试论商标名称英汉互译文化意义的转换

On the Appropriate Conversion of Cultural Meanings in CE-EC Translation of Brand Names

产品商标词大多具特定的民族文化内涵 ,翻译过程中贴切得体地转换商标词内在的文化意义不仅可以贴切准确地反映出产品的质量特征 ,同时又可引发消费者的文化联想 ,对商品的销售产生广告效应 ,起到推波助澜的促销作用和民族文化的宣传作用。本文通过对商标词成功和失败译例的讨论 ,探讨英汉互译中文化意义的有效转换可能产生的社会效益和经济效益。

The brand names generally contain specific meanings of a particular culture.When brand names are translated from English into Chinese or vice versa an adequate and appropriate conversion of cultural meanings can not only accurately reflect the product's quality but arouse the customer's cultural association so as to create the expected advertising effect and help publicize that particular culture.This article discusses with carefully chosen examples the significance of an appropriate conversion of cultural meanings in translation and the economical benefits it may help bring about.