从文化适应性看商标的翻译【毕业论文】

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1、（20__届）本科毕业设计英语从文化适应性看商标的翻译OnCuturalCompatibilityofBrandNameTranslationIII内容摘要本文首先介绍了商标的相关概念,包括商标的定义、功能及商标翻译与文化的关系。进而从文化适应性的三个原则，即准确的文化意义的把握，良好的读者接受，适境的审美判断，探讨了在跨文化交际的背景下，文化适应性是翻译价值观论的必不可少的组成部分。在文化适应性的过程中，应充分考虑到目标语在其语境中存在的语义、思维方式、地域环境等的差异及消费者审美标准和审美期待的差异。成功的商标翻译都是对各种

2、语境因素做出适当的文化适应的结果。商标翻译的良莠直接影响着消费者的接受意向，影响着产品的销量。关键词：商标翻译；文化适应性；适应IIIAbstractFirstly,thispaperbeginswithdefinition，functionsofbrandnamesaswellastherelationshipbetweencultureandbrandnametranslation.Then,bymakinganintensivestudyofthreeprinciplesofculturalcompatibilityinb

3、randnametranslation,thenextpartwillbeintroducedfromthefollowingaspects,goodcomprehensionofcultural,goodreaderreception,goodaestheticjudgment.Weshouldconsiderthedifferenceofsemantic,regions,aestheticstandardandaestheticexpectinbrandnametranslation.Well-translatedbrand

4、namescannotonlydeterminetheconsumptionintention,butalsostimulatetheproductsales.Keywords:brandnametranslation;thetheoryofculturalcompatibility;compatibilityIIIContentAbstractII1.Introduction11.1ResearchSignificance11.2LiteratureReview11.3ResearchObjective22.TheRelati

5、onshipbetweenBrandNameandCulture22.1AGeneralUnderstandingoftheBrandName22.1.1TheDefinationofBrandName32.1.2TheFunctionofBrandName32.2TheRoleofCultureinBrandNameTranslation53.ThreePrinciplesofCulturalCompatibilityinBrandNameTranslation63.1Goodcomprehensionofculturalme

6、aning63.1.1TheDifferenceofSemanticinBrandNameTranslation63.1.2TheDifferentWaysofThinkinginBrandNameTranslation73.2GoodReaderReception83.2.1TheDifferenceofRegionsinBrandNameTranslation93.2.2TheDifferenceofSocialRelationshipsinBrandNameTranslation93.3GoodAestheticJudgm

7、ent103.3.1TheDifferenceofAestheticStandard103.3.2TheDifferenceofAestheticExpect11Conclusion12Bibliography14Acknowledgements15III1.IntroductionAlongwiththedevelopmentofglobalization,moreandmorecompaniesexploringtheirinternationalbusinessareconcerningabouthowtopromotet

8、heirproductsefficiently.Brandname,anyvisiblesignordeviceusedbyabusinessenterprisetoidentifyitsgoodsanddistinguishthemfromthosemadeo