谈商标和广告翻译中的对等现象

VIP免费

3.0 赵德峰 2024-11-19 4 4 596.78KB 57 页 15积分

侵权投诉

Contents

CONTENTS

Acknowledgements

中文摘要

English Abstract

Introduction..........................................................1

Chapter One Trademark and Advetisement..............................4

§1.1 Trademark……………………………………………………………………………........4

§1.1.1 Definition of Trademark…………………………………………………….........4

§1.1.2 The Categorization of Trademark…………………………………………..……..5

§1.2 Advertisement……………………………………………………………………….........6

§1.2.1 The Figures of Speech in Ad………………………………………………….........7

§1.2.2 The Linguistic Features of Ad…….. .……………………………………………...9

§1.3 Trademark, Advertisement and Translation……………………………………………….11

Chapter Two Equivalence Theory of Translation.........................13

§2.1 Equivalence at Word Level…………………………………………………………….....13

§2.1.1 The Definition of Word…………………………………………………………..13

§2.1.2 Lexical Meaning……………………………………………………………........13

§2.1.3 Difficulties of Word-level Equivalence .…………………………………………15

§2.1.4 Strategies for Word-level Equivalence…………………………………………...17

§2.2 Equivalence at Above-word Level……………………………………………………….17

§2.2.1 Collocation………………………………………………………………………..18

§2.2.2 Collocational Range, Markedness and Meaning.………………………………...19

§2.2.3 Idioms and Fixed Expressions……………………………………………………20

§2.2.4 Interpretation of Idioms and Fixed Expressions………………………….............21

§2.2.5 Strategies for Translation of Idioms and Fixed Expressions……………………..21

§2.3 Pragmatic Equivalence…………………………………………………………………..22

§2.3.1 Coherence………………………………………………………………………...22

§2.3.2 Implicature and Co-operative Principle…………………………………………..22

§2.3.3 Context and Culture………………………………………………………………24

Chapter Three Word-level Equivalence of Trademark and Advertisement

Translation..........................................................25

§3.1 The Comparison of English and Chinese Word…………………………………………..25

§3.2 Word-level Equivalence of Trademark and Ad Translation….………………………….26

§3.2.1 Word-level Equivalence of Trademark Translation……………….……………..26

§3.2.2 Word-level Equivalence of Ad Tanslation …………………………....................30

Chapter Four Above-word-level Equivalence of Trademark and Advertisement

Translation........................................................34

§4.1 Above-word-level Equivalence of Trademark Translation...………………………….34

§4.2 Translation of Ad Idioms……………………………………………………………..37

§4.2.1 The Origin of Idioms………………………………………………………….37

§4.2.2 The Difficulties in Translating Ad Idioms…………………………………….39

§4.2.3 Strategies for Translating Ad Idioms……………………………………….....41

Chapter Five Pragmatic Equivalence of Trademark and Advertisement

Translation........................................................45

§5.1 Coherence, Implicature,Trademark and Ad Translation………………………... ........45

§5.1.1 Coherence, Implicature and Trademark Translation….……………………......45

§5.1.2 Coherence, Implicature and Ad Translation……………………………………46

§5.2 Trademark and Ad Equivalence in Cultural Context...……………………………......48

§5.2.1 Trademark Equivalence in Cultural Context……………………………………49

§5.2.2 Ad Equivalence in Cultural Context……………………………………………50

Conclusion.........................................................52

Bibliography........................................................55

在读期间公开发表的论文.............................................56

Introduction

With the rapid growth of world economy, numerous products are invented and

produced every day. Each of them has a name, by which people can refer to the product.

This involves trademark, which is also called brand name. Shakespeare ever said, “A

rose by any other name would smell as sweet.” It is true that rose still smells fragrant

even if it is called something else. But it is not the case of trademark in modern times.

Trademark is considered as the face or passport of a product. There are quite a lot of

products which failed to achieve success at first because they did not have a good

trademark. Generally speaking, a famous brand always has a good trademark. Besides a

good quality, the trademark also contributes a lot to the success of a product. In brief, a

good trademark is of great function and significance to a product. Trademark is always

unique and creative, so it is a demanding job to do its translation.

However, it is just not enough to have a good trademark. Supposing that the

producers want to convince people of the good quality of their products, they have to

turn to advertising. Actually, we are now in an era of salesmanship and ad has become a

part of our life. We are bombarded with thousands of ads (more and more bilingual ads)

everywhere, on TV, on bus, on metro, on the streets, so on and so forth. Ad is not just a

commercial, but also a cultural phenomenon, or has even become a kind of culture in

itself.

As a language learner, the author is very sensitive about the diction of bilingual

trademarks and ads, and also takes great interest in their translation. However, the

author had only ambiguous or simple idea about trademark and ad translation before. It

was not until the author came to USST and took translation as her major that she got a

deep understanding of trademark and ad translation. Needless to say, there are thousands

of translation scholars with thousands of translational theories. But the equivalence

theory is particularly applicable for trademark and ad translation. After reading the

translation book “In Other Words” by Mona Baker, the author achieved a systematic and

comprehensive understanding of trademark and ad translation. This thesis is just based

on the equivalence theory. This dissertation is to explore the trademark and ad

translation and make a comprehensive research on the base of equivalence theory.

On the Equivalence of Trademark and Advertisement Translation

Generally speaking, trademark is on the word level or above-word level. As to ad,

there are also a lot of words, collocation and idioms worth noting. So the dissertation

will explore the equivalence of trademark and ad translation at word level and

above-word level. It is not complete to study language just from the lexical level and

linguistic point. As a communicative tool, the trademark and ad translation should also

be studied from textual level and the point of pragmatics. So the dissertation will also

explore the pragmatic equivalence of trademark and ad translation. In this dissertation,

there are five chapters in total. The following is a brief introduction of each chapter.

Chapter One consists of three parts. Firstly, it is about the definition and

categorization of trademark, which are useful for the translation. Secondly, it is about

the figures of speech and linguistic features of ad. Thirdly, it is a brief explanation about

the relationship among trademark, ad and translation.

Chapter Two is the explanation of equivalence theory. It is made up of three parts.

Part One mainly discusses the equivalence at word level. Part Two deals with the

equivalence at above-word level. It introduces collocation, relevant collocational

theories, idioms and fixed expressions, and the interpretation of idioms and fixed

expressions. All of this knowledge contributes to the study of above-word-level

translation. Part Three is about pragmatic equivalence. It is involved with coherence,

implicature and co-operative principle, context and culture. Besides the introduction of

relevant theories, each part provides the translation strategies.

Chapter Three is about the application of the word-level theory in trademark and ad

translation. It has two parts. Part One is about the comparison of English and Chinese

word. Part Two is about the word-level equivalence in trademark and ad translation.

Chapter Four goes into above-word-level equivalence of trademark and ad

translation. Firstly, it introduces three ways of above-word-level translation in

trademark. Secondly, since idioms are an important and problematic part in

above-word-level ad translation, it is necessary to introduce the origin of idioms and

their difficulties in process of translation. Thirdly, it provides the strategies of

translating ad idioms.

Chapter Five expounds the pragmatic equivalence of trademark and ad translation.

It contains two parts. According to Mona Baker, the coherence and implicature are most

useful for dealing with the cross-cultural problems in translation. So Part One discusses

the relationship among coherence, implicature, trademark and ad translation. Cultural

Introduction

context influences the trademark and ad translation. So Part Two probes into the

trademark and ad translation in cultural context.

At the end of the dissertation, concluding remarks have been made according to the

previous research and what research will be done in the future.

To maintain the validity, persuasiveness and liability of this dissertation, all the

data cited in the dissertation come from quite a few sources.

To sum up, the dissertation has two aims. Firstly, it is hoped that this research will

provide a comprehensive and systematic theoretic description of trademark and ad

translation on the base of equivalence theory. Secondly, it is hoped that this research

will shed some light on the trademark and ad translation, and make some contributions

to it.

On the Equivalence of Trademark and Advertisement Translation

Chapter One Trademark and Advertisement

§1.1 Trademark

§1.1.1 Definition of Trademark

Just like everyone has his own name, every product has a trademark. As to the

definition of trademark, there are some different ideas if it is defined from different

angles. “Technically speaking, a trademark is any word, design, slogan, sound or

symbol (including nonfunctional unique packaging) that serves to identify a specific

product brand” (Attorney Stephen Elias, 2003: 1/3-1/4). This definition elaborates on

the forms of trademark from a technical angle.

However, it is not complete. Even if a manufacturer uses a word or design to name

his product without registration, the word or design can not be entitled as a trademark.

And the worse is that it will not belong to manufacturer of the product if only others

have it registered beforehand. Thus a more accurate definition of trademark goes on like

this: “A name, symbol, or other device identifying a product, officially registered and

legally restricted to the use of the owner or manufacturer”. (Quoted from PowerWord)

So firstly, the name, symbol or design, etc, which is used to serve as a trademark, should

be registered officially. Then its right of use can be restricted to the relevant owner or

manufacturer.

The registered trademark is protected by trademark law all over the world even

though the laws of different countries may differ from each other more or less. Whereas

a trademark is registered in one country, it may still be owned by others in other

countries. Because the official registration and restriction are effective solely in the

relevant country. Therefore, on one hand, it means a product owner or manufacturer can

possess the trademark overseas supposed that he has it registered again in the relevant

country. On the other hand, the product owner or manufacturer should have the

trademark registered overseas before it is registered by others. Otherwise, he will not be

entitled to use his own trademark overseas. There are so many cases of this kind. For

example, the domestic manufacturer of “Peony” TV set is forbidden to use the

trademark in the Netherlands, Sweden, Norway, Belgium and Luxemburg because it is

registered there by the Netherlands first. (Yu Fulin, 2003:101 )

文档加载中……请稍候！
如果长时间未打开，您也可以点击刷新试试。

下载文档到电脑，查找使用更方便

15 积分 4人已下载

立即下载 VIP免费下载

摘要：

ContentsCONTENTSAcknowledgements中文摘要EnglishAbstractIntroduction..........................................................1ChapterOneTrademarkandAdvetisement..............................4§1.1Trademark……………………………………………………………………………........4§1.1.1DefinitionofTrademark…………………………………………………….........4§1.1....

展开>> 收起<<

谈商标和广告翻译中的对等现象.pdf

共57页,预览6页

还剩页未读，继续阅读

谈商标和广告翻译中的对等现象

相关推荐

开通VIP享超值会员特权

作者详情

相关内容

推荐作者

热门标签

举报选择: