英美文学课程论文格式模板 1.docx

英美文学课程论文格式模板 1.docx

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英美文学课程论文格式模板1

学科分类号0502

本科课程论文

课程名称

题目（中文）目的论视角下英语商标的翻译

（英文）TheTranslationofEnglishBrand

NameonthePerspectiveofSkopostheorie

姓名

学号

院（系）

专业、年级

二○一四年六月

Contents

Abstract1

Introduction2

Chapter1IntroductiontotheSkopostheorie3

1.1TheDevelopmentProcessofSkopostheorie3

1.2RulesofSkopostheorie5

Chapter2TranslationofEnglishBrandNames8

2.1FeaturesofEnglishBrandNames8

2.2TheNecessityofEnglishBrandNameTranslation9

Chapter3TheMethodsandPrinciplesofEnglishBrandNameTranslation14

3.1ThePrinciplesofEnglishBrandNameTranslation15

3.1.1ThePrincipleof“DoastheRomansdo”16

3.1.2ThePrincipleofAssociation17

3.1.3Theprincipleofconcision18

3.2TheMethodsofEnglishBrandNameTranslation19

3.2.1LiteralTranslation20

3.2.2FreeTranslation21

3.2.3Transliteration22

3.2.4ZeroTranslation23

Chapter4SomeTypicalIssuesShouldBeNoticedintheProcessofEnglishBrandNameTranslation24

4.1PayAttentiontotheDiversityofCultureinDifferentCountriesorRegions25

4.2EnhancetheAestheticTaste26

4.3HighlighttheProductFeature27

Conclusion28

Bibliography29

TheTranslationofEnglishBrandNameonthePerspectiveofSkopostheorie

Abstract:

Brandisaspeciallanguagesymbol;alsoitisafavorableinstrumentwhenenterprisesparticipateininternationalcompetitions.Asuccessfulpropagandaofbrandforenterpriseshasinestimableeffectsonmarchingintotheinternationalmarketandachievingsalestargets.OntheperspectiveofskopostheoriewhichisoneofthecoretheoriesofGermanfunctionalism,combiningparticulartranslationsofEnglishbrandnameswhichusedforprobingintotheprinciplesandmethodsofthetranslationofEnglishbrandnames,thisarticleindicatesthepracticalsignificantandsomethingshouldbenoticedinthestudyofthetranslationofEnglishbrandnames.

Keywords:

brand;skopostheorie;translation;principleandmethod

摘要：

商标是一种特殊的语言符号，是企业参与国际竞争的有力武器，商标的成功宣传对企业开拓国际市场，实现企业销售目标有着无法估量的作用。

本文从德国功能派翻译理论核心理论之一的翻译目的论视角下，结合具体商标的翻译来探讨商标翻译的原则和方法，并阐释商标翻译研究的巨大现实意义和一些需要注意的地方。

关键词：

商标；目的论；翻译；原则和方法

注：

Introduction

Thecoreconceptofskopostheoriehighlightsthefunctionalityofthetargettextinthetargetculture.Translationstrategiesandmethodsmustbedeterminedbytheintendedpurposeandthefunctionofthetargettext.Skopostheorieisfunction-orientedandfocusesonthepracticality.Skoposruleistheprimaryoneamongskoposrule,coherenceruleandfidelityrule.WiththerapideconomicgrowthinChinaandasaresultoftheworldglobalization,theeconomicactivitiesofenterprisesfromabroadbecomemoreandmorefrequent.ThetranslationofEnglishbrandnamesbecomesparticularlyimportantforenterprisestoopenupoverseasmarketsandbuildtheirownbrandsintheinternationalmarkets.Asplendidbrandnameissoimportantforanenterprisetooccupyadominantpositioninglobalmarketcompetition.Therefore,howtotranslatethebrandnamessuitablyisoneofthemostimportantproblemsinfrontoftheenterprises.Todoso,theprimarypurposeofthispaperistofindoutthetranslatedstrategiesandmethodsonthebasisofthefeatureofEnglishbrandnamesandthetheoryfoundationofSkopostheory.

SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s.Emphasesofskopostheoriemainlyshowedupinthreeaspects:

1）toexplainthenatureoftranslation;2）toanalyzethecharacterswhoparticipateintheprocessoftranslation;3）toputforwardtheprinciplesoffunctionaltranslation.Theforminganddevelopingprocessofskopostheorieexperiencedthreephases.Phasesone,KatharinaReissbroughtthefunctioncategoryintothetranslationcriticismforthefirsttimeandhemadethelanguagefunction,texttypeandtranslationstrategyassociatedwitheachother,whichdevelopedtheschemesoftranslationcriticismbasedontherelationbetweensourcetextandtargettext,thuspresentinguswithanembryooffunctionalistapproach.TheidealtranslationkeepinginReiss’smindistheconceptualcontent,linguisticformandcommunicationfunctionareequaltothesourcetext.However,inpractice,hefoundthatanumberofequivalencewillnevercometrue,andtheseexceptionsarecausedbyspecifictranslationbrief.So,thetranslationcriticismcan’tonlyrelyontheanalysisofthesourcetext,butconsiderwhetherthetargettexthasitsintendedeffectornot.Phasetwo,Hans.Vermeerbrokethroughthesource-orientedequivalence,onthebasisofbehavioraltheoryandregardingskoposasthefirstruleintheprocessoftranslation,skopostheoriewascreated.

Chapter1AnIntroductiontotheSkopostheorie

SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s.

1.