从目的论看英汉商标翻译.doc

成绩评卷人研究生张姝学号201010901028三峡大学外国语学院研究生课程论文论文题目 Study on E-C translation of Brand names from the perspective of Skopos theory 完成时间 2011-08-03课程名称 英汉对比与翻译专 业 英语语言文学年 级 2010 级Study on E-C translation of Brand names from theperspective of SkopostheorieAbstract: With the development of the economic globalization and increasing international contact, brand names become more and more important. Based on the principles of Skopos theory, this paper mainly discusses the E-C translation on brand names in accordance with its unique features and points out that the cultural differences between the source and target texts are supposed to be given much attention. Meanwhile, some useful translation techniques are used to achieve the best business effect. 摘要：经济全球化以及日益增张的国际贸易往来使得商标的翻译日趋重要。

本 文以翻译目的论为理论框架，从商标特征的独特角度探讨英汉商标翻译，指出 英汉商标翻译应注重原语与目的语之间的文化差异 , 并灵活运用各种翻译技巧 以达到最佳商业效果Key Words: skopostheory; the unique features of brand names; translation techniques关键词：目的论；商标特征；翻译的技巧1. IntroductionWith China's entry into WTO and the frequent international communications with the outside world ，a great deal of Chinese products surge into foreign market which leads to fierce competition in the process of international trade. In this competition, more and more enterprises have reached to the common sense that one of their most valuable assets is the brand names associated with relative products. A good brand name can ensure great product quality for different customers, differentiate the product from millions of competitive brands, or stimulus the purchase of various customers. The brand name is of vital importance to a company, which represents the image and reputation of the enterprise itself. Therefore, much attention has been paid to the study of the brand name translation.As a special type of practical writing and culture, brand names have their own features, which are mainly manifested into four aspects: principles, functions, motivations and cultural characteristics. The functions are informative, aesthetic and vocative in nature. The invention of brand names is based on three basic principles: brevity, novelty and readability. To perform these functions and observe the basic principles, brand names are culturally motivated and produced psychologically, commercially, and sociologically.As for the brand names translation from foreign languages into Chinese, the following distinctive problems should not be ignored or overlooked.1.1 Application of monosyllabic pronunciations in Chinese characters.Because of the limitation number in monosyllables, many Chinese characters have to share the same pronunciation which caused uncertainty for translators to choose Chinese characters. Psorales is a case in point, it is the brand name for a drug, which was rendered into “破故纸" when it was firstly brought to China. Obviously, few Chinese people are willing to buy such useless thing and thus this drug sold rather slowly in China.1.2 Different culture from different countriesSome brand names are loaded with cultural information, it is an issue of how to convey proper meanings and express foreign cultures in translating such brand names. For example, the brand name of a lipstick, Kiss me, which should be translated as “吻我"literally. But such literal translation will not be accepted generally by most Chinese who are inclined to be implicit or traditional by nature.1.3 Different psychological demands in different countriesThe translation of foreign brand names should satisfy or meet psychological need for Chinese people. For instance, Caterpillar Tractor Company in America chooses “Caterpillar” as its brand name. If it is put directly into Chinese, it will be“毛毛虫”, which would definitely cause confusion for Chinese people at the first sight of the name.2. Basic Rules of Skopos theorySkopos theory holds that translation is to produce a text in a target setting for a target purpose. It holds that translation is a form of translational action based on a source text, and the prime principle determining any translation process is the purpose (or skopos) of the overall translational action. This theory is put forward by Hans J. Vermeer who once stated his general position in his Framework for a General Translation Theory in 1978, and explained Skopos theory in detail in the book Groundwork for a General Theory of Translation co-authored with his teacher Reiss in 1984.As the superficial meaning of functionalism indicates, function is the foundation on which the overall theory is structured. In functionalist theory, the most important rule for any translation is the “function rule”, or the "Skopos rule" determined by Vermeer, which can be explained in the following way.Each text is produced for a given purpose and should serve this purpose as well. The skopos rule thus can be regarded as: the perfect target text should be translated in a way that enables the text to functions in the s。