功能翻译理论视域下德语品牌标语翻译策略研究  

Translation Strategies of German Brand Slogans from the Perspective of Functional Translation Theory

作　　者：杨大海 YANG Dahai(School of Foreign Languages,Guangzhou College of Commerce,Guangzhou Guangdong,511363,China)

机构地区：[1]广州商学院外国语学院,广东广州511363

出　　处：《文化创新比较研究》2024年第28期168-172,共5页Comparative Study of Cultural Innovation

摘　　要：当前中德经贸关系日益紧密,德国品牌在中国市场的传播显得尤为关键。该文首先界定了德语品牌标语的独特性,探讨其在翻译过程中的主要挑战,并基于功能翻译理论探讨德语品牌标语的翻译策略,分析其特征与中文市场的适应性,随后对德语品牌标语的句式结构进行了分类分析,并针对不同类型的标语提出了具体的翻译策略。研究发现,品牌标语的翻译需兼顾品牌理念、目标语文化及消费者情感,以实现信息的准确传递和品牌形象的和谐统一。该研究为德语品牌标语的翻译实践提供了重要的理论支持与参考依据,突显了翻译策略在品牌传播中的重要性。Current Sino-German economic and trade relations are becoming increasingly close,making the dissemination of German brands in the Chinese market particularly crucial.This paper first defines the uniqueness of German brand slogans,explores the main challenges in the translation process,and discusses the translation strategies of German brand slogans based on Functional Translation Theory,analyzing their characteristics and adaptability to the Chinese market.It then classifies the syntactic structures of German brand slogans and proposes specific translation strategies for different types.The research finds that the translation of brand slogans must consider the brand's philosophy,target culture,and consumer emotions to achieve accurate information transfer and a harmonious brand image.This study provides significant theoretical support and reference for the translation practice of German brand slogans,highlighting the importance of translation strategies in brand communication.

关 键 词：功能翻译理论 品牌标语 德语翻译 翻译策略 文本类型 目的论 感染型文本 

分 类 号：H33[语言文字—德语]