白酒文化蕴涵及翻译

1、Acknowledgmentsnks fiving me this chance to achieve this pr and to makethe for my four years education. Through writing thispr, I have gained more knowledgen I expected.My sincerenks are due to my supervisor, Mr. Zhan Jianhua forhel me to clarify my thought and sharpen my thinking.Here, I also want

2、to give mynks to other teachers and myclassmates who gave me much help.nk you!AbstractThe Chi liquors have a long and abundant culture, liquors are both the material confidant and the emotional support of human beings. For thousands of years, with every dynasty birth, the development, prosperity, de

3、cline and death of the liquor history let the world see the cultural history of the past. With the improvementof peoples life, liquors has been an important gift of festivals,congratulations , ceration and the essential spirit drinks andembodied the unique customs and culture of the Chi nation, whic

4、hadds a harmonious and happy atmosphere to peoples life.his pr, English translation of some Chi liquor brand namesare yzed based on Sko theory, and the resultggested tmost of the translations arepetent. According to Sko theory,translators should adhere to the principles of information，simplicity and

5、 aesthetics he translation of Chi liquor brandnames.t is, translators should adopt different translationstrategiech as literal translation and transliteration to translate the liquor names according to the features of differentliquor products.Key words: Chi liquor culture; liquor brand names; Sko th

6、eory; translation strategies; translation principles摘 要中国酒文化渊源流长, 酒是人们的物质“知己”，是人们的感情依托、生活伴 侣。几千年来，酒伴随历史，随着一个个朝代的诞生、发展、繁荣、，让世人看清人文历史的过去。随着人民生活水平的不断提高，酒已是过节、喜日祝贺、好友相聚、欢庆胜利必不可少的助兴饮品及精神伙伴， 体现了中华民族特有的风俗文化， 给人们的生活增添了和谐和欢乐气氛。本文以德国功能派目的论为理论依据，对我国市场上部分白酒英文名进行了分析。对于白酒酒名这种特殊文本，译者在翻译时应当遵循信息原则、简洁原则及审美原则。根据不同酒名的具

7、体特点，采取直译或意译等翻译策略。：中国白酒文化; 白酒商标名称；目的论，翻译策略 ，翻译原则ContentTOC o 1-3 h uHYPERLINK l _Toc27628 2. The Concept of Chi Liquor Culture 1HYPERLINK l _Toc7864 3.The unique cultural words formed underChi liquor culture 2HYPERLINK l _Toc5500 4.Some Aspects of Chi Liquor in Life 2 HYPERLINK l _Toc17832 4.1 Liquor

8、 and Nature 2HYPERLINK l _Toc29162 4.2. Liquor and Sacrifice 3 HYPERLINK l _Toc2115 4.3 Liquor and Literature 3HYPERLINK l _Toc16266 4.4 Liquor and Human Beings 4HYPERLINK l _Toc1965 5. Theysis of the Advantages andDisadvantages of Chi English Translation of Liquor Based onSko Theory 4HYPERLINK l _T

9、oc3723 5.1 Sko Theory 4HYPERLINK l _Toc8336 5.1.1 The Formation and Development of SkoTheory 4HYPERLINK l _Toc26970 5.2 The Three Principles of Sko Theory 5HYPERLINK l _Toc31328 5.2.1 The Sko Theory 5 HYPERLINK l _Toc3409 5.2.2 The Coherence Rule 5 HYPERLINK l _Toc10725 5.2.3 The Fidelity Rule 6HYPE

10、RLINK l _Toc7589 5.3 The Evaluation Criteria of Translation 6HYPERLINK l _Toc18656 6. The Situation about the Translation ofChi Liquor Names 7HYPERLINK l _Toc19180 6.1 Transliteration 7 HYPERLINK l _Toc13316 6.2 Literal Translation 9HYPERLINK l _Toc31669 6.3 On the Basic Principles of the Translatio

11、nof Chi Liquorso English 10HYPERLINK l _Toc27043 6.3.1 Information principle 10 HYPERLINK l _Toc9995 6.3.2 Conciseness principle 11 HYPERLINK l _Toc5808 6.3.3 Aesthetic Principle 12HYPERLINK l _Toc22485 7. 13BibliographyThe Implication of Chi Liquor Culture and its Translation1.roductionChi liquor h

12、as the longest history, the most abundant culture andthe most consumer groups among the seven distilled liquorsheHYPERLINK l _Toc29985 1.roduction 1world. China liquor culture is bright, it also has a long history,which is an exotic flowerhe cultural garden and a part ofChi civilization. he long riv

13、er of history, Chi liquorand its culture has almost penetratedo every corner of sollife.The significance of the research on Chi liquor culture isconducive to create a good sol development environment, to productinnovation sot can affix to consumers and constantly meetconsumers demand. Further more,

14、it is helpful to provide the better and more material and spiritual enjoyment for people. Finally, thisresearch is benefil breakthrough the old and wrong concepts of theliquor names and to give new meaning of liquor culture, sot theliquor industry can develop in a healthy way, which is conducive tob

15、uild liquor brand names and promote the pros ofernationalization of Chi liquor.2. The Concept of Chi Liquor CultureThe so-called culture refers to the material wealnd spiritualwealth createdhe pros of human sol history. As a spel drink ,liquor is material, but the liquor also in peoples spiritual li

16、fe. Through its color and taste, people can get wonderful feelingsafter getting a sense of enjoyment of drinking. But alcohol does notonly meet the physiological requirements, but get far more n consumption of music, mostly as a cultural symbol and a kind of cultural consumption, to describe a kind

17、of etiquette, a foilatmosphere, and to create a fun of mind.Chi liquor culture can be summed up t the Chi liquor asthe center, and its radiation of material and spiritual wealth.ly, Chi liquors pros of creation and production is oneof the materialst created in history, and it is also as an resultof

18、continuous exploration by generations. Secondly, for thousands ofyears, Chi liquor has penetratedo every corner of the societyand played an important influence on the sol relations, ideologyand art. Therefore, the Chi liquor culture system is a relativelyluxuriant,egrated and systematic culture syst

19、em.3.The unique cultural words formed under Chi liquor cultureThe term culture refers to the things and concepts in a particular culture. Different cultural origins and customs of liquor have created different cultural meanings, which are reflected in life.culture,which is fun at the banquet of the

20、drinking game.Chi like to talk about drinking manners and morality of theliquor. Liquor manner refers to liquor and the other related reasonsand morality refers to the virtue anderests during the drinking.When people drink liquor together on the table, we often hear somewordch as someithout morality

21、 or someone has a poormanner of drinking and other comments. Here,the drinking mannershould be the character quality and service repuion for people.4.Some Aspects of Chi Liquor in LifeLiquor, as one of the most well-known spel beverages in China, itcan be saidt the liquor culture has permeatedo the

22、wholeculture, played an important role of the China cultural history andalso left a precious legacy of countless and rich culturalachievements. Chi culture contains a variety of cultures, while other cultures can only resonate with other cultures, but the liquor culture and other cultures coexist an

23、d develop together. Liquor is aliving thing, but the liquor culture is the spirit of heritage, itcan be said t the liquor culture is not only the carrier of multi- culture, but also the fetters of multi-cultural connections.4.1 Liquor and NatureLiquor is the crystallization of nature, the essence of

24、 food and the darling of micro- anisms. The food is the product which the nature carefully cultivates all the way, the water is the natural life, themicroanism is the smallest individual in nature and also the mostmysterious aborigines. Riicroanisms in nature created adiversified development of liqu

25、or, while the nature is the inventorof liquor.he old stone age, our antors discovered thisphenomenon and then follow this phenomenon to brew with the remainderof the food. Water is a natural flow, driving the growndreproduction of all things, sot life can survive. Water is theessential raw materials

26、he production of liquor making, and thebrewing water is an indispensable factorhe pros of liquorsproduction, sot water is the blood of liquor and the soul of liquor. Nature creates the food, and food solve peoples energyrequirements, whats more, human beings use food, water andChi nation history and

27、 all aspects of the field of ChiFinger guessing game is an unique thing of Chiliquormicroanisms to create the liquor. Therefore, the nature has the closed relationship with liquor.4.2. Liquor and Sacrificeconstituted all kinds of different styles of sacrifice culture. Throughout the country and abro

28、ad, the diverse sacrifice of variousethnic groups can be described as a colorful ceremony. Sacrifice isan important part of the ritual he Chi culture,and the mostimportant part of Confunism, Taoism and Buddhism. The objects ofsacrifice in China are dividedo three categories: the god, theearnd the gh

29、osts.Qingming, Dragon Boat Festival and Double Nh Festival are the daysto do the veneration of the dead. On the one hand, it is to payhomage to their antors; on the other hand, it is to declaretthey are descendants of China. The food on table are constantlychanging wi lot of ritual activities, but s

30、ince ancient times,theliquor is the only constant libation and it is the indispensable parthe ritual activities. In ancient times, liquor had the poorproduction, people thoughtt our antors are protecting theproduction of liquor, so liquor is generally used for sacrifice untiltoday. Liquor culture ha

31、s penetratedo the ritual culture andupdated with sacrifil cultures development, adding a beautifullandsc for the ritual culture, thus, liquor is closely related to sacrifice.4.3 Liquor and LiteratureChinas literature and culture are abundant, colorful and endless, it can be said to be the worlds mos

32、t beautiful and unique charm of theculture. From the beginning of Book ogs, literature and liquorhave blended,poetry is the core of life, liquor is themanifesion of life, liquor and poetry are closely linked to the text. Many ancient people entered the literature with liquor,creating a lot of litera

33、ture related to liquor. The Tang Dynasty LiBais poem “Inviion to Wine”, pushed the literature and liquorto the top, combined with the taste of liquor and literature, we canrealize the mystery betn them. Chinas four major mastie,whether it is the author himself, or the mastiece itself, both ofthem ar

34、e inextricably linked. Espelly the Confun culture,Confun connoion emphasize the golden mean, advocating wisdomhis huge universe, the different environment and the raaffect human beings domination and behaviors instead of guidingpeoples thoughtshe end. For exle,the King Zhou in ShangDynasty, people d

35、id not knowt whether the “liquor extravaganty” led to King Zhou or his love of liquor tarnished the liquorsrepuion. Consequently, some people stick on a label “tyrant” tothe liquor. Li Bai he Mid Tang Dynasty and Du Fu he late TangDynasty, their obses with liquor helped their works spread forthousan

36、ds of years. To liquor, everyone has his own attitude, somepeople suggestt human beings should forbear from drinking alcohol in daily life, while others do not agree with this opinion, forliquor also has its instrument.People invented the gamehe pros of drinking and increasingfun during the pros of

37、drinking. Human beings have subtle andricate feelings about liquor, vice versa, the liquor culture alsoshow the connection betn the liquor and men.5. The ysis of the Advantages and Disadvantages of ChiEnglish Translation of Liquor Based on Sko Theory5.1 Sko Theory5.1.1 The Formation and Development

38、of Sko TheoryIn 1970s, the German scholar Karina Rice put forward the theory offunctional approach for the time androduced the concept of“functional type”o translation theory. In view of thedeficiency of functionalist translation theory, she put forward the principle of function plus loyalty(功能加忠诚),

39、 which is asupplement to sko theory. The principle of function plus loyaltyemphasizest translation is the translated text in which created itself to play a certain function and its relation to the source text will be embodied in accordance with the expected or desiredfunction of the translation.5.2T

40、he Three Principles of SkoTheorysubstance, so only the talent can dominaiquor, liquor can merelyculture with its ancient pristine, showing the true meaning of theworld heritage.4.4 Liquor and Human BeingsPeople dominate the subjective consciousness, liquor is the passiveand faith, and ttle and elega

41、nt style of liquor, the liquorfunction of the text.The sko theory gets rid of the traditional translation theory anddoes the translation studies from a new , its core poare the three rules of translationt summed up by Nord, namelysko rule, coherence rule and fidelity rule .5.2.1 The Sko TheoryAccord

42、ing to Vermeers theory, the sko rule is the supreme rule oftranslation. He bevest every text is based on a certainpure and should be achieved this pure. Nord continues toVermeers view and he puts forwardt there are threesibilitieswith the pure of translation :ly,the translator shouldachieve the basi

43、c purehe pros of translation; secondly,text; thirdly, to achieve a certaranslation pure with usingthe specific translation strategy. Nord also pos outt thepure here refers to the pure of the text.The sko rule emphasizest the translation strategy must bedetermined by theended pure or function of the

44、text,the quality of the translated text depends on whether it achieves thefunction of the text or not he end. The main pure ofthe translation of liquors name is to communicate, in order toroduce the product to the overseas customers effectively , therebyaffecting their behavior, sot the customers co

45、uld understand, accept and buy products.5.2.2 The Coherence RuleThe coherence rule refers to the translation must conform toratextual co-herentandard, namely the translated text shouldsess both readability and acceptability, therefore to make readersunderstand the culture easily and know about the c

46、orrectmeaning of the communicative context. Therefore, the translatorlanguage readers and make appropriate adjustments to the textin order to meet the readers reading habits.5.2.3 The Fidelity RuleThe fidelity rule is also called theertextual coherence,t isthe translation text should be faithful to

47、the source text, and theshould take full account of the cultural background of the the translation should achieve the communicative goals he translation strategies must be determined by theended pure orThe core concept of skotheory ist translation methods anddegree and form of the fidelity depends o

48、n the translatorsunderstanding of the source text and the pure of the translation.5.3 The Evaluation Criteria of TranslationThe sko theory uses adequacy instead of equivalence as acriterion for evaluating translation. he framework of skotheory, adequacy refers to the translation should meet therequi

49、rements of the text. this is a dynamic concept related totranslation. Equivalence refers tot although the source textand the texve different cultural contexts, but thetranslated text can achieve the similar communicative function.Equivalence is just a form of adequacy and a sic concept to describe t

50、he results of translation. Therefore, the coherence ruleand the fidelity rule are not universally applicable for every text.,he pros of translation, translators should use the adequacy asthe criterion to evaluate the standard of translation.theory in German does not focus on whether the translated t

51、ext isequal to the source text, but emphasizest the translator shouldbegranslate with the ended function of the text,combined with the cultural and contextual factors then choose thebest translation strategy. In other words, the translatorstranslation strategies must be determined by theended pure o

52、rfunction of the text. At the same time, on focusing on theenvironment, namely the coherence rule, as well as betn thetranslation and the originalertextual coherence, namely therule.t is to say, if the pure of translation is to change thefunction of the translation without keng the coherence, thesta

53、ndard is no longer theernal coherence betn the source textand the text, but is the adequacy and appropriateness of the text. When the betn the coherence rule and thefidelity rule, the fidelity rule must belong to the coherence rule.6.The Situation about the Translation of Chi Liquor NamesAccording t

54、o the market-research about researching moren 600well-known kinds of liquor brands on the domestic market, theresearch showst among these 600 kinds of liquor brands, theproportion of English translation names on the packaging are 458, sofidelity rule, but both of these two rules must obey the skofun

55、ction, the theory also emphasizes the readability he Different from the traditional equivalence theory, the skothe rate of English translation names is close to 80%, which reflectsa large number of liquor companies can follow the sol trend andrealize the importance of the liquors English translation

56、 names.However, after theysis of the current English translation nameswith the sko theory, the report manifestst there are fewqualified translations. At present, the maethods of the translation of liquors names are transliteration and literal translation. The specific number and proportion are follo

57、wed by the Table One.Table One the Number and Proportion of Various Types of LiquorEnglish Translation Type Numbroportion(%) Transliteration 414 90.4Literal translation 9 2.0It can be seen from Table Onet transliteration is one of thetranslation strategiest used by most liquor companies in China.Nex

58、t, the pr will do the specificysis for the transliteration and literal translation.6.1 TransliterationTransliteration is a methodt make use of two very closed speechsounds, then transform the words of the text from one languageoanother language.ost conditions, transliteration refers to thecharacters

59、, such as Glenfiddich (士) Marl (马爹利)Bacardi (得), these translations put to use the method oftransliteration.But in recent years, the academic circles also use Chi pinyotranslate Chi words directly and scholars also understand thephenomenon as transliteration. The transliteration also known astransfe

60、r, which is use a kind of symbol(for exle the Latinalphabet) to express the characters of another writing systems (forexle Chi characters)pros or result. Pinyransliterationis simple and convenient to apply, it is a common method used by massof Chi liquor companies. Some exles are shown able Two.Tabl