【作者】 谢芳；

【导师】 王宏；

【作者基本信息】 苏州大学 ， 英语语言文学， 2004， 硕士

【摘要】 在现代社会中，商标词作为广告的基本组成要素在社会生活中起着不容忽视的重要作用。随着我国社会经济的迅速发展，改革开放的进一步深入，成为世界贸易组织的一员，中国产品进入国际市场的机会大大增加了，与此同时大量的外国产品涌入中国市场，各种产品在市场上的竞争越发激烈，人们开始认识到好的商标词及其恰当得体的翻译对刺激消费和开拓国际市场的重要性。因此对商标词及其翻译的研究就显示出必要性和紧迫感。 众所周知，成功的商标词翻译需要复杂的工作和广博的知识，不仅包括语言学、翻译学的知识，还包括市场营销学、心理学、跨文化交际学等知识，因此商标词翻译是一种跨文化的活动。然而我国对商标词翻译的理论研究还不够全面和系统，满足不了社会的需求，传统翻译理论的翻译策略无法适应商标词翻译的客观要求。商标词翻译是一种具有极高商业价值的实用英文翻译，它的最终目的和主要功能就是激发消费者的购买欲望，使其购买商品。在商标词翻译中，如果商标词的翻译无法达到这样的目的，就不能称为成功的翻译。因此进行商标词翻译，探讨商标词翻译的基本策略时，必须把商标词及目的语商标词的特殊目的与翻译理论有机地结合起来。 本文从商标词及其目的语商标词功能目的出发，运用由德国莱斯、费米尔、曼塔利、诺德等学者所提出的功能翻译理论来研究商标词的翻译，分析了在商标词翻译过程中采取的以目的语文化为导向的功能翻译策略。 文章首先分析了德国功能学派提出的功能翻译理论。它作为对传统翻译理论的一个重大突破和翻译理论研究的重要补充，为商标词翻译的理论研究开辟了一个新的视角。该理论以目的论为中心，强调文本目的在翻译过程中所起的作用，它作为一条总的原则，翻译方法和策略必须由译文预期的目的和功能来决定。因此在以上理论研究的基础上，文章从分析商标的分类、命名原则和特点出发，探讨了商标词所具有的功能，即信息功能、美感功能和祈使功能，指出了他们的最终目的都是刺激消费者使其购买商品。 最后，本文在目的语文化为导向的功能翻译策略的指导下，通过实例分析归纳了商标词翻译的基本方法(直译、意译、音译、谐音取意和直译意译音译相结合的方法)，探讨了功能翻译策略是如何运用到商标词翻译中去的。更多还原

【Abstract】 In the modern society, as an essential component of advertising, the trademark plays a more and more important role. Along with the development of Chinese economy and the deepening of China’s economic reform, people come to realize the importance of good trademarks and their appropriate translations in the process of promoting sales. It is not only necessary but also urgent for us to make a study of the translation of trademark words.It is acknowledged that a successful translation of trademark words involves wide knowledge that includes not only linguistics, translatology, but also marketing, psychology, aesthetics, cross-cultural communication and the like. The translation of trademark words is in fact a cross-cultural translational activity. However, our theoretical study of the translation of trademark words is not thorough or systematic enough to meet the demands of the society. Translation strategies based on traditional translation theories can no longer satisfy the objective requirements of the translation of trademark words, because the translation of trademark words is a practical translation with a high value of commerce and its ultimate purpose is to induce the consumers to buy the products. If the translation of trademark words cannot achieve such a purpose, it could not be regarded as a successful translation. When analyzing the basic strategy of the translation of trademark words, translators should take the special purpose of trademark words into consideration.From the angles of the functions and purposes of trademark words, the author makes an analysis of the translation of trademark words. And the analysis is based on the functionalist translation theory raised by the German school.As an important complement to translation studies, the functionalist theory has given a new perspective to the study of the translation of trademark words. According to Vermeer’s Skopostheorie, the prime part of the functionalist translation theory, translation strategies are determined by the purposes and functions of the target texts. On the basis of the above theoretical study, the author makes analyses of the classification, designing principles and the characteristics of trademark words. Then the author makes a study of the basic functions of trademark words which include the informative, aesthetic and vocative functions and points out that the ultimate purpose of trademark words is to stimulate the consumers to make purchases. And in the latter part of the thesis the author makes a practical study of the examples of the translation of trademark words to analyze how the functionalist approach with the target-culture orientation is applied to the translation of trademark words.更多还原