从目的论角度谈品牌翻译方法.docVIP

PAGE PAGE 23 从目的论角度谈品牌翻译方法 摘要 商标名的翻译已成为翻译界越来越重要的一部分，而商标作为产品在消费者心目中的认知，对于商品来说有着不容忽视的重要作用，在市场经济高度发达的今天，在参与激烈的国际市场竞争中，市场运营战略中企业形象的核心重点已经落在打造知名品牌上。产品在他国的销售中翻译的品牌名就代表了这个品牌的形象，因此对于商家来说贴切又独特的品牌名翻译就显得尤为重要。 翻译目的论为品牌名的翻译提供了重要的理论依据，该理论指出翻译是一种目的性行为，即所有的翻译的目的决定翻译的整个过程，一个品牌名翻译的成功与否的标准之一在于是否实现了产品在他国的宣传目的。本文重点探讨品牌商标的翻译，旨在找出其在目的论指导下的翻译方法。本文分为三部分，第一部分描写了国内外对于商标名翻译的研究，第二部分介绍了目的论的内容和发展，第三部分描绘了在目的论下的品牌翻译的四种方法。为了在翻译过程中能够灵活的运用恰当的翻译方法，来得到有效的翻译结果，本文介绍了商标翻译常用的四种方法即音译法、直译法、音译法和直译法的结合以及零译法。 关键词 品牌名；目的论；翻译方法 Abstract Brand name translation?has become an increasingly important element in translation domain.?Brand name, as cognition of the products in the minds of consumers, is of especial importance to the products. In today’s highly developed society of market economy, when the enterprise participate in international market competition, creating famous brand name has become a strategic market operators in the shape of the core of the corporate image. Brand name translation stands for the brands imagine in other countries sale. It is particularly important for the enterprise to have an appropriate and unique brand name translation. Skopos Theory has provided strong theoretical support for the?translation of brand name. The theory suggests that the translation is a Skopos deed, which means that the skopos of translation decides the whole process of translation.?One of the criteria in marking the success of the brand name translation is whether the purpose of advertising the product in other countries has achieved.This paper is devided into three parts. The first part presents the?studies on brand name translation in foreign countries and China. The second part describes the content and development of Skopos Theory. The third part gives the four methods under the guidance of Skopos Theory. To aapply appropriate translation methods obtains a valid translation in the translation process. This paper introduce four translation methods,?naming the combination of the transliteration and literal tran