A Study of English Translation of Chinese Brand Names from the Perspective of Skopostheory开题报告

 2022-08-08 09:33:01

1. 研究目的与意义

Brand names, which make commodities easily distinguished from others and can be identified by consumers, were accompanied by the continuous development of commodity economy. It is self-evident that for a commodity, brand names have played an important role in its promotion. Under the trend of global economic integration, brand name translations have done a lot to the import and export of commodity. In a manner of speaking, the effect of brand name translation on brand name is like that of brand name on commodities. The quality of brand name translation directly relates to the sales of the product. It can not only express the original meaning of brand name, but also effectively give consumers a good first impression so that people will be attracted and then willing to purchase. As a result, the producers have got great benefits.

During the process of brand name translation, there were many successful cases such as Coca Cola, Guerlain, Revlon, etc. These successful translations brought great convenience for foreign companies to open up the Chinese market. And we can see aspiration from the specialty stores everywhere and their tremendous sales volumes. Meanwhile, however, in the process of exploring into the world market, in order to occupy a greater market share, Chinese enterprises generally start to be aware of the significance of brand name translation.

Therefore, it is necessary and urgent to study English translation of brand names as

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2. 研究内容和预期目标

1. The content of research

This essay mainly talks about the importance of brand name translation and how to translate under the direction of Skopostheory. The former two parts is a brief introduction of the brand name and its translation and the latter is about several approaches to Chinese-English translation which based on Skopostheory. At last, the final chapter will makes an overall conclusion through the examples I offered before and give some suggestions for further study.

2. The problems to be resolved

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3. 国内外研究现状

Despite China#8217;s further implementation of the reform and open policy or development of economic globalization, there is no doubt that China begins to make efforts to let its brand name well-known for the overseas markets, thus, in order to improve the sales performance and build the corporation image, brand name translation has become a big issue.

Brand name translation study has undergone a long history abroad, many systematic theories have been proposed in this field. Nida began with the opinion that translators should regard the response of readers as the principle when translating .Vermeer stated that the prime principle determining any translation process is the purpose, also, he thought that the original articles just provided part or full information to the receivers.

As for the studies at home, Bao Huinan suggests that we should discuss C-E translationfrom the perspective of language and culture, i.e. #8220;respect the national psychology, grasp the meaning of association; pay attention to political implications and display national culture.#8221;

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4. 计划与进度安排

Before 2022-11-10--determining the topic of the essay, making a plan and searching for materials concerned.

Before 2022-11-30--finishing the thesis proposal and handing it to the instructor

Before 2022-3-18--searching for the related materials and essays such as documents, the collection of theses and publication to finish the script and pass through the mid-term inspection

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5. 参考文献

[1] Allan, K.K. Chinese brand naming: a linguistic analysis of the brands of ten productcategories. Journal of Product amp; Brand Management, 2001, Vol. 10 Issue: 2, pp.103-119.

[2] D, Kum. et al. Testing to prevent bad translation: Brand name conversions in Chinese#8211;English contexts. Journal of Business Research, 2011: 594-600.

[3] Jin, Di amp; Nida, E.A. On Translation [M]. Beijing: Beijing Foreign Translation Company, 1984.

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