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A Tentative Study On The Principles And Mechanism Of Brand Name Translation

Posted on:2006-01-10Degree:MasterType:Thesis
Country:ChinaCandidate:R H WangFull Text:PDF
GTID:2155360212967452Subject:Foreign Linguistics and Applied Linguistics
Abstract/Summary:PDF Full Text Request
Translation has a long history both at home and abroad. As one part of professional translation, brand name translation attracts more and more attention of translators. Such activities have given birth to many guiding theories, which are interdisciplinerily related with many other fields of research and life. Therefore, it is of great significance to engage into such a study.This thesis makes a bilingual and tentative analysis of brand name translation from linguistic, sociological and cultural aspects and explores the major translating methods. It introduces some elementary knowledge of brand names, including their definition, classification, function, formation and motivation etc. with the end aim of facilitating the internationalization of brand name design and its translation in China.By means of case study, this research brings different translation methods and approaches of brand name translation into examination, such as transliteration, literal translation, tree translation, semantic transliteration, creative translation, etc. At the same time, it surveys the different theories on translation at large to see if any translating strategies can be modeled on or be drawn upon. Among the adopted theories, the most prominent one is Yan Fu's trinity principle, namely"faithfulness, expressiveness and elegance", which plays an important role in translation theories in China. And then it centers itself on Eugene A. Nida and Peter Newmark, two representatives of western translation theorists, and their respective theories. Since the core of Nida's theory is functional equivalence, the thesis analyses the influence of cultural factors in the translating process, reproducing in the receptor language the closest natural equivalent of the source language message. As for Peter Newmark's theory, his great contribution lies in his insight in semantic translation and communicative translation. Therefore, his"expressive texts", semantic translation and"informative"and"vocative texts"are examined in this thesis.
Keywords/Search Tags:source language (SL), target language (TL), brand name, translation principles, functional equivalence
PDF Full Text Request
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