文化对中英商标翻译的影响
随着全球经济一体化步伐的加快以及中国成功地加入世界贸易组织，中国商品越来越多地进入了世界市场。因此，一个成功的商品译名在扩展其国外市场和促进文化交流方面起着重要的作用。对中国商标的翻译也是一种跨文化的表现形式，它涉及语言法律，文化心理学以及美学价值等多个方面。为了比较成功地翻译一个商标名，译者不仅应该向目的国的消费者传递出商品或者服务的基本信息，还应该适时地传递其文化层面的意义。也就是说，商标的翻译既是两种语言的转换，也是两种文化之间的转换。本文将基于一些常见的翻译理论，浅析文化差异对中英商标翻译的影响。文章中的信息将帮助译者在翻译商标名称时能够根据目的市场的文化对译名做出适时调整。而本文的目的则是通过收集的大量实例来向人们展现文化对商标翻译的影响，并帮助译者在将中文商标翻译成英文商标方面达到另一个高度。
关键词: 全球化 商标 翻译理论 文化影响
A Brief Analysis of Cultural Influences on Chinese and
English Brand Name Translation
Abstract
With the acceleration of economic globalization and China’s entry into WTO, more and more Chinese products are being launched into the international market. Consequently, successful brand name translation plays a very important role for the product to expand in the foreign market and improve cultural communication. The translation of Chinese brand names is a kind of intercultural communication. It involves such factors as linguistic laws, cultural psychology, and aesthetic values. A successful translation of the brand name should not only transfer the information concerning the commodity or service, but also transfer its cultural significance to the audience in the target culture. That is to say, brand name translation means not only the transferring between two languages but also the transferring between two cultures. On the basis of conventional translation theories, this thesis is to probe into the influence of cultural differences on Chinese and English brand name translation. The information in this paper will be of great help for translators to make proper adjustment during the translation of brand name according to the cultural background in the target market. Through abundant examples that collected, the purpose of the study is to show people the great influence of cultural differences on Chinese and English brand name translation and help translators reach a higher level in C-E brand name translation.
Key words: Globalization, Brand name, Translation theories, Culture influence
*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】
