顺应论视角下食品商标名称的翻译论文.docx

1、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) On Translation of Food Trademarks from the Perspective of Adaptation Theory (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On Translation of Food Trademarksfrom the Perspective of Adaptation TheoryWu DanGrad

2、e 2011, Department of Foreign Studies, Shaoyang UniversitySupervised by Ma JianxueAbstractWith the highly development of commodity economy and international trade, the naming of food trademarks becomes increasingly important and influential in the economic life. A successful trademark can create tra

3、demark effect,make the consumers havethe desire, causethe consumers purchase action and bring more advantages for enterprises. Therefore, the translation of food trademark plays a significant role in development of enterprises.This paper attempted to study the translation of food trademarks from the

4、 perspective of the adaption theory. Firstly, it introduced the three characteristics and four angles of the adaption theory. And then, it introduced the information about the definition of food trademarks, the characteristics, the naming principle and the functions.Thirdly, it explored the existing

5、 problems in translation of food trademarks. Finally, it discussed that how to apply the adaptation theory to the translation of food trademarks. Through the above detailed analysis, the conclusion can be drawn that adaptation theory should be used to guide translation of food trademarks effectively

6、.Key words: adaptation theory; food trademarks; the problems; the translation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

7、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ContentsAbstract I中文摘要 IIIntroduction 11. Adaptation Theory 21.1 The Definition 21.2 Three Features 31.3 Four Angles. 42. Food Trademarks 52.1 The Definition 52.2 The Characteristics.52.3 The Naming Principle .6

8、2.4 The Function. .73. The Existing Problems in Translation of Food Trademarks.83.1 Phonological Disorders 83.2 Weakening of the Originality .93.3 Over-foreignization.104. The Translation of Food Trademarks from Adaptation Theory.104.1 Adaptation to the Psychological Motivation.104.2 Adaptation to t

9、he Material World 124.3 Adaptation to the Cultural Characteristics.13Conclusion 14Bibliography 16Acknowledgments 17On Translation of Food Trademarksfrom the Perspective of Adaptation TheoryWu DanGrade 2011, Department of Foreign Studies, Shaoyang UniversitySupervised by Ma Jianxue IntroductionA trad

10、emark is a significant sign used by commodity producers or operators to make their own goods distinguished from other ones.15P(36) It is a good method to promote and advertise products, as well as a way ensure consumer confidence to select them. Under market economic system, the competition in food

11、industries is becoming more and more fierce. A good trademark demands a deep meaning, establishes a good reputation, makes sounds pleasant, and wins the consumers support and trust. And a successful translation of a trademark will contribute to two-way flow of goods at home and abroad, which can exp

12、and the market further and bring about more business opportunities for the enterprise.2P(18) The results of translationdirectly affects theconsumers trademark impressionand recognition, which depends on theskilland artistryin trademark translation. Trademark translation aims to attractconsumersto th

13、e attention of the products,creates trademark effect,makes the consumers havethe desire and to causethe consumers purchase action. Therefore, the translation of trademark plays a significant role in the development of enterprises.Food trademarks are one type of many trademarks, and they come in a va

14、riety of forms. Most ofChinese should have paid attention to the sound,format and themeaningof beauties in the context,that lead to the foreignfood trademarkshave successfullyentered into the market of China and obtained the significant position in some field,and they must have a reference on these

15、aspects of originaltrademark translation.3P(25) Some scholars have investigated the translation of trademarks or food trademarks from different perspectives, such as functional equivalence theory, skopes theory, intertextuality theory, memetics, cultural differences and achievedvery good results,enr

16、iched thetrademark translationsmethod.In order to try something new in the theoretical system of the translation of food trademarks, this paper attempted to study the translation of food trademarks from the perspective of adaption theory. When exploring the trademarktranslation, the translator shoul

17、d know how to adapt to the target language characteristics,productcharacteristics, and their unique physical worldand the psychological demand. With detailed analysis, this paper would be accomplished better by the translation of food trademarks from adaptation theory. In a word, I will introduce so

18、mething about the adaptation theory and food trademarks. Whats more, we will discuss the existing problems translation of food trademarks and learn how to translate food trademarks from adaption. 1. Adaptation Theory1.1 The DefinitionWith the development of translation theory research, pragmatics ha

19、s been applied more and more. The secretary-general of International Pragmatics Association Jef Verschueren mentioned the influential theory of adaptation in his book Understanding Pragmatics, to understand and interpret the pragmatics from a new perspective. He considered that the use of language i

20、s a process of language selection in different situations, whether the language users take the internal reasons or external reasons in the language, with or without consciousness. Language users are able to make various adequate choices in the process of using language, because language has three ch

21、aracteristics: variability, negotiability and adaptability. 4P(32) Among them, the theory of adaptation is the core of the pragmatics theory of Verschueren.From the adaptationoflanguage use,asthe speakerandaddressee constantly making choices. And his adaptation theory covers many areas, such as soci

22、al、cultural、cognitive and so on. According to Versehueren,the use of languagein the final analysis is a continuous process of languagechoice,regardless of this choiceis consciousor unconscious, too,whetherfor reasons of language internal and external 5P(25). That is the process of using language is

23、the process of selecting language, and the process of selecting language is the process of adapting language. Adaptation theoryemphasized theprocess of language communicationis constantlythe language selectionprocess,every aspect ofthese choicescan occur in thelanguage of the organization,includingp

24、honetics and morphology and syntax and semantics. To put it more explicitly, chooses are made in a certain sense of linguistic structure, both in producing and in rendering utterances. The choice making not only leaned on the linguistic forms but also on the strategies for attaining the communicatio

25、n purpose. Whats more, the selectionof language and the adaptation of languageare inseparable,the choice of languageis the means,and the languageadaptationis the purpose andresults, they are the relationship of dialectical unity.Linguistic adaptability refers to thelanguage enables its usersfrom the

26、 alternative projects,flexible,and ultimately achieving idealcommunicative purpose. Therefore,in order to ensure the target text and make the audiencelanguage communicative activities carried out smoothly,while ensuring theconsistency of thetranslation and the originaltrademarks effectiveness,tradem

27、ark translationshould adapt to the psychological motivation, the material world and the cultural element.Adaptation Theory should be focused on the three main features and four angles of investigation which are the theoretical framework of the thesis.1.2 Three FeaturesIn line accordance with Jef Ver

28、schuerens viewpoint, the reason why language users are capable of making practicable linguistic choices while during the process of using language is because the language has these three properties. Do not stand for the topics of investigation, but merely interrelated properties of the overall funct

29、ioning of language. In fact, adaptability has no content without variability and negotiability. It is the core of what is interesting about language use. 4P(29) Variability is the property of language which defines the range of possibilities from which choices can be made. 4 It says that an utteranc

30、e may have some different renderings, and users of any language have different ways to express a certain idea. Variability makes it possible to select to the varieties replaces while using language. Moreover, a range of possibilities cannot be regarded asstatic or stable,butchanging variation of lan

31、guage usethat useruncertainty inalanguage choice ofwords and resources at richinterpretation.Negotiability is the property of language responsible for the fact that choices are not made mechanically or according to strict rules or fixed form-function relationships, but rather on the basis of highly flexible principles and strategies.6P(37) What