商标语汉译的生态翻译学研究

商标语汉译的生态翻译学研究

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1、AbstractTrademarkwordstranslationisacomprehensiveart,notsimplyatranslationfromthesourcelanguagetothetargetlanguage.Smallasitis,atrademarkwordcontainsculture,manners,customsandreligious,beliefs,thoughtpatterns,alsothereceptors’psychologyandsoon.Sotrademarkwordstranslationis

2、atoughjobinthedomainofbothlinguisticsandculture.Inrecentyears,manyscholarshavestudiedonthetrademarkwordstranslationfromdifferentperspectives,suchastheystudiedontrademarkwordstranslationfromthecultureperspective,linguisticperspective,aestheticperspectiveandsemioticperspecti

3、ve;alsotherearemanyresearchesontrademarkwordstranslationundertheguidanceofdifferenttheories,likethefunctionalequivalencetheory,skopostheory,intertextualitytheoryandsomeothertheoriesareappliedtothestudiesontrademarkwordstranslation.Allthesepreviousstudiesbroadenedthefieldof

4、trademarkwordstranslationandtheyaregoodpreparationsforthefutureresearches.However,mostofthesestudiespaymuchattentiontotranslationmethodsandrelatedtheoriesfortranslatingtrademarkwords,butneglecttheresearchontranslationontologyandthetranslationprocess.Theyalsoignoredthewhole

5、translationenvironmentaroundthetranslator,sotheirresearchesarenotsystematicenoughtohelpprovideappropriatetranslations.Thisthesistakesthetheoryofeco-translatologyasthetheoreticalframework,seekingtoopenupanewperspectiveforstudyingontrademarkwordstranslation.“Itisanecological

6、approachtotranslationstudiesortranslationstudiesfromanecologicalperspective.”(Hu,2008b:11)Itpaysattentiontothewholenessof“translationalecology”andinterpretstheprocessoftranslation,depictstherelationshipbetweenthetranslatorandtranslationeco-environment.(Hu,2008)Thisthesisai

7、mstointerpretthetrademarkwordstranslationaccordingtothe“three-dimensionaladaptationandadaptiveselection”theoryandtoexplorehowthetranslatorsadaptandselectinthetranslationaleco-environment.Inordertomakeasuccessfulselectionoftrademarkwordstranslation,theauthortriestoproposeso

8、metranslationmethodsinordertorealizethetranslators’three-dimensionaltransformation.Alsose

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