摘要
伴随全球化的发展,国外汽车品牌在中国市场营销趋势越来越明显。该研究以翻译语言美价值尺度为理论基础,运用调查问卷,考察80名参加2015北京梦想车展观众,论证国外汽车品牌翻译的必要性,概括汽车品牌翻译的美学价值,归纳汽车品牌美感翻译策略。结果表明:国外汽车品牌对中国消费者的影响越来越大,有必要做好品牌翻译;汽车品牌翻译具有音韵美、意境美、文化美、情感美、简洁美的美学价值,要在形式和内容上充分再现美感。
With the development of globalization,the trend of foreign automobile brands marketing in Chinese automobile market becomes more and more obvious.Based on the measure value of language aesthetics,by conducting a questionnaire survey of 80 people participating in 2015 Beijing FB-Show,this study discusses the necessity of automobile brand name translation(ABNT),generalizes the aesthetic values of ABNT and concludes the aesthetic strategies of ABNT.It is discovered that it is necessary to translate foreign automobile brands well because to the increasing impacts of brands on Chinese consumers;that there are five aesthetic values represented in ABNT:Pronunciation Beauty,Connotation Beauty,Culture Beauty,Emotion Beauty,and Concision Beauty;and that translators should represent aesthetics fully both in form and content.
作者
张俊梅
张国通
焦艳波
ZHANG Jun-mei;ZHANG Guo-tong(Beijing University of Technology,Beijing 100124,China)
出处
《海外英语》
2015年第21期150-152,共3页
Overseas English
基金
北京工业大学第13届研究生科技基金资助批准的校级项目
项目名称为"英汉汽车品牌翻译的美学价值体现"(基金编号:ykj-2014-11183)
关键词
汽车品牌
品牌翻译
美学价值
品牌美感
翻译策略
automobile brands
brand name translation
aesthetic values
brand beauty
translation strategies
