Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil

Detalhes bibliográficos
Autor(a) principal: Ye, Li
Data de Publicação: 2022
Tipo de documento: Artigo
Idioma: por
Título da fonte: Rónai
Texto Completo: https://periodicos.ufjf.br/index.php/ronai/article/view/35551
Resumo: According to the functionalist theory, translation is a process of intercultural communication that has as result a text that can work appropriately in specific situations and contexts. From this point of view, this paper aims to explore the function of translation and the application of functionalist approaches to the translation of brand names in the context of China and Brazil, analyzing real examples. Due to its particular nature, a brand name must be translated in a very different way than that of literary, scientific or works of other genres. The analysis conducted in this paper shows that the most successful brand name translations are those that follow the functionalist theory – instead of those more faithful to linguistic aspects –, that is, the translation focused on maintaining the function and purpose of the translation - the brand's dissemination and attracting customers, in this specific case.
id UFJF-3_ed07796638b4f54d6e43507f914b24f5
oai_identifier_str oai:periodicos.ufjf.br:article/35551
network_acronym_str UFJF-3
network_name_str Rónai
repository_id_str
spelling Functionalist Perspective of Translation on Brand Migration in the Context of China and BrazilFunctionalist Perspective of Translation on Brand Migration in the Context of China and BrazilA Perspectiva Funcionalista da Tradução na Migração de Marcas no Contexto da China e do Brasiltradução de nomes de marcasteoria funcionalistaPrincípio do Propósitotranslation of brandsfunctionalist theoryPrinciple of PurposeAccording to the functionalist theory, translation is a process of intercultural communication that has as result a text that can work appropriately in specific situations and contexts. From this point of view, this paper aims to explore the function of translation and the application of functionalist approaches to the translation of brand names in the context of China and Brazil, analyzing real examples. Due to its particular nature, a brand name must be translated in a very different way than that of literary, scientific or works of other genres. The analysis conducted in this paper shows that the most successful brand name translations are those that follow the functionalist theory – instead of those more faithful to linguistic aspects –, that is, the translation focused on maintaining the function and purpose of the translation - the brand's dissemination and attracting customers, in this specific case.According to the functionalist theory, translation is a process of intercultural communication that has as result a text that can work appropriately in specific situations and contexts. From this point of view, this paper aims to explore the function of translation and the application of functionalist approaches to the translation of brand names in the context of China and Brazil, analyzing real examples. Due to its particular nature, a brand name must be translated in a very different way than that of literary, scientific or works of other genres. The analysis conducted in this paper shows that the most successful brand name translations are those that follow the functionalist theory – instead of those more faithful to linguistic aspects –, that is, the translation focused on maintaining the function and purpose of the translation - the brand's dissemination and attracting customers, in this specific case.Do ponto de vista da teoria funcionalista, tradução é um processo de comunicação intercultural cujo resultado é um texto que tem habilidade de funcionar adequadamente em situações e contextos específicos de uso. A partir desta perspectiva, o presente trabalho tem como objetivo explorar a função da tradução e da aplicação das abordagens funcionalistas na tradução de nomes de marcas no contexto da China e do Brasil, por meio da análise de exemplos reais. Pela natureza particular de uma marca, a sua tradução deve ser feita de um modo muito diferente do que a de obras literárias, científicas ou de outros gêneros. A análise realizada neste trabalho demonstra que as traduções de nomes de marcas que fizeram mais sucesso não são as mais linguisticamente fiéis, mas as que seguem a orientação da teoria funcionalista, ou seja, as traduções focadas em manter sua função e propósito - a divulgação da marca e a captação de clientes, neste caso específico.Universidade Federal de Juiz de Fora2022-02-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvalição por paresapplication/pdfhttps://periodicos.ufjf.br/index.php/ronai/article/view/3555110.34019/2318-3446.2021.35551Rónai – Revista de Estudos Clássicos e Tradutórios; 2021: Special issue: Functionalist translations: multiple perspectives; 4-20Rónai – Revista de Estudos Clássicos e Tradutórios; 2021: Edição especial: Tradução Funcionalista - múltiplas perspectivas; 4-202318-3446reponame:Rónaiinstname:Universidade Federal de Juiz de Fora (UFJF)instacron:UFJFporhttps://periodicos.ufjf.br/index.php/ronai/article/view/35551/24153Copyright (c) 2022 Li Yehttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessYe, Li2022-02-16T19:42:40Zoai:periodicos.ufjf.br:article/35551Revistahttps://periodicos.ufjf.br/index.php/ronaiPUBhttps://periodicos.ufjf.br/index.php/ronai/oairevistaronai@gmail.comhttps://doi.org/10.34019/2318-34462318-34462318-3446opendoar:2024-05-03T12:01:07.905827Rónai - Universidade Federal de Juiz de Fora (UFJF)true
dc.title.none.fl_str_mv Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
A Perspectiva Funcionalista da Tradução na Migração de Marcas no Contexto da China e do Brasil
title Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
spellingShingle Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
Ye, Li
tradução de nomes de marcas
teoria funcionalista
Princípio do Propósito
translation of brands
functionalist theory
Principle of Purpose
title_short Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
title_full Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
title_fullStr Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
title_full_unstemmed Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
title_sort Functionalist Perspective of Translation on Brand Migration in the Context of China and Brazil
author Ye, Li
author_facet Ye, Li
author_role author
dc.contributor.author.fl_str_mv Ye, Li
dc.subject.por.fl_str_mv tradução de nomes de marcas
teoria funcionalista
Princípio do Propósito
translation of brands
functionalist theory
Principle of Purpose
topic tradução de nomes de marcas
teoria funcionalista
Princípio do Propósito
translation of brands
functionalist theory
Principle of Purpose
description According to the functionalist theory, translation is a process of intercultural communication that has as result a text that can work appropriately in specific situations and contexts. From this point of view, this paper aims to explore the function of translation and the application of functionalist approaches to the translation of brand names in the context of China and Brazil, analyzing real examples. Due to its particular nature, a brand name must be translated in a very different way than that of literary, scientific or works of other genres. The analysis conducted in this paper shows that the most successful brand name translations are those that follow the functionalist theory – instead of those more faithful to linguistic aspects –, that is, the translation focused on maintaining the function and purpose of the translation - the brand's dissemination and attracting customers, in this specific case.
publishDate 2022
dc.date.none.fl_str_mv 2022-02-16
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avalição por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufjf.br/index.php/ronai/article/view/35551
10.34019/2318-3446.2021.35551
url https://periodicos.ufjf.br/index.php/ronai/article/view/35551
identifier_str_mv 10.34019/2318-3446.2021.35551
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufjf.br/index.php/ronai/article/view/35551/24153
dc.rights.driver.fl_str_mv Copyright (c) 2022 Li Ye
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Li Ye
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Juiz de Fora
publisher.none.fl_str_mv Universidade Federal de Juiz de Fora
dc.source.none.fl_str_mv Rónai – Revista de Estudos Clássicos e Tradutórios; 2021: Special issue: Functionalist translations: multiple perspectives; 4-20
Rónai – Revista de Estudos Clássicos e Tradutórios; 2021: Edição especial: Tradução Funcionalista - múltiplas perspectivas; 4-20
2318-3446
reponame:Rónai
instname:Universidade Federal de Juiz de Fora (UFJF)
instacron:UFJF
instname_str Universidade Federal de Juiz de Fora (UFJF)
instacron_str UFJF
institution UFJF
reponame_str Rónai
collection Rónai
repository.name.fl_str_mv Rónai - Universidade Federal de Juiz de Fora (UFJF)
repository.mail.fl_str_mv revistaronai@gmail.com
_version_ 1798044934455951360

Registros relacionados