摘 要目的论是由赖斯和弗米尔在20世纪70年代末提出的，目的论强调翻译的互动和语用特征，目的论认为目标文本的形式应当首先由功能即目标文本在目标语境中想要达到的“目的”来决定。翻译过程是一项目的性的活动，译文必须要符合译入语的文化。因此，在商标翻译中，目的论必须要发挥其作用。本文以目的论为主要理论依据，在论文中具体分析了目的性原则，连贯性原则和忠实性原则在英汉商标翻译中的具体运用，主要探讨了目的论在商标翻译中的运用，全面研究了英汉商标翻译的现状，也结合一些翻译实例提出了直译，意译，混合法等一些翻译方法。希望这篇文章对英汉商标翻译的研究能具有借鉴意义。31193
关键词：目的论; 商标翻译; 三原则; 翻译方法
Abstract The Skopos theory, put forward by Reiss and Vermeer in late 1970s, stresses the interactional and pragmatic aspects of translation, which argues that the translation should above all be determined by the function of skopos that it is intended to fulfill in the target context. Translation process is a kind of purposeful activity, because the translation must reach the target culture, the Skopos theory would bring effects on trademark translation. This paper is based on the Skopos theory, analyzing the specific use of the Skopos rule, the coherence rule and the fidelity rule in English-Chinese trademark translation, discussing the application of Skopos theory in the English-Chinese trademark translation, and thoroughly studying the current situation of trademark translation at home. The paper also combines some trademark translation cases and lists some translation skills, including literal translation, free translation and blending. Hopefully this paper will be beneficial to the understanding of English-Chinese trademark translation.
Key words: Skopos theory; trademark translation; three rules; translation methods
Contents
摘 要...i
Abstract...ii
I. Introduction..1
II.About Skopos Theory2
2.1 Definition..2
2.2 Development3
2.3 The Rules of Skopos Theory4
III.The Application of Skopos Theory in English-Chinese Trademark Translation5
3.1 Current Situation of Trademark Translation5
3.2 Skopos Rule7
3.2 Coherence Rule8
3.4 Fidelity Rule9
IV. Trademark Translation Methods Under the Guidance of Skopos Theory10
4.1 Literal Translation....10
4.2 Free Translation....11
4.3 Blending....12
V. Conclusion13
Bibliography14
Acknowledgements 15
On Trademark Translation from the Perspective of Skopos Theory
I. Introduction
Skopos theory was put forward by Vermeer and Reiss in 1970s, it provided persified standards for translation, and it is of great significance in translation practice . Skopos theory is beneficial in breaking up the limitation of traditional translation theory and gets rid of the long-standing “equivalence” “faithfulness” and other standards, it propose that translation should be guided by the Skopos theory. With the development of global economy , more and more products flock in international market. Trademark is the name of product and the special label of goods. In modern economic life, trademark can not only make a distinction between commodities of different producers and transactors but also can establish its reputation among consumers and improve its sales performance. A good trademark translation is the intangible asset and precious property. The purpose of trademark translation is to leave a pleasant memory on consumers, therefore they can form a brand effect and market their products better. Trademark is a bridge, connecting both producers and consumers, the success or failure of trademark translation directly affects the enterprise survival. Thus it can be seen that there is a strong purpose in trademark translation. The purpose of trademark demand that trademark translation must obey Skopos theory, trademark translation must accomplish its intended functions in targeted language culture. For this reason, this kind of theory provides a deep insight into the English-Chinese trademark translation and is of very effective guidance. 从目的论看英汉商标翻译:http://www.751com.cn/yingyu/lunwen_27260.html