从目的论角度研究化妆品品牌的翻译 A Study of the Chinese Version of the Brand Names of English Cosmetics from the Perspective of Skopos文献综述

 2021-09-27 08:09

毕业论文课题相关文献综述

In our daily life, we are surrounded by many brands of variety of labeled goods. As the worlds economy moves, developing a products international brand name is the most important thing before the product enters into the field of the world economy. Whats more, Consumers prefer to purchase the commodity whose brand is known to everyone. That is to say, an impressive brand name with positive image plays an active role in advertising a certain product. The definition given by Longman Contemporary English一Chinese Dictionary is,a name given by a producer to a particular product, by which it may be recognized from among like products made by other producers. And the American Marketing Association defines the brand asa name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.

In the field of translation, the topic of brand name translation has been a hot issue. Nowadays more and more people think that cosmetics are a necessity. And the colorful brand names of cosmetics attract more attention and so does the translation of cosmetic brand name.

The scholar Liu Dandan focuses her attention on the translation of cosmetic brand names in her thesis A Probe into Cosmetic Brand Name Translation from the perspective of Functional

Translation Theory. She did an explicit job by analyzing the linguistic structures and cultures.

Hans J. Vermeer came up with the Skopos Theory in the 1970s. This was a new orientation of translation development, which was not fettered by traditional source-text oriented opinions any more.Vermeer found out that each action had its own purpose based on action theory. Since translation is a kind of action, it must have a purpose. The purpose can be attached to every translation by means of commission. The translation process is mainly controlled by the translation Skopos. Skopos Theory is well presented and explained with different strategies in different situations, in which the source text is not the sole factor involved any more. Skopos means aim, purpose and intention and it is defined by the sender. It also reflects a general shift predominantly linguistic and rather formal translation theories to a more functionally and social-culturally oriented concept of translation. Vermeer holds that any action has its particular aim or purpose and the result could be greatly different according to their different purposes. Therefore, it is said that translation is a kind of human action, any action has a purpose and translation is a proposed action(Vermeer, 1971). Based on the theory of action, Vermeer argues that translation is an intentional and purposeful behavior which takes place under a specific circumstance. He views the addressee, the receiver of the target text who has already had their own cultural knowledge, their expectations and communication demands, is the most important factor to be considered in the course of translation. It is the addressee who determines the purpose of translation. This theory is called Skopos theory, which emphasizes the purpose of the action of translation. Skopos theory holds the view that translation is a purposeful activity. It is a kind of cross-cultural communication activity, which should be restricted by translation purpose. Translation purpose controls the entire translation process and is a criterion for judging a translation. Whether the translation work can fully implement the translation purpose is the key point. Different from traditional translation theories, Skopotheory, emphasized the subjective initiative of the translator, considered the translation as behavior theory, but also a cross-cultural communication activity.

Three main rules of Skopos Theory are Skopos Rule, Coherence Rule and Fidelity Rule(1997). Therefore, three rules should be followed in translation in terms of the theory of action. As for the significance of the three rules, Vermmer views that the Skopos rule should be put at the top. Fidelity rule and coherence rule is both subordinate to the Skopos rule. However, they are also important for translators to obey in the action of translating. Skopos theory has opened up a new road of translation theory.

By the analysis of brand names and skopotheory, we can see that skopotheory is a suitable method to translate the Cosmetic brand name. In order to attract the consumers, almost sellers try their best to form good images of the products from cosmetic brand name translation. The receiver takes a decisive part in the translation process, which is especially true in the case of cosmetic brand name translation. The consumers are the potential receivers who will greatly affect the business interests. Thus it is necessary for the translator to consider many different factors so that leaves the consumers a better impression. All in all, translators guided by Skopostheory have been released from the original theory and begun to use different translation strategies according to different Skopos.

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