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人们常常把 CI当成文化包装 ,产生这种误读的原因很多 ,其中与对 CI汉译的望文生义有关。反观 CI的两种主要译法 ,“企业形象”与“企业识别”也都过于强调表象 ,而忽视了 CI的核心内容——企业素质。我们有时对两种语言的不可通约性无能为力 ,不是不愿为也 ,而是不可为也 ,所以如果遴选两种约定俗成的译法 ,我们以为“企业形象”更为合适 ,因为它更加具有感性特征 ,而“企业识别”更加具有理性特征。在选择“企业形象”译法的时候一定要警惕 ,它的外延小于内涵 ,符号具与符号义并不充分对应。如果把 CorporateIdentity两个词的英语含义分开来研究 ,会得到很多的有益启示。不仅仅企业有形象问题 ,其它社会组织也有形象问题 ,从“泛 CI”的角度来看 ,CI应该翻译为“组织形象”;企业不但对外有形象问题 ,对内也有形象问题 ,企业凝聚力是企业形象研究的重要课题 ;对内具有统一性 ,体现着共性原则 ,对外具有区别性 ,体现着个性原则 ,这是 CI战略的经典定律
People often think of CI as a cultural package. There are many reasons for this kind of misunderstanding, which is related to the censorship of CI translation. On the other hand, CI's two main methods of translation, “corporate image” and “corporate identity” also emphasize the appearance too much while neglecting the core content of CI - enterprise quality. Sometimes we can not do anything about the incommensurability of the two languages, either unwilling or not, but if we choose two conventional translations, we think that “corporate image” is more appropriate because it is more emotional Features, and “corporate identity” more rational features. In the choice of “corporate image” when the translation must be vigilant, its extension is less than the content, symbols and symbolic meaning does not fully correspond. If we separate the meaning of CorporateIdentity English two terms, will be a lot of useful inspiration. Not only corporate image but also other social organizations also have image problems. From the perspective of “pan-CI”, CI should be translated as “corporate image.” Enterprises not only have external image but also internal image, and enterprise cohesion is an enterprise Image of the important issues of study; the unity of the same, reflecting the principle of commonality, distinctive external, embodies the principle of personality, which is the classic law of CI strategy