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摘 要随着经济全球化进程的加速和服装产业的全球化，服饰品牌名的英汉互译日益显示出其重要性。有吸引力的服饰品牌名和恰当的服饰品牌名翻译对于企业具有重大的意义，服饰品牌名也逐渐成为文化的承载物。本文从哲学思想、文学艺术和价值观念三个方面对服饰品牌名的文化内涵进行了分析，并以奈达的功能对等理论为理论依据，提出了五种适用于服装商标翻译的翻译策略，即音译法、直译法、意译法、混译法和创意法。本文旨在为服饰品牌名翻译提供一些指导，以提高服饰品牌名的翻译水平。21235
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毕业论文关键词：服饰品牌名；文化内涵；翻译策略
Abstract
With the speeding up of economic globalization and the globalization of the clothing industry, translation of brand names between Chinese and English is increasingly significance. An attractive clothing brand names and proper translation has the vital significance to enterprise. Clothing brand names has gradually become the carriers of culture. This paper studies clothing brand names translation from three perspectives of cultural connotation, that is, philosophical thought, literature and fine arts, values. And this paper also adopts Eugene Nida’s theory of Functional Equivalence as the theoretical framework to expound the translation of clothing brand names. It is discovered that five methods can be applied to the translation of clothing brand names, namely, translation, literal translation, free translation, mixed translation and creative translation. The purpose of this paper is to provide some guidance in clothing brand name translation and to improve the quality of clothing brand name translation.
Key words: Clothing Brand Names; Cultural Connotation; Translation Strategy
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Introduction of Brand Names 2
2.1 Definition of Brand Name and Its Characteristics 2
2.2 Main Functions of Brand Names 3
2.3 A Concise Review on Early Studies 4
III. Cultural Connotations in Clothing Brand Names 5
3.1 Philosophical Thought 6
3.2 Literature and Arts 6
3.3 Values 7
IV. Translation Strategies of Famous Clothing Brand Names 8
4.1 Transliteration 8
4.2 Literal Translation 9
4.3 Free Translation 10
4.4 Mixed Translation 10
4.5 Creative Translation 11
V. Conclusion 12
Bibliography 14
Acknowledgements 15
A Study on the Cultural Connotations and Translation Strategies of Famous Clothing Brand Names
I. Introduction
With the rapid economic development all over the world, more and more products are being imported into and exported from the Chinese market, especially in clothing industry. The translation of clothing brand names has become a necessity, since it could make the products more attractive and promote the international image of a company. In order to find out the underlying cultural connotation between clothing brand name translation in Chinese and English and figure out a proper way to translate brand names, a systematic research on clothing brand name translation is conducted to explore some valid and pragmatic methods for the future clothing brand name translation in the global market. Studies on brand name translation can be dated back to the 1980s. From the 1990s onward, many more scholars became interested in this research area and have discussed the translation of brand names from different angles. They mainly deal with the topic with intercultural theory and pragmatic theory. And some other scholars discuss the features of export brand name translation from the perspective of cultural disparity. Until now, scholars still keep moving on at clothing brand name translation.