商标翻译的原则与方法

随着我国经济的不断发展,国内外对商品的需求量不断扩大,商标在商品的销售过程中起着很重要的作用。因此,译者在翻译商标时不仅要关注商标本身存在的价值,也要迎合消费者的心理。好的商标设计不仅可以推动中华文化走出去,还可以丰富自己民族的文化特点。作为译者首先要考虑的问题是,如何进行宣传,怎样计划营销策略,还能充分体现出原商品的特征,从而使消费者易于接受,实现商品的流通作用。本文通过对商标的特征和特点进行研究,指出商标名称翻译不仅要注重源语与译语符号的语义等值,更应遵循文化价值对等和功能价值对等两大原则,由此提出商标名称翻译的几种基本方法,即音译、直译和意译、增译和减译。     

以奈达的“功能对等”翻译理论审视谚语翻译

谚语是民族语言的百科全书,反映了一定时期的风土人情,民族谚语的翻译工作自然备受重视。当代翻译理论学派林立,观点各异,奈达提出的功能对等翻译观点对现代翻译理论影响深远。功能对等是其理论核心,本文将以奈达的翻译理论解读谚语翻译。     

从功能对等翻译理论看林少华的翻译目的

在日本当代作家中,村上春树是一颗耀眼的文学奇星,他从1979年发表的《且听风吟》获得群像新人文学奖之后,相继获得了很多的奖项。其中长篇小说《海边的卡夫卡》于2006年获得世界奇幻奖,是奇幻文学界最重要的奖项。本文将以《海边的卡夫卡》汉译本为研究对象,从功能对等翻译理论的视角出发,对其进行实证分析,探讨林少华的翻译是符合功能对等翻译理论的成功之作。     

论动物习语的翻译研究——以功能对等理论为视角

自古以来,人类世界就与动物世界之间有着非常密切的联系,因此人们总是喜欢用带有动物的一些词汇去形容人或事物的特征,但由于文化的差异,不同国家对于同一种动物会有不同的联想,所以在进行此类的习语翻译时就要根据具体情况进行分析。本文通过对英汉动物习语的差异对比,以及分析导致差异存在的原因,以功能对等为视角来介绍适合动物习语的翻译方法。     

功能对等理论下商品包装文字的中英翻译错误浅析

如今,商品包装文字已受到产品生产者和消费者的广泛青睐。但总体来看,翻译的质量却参差不齐。本文以奈达的功能对等理论为基础,简要分析了商品包装文字中英翻译中的常见错误。研究发现,词汇错误、语法错误、中式英语和跨文化翻译错误等是商品包装文字翻译中常见的错误。作者建议提高译文质量需要译者、生产企业和相关监督部门的共同努力。     

从接受理论视角尝试性研究商标翻译

从消费者(接受者)的角度对商标翻译进行研究越来越受人关注。故而本文旨在研究以读者为中心的接受理论在商标翻译中的运用,以期为商标翻译带来启示。     

从功能对等理论角度看英文电影字幕翻译

本文在分析功能对等理论内容及原则基础上,探讨怎样从功能对等理论出发,利用怎样的翻译策略和翻译方法对英语影视剧进行字幕翻译,最终达到功能对等。     

基于跨文化视角的商标翻译策略研究

文章对商标翻译与文化的关联进行阐释,然后从四个方面入手对跨文化下的商标翻译策略进行研究,包括:慎重选词,把握联想意义;取吉求利,迎合消费心理;注意忌讳,避免不良含义;内外有别,积极创立国际形象。     

功能对等理论对动物习语翻译的解释力——以鱼习语的翻译为例

在人类语言的发展进程中,习语发展成为语言和固定表达的基础。因而,英语和汉语中都不乏大量的习语。但由于文化差异同一动物在不同语言中具有不同的联想意义。本文试图探讨功能对等理论在鱼习语翻译中的指导作用,从而提出对应的翻译策略。     

功能对等角度下的英语习语翻译

习语是一个民族语言文化的重要组成部分,是语言中的精华。汉英民族历史悠久,文化灿烂,语言中包含大量的习语表达。习语具有独特的语言特点,习语翻译则更讲求原语和译语意义之间的对等和共鸣。因此,翻译习语的方法就显得尤为重要。本文以奈达的功能对等理论为依据来探讨、总结和归纳英语习语的基本翻译方法和技巧,以便使译文更好地被读者理解和接受。     

认知图式理论下的翻译教学模式构建

翻译能力的发展是一个循环往复、螺旋式上升的过程,具有阶段性。在图式理论的指导下,翻译教学可以分为能力形成阶段、能力提升阶段和能力运用阶段三个层级,在翻译教学中,应针对学生翻译能力发展的阶段性特点采取针对性的教学策略。     

Studies on Trademark Translation from the Perspective of Cultural Differences

作为商品的标识和象征,商标的翻译也越来越多的受到译者的关注。本文分析了文化差异对商标翻译的影响,在此基础上总结了一些商标翻译的原则和方法,尽量减少商标翻译的错误,从而为商标翻译服务。     

Equivalence Relations and Behavior: An Introductory Tutorial

With an emphasis on procedural fundamentals, the original behavior-analytic equivalence experiments and the equivalence paradigm are described briefly. A few of the subsequent developments and implications are noted, with special reference to the possible significance of the findings with respect to language and cognition.     

从翻译美学角度看中国古代文学翻译——以《桃花源记》英译为例

如何使中国文学更好地输出以及如何再现原文的美是译界的热点问题之一。文章选取《桃花源记》为例,以翻译美学为切入点,研究了方重和林语堂的译本。     

Brand Name Translation and the Target Culture

1 .Avoidance of cultural conflicts
During the translation of trademark brand names, if the translation is in contradiction with the culture of the target audience group, then alternative methods should be used. That is to strive to be vivid, crisp, imaginative and creative on the basis of being in line with the target culture. This is the organic unity of the text translation and cultural translation. Translation of the trademark brand name should be the ＂the artistic creation in translation＂ and the ＂re-creation＂ or ＂artistic creation＂ should be precisely defined as ＂the comparison of the two cultures＂. To translate the trademark and brand name, the translator should pay full attention to the taboos and preferences of different ethnic groups.     

Rudimentary Reading Repertoires via Stimulus Equivalence and Recombination of Minimal Verbal Units

We report a study with sixteen low-SES Brazilian children that sought to establish a repertoire of relations involving dictated words, printed words, and corresponding pictures. Children were taught: (1) in response to dictated words, to select corresponding pictures; (2) in response to syllables presented in both visual and auditory formats, to select words which contained a corresponding syllable in either the first or the last position; (3) in response to dictated-word samples, to “construct” corresponding printed words via arranging their constituent syllabic components; and (4) in response to printed word samples, to construct identical printed words by arranging their syllabic constituents. After training on the first two types of tasks, children were given tests for potentially emergent relations involving printed words and pictures. Almost all exhibited relations consistent with stimulus equivalence. They also displayed emergent naming performances––not only with training words but also with new words that were recombinations of their constituent syllables. The present work was inspired by Sidman''s stimulus equivalence paradigm and by Skinner''s functional analysis of verbal relations, particularly as applied to conceptions of minimal behavioral units and creativity (i.e., behavioral flexibility) in the analytical units applied to verbal relations.     

The Translation of Chinese Dish Names

The traditional food of a nation reflects its historical and cultural characteristics This thesis begins with an introduction to the translation situation of Chinese dish names and its existing problem...     

Teaching Manual Signs to Adults With Mental Retardation Using Matching-to-Sample Procedures and Stimulus Equivalence

The objective of this study was to teach manual signs through an automated matching-to-sample procedure and to test for the emergence of new conditional relations and imitative behaviors. Seven adults with mild to severe mental retardation participated. Four were also hearing impaired. Relations between manual signs (set A) and pictures (set B) were initially taught, followed by the training of corresponding printed words (set C) and pictures (set B). Further presentations of conditional discriminations tested for the emergence of AC, followed by tests for the emergence of imitative signing behavior (D) in the presence of either pictures (B) or printed words (C). Each stimulus set was comprised of 9 elements. The stimuli were still pictures, printed words, and dynamic presentations of manual signs. A pretest was conducted to determine which signs the participants could make pre-experimentally. Teaching was arranged in a multiple baseline design across 3 groups of 3 words each. The purpose of the present study was to determine whether participants would emit manual signs in expressive signs tests as a result of observation (video modeling) during match-to-sample training in the absence of explicit training. Five of the 7 subjects passed tests of emergence and emitted at least 50% of the signs. Two were hearing impaired with signing experience, and 3 were not hearing impaired and had no signing experience. Thus, observation of video recorded manual signs in a matching-to-sample training procedure was effective at establishing some signs by adults with mental retardation.     

Cross‐Ethnic Equivalence of Socialization Measures in European American and African American Youth

We examined the cross‐ethnic equivalency of socialization measures developed primarily with European American families. Four aspects of measurement equivalence were assessed: conceptual, operational, scalar, and functional. Evidence of between—and within—group measurement equivalency of socialization measures was derived from youth reports of 500 European American and 134 African American individuals ages 10 to 18, using confirmatory factor analyses and item response theory analyses. Findings indicate that most individual indicators of socialization, with the exception of paternal psychological control and parent‐youth conflict, demonstrated cross‐ethnic equivalence. The findings also suggest that lax control is better represented as a multidimensional construct (leniency and laxness).