毕业论文--从语用等效原则浅谈海峡两岸商标翻译差异.docVIP

湖南中医药大学 毕业论文 学生姓名： 学 号： 学　　院：　　　　　 　　　　　　　　　 　　 专 业： 设计(论文)题目： 从语用等效原则浅谈两岸商标翻译差异 On Discrepancies in Foreign Trademark Translation across the Straits from the Principle of Pragmatic Equivalence 指导教师： 2010 年 11 月 1 日 On Discrepancies in Foreign Trademark Translation across the Straits from the Principle of Pragmatic Equivalenc By Zou Xiufang A thesis submitted to The College of Arts, Information and Administration of Hunan University of CM in partial fulfillment of the requirement for the degree of Bachelor of Arts Supervisor: Xie Yuexiang March，2011 Hunan University of CM 摘 要 商标是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的核心部分，是企业参与竞争的有力武器。其最终目的是要出售商品。商标翻译翻译不仅是两种语言转换，也是两种文化的交流，同时也反映了具有不同文化背景人群的消费心理和审美价值的差异。由于历史、政治、地理等诸多原因，两岸在翻译同一国外商标名时出现了差异，这种翻译差异现象一定程度上影响了彼此的经贸、文教等交流，不利于两岸经济的发展。本文从语用等效原则理论出发，结合两岸商标翻译的特点，结合实例，分析两岸商标翻译差异的原因，指出商标翻译可以采取音译、意译、直译以及不译等方法，并通过比较指出两岸采用不同译法的优劣之处。 关键词Abstract Trademark is a special kind of language signs. It is the concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in competition, the final of which is to attract customers and sell commodities. Trademark translation is not only the transfer of two languages, but also the exchange of two cultures. Meanwhile it also reflects the differences of consumers’ psychology and aesthetic conceptions caused by different cultural background. However, when it comes to foreign trademark translation, due to some factors such as history, politic, and geography, the variant translations of one certain trademark are very common across the Straits(and in HongKong),which has posed a series of obstacle to many domains like economic, educational and academic exchange among these regions. This paper combines principle of pragmatic equivalence with characteristics of across strai