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1、 毕业设计(论文)课 题 名 称(英文) On Translation of Food Trademarks from the Perspective of Adaptation Theory (中文) 顺应论视角下食品商标名称的翻译 学 生 姓 名 吴 丹 学 号 1140501287 系、年级专业 外语系2011级英语专业 指 导 教 师 麻建学 职 称 讲 师 2015 年 5月 28 日On Translation of Food Trademarksfrom the Perspective of Adaptation TheoryWu DanGrade 2011, Departmen
2、t of Foreign Studies, Shaoyang UniversitySupervised by Ma JianxueAbstractWith the highly development of commodity economy and international trade, the naming of food trademarks becomes increasingly important and influential in the economic life. A successful trademark can create trademark effect,mak
3、e the consumers havethe desire, causethe consumers purchase action and bring more advantages for enterprises. Therefore, the translation of food trademark plays a significant role in development of enterprises.This paper attempted to study the translation of food trademarks from the perspective of t
4、he adaption theory. Firstly, it introduced the three characteristics and four angles of the adaption theory. And then, it introduced the information about the definition of food trademarks, the characteristics, the naming principle and the functions.Thirdly, it explored the existing problems in tran
5、slation of food trademarks. Finally, it discussed that how to apply the adaptation theory to the translation of food trademarks. Through the above detailed analysis, the conclusion can be drawn that adaptation theory should be used to guide translation of food trademarks effectively.Key words: adapt
6、ation theory; food trademarks; the problems; the translation顺应论视角下食品商标名称的翻译吴丹邵阳学院外语系2011级指导老师：麻建学摘要随着商品经济的高度发展和国际贸易的频繁往来，食品商标命名与翻译也变得越来越重要和富有影响力。成功的商标名称会创造品牌效应，使消费者有购买欲望，并引起消费者的购买行为，给企业带来更多的优势。因此，食品商标翻译在企业发展中起着关键的作用。此论文尝试使用顺应论指导食品商标的翻译。论文首先介绍了顺应论的三个特点和四个角度；然后分析了食品商标的定义、特点、命名原则以及功能；接着，探讨了食品商标在翻译中存在的问
7、题；最后，探析了如何将顺应论应用到食品翻译中去。通过以上分析，可以发现顺应论可以有效地指导食品商标的翻译。关键词：顺应论；食品商标；问题；翻译1ContentsAbstractI中文摘要IIIntroduction11. Adaptation Theory21.1 The Definition 21.2 Three Features31.3 Four Angles.42. Food Trademarks52.1 The Definition52.2 The Characteristics.52.3 The Naming Principle.6 2.4 The Function.73. The
8、Existing Problems in Translation of Food Trademarks.83.1 Phonological Disorders 83.2 Weakening of the Originality.93.3 Over-foreignization.104. The Translation of Food Trademarks from Adaptation Theory.104.1 Adaptation to the Psychological Motivation.104.2 Adaptation to the Material World124.3 Adapt
9、ation to the Cultural Characteristics.13Conclusion14Bibliography16Acknowledgments17On Translation of Food Trademarksfrom the Perspective of Adaptation TheoryWu DanGrade 2011, Department of Foreign Studies, Shaoyang UniversitySupervised by Ma Jianxue IntroductionA trademark is a significant sign used
10、 by commodity producers or operators to make their own goods distinguished from other ones.15P(36) It is a good method to promote and advertise products, as well as a way ensure consumer confidence to select them. Under market economic system, the competition in food industries is becoming more and
11、more fierce. A good trademark demands a deep meaning, establishes a good reputation, makes sounds pleasant, and wins the consumers support and trust. And a successful translation of a trademark will contribute to two-way flow of goods at home and abroad, which can expand the market further and bring
12、 about more business opportunities for the enterprise.2P(18) The results of translationdirectly affects theconsumers trademark impressionand recognition, which depends on theskilland artistryin trademark translation. Trademark translation aims to attractconsumersto the attention of the products,crea
13、tes trademark effect,makes the consumers havethe desire and to causethe consumers purchase action. Therefore, the translation of trademark plays a significant role in the development of enterprises.Food trademarks are one type of many trademarks, and they come in a variety of forms. Most ofChinese should have pa
