英语专业功能对等理论视角下的商标翻译分析.docVIP

摘 要 商标名称是指商标中可以用语言称呼的部分，是产品的标记，是产品形象的重要内容之一。本文从商标名称的相关知识入手，介绍了商标名称的概念、特征及功能。商标名称是一种文化现象，我们在商标名称翻译时需要注意它的可行性，以奈达的”功能对等”理论作为商标名称翻译的基本原则及翻译的方法，这是一种可行的方法。商标名称具有特有的文化特点，与文化有着密切联系，我们需要从不同国家的特性、习俗和习惯、语义联想等不同角度分析商标名称翻译过程中的文化障碍。尽管在商标名称互译中存在文化障碍，但它们并不是不可以跨越的。译者应灵活运用具体的翻译方法，跨越文化障碍，力求达到功能对等和最佳翻译效果。 关键词：功能对等；商标；翻译 Abstract A brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibility of brand name translation, and take the Nada’s “Functional Equivalence” as a cardinal principle and methods employed in brand name translation，this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture，then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although there are cultural barriers in the brand name translation, we can still overcome them. Translators should use the techniques flexibly so as to overcome the cultural barriers in brand name translation and try to translate brand names perfectly. Key words: functional equivalence; brand name; translation  Contents 摘 要………………………………………………………………..…i Abstract………………………………………………………….……..ii Introduction……………………………………………………………1 Chapter 1 Overview of Brand Names……………………………..…2 1.1 Definition of Brand Names…………………………………………2 1.2 Formation of Brand Names…………………………………………2 1.2.1 Proper Names……………………………………………………3 1.2.2 Common Words…………………………………………….……3 1.2.3 Coined Words………………………………………………….…4 1.3 Characteristics of Brand Names…………………………………..…5 1.3.1 Brevity………………………………………………………...…5 1.3.2 Elegance………………………………………………….…..…6 1.3.3 Originality…………………………………………….……..…7 1.4 Functions of Brand Names ……………………………………..…7 1.4.1 Informative Function…