目的论视角下英文商标汉译研究.docx

PAGE\*MERGEFORMATiii目的论视角下英文商标汉译研究摘要随着经济全球化的发展，越来越多的国际产品进人中国，此时能够正确传达商品优良信息，吸引目标消费者，促发美好联想激发购物欲望，引发购买行为的商标显得颇为重要，因此英语商标汉译越来越成为企业家、相关研究学者的关注对象。本文以翻译目的论原则为理论框架，从商标显著性的角度探讨英汉商标翻译，指出英汉商标翻译宜应注重原语与目的语之间的文化差异并灵活运用各种翻译技巧以达到最佳商业效果。关键词：目的论；商标；英汉翻译AbstractWiththedevelopmentofeconomicglobalization,moreandmoreinternationalproductsareenteringChina.Atthistime,itisveryimportantforenterprisetohavegoodChinesetrademarkthatcancorrectlyconveytheinformationofgoods,attractconsumers,andpromotetheconsumer’spurchasedesire.Therefore,thetranslationofEnglishtrademarkshasbecomeanincreasinglyimportanttargetforentrepreneursandrelatedresearchscholars.Thispapertakestheskopostheorieasthetheoreticalframework,anddiscussesthetranslationofEnglishtrademarksfromtheperspectiveoftrademarksalience.ItpointsoutthatEnglish-Chinesetrademarktranslationshouldfocusontheculturaldifferencesbetweentheoriginallanguageandthetargetlanguageandtranslatorsshouldusevarioustranslationstrategiestoachievethebestbusinesseffect.Keywords:Skopostheorie;Trademark;English-ChinesetranslationPAGE\*MERGEFORMAT20ContentsHYPERLINK\l_Toc19039_WPSOffice_Level1HYPERLINK\l_Toc19039_WPSOffice_Level1=1\*ROMAN\*MERGEFORMATIIntroduction2HYPERLINK\l_Toc19039_WPSOffice_Level1=2\*ROMAN\*MERGEFORMATIIIntroductiontoTrademark2HYPERLINK\l_Toc19039_WPSOffice_Level12.1DefinitionofTrademark3HYPERLINK\l_Toc6289_WPSOffice_Level12.2FunctionsofTrademark3HYPERLINK\l_Toc19039_WPSOffice_Level1=3\*ROMAN\*MERGEFORMATIIIAnOverviewofSkopostheorie4HYPERLINK\l_Toc21073_WPSOffice_Level13.1DevelopmentofSkopostheorie4HYPERLINK\l_Toc16124_WPSOffice_Level13.2BasicConceptsofSk