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《The principles of Eugene A. Nida’s “ functional equivalence”in the translation of trademark商标翻译中的功能对等》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、AbstractWiththedevelopmentofeconomyandthecontinuityoftheopenPolicy,thetradebetweenChinaandforeigncountriescomeshourly.Theinternationalmarketisfilledwithvarietiesofgoods.Advertisementbesideshighqualityplaysanessentialroleintheprocessofpromotingsalesandcultivatinginternationalmarket
2、s.Trademarkisasign,symbol,andcarrierthatidentifiestheproductsorservicesofacompany.Towinthefieldintheinternationaltrade,thestudyonthetrademarktranslationisnotonlynecessarybuturgent.Thispaperattemptstomakeastudyonthefeatures,basicfunctionprinciplesandcultureelementsoftrademarks,andt
3、hen,makeananalysisoftheculturalbarrierintranslatingtrademarks.Pointingoutthatitisnoteasytotranslatetrademarksfromonelanguageintoanother,andovercometheculturalbarriertokeeptheirownfeatures.Astrademarktranslation,aninterculturalcommunication,involvesmanyfactorsinbothsourcelanguagean
4、dtargetlanguage.Appropriateprincipleandtechniquesareneededintranslatingoftrademarks.EnlightenedbyNida’s;“functionalequivalence”,thispapersuggestsEugeneA.Nida’s“functionalequivalence”astheprincipleforthetrademarkstranslation,andthispapersummarizesthefollowingfivecommontechniques:1)
5、literaltranslation;2)transliteration;3)paraphrase;4)combinationofliteraltranslation,paraphraseandtransliteration;and5)creativetranslation,weshouldchoosethetechniquerightlybasedonthesituationandneeds.Thetranslatedtrademarksshouldattempttoachieveanidealunityintermsofsemanticmessage,
6、culturalmessageandreader’sresponse,andreproducetheinformative,aesthetic,expressiveandvocativefunctionsoftheoriginalsintargetmarkets.trademark;trademark’sformation;trademark’stranslation;functionalequivalence商标翻译中的功能对等【摘要】随着经济的发展和改革开放的进一步深入,中国与世界各国的贸易更加频繁,国际市场上商品种类日见繁多。如何在品种繁多的商品中脱
7、颖而出?商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。而商标作为品牌的标志和载体,在国际贸易活动中针对其进行的翻译就尤为重要了。本文首先分析了商标的功能构成以及文化特征,并辅以具体的商标为例加以说明,接着分析了商标翻译过程中存在的文化障碍,同时指出把商标从一种语言转化为另一种语言,并跨越其间的文化障碍,保存其原有的风格,并非易事。因为商标翻译是一种特殊的文体翻译,是一种跨文化交际活动。要做好商标的翻译,这需要恰当的原则和翻译理论作指导。受奈达的“功能对等”的启发,本文提出了“功能对等”翻译理论可作为商标翻译的原则,并在此基础上总结出了五种翻译方法
8、:1)直译,2)音译,3)意译,4)直译、意译和音译相结合,5)创