《关联理论与商标翻译》.docVIP

Acknowledgements I would like to avail myself of this opportunity to express my sincere thanks to all those who offered me help and valuable suggestions in the course of writing this thesis. First and foremost, my deepest gratitude and respect go to my supervisor, Professor Weng Fengxiang, whose illuminating instructions and inspiring guidance have accompanied me during the past two academic years. During the course of writing this thesis, he displayed incredible patience as my process was interrupted repeatedly by my personal struggles. If not for his continuing encouragement, advice, and inspiration this thesis would not have been completed. I would like to extend my hearty thanks to my foreign friends, Jack and Carmina, who were kind enough to carefully go over this thesis and offer valuable suggestions. I am also indebted to Professor Wang Dawei, Professor Zheng Lixin, Professor Han Zhonghua, Professor Yuan Yongfang, Professor Shi Dongqin. Their teaching benefits me a lot and makes my graduate study a memorable experience. Finally, I wish to thank my beloved parents. It is their support and love that has helped me out of the difficult personal circumstance and provided me with a safe harbor in which I could focus on writing. 摘 要 随着经济全球化的发展，商标日益具有国际性，商标翻译已成为进出口贸易中不可回避的问题。作为企业产品的标志和企业形象的代言者，商标是一种经济符号，是企业参与国际市场竞争的有力武器，它对商品的销售起着决定性的作用，即商标具有商业特性。同时，商标又是一种文化符号，它携带着丰富的文化信息，而且本身就具有文化印证，即商标本身具有文化特性。因此，商标翻译不仅仅是一种跨语言交际，而且还是一种跨文化交际。随着商标翻译重要性的不断提高，我们有必要找到一种合适的理论并将其运用于商标翻译，使商标翻译达到较好效果：一方面可以达到文化传播的目的，另一方面可以达到商业效应。本文作者将关联理论应用于商标翻译，从跨文化交际的角度论述了将关联理论运用于商标翻译具有可行性。作者把商标翻译看作是一个明示--推理的交际过程，从认知语境与互明两方面论证了将关联理论运用于商标翻译具有有效性。作者提出了提高跨文化敏悟的必要性，并提出运用翻译补偿来弥补商标翻译中由于违背互明造成的交际失败。 本文主要特点在于：一、本文的研究角度：本文作者从跨文化交际的角度将商标翻译看作是一个明示-推理的过程，从认知语境和互明两方面来研究商标翻译。二、本文的观点：本文作者将认知语境作为商标翻译的基础，并对此提出了提高跨文化敏悟的必要性。作者将互明作为商标翻译必不可少的一个条件，指出了商标翻译中由于违背互明造成交际失败的现象，并对此提出了翻译补偿策略。三、应用方法：本文作者将商标的商业特性和文化特性结合起来提出了相应的翻译策略。 关键词：商标翻译，关联理论 ，认知语境，互明 Abstract With the globalization of the economic development, t