Translation of Brand Names in Perspective of Reception Theory
Abstract
As an important part of advertisement translation, brand name translation has its own inherent laws, which require a systematic research. This thesis probes into a brand-new perspective to guide brand name translation, referring to translation principles, techniques and effects, for the sake of facilitating the improvement of brand name translation and building good brand images for enterprises.
Reception Theory originated from a type of literary criticism theory. In Reception Theory, the translator should comply with three principles: principle of consumer-centeredness, principle of faithfulness and principle of fusions of two horizons. On one hand, brand name translation should preserve and transfer original information and image, and on the other hand it should take readers acceptance ability into consideration and broaden the horizon of expectation for them.
Key Words: brand name translation; Reception Theory; truthfulness; consumer-centeredness; fusion of horizon
摘 要
作為廣告翻譯中的1個重要部分，品牌名稱的翻譯有著它自己的內在規律，因而需要對它進行系統的`研究。本文從1個新的視角即接受美學理論出發探討品牌名的翻譯，包括其翻譯原則，翻譯方法和翻譯效果，目的在於幫助提高品牌名稱的翻譯質量，有利於企業樹立良好的品牌形象。
接受理論又稱接受美學，起源於1種文學批評理論。按照接受美學，我認為譯者應遵循以消費者為中心、忠實於原文、消費者期待視野與原文文字相融合的原則，對文化、審美等方面的差異進行處理，1方面儘量保留和傳達原文特有的資訊和形象，另1方面設身處地地考慮讀者的接受能力，為其開拓更寬的可實現的期待視野。
關鍵詞：品牌名稱翻譯、接受理論、忠實、消費者中心、視野融合
..............
收費英語畢業論文【包括：畢業論文、開題報告、任務書、中期檢查表】