认知图式理论在品牌翻译中的应用：从过程的角度出发

发布时间：2023-08-02 18:16

　　认知图式是心理学术语,是有关事物背景知识的心理表征,能够反映或重建既往经验,以达到对新事物的正确理解与预测。图式理论已广泛运用于人工智能领域和语言研究方面,如阅读理解、听力理解、完形填空、第二外语教学等。随着现代认知心理学及语言学的发展,图式理论已渐渐运用于翻译方面的研究。 随着国际经济和贸易的迅猛发展,品牌名称翻译已成为全球经济交流中不可或缺的元素。品牌翻译是一种认知行为,涉及对国外文化及语言特征的认知理解。本文试图将认知图式理论与相关翻译理论相结合,研究品牌名称的翻译策略。 在心理认知研究中,翻译被视为一种认知过程,涉及源语与目的语之间的意义转换。翻译是一种双重交际行为,包括原文作者与译者,以及译者与目的语读者之间的交流活动,意即翻译过程包含理解与表达。图式理论认为,理解的精髓为源语的解码,而表达的精髓则为用目的语对源语的编码。因此,从认知角度讲.翻译过程包含对源语的解码及目的语的再编码,强调译者的心理认知及信息加工过程。本文采用英国学者贝尔的翻译过程模式研究图式理论对品牌翻译的认知解释力,通过研究图式的作用机制、结构图式与内容图式的激活与重组来阐述品牌翻译过程中图式理论的作用及可...

【文章页数】：57 页

【学位级别】：硕士

【文章目录】：
CONTENTS
摘要
ABSTRACT
CHAPTER 1 INTRODUCTION
    1.1 OVERVIEW
    1.2 SIGNIFICANCE OF THE STUDY
    1.3 LAYOUT OF THE THESIS
CHAPTER 2 LITERATURE REVIEW
    2.1 COGNITIVE SCHEMA THEORY
        2.1.1 Origin and Definition of Cognitive Schema
        2.1.2 Classification of Schemata
        2.1.3 Characteristics of Cognitive Schema
    2.2 THE DEVELOPMENT OF SCHEMA THEORY
        2.2.1 Sir Frederic Bartlett's Contribution to Schema Theory
        2.2.2 Application in Artificial Intelligence
        2.2.3 Application in Linguistics
CHAPTER 3 SCHEMA THEORY IN THE PROCESS-ORIENTED MODEL OF TRANSLATION
    3.1 TRANSLATION AS A PROCESS
        3.1.1 Decoding and Re-encoding Process
    3.2 ACTIVATION OF SCHEMAS IN THE PROCESS OF TRANSLATING
    3.3 TRANSLATORS'SCHEMATIC METHODS
        3.3.1 Prototype Matching
        3.3.2 Template Matching
        3.3.3 Bottom-up Processing,Top-down Processing
CHAPTER 4 A SCHEMATIC APPROACH TO TRANSLATION OF BRAND NAMES FROM THE PROCESS-ORIENTED PERSPECTIVE
    4.1 A GENERAL SURVEY OF BRAND NAME
        4.1.1 Definitions of Brand and Brand names
        4.1.2 Functions of Brand Names
        4.1.3 Basic Principles of Brand Nomenclatures
            4.1.3.1 The Kiss Principle
            4.1.3.2 The Novelty Priciple
            4.1.3.3 The Readability Principle
    4.2 SCHEMATIC APPLICATION IN BRAND NAME TRANSLATION
        4.2.1 Schema Theory and Brand Name Translation
            4.2.1.1 Translatability of Brand Names
            4.2.1.2 Necessity of The Use of Schema in Translating Brand Names
            4.2.1.3 Functions of Schema in The Process of Brand Names Translating
    4.3 DIFFERENT TYPES OF SCHEMA IN THE PROCESS OF BRAND NAME TRANSLATING
        4.3.1 Structure Schema
            4.3.1.1 Schema Activated to Take Potential Consumer into Consideration
            4.3.1.2 Schema Activated to Cater to Consumers'Needs and Feelings
            4.3.1.3 Schema Activated to Consider Gender
        4.3.2 Content Schema
            4.3.2.1 Schema Correspondence
            4.3.2.2 Schema Conflict
CHAPTER 5 THE TRANSLATION STRATEGIES OF BRAND NAMES
    5.1 SCHEMA RECONSTRUCTION IN BRAND NAME TRANSLATION
        5.1.1 Preserving and Reinforcing Consumers'Schema
        5.1.2 Refreshing Consumers' Schema
    5.2 STRATEGIES OF BRAND NAME TRANSLATION
        5.2.1 Literal Rranslation
        5.2.2 Free Translation
        5.2.3 Transliteration
        5.2.4 Mixed Translation
        5.2.5 Zero Translation
CHAPTER 6 CONCLUSION
BIBLIOGRAPHY
PUBLICATIONS(2007-2010)
ACKNOWLEDGEMENTS



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