(丰田),andPONTIAC(庞蒂亚克)andsoon.Asisknowntoall,SANTANAisavalleyofCaliforniaofAmerica;CherokeeisthenameofthefirsttribeofIndians;TOYOTAandPONTIACareanameofacity.
4)Someofbrandnamesarefrommythology,forexample,Mazda(光明之神),thegodofthelight.Triton(海神),thegodoftheseaandApollo(太阳神),thegodofthesuninwesternculture.
5)Someofbrandnamescomefromtheordinarywordsthathavegoodimages,forinstance,Victory(胜利),itrepresentsthewishofhumanbeingforgoodthings.
Andsomeoftheautomobilebrandnamearejustawordthatnotspecialmeaning,suchasLexus(雷克萨斯),Excelle(越野)andsoon.
1.3TheCharacteristicsofAutomobileBrand-names
Asagoodtranslator,heorshemustknowhowtochooseasuitabletranslationmethod.Inordertomakethetranslationofthebrandmuchbetter,translatorsshouldmasterthecharacteristicsoftheAutomobileBrandNames.Accordingtoareach,weknowthatagoodautomobilebrandnameshouldhavethefollowingcharacteristics:
Firstly,fromthelinguisticsangle,theautomobilebrandnamesareallsimpleandeasytounderstandthatmakethecustomerstocomeupwithsomerelevantassociationabouttheautomobilewhenhearingthetranslationofthenameoftheautomobile.SuchasVolvo(沃尔沃),Rolls-Royce(劳斯莱斯)andCadillac(凯迪拉克).
Secondly,fromtheaestheticsangle,theautomobilebrandnamesgiverisetoabetterassociation.Mostofthemaremadebasesonthecharacteristicsofautomobiles.Theyareallnewwordswhichwerecreatedbypeoplethroughcombiningculture,customs,markets,andsoon.SuchasLexus(雷克萨斯),Cruze(科鲁兹),Grandis(格兰迪),andGeely(吉利)andsoon.
Third,theautomobilebrandnamesarealwayscloselyconnectivewithculture.Fromthesebrandnames,wecanknowalotofrelevantknowledge.Amongthesenames,someofthemarefromlegendsandmyths.SuchasTitan(泰坦),Apollo(阿波罗),Nemesis(复仇女神),andClio(克里奥),andsoon.Mostoftheautomobilebrandnameshaveaspecificethnicculturalimplication.Inthesameculturalenvironment,thedesignerandconsumerofautomobilebrandnamesshareacommonculturalpresupposition,sothroughtheliteralmeaningoftheautomobilebrandnames,theconsumercanunderstandthedeepculturalsignificancewithinit.Asaresult,automobilebrandnameshaveaconsiderableattractiontotheconsumersinthetargetplace.However,thetranslationofautomobilebrandnamesisnotonlythecontactoftwolanguages,itisalsoabridgeoftwocultures.Intheprocessoftranslatingthesourcelanguageintotargetlanguage,iftheautomobilebrandnamedoesnotmeettheculturaloflanguageintargetcountry,thecompanywillfaceahugeamountoflosses.
2.ABriefIntroductionofthePrincipleofEquivalence
Withthedevelopmentofglobalizationeconomy,thetradebetweendifferentfieldsoftwocountrieshasbecomemoreandmoreinternational.Sothetranslationofbrandnameisveryimportantforthepeopleofthetargetmarket.Becauseitisabridgetoconnectthetwocountries,alsoweknowthatagoodtranslationoftheautomobilebrandnamecanpromotethesalesoftheproducts.Sotochooseagoodprincipleisthekeystepforthetranslator.Theprincipleofequivalencecouldbethegreatestprincipleinthetranslationofautomobilebrandnames.
2.1TheConceptandDevelopmentofthePrincipleofEquivalence
Inthistheory,EugeneANidapointedoutthatthetranslationisusingthemostsuitable,natural,andequitablewordstoexpressthesourcelanguagefromthemeaningofwordstothestyleofthepassage(郭建中,200,p65).Atthesametime,hesaidtranslationisnotonlytheequivalenceofthemeaningofthewords,butalsotheequivalenceofsemantics,style,andtypeofwriting.Translationdeliverstheinformationoftheliteralanddeepmeaning.Thewordof“equivalence”include:
wordsequivalence,sentencesequivalence,sectionsandchaptersequivalence,andstyleequivalence.
AccordingtoNida,aminimal,realisticdefinitionofequivalent-effectprinciplecouldbestatedas“Thereadersofhowtheoriginalreadersofthetextmusthaveunderstoodandappreciatedit”(Nida,1993:
18).Theprincipleofequivalenceindicatesthatanidealeffectivetranslationshouldbeabletoproducetheequivalenceoffunction,messageandresponsetoboththetargetandtheoriginalreceptors.Thatistheeffectproducedbyatranslationonitsaudienceshouldbeascloseaspossibletotheeffecttheoriginalhadontherecipientsinthesourcelanguage.Nida(1964)advancestheprincipleofdynamicequivalencethatthetranslatorshouldproducethesameeffectonhisownreadersasthesourcelanguageauthorproducedontheoriginalreaders.Thisprincipleisrestatedinmanyothercurtainsoflinguisticandculturaldifferencessothatpeoplemayseeclearlytherelevanceoftheoriginalmassage(Nida,1986).Theequiva