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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/50309

    Title: 品牌翻譯的跨文化策略--兼論外來語的音譯
    Other Titles: The Cross-Cultural Strategy in the Translation of the Trademarks of Multinational Companies: On the Transliteration of the Foreign Words
    Authors: 吳錫德
    Contributors: 淡江大學法國語文學系
    Keywords: 外來語;品牌;音譯;音義合譯;意譯;異國情調;諧音含義;Calque;Exoticism;Loan translation with consonance;Loan words;Trademarks;Semantic translation;Sound and meaning translation;Transliteration
    Date: 2006-09
    Issue Date: 2013-03-12 12:03:13 (UTC+8)
    Publisher: 臺北縣:淡江大學
    Abstract: 透過表意文字漢語來音譯轉寫羅馬拉丁文字,本文即具相當困難。譯者往往各行其是,難於規範及統一。中文的特殊語言面向,如音義同源、同音多字、音節與構詞的殊異,使得漢譯外來語的操作傾向採取意譯。即便音譯,也會注意「音義合譯」,或「諧音含義」的處理方式。本文首先論及歷史上漢語音譯的實踐與策略,再申論外來語的輸入及其作用,並探討當前外國商業品牌的跨文化翻譯的諸多層面。舉如,品牌的音譯更會強調譯名在文化,社會、心理及商業方面的功能;尤其在造字選詞上,更會偏重採用活潑生動、吉祥吉利,及強調其營運行業及商品屬性的字眼。
    Relation: 淡江人文社會學刊=Tamkang Journal of Humanities and Social Sciences 27,頁81-99
    Appears in Collections:[Graduate Institute & Department of French] Journal Article

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