隨著經(jīng)濟水平的不斷發(fā)展,以及全球化進程的進一步加速,中國與外國之間的經(jīng)濟、文化交流日益頻繁,作為企業(yè)的“金名片”和“金護照”,商標也越來越為人們所重視。在這樣的背景下,商標研究以及商標翻譯研究的理論價值和現(xiàn)實價值也進一步得到體現(xiàn)。 本文首先對“商標”進行了全面的研究,得出了存在于商標中的四個特性：語言因素,圖形因素,法律因素,以及商業(yè)因素�；谏虡说倪@四個特性,作者認為在商標翻譯研究中應當引入綜合的研究方法。然后,本文對辜正坤先生提出的“翻譯標準多元互補論”進行了系統(tǒng)分析,并以此作為文章的理論框架。根據(jù)這兩部分研究得出的成果,進一步總結了商標翻譯的最高標準和具體標準。作為商標翻譯最高標準的核心概念,“最佳近似度”可以被解讀為：1)商標翻譯要以譯文讀者為核心；2)原文的功能準確地在譯文中得以體現(xiàn)；3)原文讀者對原文以及譯文讀者對譯文的感受要對等。商標翻譯的具體標準體系包括四個方面：1)語言學標準：語音對等、語法對等和語義對等；2)美學標準：音美、形美、以及意美；3)文化標準：符合譯語文化的價值觀和消費心理；4)法律及商業(yè)標準：具有顯著性、充分傳達源語信息。 本文第一次在深入分析“翻譯標準...

【文章頁數(shù)】：83 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
A List of Abbreviations
Table of Contents
Chapter One Introduction
    1.1 Background and Purpose of the Research
    1.2 Significance of the Research
    1.3 Structure of the Thesis
Chapter Two Literature Review
    2.1 Overveiw on Trademark
        2.1.1 Definition of Trademark
        2.1.2 Terms Related to Trademark
    2.2 Review on Standards for Trademark Translation
Chapter Three Plural Complementarism of Translation Standards
    3.1 Traditional Chinese Translation Theories
    3.2 Plural Complementarism of Translation Standards
        3.2.1 Solid Thinking Mode in Translation Study
        3.2.2 Standards in PCTS
            3.2.2.1 Three Strata of Standards in PCTS
            3.2.2.2 Relationship among the Three Strata
        3.2.3 Traditional Chinese Translation Theories vs. PCTS
        3.2.4 Comments on PCTS
Chapter Four Supreme Standard for Trademark Translation
    4.1 Text Typology and Translatin Strategies
        4.1.1 Reiss' Text Typology
        4.1.2 Translation Strategies
            4.1.2.1 Documentary Translation vs. Instrumental Translation
            4.1.2.2 Semantic Translation vs. Communicative Translation
    4.2 Supreme Standard for Trademark Translation
        4.2.1 Trademark as Vocative Text
        4.2.2 Strategies for Trademark Translation
        4.2.3 Evaluation of the Supreme Standard
Chapter Five Conrete Standards for Trademark Translation
    5.1 Linguistic Standards
        5.1.1 Phonetic Equivalence
        5.1.2 Grammatical Equivalence
        5.1.3 Semantic Equivalence
    5.2 Aesthetic Standards
        5.2.1 Beauty in Sound
        5.2.2 Beauty in Form
        5.2.3 Beauty in Sense
    5.3 Cultural Standards
        5.3.1 Conforming to the TC Values
        5.3.2 Conforming to the TC Consumer Psychology
    5.4 Legislative and Commercial Standards
        5.4.1 Distinctiveness
        5.4.2 Informativeness
Chapter Six Conclusion
Bibliography
攻讀碩士學位期間取得的科研成果
Acknowledgements



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