基于美学翻译理论的车牌名翻译策略(论文7800字)
STRATEGIES OF TRANSLATING VEHICLE BRAND NAMES BASED ON AESTHETIC TRANSLATION THEORY
摘 要
从百万富翁到平民百姓，都可以拥有一款适合自己的汽车。汽车市场销售的繁荣同时也引发了激烈的竞争。市场上汽车品牌众多，如何才能吸引消费者的眼球，让自己的产品成为其首选呢?人们对于任何新事物的了解，都是从其名称开始的，汽车也不例外。外国汽车在国内的销售和国产汽车在外国市场的销售不断增长。中国已经超越美国和日本，成为了世界上最大的汽车生产国和消费市场。然而目前中国汽车市场依然由国外汽车品牌主导。特别是中国加入WTO之后，中国的开发为外国汽车品牌进入中国市场提供了机遇。如果要将市场转入国外，公司首先应该把商标翻译成当地语言，并且确保翻译后的商标名不光语言上要确切，而且也要符合当地的文化背景、市场形态，亦不能有悖于当地的法律。成功的汽车商标翻译不仅能传递产品信息和企业文化，更让人过目不忘，刺激消费欲望。汽车工业的兴起和繁荣使汽车品牌的翻译成为一种必然，因为汽车名称能吸引消费者的注意力，促进购买欲望，使一家汽车公司的产品在激烈的市场竞争及纷繁复杂的名称中脱颖而出。
翻译美学在汽车名称的翻译中起到了重要的理论指导作用，由于汽车商标翻译受到越来越多研究者的关注，然而学者的研究角度主要集中于目的论、文化视角、等效原则和语言顺应等。笔者认为汽车商标翻译不仅是源语言和目标语言之间的信息转化，更是审美主体对美的认识和鉴赏以及对美的再现和创造。使汽车企业能在翻译美学的指导下取得一个好的译名从而更好地传递汽车企业的文化、理念和品牌形象。
本文选取一些我们平时较多接触的汽车品牌进行研究，共分为六部分。首先简要介绍了汽车行业的发展以及好的汽车译名对人们接受程度和销售量的影响。第二部分对汽车名的来源和翻译的原则进行阐述。第三部分对美学翻译理论进行了系统的阐述。第四部分对研究的方法进行了描述。第五部分选取一些代表性的汽车品牌的中英名称，并在关联理论的框架下对所选择的译名进行了深入系统的分析。论文在美学翻译的视角下，对汽车品牌名称进行了详尽的分析和论述，由此得出美学翻译理论对汽车名的翻译具有很好的适用性。
关键词：：汽车名翻译;翻译美学;音美;形美;意美
ABSTRACT
From millionaires to civilians, they can have a suitable car for their own. At the same time, the prosperity of auto sales also led to a fierce competition. There are many auto brands in the market, the question is how to attract the attention of consumers, and make their products become the first choice of consumers? Name is the first thing to be understood by people when they meet with new things, no exception for cars. The sales of foreign cars in the domestic market and the domestic auto in foreign market are expanding. China, overtaking the United States and Japan, has become the world's biggest car producer and consumer markets. However, China's auto market is still dominated by foreign car brands. Especially, after China gained the accession to the WTO, the opening policy gives a chance for foreign automobile brand to penetrate into Chinese market. If companies want to penetrate into foreign markets, they should first translated trademark into the local language, and ensure that the translated brand names not only using the accurate language, but also according with local cultural background, the market form without contracting to local law Successful translation of automobile trademark names can not only transfer product information and the enterprise culture, but also let a person never forget it and stimulate consumption desire. The rise of the automobile industry and prosperity makes the translation of automobile brand name become necessary, because the car names can attract consumers' attention, promote the purchase desire, make a car company products stand out in the fierce market competition.
Translation aesthetics play an important role in car name translation for its function of theoretical guidance. The car trademark name translation gains more and more attention from researchers. However, the research perspectives are mainly focused on the Skopos theory, cultural perspectives, equivalent principle, and language adaptation, etc. The author thinks that the translation of car brand names is not only a conversion between source language and target language information, but also the awareness and appreciation of beauty of aesthetic subject and representation and creation of beauty. （刘宓庆，2005）Under the guidance of translation aesthetics, good names which can deliver auto enterprise culture, concept and brand image better will be translated.
In this paper, some vehicle brands are chose to discuss. This paper is divided into six parts. First, it briefly introduces the development of auto industry and the impact of good translated names on people’s acceptance and sale. Second, the origins and translating principles of vehicle names will be shown. Third, aesthetics translation theory is elaborated in this part. Fourth, research methods are described. Fifth, under the guidance of aesthetics translation theory, we select some representative car brands name to make a systematic analysis. Sixth, the conclusion is ,under the perspective of translation aesthetics we have carried on a detailed analysis and discuss for brand names, we know that it’s suitable for car name translation using aesthetic translation theory.
KEYWORDS: car name translation, aesthetics translation theory, beauty in sound, beauty in form, beauty in sense
CONTENTS
ABSTRACT I
ABSTRACT II
1 Introduction 1
2 Traditional Culture of Vehicle Brand Name 2
2.1 The origins of the vehicle brand names 2
2.1.1 Being named after people 2
2.1.2 Being named after animals 3
2.1.3 Being named after simple alphanumeric combination 3
2.1.4 Being named after the characters in the myths and legends 3
2.1.5 Being named after ordinary words 3
2.1.6 Being named after title, position and other identity 3
2.1.7 Being named after the inventing words without specific meaning 3
2.1.7.1 English In The Foreign Language 4
2.2 The Principles 4
2.2.1 Reflecting car commodity information 4
2.2.2 Lively， interesting and trigger imagine 4
2.2.3 Easy to be remembered 5
2.2.4 Paying attention to cultural differences 5
3 Literature Review 6
3.1 The combination of aesthetic and translation 6
3.2 The three beauties in translation: beauty in sound, form and sense 7
4 Method Of Study 7
5 Case Analyses 8
5.1 Beauty in sound 8
5.2 Beauty in form 9
5.3 Beauty in sense 11
6 Conclusion 12
ACKNOWLEDGEMENTS 13
REFERENCES 14 |
