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《Translation of Cosmetic Brand Names from the Functionalist Perspective 化妆品商标翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、TranslationofCosmeticBrandNamesfromtheFunctionalistPerspectiveAbstractBrandname,apartofadvertising,ishelpfultopromotethecorporationimageandstimulateconsumption.Owingtotheintensificationofcompetitionintheinternationalbusiness,peoplebegantorealizethesignificanceofbrandnamet
2、ranslation.Consequently,thereisanincreasingurgentneedfortranslationofbrandnames.Despitethefactthatbrandnametranslationhasemergedforalongperiod,thereisstillalackofcomprehensiveandin-depthresearch,especiallyonthetranslationofcosmeticbrandnames.Thisthesisattemptstostudythetr
3、anslationofcosmeticbrandnamesinaholisticanddetailedwaywiththeguidanceoffunctionalisttheoryoftranslation.OneofthemostimportantrulesinthefunctionalisttheoryistheSkoposrule.Beingthetop-rankingrule,itmeansthatatranslationalactionisdeterminedbyitsSkopos,thatis,theendjustifiest
4、hemeans.Asthecosmeticbrandnamesshouldarousetheinterestoftheconsumersandpreservetheaestheticvalue,firstconcernofthetranslationofcosmeticbrandnamesshouldbegiventothevocativefunction.Havingaglimpseoftheresearchontranslationofbrandnames,thethesisgoestoexplorethedefinition,for
5、mationandfunctionsofcosmeticbrandnames.Inthelightoffunctionalisttheory,theinformativefunction,aestheticfunctionandvocativefunction,alongwiththepositioningofthecosmeticbrandnames,callforthefactorssuchasconsumerpsychology,cultureandaestheticstobeconsideredinthetranslationof
6、cosmeticbrandnames.Keywords:cosmeticbrandnametranslation,functionalisttheory,translationmethods,Skopos,aesthetics.14摘要商标,作为广告的一部分,在企业形象以及促进消费中扮演着非常重要的角色。随着全球商业竞争的日益激烈,人们逐渐认识到了商标翻译的重要性并且对于商标翻译产生了日益紧迫的需求。尽管商标研究由来已久且为数不少,但对于化妆品商标的翻译还欠缺细致而深入的研究。功能派理论中最重要的理论---目的论认为翻译应该遵循的首要法则
7、就是目的,即一切翻译行为所要达到的目的决定整个翻译的过程。由于化妆品商标应该首要具有呼唤性功能,所以化妆品商标的翻译要以传递美感,呼唤消费,促进消费为导向。这种导向就迫使译者在翻译过程中,必须将诸如消费者心理,文化差异以及美学价值等重要的因素考虑在内。本文通过个案研究发现,通过对措辞及声调的选择来突出美感和有意义的联想可以从最大程度上实现化妆品商标的美感,而这也是化妆品商标的呼唤性功能的重要表现手段。从翻译方法上来讲,化妆品商标的翻译主要采用音译法,直译法,音译法及直译法的结合,以及改译法。本文旨在运用功能翻译理论对化妆品商标翻译进行诠释
8、,其优势在于该理论不仅为化妆品商标翻译的独特目的性提供有力的理论支持,还为鉴定化妆品商标翻译优劣提供了相关的依据。另外,我国高档化妆品市场处在由知名到出名的路上,所以还有很多的翻译工作需要努力
