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对奈达的功能对等理论运用于英文商标汉译的可行性探讨


全文字数:7500字左右  原创时间:<=2022年

【内容摘要】

对奈达的功能对等理论运用于英文商标汉译的可行性探讨
尤金·A·奈达是西方著名的语言学家、翻译家、翻译理论家,他的翻译理论在全球翻译界产生了深远的影响,被誉为’西方现代翻译理论之父’。在他的学说中,功能对等理论是最有影响力的成果之一,也是奈达翻译理论体系的核心。商标是商品或服务的标志,它代表着特定商品或服务的特征和性能。论文以奈达的功能对等理论为基础,从对等、语言功能、读者反应及文化四个角度研究了它在英文商标汉译中的指导性意义。本文旨在讨论奈达翻译理论的主要成就,探索英文商标汉译的原则和方法,以指导今后的商标翻译工作。文章的主要研究方法有:文献归纳及描述法、个案研究法和比较研究法。研究结果发现,建立在语言学、信息论、社会符号学等诸多学科基础上的功能对等理论指出了翻译的相对性和灵活性,扩大了可译性的范围,强调了文化因素在翻译中的作用,提出了读者反应的重要性,打破了传统译论中静态分析翻译标准的局面,创设了一个全新的翻译衡量标准。最后,作者研究中得出,在当今商品和服务日趋多样性的时代,商标翻译方法也呈现多元化和新颖化的现象,要根据行业特征和企业特性来进行商标翻译,同时,对目标人群特殊的产品来说,要采用特殊的翻译方法。
关键词:奈达,功能对等,商标翻译
The Feasibility of Application of Nida’s Functional Equivalence Theory in Trademark Translation
Abstract
Dr.  Eugene  Albert  Nida is a famous Western linguist , translator and translation theorist. Known as ‘the father of modern translation theory of the West’, Nida’s translation theory has had a profound effect in the global translation industry. In his doctrines, the theory of functional equivalence is one of the most influential theories, and the core of Nida's translation theory system. Trademark is a sign of goods or services. Based on Nida's functional equivalence theory, this thesis studies its guiding significance on English-Chinese trademark translation from the aspects of reciprocity, language functions, readers’ response and culture. Meanwhile, it dialectically points to inadvisable views of functional equivalence theory. The paper is aimed to discuss the main achievements of Nida’s translation theory, explore the principles and methods of English-Chinese trademark translation, so as to guide future work of trademark translation. The main research methods are reviewing or describing literature, citing instances and comparative approach. Research result shows that, based on information theory, social linguistics, semiotics and other disciplines, the functional equivalence theory proves the relativity and flexibility of translation, enlarges the scope of translation, emphasizes the role of cultural factors in translation, highlights importance of reader's response, breaks the standard of static analysis in traditional translation theories and creates a bran-new measure of translation effect. Finally, the writer concludes that in the burgeoning age that full of various goods and services, there are more and more sundry and innovative methods to translate English trademarks. So we should learn to translate according to the characteristics of industry and enterprise . What’s more, for the products with specific target population, special translation methods should be adopted.
Key words:  Nida, functional equivalence theory, trademark translation

 

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