从文化差异视角探究商标名称翻译的原则及其策略_英语论文

A Study of the Principles and Strategies for  Brand Name Translation in the Light of Cultural Difference

摘要

随着当今世界经济、文化的飞速发展，商标名称的翻译俨然已经变成一种跨文化交际的一种方式。在商标名称的英汉或汉英互译过程中，商标名称翻译者都必然将论及相关语言法规、文化心理、审美习俗等方面的因素。除了遵循翻译原则，商标翻译者还应考虑到翻译中的文化禁忌问题，从而据此来选择合适的翻译方法来进行翻译。当然，商标名称的翻译绝非易事,因为好的商标名称翻译并非矫饰而成，而是有着自然的味道。同时，完美的商标名称翻译是增加其产品魅力及其销量的关键所在。

关键词：商标翻译；原则；方法；文化差异影响

Abstract

With the rapid development of today’s economy and culture, brand name translation has surely become one kind of intercultural communication. As we know, when it comes to translating brand names, either from English to Chinese or from Chinese to English, related principles and regulations, cultural psychology, aesthetic customs and some other factors must be taken into consideration. Therefore, translators are supposed to focus on avoiding some cultural taboos and employing proper methods in the process of translation. There is no doubt that translation of brand names is not an easy job. In that good brand name translation prefers to be idiomatic rather than flowery. Meanwhile, an ideal version for a brand name is the key to enhancing the charm and selling of its products.

Keywords: Translation of brand names; principles; methods; cultural difference influence