Zero Translation of Brand Name of Electronic Product

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  • Topic: Translation, Literal translation, Dynamic and formal equivalence
  • Pages : 30 (7150 words )
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  • Published : November 11, 2012
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毕 业 论 文(设 计)
论文(设计)题目:Zero Translation of Brand
Name of Electronic Product
电子产品商标的零翻译





魏成琪





200803000064





外国语学院





科技英语





2008

指导教师

刘世铸

2012 年 5 月 18 日

Contents

Abstract……………………………………………………………………………...Ⅰ 摘要…………………………………………………………………………………..Ⅱ Introduction…………………...……………………………………………………...1 Chapter 1 Literature Review..……………………………………………………….2 1.1 Study of Du Zhengming…..…………………………………………………2 1.2 Study of Qiu Maoru......………………………………………………………2 1.3 Study of Liu Mingdong......…………………………………………………..2 1.4 Study of Zhang Mengya……………..……………………………………….3 Chapter 2 Introduction to Brand Name…………………………………………….3 2.1 Features of Brand Name: Conciseness, Identification and Novelty…………4 2.2 Functions of Brand Name…………………………………………………..5 2.2.1 Informative Function………………………………………………..5 2.2.2 Stimulating Consumption…………………………………………...5 2.3 Common Methods of Brand Name Translation……………………………...6 2.4 Difficulties in Translating Brand Names……………………………………7 Chapter 3 Introduction to Zero Translation………………………………………..8 3.1 The Concept of Zero Translation……………………………………………8 3.2 The Difference between Zero Translation and Non-translation……………..9 3.3 Usage of Zero Translation…………………………………………………10 3.3.1 Translation of Proper Names………………………………………10 3.3.2 Translation of Abbreviation………………………………………..11 3.3.3 Translation of Words with Cultural Meaning………………………12 Chapter 4 Introduction to Functionalist Translation Theory……………………13 4.1 Katharina Reiss……………………………………………………………..13 4.2 Hans. Vermeer………………………………………………………………14 4.3 Justa Holz Manttari…………………………………………………………15 4.4 Christiane Nord……………………………………………………………..15

4.5 Zero Translation of Brand Name in the Light of Functionalist Theory……16 Chapter 5 Zero Translation of Brand Name of Electronic Products…………….17 5.1 Transliteration……………………………………………………………….17 5.2 Transference………………………………………………………………...18 5.3 Complementary Translation………………………………………………19 Conclusion……….…………………………………………………………………..20 Reference…………………………………………………………………………….21 Acknowledgements………………………………………………………………….23

Abstract

With global economic integration, the economy of China has developed rapidly and most world-famous companies sell their products and services in China. Brand name translation is important for these companies to make their products acceptable in China. But brand name translation is more difficult than translation of other text types because of its features and functions. Among all translation theories, functionalist translation theory, proposed in Germany in 1970s, breaks through traditional translation theories and focuses on functions of translation action. It provides zero translation with theoretic support. Zero translation is appropriate for brand name translation because zero translation emphasizes the effect of translation. This thesis is going to introduce the difficulty of brand name translation, zero translation and functionalist translation theory with many examples of electronic product brand name to prove that zero translation is an effective method for translating brand name.

Key words: Zero translation; Functionalist translation theory; brand name; electronic products

I

摘要

随着全球经济一体化,中国经济飞速发展,世界大多数品牌纷纷进入中国。 为了能被中国消费者接受,
商标的翻译变得十分重要。然而商标由于其自身的特 点和功能使得商标翻译和其他文本的翻译相比更为困难。在众多翻译理论中,20 世纪 70 年代于德国产生的功能派翻译理论打破了传统翻译理论的限制,强调翻 译的功能,
为几年来新出现的零翻译提供了理论支撑。零翻译更注重翻译产生的 效果而适用于商标翻译。
本文将通过介绍商标翻译的困难、零翻译理论和功能派 翻译理论,以大量电子产品商标翻译为例说明零翻译在商标翻译领域的适用性。 关键词:零翻译;功能派翻译理论;商标;电子产品

II

Zero Translation of Brand Name of Electronic Product

Introduction

During recent decades, China has become one of the largest markets in the world, and all international companies sell their products and services in China, including electronic products. In order to increase sales in China, many companies translate their brand names in Chinese to help Chinese consumers recognize and accept their products. However, there are many difficulties in translating brand...
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