商务英语专业的毕业论文~~头绪的没有啊。。
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发布时间：2023-03-22 09:56
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时间：2023-10-10 16:15
下面是摘要和大纲
你看一下能不能有帮助O(∩_∩)O哈哈哈~
摘要
本文的写作目的是研究跨文化因素对商标翻译的影响，探讨商标翻译中的跨文化因素的特殊要求以及有关的翻译方法和特点。
商标名称是商标的重要组成部分，是商标生命力的核心所在。一个成功的商标有助于产品的推销，而一个成功的商标译名更有利于商品冲出国门走向世界。它不仅仅是一个品牌的代码，它更具有经济价值，对消费者的心理和购买决定有着重要的影响。商标名称又具有一定的文化蕴涵，此蕴涵可以是商家所赋予的，也可以是消费者的联想产生的。对同一商标，由于价值观、消费心理、文化取向的差异，不同的消费群体会联想不同的文化蕴涵。
翻译涉及到两种语言之间的代码转换，而语言与文化的不可分性，又使得翻译与文化紧密结合在一起。尽管商标名称翻译的对象仅仅是单个或多个词汇、词组，但它有着不同的要求和特点。译名必须能够实现商标的功能，既要体现产品的特点，又要迎合消费者的心理、文化、价值取向。因此商标翻译这以过程与文化因素是密不不可分的。
要想做好英汉商标翻译，首先必须了解英汉商标的基本知识，本文首先介绍了商标的基本常识，如商标的定义和功能等。商标的翻译必须符合目标市场的文化特征，如宗教信仰、风土人情、价值观念、传统习惯等。
在第二，三章中结合若干英汉商标实例, 探讨英汉文化差异在商标中的折射，并从价值观念、社会发展、宗教信仰和词语的联想意义等方面探讨跨文化因素对商标翻译的影响，叙述了音译（transliteration）直译（literal translation）与意译（free translation ）三者的特点及其在商标英汉翻译中的具体表现和影响，为英汉商标翻译提供了参考。
最后，在上述内容的基础上再次强调了跨文化因素在商标翻译中的重要性和意义。
Abstract
This thesis is to explore the influences of intercultural communication factors on brand names translation, to study the special requirements of the translation and the corresponding translating techniques and to discusses the characters of relevant translation theories on translating practices.
The brand names is the vital component of a brand. It is not merely a name of proct; it also possesses economic values, influencing consumer’s psychology and purchasing decision. Besides, brand name have a certain cultural connotation, which can be endowed by procers or can derive from consumers’ associations. The same brand name may trigger different associations in customers, depending on their psychology, culture, value tendencies and customs.
Translating involves decoding and encoding between two languages, and the embedding of language with culture makes translating integrated with culture. Although the translating targets consist of just words or phrases, translation of brand names has its own characteristic. It is a kind of intercultural communication activity. It involves such factors as language rules, regional cultures, consumption psychology and value tendencies. Accordingly, in this process, translators will unavoidably deal with the transfer of intercultural connotation in brand names.
To translate brand names well, one need to have the basic knowledge about brand names . Thus, this paper first discusses the definition, formation, etc. brand names translation must be in conformity with the target culture, including religion, local customs, and values, etc.
In the second and third chapters of this paper, English and Chinese brand names are analyzed to show the influence of intercultural communication factors. Concepts of value, social development, mythologies and legends, and culture-loaded words’ associations all have influences on brand names translation. Thus the translator should take intercultural communication elements into consideration in brand names translation.
In conclusion, the author emphasize the important function and effect of the intercultural communication in the processes of brand names translation.
Chapter One Introction to Brand Names
I. General Survey of Brand Names
A. Definition of Brand and Brand Names
B. The Brand Name’s Function
II. The Roles of Brand Name Performed in the Intercultural Communication
Chapter Two Intercultural Communication and Brand Name’s Translation
I. Culture Reflected in Brand Names
A. The Relationship between Culture and Brand Name
B. A New Kind of Culture ---- Brand Culture
C. The Effect of Culture’s Flux and Difference to Brand Name
II. Brand Name Translation in an Intercultural Communication Perspective
A. The Culture Communication and Intercultural Communication
1. The Culture and Communication
2. The Definition of Intercultural Communication
B. In Intercultural Communication the Role and Function of Brand Name Translator
Chapter Three English-Chinese Brand Name Translation
I. The Culture-oriented Adaptation
A. The Importance of Culture Adaptation
B. In Culture Adaptation the Task of Translator
C. The Elements of Culture Adaptation
1. The Linguistic Choice in Culture Adaptation
2. The Aesthetic Attitude in Culture Adaptation
3. The History Element in Culture Adaptation
II. Principles of English-Chinese Brand Name Translation
A. The E-C Translation is a Key to Open the Chinese Market
B. Translation Principle of Imported Proct Brand name
1. Using Commendatory Terms Based on Consumer Psychological Needs
2. Correctly Informing Consumers by Proper Market Positioning
3. Brief and Impressive Version for Vivid and Distinct Image
4. Proper Choice of Chinese Terms with Traditional Cultural Features
III. Translation Methodology of English-Chinese Proct Brand name
A. Transliteration
1. The Definition and Advantage of Transliteration
2. The Successful Example of Transliteration
B. Literal Translation
1. The Definition and Advantage of Literal Translation
2. The Successful Example of Literal Translation
C. Free Translation
1. The Definition and Advantage of Free Translation
2. The Successful Example of Free Translation
D. A Combined Way of Sound and Meaning in Translation
1. The Definition and Advantage of the Combined Way
2. The Successful Example of the Combined Way
E. Examples of Successfully Translated Brand names
Conclusion
