目的论视角下英文商标汉译研究An Overview of Skopostheorie

目的论视角下英文商标汉译研究An Overview of Skopostheorie

3.1 Development of Skopostheorie

There are four important representatives, Katharina Reiss, Hans J. Vermeer, Justa Holz-Manttari and Christiane Nord in the development of Skopostheorie. Catherine Rice's Possibility and Limitations of Translation Criticism marks the development of translation criticism. She believes that the ideal translation should be that the target language and the source language try to achieve the same effect in terms of conceptual content, language form and communication function. But Rees knows that complete reciprocity is impossible, and in some cases does not require complete reciprocity. Hans Vermeer considers translation to be a human act because it involves the transfer of communicative linguistic symbols and nonverbal symbols. He sees translation as an idea of human behavior and explains that any form of translation, including translation itself, can be considered an action, and any action is purposeful (Vermeer, 1989b: 173f). Therefore, Vermeer named his theory as teleology. In his theory, the purpose of translation is determined by the expectations of the intended recipient or audience and the needs of communication. Justa Holz-Manttari believes that translation is a complex movement for a specific purpose. She believes that translation is a cross-cultural act that conveys linguistic information (Nord, 2001: 13). Christiane Nord elaborated on her functionalist approach and loyalty in translation. She believes that they are two very important principles in translation. Loyalty here refers to the translator, the source text provider, the target text receiver, and the launcher. Loyalty limits the reasonable goal of a particular source text and prompts translators and their clients to negotiate translations (Nord 2001: 126).

3.2 Basic Concepts of Skopostheorie

3.2.1 Skopos

Skopos comes from the purpose in Greek. The Skopos theory in translation believes that the first principle that determines the translation process is the purpose (purpose) of the entire translation activity (Nord,2001:27). Other concepts like purpose,function and aim are thought to be the generic concept of Skopos.

3.2.2 Initiator, Translator and Addressee

The initiator finds a target text, then finds the translator to implement the translation operation, and determines the process text by defining the purpose of the target text. The translator plays a very important role in the translation process. The translator performs the translation tasks commissioned by the sponsor and translates them as required in the translation outline. According to Vermeer, the translator's tasks include (Nord, 2001: 21): determining whether the text requires translation; analyzing the conditions required to implement the outline; and implementing translation behavior. If the translation is not possible to achieve the intended purpose, the translator needs to advise the client to abandon the plan to translate the original text. Of course, the target readers of the translation also plays a key role in translation, because they are recipients of the target text, so the translator should obtain as much information as possible about the recipient of the translation.

3.2.3 Translation Brief

The translation syllabus needs to tell the translator what the content is, the purpose of the translation, the recipient of the translation, the time, place, occasion, medium of communication, and expected function of the translation. However, as to how to implement the translation task, what kind of translation strategy to adopt, and what kind of translation type to choose, the translator needs to make decisions according to the actual situation. If the client and the translator differ in the type of the target text, the translator may reject the translation task or may choose not to assume any responsibility for the intended function of the translation.

3.2.4 Culture and Culture-Specificity

Vermeer believes that culture refers to a set of norms and practices in society. People in society must be fully familiar with the culture in their society so that they can live normally, otherwise they will behave differently (Vermeer, 1987: 28). When two cultures exist at the same time, a unique cultural phenomenon is produced. We find similarities and differences by comparing our culture with foreign culture. In the skopostheorie, we need to consider the particularity of culture, especially the difference between one's own culture and other cultures. Only when cultural

differences are translated into the translation of English trademarks can the target language conforming to the local culture be translated.

3.3 Rules of Skopostheorie

3.3.1 Skopos Rule and Its Subordinate Rules

Skopos theory believes that the purpose of translation determines translation behavior. Vermeer's explanation of Skoposrule is as follows: Each text has a specific purpose and serves this purpose. Her explanation of the rules of purpose here is as follows: translating in a way that enables text translation, the people who use it always operate the way they expect (Vermeer, 1989: 20). This rule is expected to end the long-standing debate on freedom and loyalty in translation. The purpose rule is that freedom or loyalty may produce a specific translation purpose (Nord 2001:29). The purpose rule also has two subordinate rules, namely the coherent rules between discourse and the coherent rules in discourse. Coherence between discourses refers to the source text that translation should have a connection with the word "faithfulness." Discourse coherence means that the recipient of the discourse should be able to perceive coherence within the text; it also needs to be meaningful in the target context and culture. This is the expected function. Discourse coherence and coherent coherence are all part of the teleological rules.

3.3.2 Loyalty Rule

Nord noted that teleology was sometimes interpreted as a translation purpose to justify the translation process. But when the translation is contrary to the original author's intention, the goal theory will be considered as the means of decision. So we need to limit the scope of the purpose. Nord suggests using loyalty rules to solve the problem of radical functionalism. On the principle of faithfulness, the translator is bidirectional to the author and the recipient of the translation (Nord 2001:125). Nord's functionalism is based on two concepts of function and loyalty. The function is to make the translation function as expected. Loyalty is the basis for maintaining relationships between translators, source text providers. In case there is any disagreement between the two, the translator plays an important intermediary role to help the parties reach a consensus.