| Translation standard has always been the focus of the debate in academic circles.For a long time,the domestic and foreign scholars are anxiously looking for or to explore a kind of translation standard that can summarize all the translation standards and guide all the translation practice.Under such background,there emerged many influential translation standards and translation theories,imported theories such as "skopos theory","functional equivalence" and so on,domestic modern influential translation theories like Yan Fu’s "faithfulness,expressiveness and elegance",Fu Lei’s "resemblance in feeling" and Xu Yuanchong’s theory of "three beauty" and so on.The appearance of these theories implies the development of translation studies,but a lot of theories are too abstract and vague in the standard definition of translation.Existing theoretical standards like "equivalence","faithfulness,expressiveness and elegance","resemblance in feeling","beauty in translation" are of a lot in translation academic circle.But when in the situation of guiding translation practice,they are not quite helpful.In specific translation practice,it seems that there always existed some translation forms that cannot be explained by one specific translation theory.Professor Gu Zhengkun put forward "plural complementarism of translation standard" in 1980 s,which caused great attentation afterwards.He thinks that the absolute criterion of translation is the original text,the highest criterion is the best degree of approximation.The absolute criterion and the highest criterion are unitary while the specific criteria are polynary.The spatial translation theory greatly extended the space of research in the field of translation theory and also widened the vision of scholars in translation studies.Compared with the other existing domestic translation theories,plural complementarism translation theory is more proactive.However,the domestic translation studies still stay on the introduction and explanation of translation studies abroad,studying the application of foreign translation theory in concrete translation practice while ignoring the local translation theory research,interpretation and application.They seem to put more attention on applying theory to interpret translation practice and rarely do something noteworthy on the theoretical height.This is the reason why this thesis chooses plural complementariam translation standard theory to explore the strategies on Chinese translation of brand names.The flood of commodity economy in today’s society is unstoppable,and brand effect is the wonderful part in business operations.The increasingly close economic exchanges between China and the west has made a large number of foreign brands come into the view of Chinese,which puts great importance on Chinese translation of foreign brand names.And the translation of them greatly influences the growth of the brand in China.This thesis will research the English-Chinese translation strategies of brand names from the angle of plural complementarism translation standard.In addition,all the brand names involved in this thesis all come from the 2015 world brand top 500 ranking.The thesis will emphatically discuss the Chinese translation of English brand names,making effort to explore the brand name translation strategies.At the same time,the number and diversity of examples can bringempirical effect to the theory of plural complementarism translation standard.The dissertation presents literature review of plural complementarism of translation standard right after the Introduction part.In the third part,the theory is explained from its research situation,source,the theory itself and relative comments.The forth part focuses on analysis of plural complementarism of translation theory in the application of specific brand names translation,and then sums up the general strategies of brand name translation from the perspective of plural complementarism of translation standard.The fifth part of the dissertation is the conclusion. |
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