目的论视角下英语商标的翻译.docx

目的论视角下英语商标的翻译.docx

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目的论视角下英语商标的翻译

毕业设计（论文）说明书

TheTranslationofEnglishBrand

NameonthePerspectiveofSkopostheorie

目的论视角下英语商标的翻译

TheTranslationofEnglishBrandNameonthePerspectiveofSkopostheorie

DaiWei

UndertheSupervisionof

ZhangRuisi

SubmittedinPartialFulfillmentofthe

RequirementsfortheDegreeofBachelorofArts

SchoolofInternationalStudies

HunanInstituteofTechnology

June2015

Contents

TheTranslationofEnglishBrandNameonthePerspectiveofSkopostheorie

DaiWei

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.

1.1TheDevelopmentProcessofSkopostheorie

SkopostheorieisanapproachtotranslationwhichwasdevelopedinGermanyinthelate1970s[1].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.Hisbook“FrameworkforaGeneralTranslationTheory”becomesthebasisofSkopostheorie.

Thetheoryisthattheoriginaltranslationisbasedonapurposeofwhichdominatesthemostimportantposition.The Skopos rule thus can be regarded as:

 the perfect target text should be translated in a way that enables the text to functions in the specific situation and with the people who want to use it and precisely in the way they want it to function.（Fraser,1996:

20）

Therefore,therealizationoftranslationbriefdependsontheconditionsoftargetcultureratherthansourceculture.Phasethreecameupwiththetheoryoftranslationactionreferencetothetheoryofcommunicationandaction,andhefurtherdevelopedthefunctionaltranslationtheorythatisaninterpersonalinteraction.Thistheoryisresult-orientedandregardstranslationasthetheoryimpelledbytranslationbrief.Nordmadeacomprehensivesummaryaboutthetheoryoffunctionaltranslationtheoryandcontinuedtoimproveit.Intheprocessoftranslation,hesystematicallyexplainedwhatoutsideandinsidefactorsshouldbenoticedwhenanalyzethetextandhowtoworkoutapracticabletranslationstrategyfitinwiththetranslationbriefbasedonthefunctionsoftheoriginaltext.Andheplacesthepurposeoftranslationinanimportantposition,“Supposingthepurposeoftranslationistofulfillsomecertainfunctions,anyobstaclethatpreventthetranslationtogetthereisatranslatedmistake.”（Robertson,2003:

28）

1.2RulesofSkopostheorie

TheSkopostheoriehasthreerules.“Skoposrule”asthetop-rankingruleforanytranslation,meansthatatranslationalactionisdeterminedbyitsSkopos,or“theendjustifiesthemeans”.Vermeerbelievesthateachtextisproducedforagivenpurposeandshouldservethispurpose[2].Coherenceruleandfidelityrule,theformermeansthetargettextsmustbecomprehensibletoreceiversintargetlanguagecultureandthecommunicativesituationinwhichthetargettextsaretobeused,andthetargettextmustbereadableandacceptable.Thelattermeanstheremustbeaninter-textualcoherencebetweenthesourcetextandthetargettext.However,thedegreeandformofthefidelitydependontheaimofthetargettextsandthetranslators’comprehensionofthesourcetexts.Loyaltyrulemainlyreflectedintwoaspects.Thetranslatorhasmoralobligationstothetargettextreceiversandmustexplainthereasonforwhattheyhavedone.Theotheristhetranslatormustbeloyaltotheoriginalauthor.Ofthethreerules,Skoposruleisthepredominatingrule.FidelityisconsideredlessimportantthancoherenceandbotharesubordinatetoSkoposrules.

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.

Chapter2TheTranslationofEnglishBrandNames

Brandisthename,graph,design,symbol,oranyotherfeaturethatidentifiesoneseller’sgoodsorser