An Eco-translatology Study On E-C Translation Of Trademark Words

Trademark words translation is a comprehensive art, not simply a translation from the sourcelanguage to the target language. Small as it is, a trademark word contains culture, manners, customs andreligious, beliefs, thought patterns, also the receptors’ psychology and so on. So trademark wordstranslation is a tough job in the domain of both linguistics and culture. In recent years, many scholars havestudied on the trademark words translation from different perspectives, such as they studied on trademarkwords translation from the culture perspective, linguistic perspective, aesthetic perspective and semioticperspective; also there are many researches on trademark words translation under the guidance of differenttheories, like the functional equivalence theory, skopos theory, intertextuality theory and some othertheories are applied to the studies on trademark words translation. All these previous studies broadened thefield of trademark words translation and they are good preparations for the future researches. However,most of these studies pay much attention to translation methods and related theories for translatingtrademark words, but neglect the research on translation ontology and the translation process. They alsoignored the whole translation environment around the translator, so their researches are not systematicenough to help provide appropriate translations.This thesis takes the theory of eco-translatology as the theoretical framework, seeking to open up anew perspective for studying on trademark words translation.“It is an ecological approach to translationstudies or translation studies from an ecological perspective.”(Hu,2008b:11)It pays attention to thewholeness of “translational ecology” and interprets the process of translation, depicts the relationshipbetween the translator and translation eco-environment.(Hu,2008) This thesis aims to interpret thetrademark words translation according to the “three-dimensional adaptation and adaptive selection” theoryand to explore how the translators adapt and select in the translational eco-environment. In order to make asuccessful selection of trademark words translation, the author tries to propose some translation methods inorder to realize the translators’ three-dimensional transformation. Also several evaluation criteria for anideal trademark words translation are summarized according to Hu’s “the degree of holistic adaptation andselection”. Finally the author makes a conclusion that the eco-translatology theory is applicable and hasfeasibility in analyzing the trademark words translation.