臺灣博碩士論文加值系統

本研究蒐集英美語系知名品牌及公司名稱作為研究樣本，細分三大類品牌名稱：(1) 公司名稱、(2)食品名稱、及(3)家庭用品名稱，以探討翻譯不同類別的品牌名稱時，應採取何種翻譯策略，且造成何種翻譯等效差異，以及策略使用與文本功能之關聯性。為了解各類品牌名稱的翻譯等效程度，本研究採用五種翻譯策略作為分析準繩，包括(1)原文直譯、(2)音譯、(3)情境與文化適切性、(4)創意、(5)混合策略。理論架構則採用漢斯‧弗米爾（1989/2004）的功能論及凱瑟琳娜‧萊斯(1981/2004)的文本功能理論。根據翻譯等效理論，本研究將其調整為三種程度：強度等效、中度等效及弱度等效，依此分析翻譯策略與翻譯等效之關聯性。依策略分析的數據顯示，由於品牌擁有多樣功能，所有品牌名稱類別最常使用音譯(40%-48%)及混合(28%-34%)兩種策略，故表示在公司及品牌名稱翻譯時，原文與譯文之間皆呈現中度翻譯等效關係，既非完全依照原文直譯，亦非脫離原文採用創意策略翻譯。此外，從品牌類別的文本功能來看，公司名稱多源自人名，因此採用音譯(48%)的比例在三個領域中為最高；食品品牌名稱傾向譯出食品資訊，如食品成分、食品種類或食品公司所欲傳達的產品形象，故其採用原文直譯(10%)的比例在三個領域中佔最高；而家庭用品品牌多傳達原文未出現的產品效果，因此使用創意策略(24%)的比例在三個領域中為最高。由此可見，不同的品牌類別使用不同的翻譯策略，以達到各品牌類別的傳達資訊或吸引顧客的文本功能。綜合言之，品牌翻譯不需要使用固定的同一策略，應依照翻譯的目的去調整使用不同的策略。

This research is conducted to identify the strategic differences in the translations of famous company names and product brands, and explore their relevance to varied equivalences and textual functions. Five strategies are used as analysis criteria, including 1) transcription of the original, 2) transliteration, 3) situational or cultural adequacy, 4) creation, and 5) hybrid rendition. Hans J. Vermeer’s Skopos theory (1989/2004) and Katharina Reiss’ text typology theory (1981/2004) are adopted as research framework to support the correlation between strategic use and textual functions. Consulting some translation equivalence theories, the author modifies equivalence into three types: a) strong equivalence, b) fair equivalence, and c) weak equivalence, in order to analyze the correlation between strategic use and equivalence. The findings of strategic analysis indicate that all the translations of company names and brands use transliteration (40%~48%) and hybrid rendition (28%~34%) most frequently. This suggests that the translations of company/brand names often lead to the fair equivalence between SL and TL, and that a brand/company name is neither always translated literally nor always freely rendered out of the translator’s pure creation. Additionally, from the perspective of textual function, the analytical results show that in the translations of company names, transliteration (48%) ranks higher than it does in the translations of other two categories because many company names use personal names. Moreover, in the translations of food product brands, transcription of the original (10%) ranks higher than it does in the translations of other two categories. The reason is that food products brands tend to be literally translated to show food information, such as food ingredients, food types or food product images that their companies intend to create. In the brand name translations of household goods, creation (24%) ranks higher than those of other two categories because the brand name translations of household goods tend to show after-use effects by adding appealing words that do not exist in the source texts. As a result, the employment of different strategies aims to fulfill different textual functions of the brand names in each category, either to inform and/or to attract the target audience. It is not always necessary to use a fixed strategy for translating brands and company names, but oftentimes to modify the strategies depending on the intended functions of the translations.

Table of Contents

CHINESE ABSTRACT i
ENGLISH ABSTRACT ii
ACKNOWLEDGEMENT iv
Table of Contents v
List of Tables viii
List of Figures ix
Abbreviations x
CHAPTER 1 INTRODUCTION 1
1.1 Research Motivation 1
1.2 Research Objectives and Questions 4
1.3 Research Scheme 5
1.4 Research Structure 8
CHAPTER 2 THEORETICAL REVIEW 9
2.1 Theories of Translation Equivalence 9
2.2 Reiss’ Text Typology Theory 14
2.3 Vermeer’s Skopos Theory 17
CHAPTER 3 METHODOLOGY 21
3.1 Collected Data 21
3.1.1 Definition of Consumer Products and Their Subcategories 24
3.1.2 The Classification of Brand and Company Names 26
3.2 Analysis Criteria 30
3.2.1 Transcription of the original 31
3.2.2 Transliteration 32
3.2.3 Situational or cultural adequacy 33
3.2.4 Creation 34
3.2.5 Hybrid rendition 35
3.3 Method and Procedures 38
CHAPTER 4 FINDINGS AND DISCUSSION 41
4.1 Strategic Difference in the Translations of Brand Names 41
4.1.1 The Translations of Company Names 41
4.1.2 The Translations of the Brands of Food Products 47
4.1.3 The Translations of the Brands of Household Goods 51
4.2 The Relevance of Strategic Use to the Textual Functions in the Translations of the
Three Categories 55
4.2.1. The Use of Transliteration & Its Functionalistic Relevance 56
4.2.2. The Use of Transcription of the Original & Its Functionalistic Relevance 57
4.2.3. The Use of Creation & Its Functionalistic Relevance 59
4.2.4. The Use of Situational or Cultural Adequacy & Its Functionalistic
Relevance 60
4.2.5. The Use of Hybrid Rendition & Its Functionalistic Relevance 61
CHAPTER 5 CONCLUSION 63
5.1 Summary 63
5.2 Research Significance 67
5.3 Research Limitations and Suggestions 67
REFERENCES 69
Appendix 1: Introduction of company names with product attributes/types 76
Appendix 2: Introduction of brand names of food products with product attributes/types 79
Appendix 3: Introduction of brand names of household goods with product attributes/types 81
Appendix 4: Company names of with translation strategies 84
Appendix 5: Brand names of food products with translation strategies 87
Appendix 6: Brand names of household goods with translation strategies 91

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