英汉商标翻译“零对等”现象的研究
在当今世界全球化趋势日益加深的背景下，各国间的商务交流也日益频繁，商务翻译中的“零对等”现象也随之越来越多，原因在于“零对等”翻译可以更好地使译文与原文达到效果上的对等。当前众多国内外学者对商务翻译中的“零对等”现象及其存在的理论依据进行了研究，虽然其研究已取得一定成果，但对商标翻译这一领域的研究却寥寥无几，由于当前对商标翻译的研究大多存在于经验探讨这一阶段，笔者将在此基础上把“零对等”概念引入商标翻译这一领域，通过文献检索法、问卷调查法、统计法、个案访谈法等了解商标翻译中“零对等”现象以及滨州学院学生在翻译中所存在的问题，并提出切实可行的方法和策略,如加词不加意、减词不减意等等，并结合实例论证商标翻译过程中异化和归化原则的应用。
通过这项研究我们将深入探讨商标翻译的“零对等”现象，深化对翻译理论的认识，明确文化对商标翻译影响的普遍存在性，在提出商标翻译中所适用的翻译方法和技巧的基础上，同时明确当代大学生对异域文化理解上普遍存在的偏差与不足，以及因此导致的翻译不准确现象，并将调查中所总结出来的翻译方法和技巧在全校范围内推广，特别是针对英语专业学生，最终提高英语专业学生翻译水平。这对提高学生的翻译水平具有现实的指导意义。
关键词：“零对等”；异化原则；归化原则；“等效论”
Research on “Zero Equivalence”in English－Chinese Translation of Trademarks
Abstract
Today, as the deepening of globalization, commercial interaction between countries is increasing. As a result, “zero equivalence” in business translation is more and more frequent. That is because “zero equivalence” can be better to make the translation equivalent to the original results.
Currently, scholars at home and abroad have done many studies on “zero equivalence” in business translation. After referring to large numbers of research materials, it is found that, although some achievements have been made, the researchers only present their own results theoretically. Therefore, this paper has creatively introduced the concept “zero equivalence” into trademark translation. Based on the problems students in our school meet, the author has proposed practicable measures. During this process, the author uses some research methods, such as document retrieval, questionnaire survey, statistics and case interview.
In this research, by analyzing the wide existence of cultural influence, the author has put forward practical methods and skills to translate trademarks. At the same time, the author also has studied the deviation and shortage in the understanding of foreign culture. Then the author has popularized the methods and skills among students in English Department of BinZhou university, which has great realistic significance in promoting English major students’ ability of translation.
Key words: “zero equivalence”; domestication principle; foreignization principle; “equivalent effect”
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