The Translation of English Trademarks from Teleology开题报告

 2023-01-15 02:01

1. 研究目的与意义

Like human beings, each product has a name to be marked. Particularly, with the development of society and economy, China has been stronger in international trade and commerce recent years. Trademarks#8217; translation becomes especially important. As we all know, numerous foreign commodities have entered into China well and influenced most Chinese. As the merchants, they are purposeful to translate the product. They want to cater to Chinese and catch their attention. And then they can improve their products#8217; popularity and promote sales. Therefore, it is important for them to know how to translate their merchandises#8217; original names into Chinese. Besides, when they know the meaning of trademarks#8217; translation, they can make a thorough learning about the commodities#8217; characteristics and cultural background. Finally, from the study on the trademark#8217; translation in teleology, we can find out the tight contact between marketers and consumers.

2. 研究内容和预期目标

研究内容：During the translation process, the effects are influenced by aesthetics, culture and psychological factors.

拟解决的关键问题：study the strategies and methods of trademarks#8217; translation from teleology.

写作提纲：Introduction

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3. 国内外研究现状

Domestic: In China, the earliest study on brand name translation had been done by Liang Guo Tao and Fan Yan Bo. In 1992, Liang Guo Tao published The Composition of the English Trademark Words in Modern Foreign Language. At the same year, Fan Yanbo, in Chinese Translation, published article titled Talk about Trademark Translation of Our Country Export Commodities. Many articles on brand name translation were published in succession, including some books, such as Trademark English (He Chuansheng), Brand Name (Zhu Yajun), both of which are very influential. At that time, articles that could be published in Chinese Translation were considered to be authoritative. From 1992 to 2004, more than twenty articles about brand name translation have been published inChinese Translation. Among these studies, some did researches from single aspect, while some made a whole review of it. Brand name translation gradually obtained domestic scholars#8217; attention. Many experts and scholars in China began to realize that brand name translation was not only a code conversion between two languages, but also involved many other disciplines, for instance, linguistics, semantics, brand name science, psychology, law and so on. It was an interdisciplinary research. Moreover, translators should take into account many external factors like language, culture, consumers#8217; psychological condition and so on. Many researchers tried to study brand name translation from different angles, different aspects, and had made some achievements, such as researchers Weng Fengxiang, Wang Yuan, CaoRong, Luo Peirong, Zheng Pingping, Hu Yuezeng, and Zhang Ling who studied brand name translation from the angle of culture. Some studied the source and composition of English trade names, for example, Liang Guotao, Pan Gong, Ma Huijuan, Wang Ping, and Zhou Li studied brand name translation principles and criteria. Shen Zhiyang elaborated the effects of cultural differences in different countries on brand name translation. Through the analysis of current failure of brand name translation, Yang Quanhong, Li Qian and Jiang Lei, proposed existing problems of brand name translation. Liu Fagong put forward some feasible solutions to these problems. In addition, many other scholars andexperts have made a lot of achievements in other aspects of this field.

Abroad: None

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4. 计划与进度安排

1. Introduction

As people, each product has a name to be marked. Particularly, with the development of society and economy, china has been stronger in international trade and commerce recent years. Trademarks#8217; translation becomes especially important. As we all know, numerous foreign commodities have entered into china well and influenced most Chinese.

2. The function and significance of trademarks#8217; translation

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5. 参考文献

[1] Fade Wang. An Approach to the Translation of Brand Names. [J] Academy 2012(9).

[2] Hans Vermeer. Towards a General Theory f oTranslational Action: Skopos Theory Explained[M].Routledge 1989.

[3] Iian Alon and Allan K.K.Chan. Branding in China: Global Product Strategy Alternatives[J].Emerald 2009(4).

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