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从跨文化交际视角论出口商标翻译


全文字数:6000字左右  原创时间:<=2022年

【内容摘要】

从跨文化交际视角论出口商标翻译


商标是商品的标识,是企业信誉的标志,也是消费者认识该商品的媒介之一。随着中国市场经济的发展和中国加入世贸组织,中国商品将进军世界市场,参与国际竞争。一个赏心悦目的商标名能够刺激消费者的购买欲,促进商品的推广,从而增加企业的经济效益。因此,出口商标的翻译显得尤为重要。
商标词作为一种特殊的广告和营销语言,富有深厚的文化底蕴及文化属性。本文在对商标进行广泛研究的基础上,如商标定义、功能、翻译方法等,重点从跨文化交际学角度进行探讨,意在让译者意识到文化差异对于出口商标翻译的影响,为商品找到最合适的译名。
本文从跨文化交际方面切入,分析了跨文化对于商标翻译的重要性。接着提出了由于文化差异导致出口商标翻译的一些主要问题,比如拼音运用不当;忽视语言、宗教及政治文化因素等。最后本论文介绍了商标词翻译应遵循的一些原则,如符合商品特性、符合大众审美心理及民族化原则。
当然,本文研究也有不足之处。第一,由于缺乏国外的调查研究,文中所举的例子比较宽泛;第二,商标数量庞大,商标的收集有局限性。


关键词:商标;翻译;跨文化交际;原则
The Translation of Export Trademarks from                 Intercultural Communication Perspective
Abstract: Trademark, as the sign of commodity and the symbol of corporate reputation, is one of the medium that consumers know the goods. With the rapid development of China's market economy and China's accession to WTO, China's commodities will enter into international market, in the face of international competition. A good trademark can stimulate purchasing desire of consumers; promote products, so that company’s profits will increase. Therefore, the translation of export trademarks becomes very important.
   Being a special advertising and marketing language, the trademark has deep cultural background and rich cultural property. On the basic of the wide range of research of the trademark from its definition, functions and translation methods, the study of export trademark translation from the perspectives of intercultural communication. This paper aims to make translators realize the great influence of cultural differences on C-E trademark translation and find the most appropriate translated trademarks.
   The point-cut of this paper is intercultural communication. Firstly, analyze significance of intercultural communication to trademark translation. Secondly, raise major problems in C-E trademark translation due to cultural differences, such as misusing Chinese “Pinyin”; neglecting words connotations, religious culture and politics. Finally, introduce some principles such as conforming to the commodity characteristics, the public aesthetic psychology and naturalization.
There are also some limitations in the paper. Firstly, the study on factors leading to cultural differences is too general and without much personal experience owing to the limited time and lacking foreign researches. Secondly, due to a great number of trademarks at home and abroad concern all aspects of life, the collection of facts and examples is limited.


Key words: trademarks; translation; intercultural communication; principals

 

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