Abstract

With the continuous deepening of the market economy and the development trend of economic globalization, more and more domestic products continue to pour into the foreign market. With higher international visibility, trademark can effectively enhance the market competitiveness of Chinese goods, and then to obtain good economic benefits. In a sense, a trademark is a signboard and a credit. Under such background, the trademark translation has received more and more attention.  

    This thesis is guided by the theory of Reception Aesthetics. The representative figures are Hans Robert Jauss and Wolfgang Iser of the Konstanz School. They enable the translator to translate from the audience's point of view, take care of the reader’s ability to accept and their horizon of expectation and it builds a communication bridge between the goods and target language’ consumers so to achieve the purpose of guiding consumption.

This paper consists of five parts: the first part introduces the background, purpose and structure of the study. The second part is theoretical review, it under the theory of reception aesthetics, introduces the aesthetics of the three main ideas. The third part introduces the three aesthetic points of view of trademark and trademark translation. The fourth part describes in detail of the application of reception aesthetics in trademark translation. The fifth part is the conclusion; it summarizes the full text, points out the key finding and deficiency of research results.

Key words: Reception Aesthetics, aesthetic feeling, trademark translation

Contents

Abstract

摘要

1 Introduction.1

  1.1 Background of the Study1

  1.2 The Purpose of the Study.2

  1.3 The Structure of the Thesis2

2 Theoretical Review.4

  2.1 The Theory of Reception Aesthetics4

    2.2 The Main Ideas of Reception Aesthetics4

    2.2.1 The Central Position and Important Role of the Reader.5

    2.2.2 Horizon of Expectation.6

    2.2.3 The Appealing Structure of Text.6

3 Trademarks and Trademark Translation from the Perspectives of the Aesthetics.8

  3.1 Essential Factor in the Composition of Trademark8

    3.1.1 Highlight the Key8

    3.1.2 Easy to Remember.7

    3.1.3 Stimulate Imagination.9

  3.2 Aesthetic Characteristics of Trademark9

    3.2.1 Transmission Property.9

    3.2.2 Aesthetic Character8

    3.2.3 Beauty in Sound10

  3.3 Aesthetic Principle of Trademark Translation10

    3.3.1 The Difference of Aesthetic Tastes11

    3.3.2 Reflect the Meaning of the Original Trademark.11

    3.3.3 Prominent the Individuality Connotation12

    3.3.4 Reaction the Performance of Product12

4 The Application of Reception Aesthetics in Trademark Translation.13

  4.1 Transliteration Method.13

  4.2 Literal Translation Method.13

  4.3 The Combination Method of Transliteration and Free Translation14

5 Conclusion15

  5.1 Findings of this Thesis.15

  5.2 Limitation of this thesis16

References