从消费心理学的角度论商标翻译中的功能理论

摘要

对于商标翻译的研究由来已久.但是,随着经济的全球化和高速发展,先期商标翻译研究的成果似乎已难满足新形势对商标翻译的要求.该文通过对消费心理学的阐述和对功能翻译理论的介绍,旨在寻求指导商标翻译的一般性原则.第一章:依次介绍了商标和商标翻译的一些基本知识、语言特点和评价标准.第二章:随后介绍了消费者和消费者心理学,以及它们对商标翻译的影响.第三章:进一步讨论的是商标翻译与消费者心理学之间的相互关系.第四章:关于功能翻译理论的不同方面,和功能翻译理论在商标翻译实践中的应用,并以生活中的商标实例进行阐述.第五章:得出该文结论:在商标翻译中应用功能翻译理论符合消费者心理学的基本原理,功能翻译理论应成为商标翻译的一般性指导原则.

目录

文摘

英文文摘

Acknowledgements

Preface

Ⅰ. Brand name and brand name translation

1.1 Brand and brand name

1.2 Brand name translation

1.3 Features of brand name language and translation

1.3.1 Features of brand name language

1.3.2 Linguistic viewpoints on language features of brand names and their translations

1.3.3 Recognition and prestige values of brand names and their translations

1.4 Psychological effects of brand names and their translations

1.5 Criteria of brand name translation

1.5.1 Three-beauty criterion for brand name translation

1.5.2 Criteria put forward by consumer psychologists

1.5.3 Other criteria

Ⅱ. Consumer Psychology

2.1 Psychology

2.2 Consumer

2.2.1 Definition

2.2.2 Consumer needs

2.2.3 Consumer motives

2.2.4 Consumer expectations

2.3 Consumer Psychology

2.3.1 Consumer psychology in a narrow sense

2.3.2 Consumer psychology as a science

2.4 Relationship between sales promotion and consumer psychology

2.5 Significance

Ⅲ. The interactional relationship between consumer psychology and brand name translation

3.1 Consumer psychology in brand name translation

3.1.1 Roles of consumers in brand name translation

3.1.2 Consumer needs and motives in brand name translation

3.1.3 General principles of consumer psychology in brand name translation

3.1.4 Determination of translation approaches suggested by consumer psychology

3.2 Influences of brand name translation on consumers and consumer psychology

3.2.1 Influences on consumers

3.2.2 Influences on consumer psychology

Ⅳ. Functionalist theory and functionalist approaches to brand name translation

4.1 Function

4.1.1 Definition

4.1.2 Functions of language

4.1.3 Functions of brand name translation

4.2 Functionalist theory

4.2.1 Historical overview

4.2.2 Basic aspects of functionalist theory

4.2.3 Primary translation principles

4.2.4 Text function

4.3 Functionalist approaches to brand name translation

4.3.1 Functionalist approaches: a general statement

4.3.2 Procedures of brand name translation

4.3.3 Errors and problems in brand name translation

Ⅴ. Conclusion

Notes

Bibliography