权力话语理论视野下商标名称的翻译

The Translation of Brand Names under the Guidance of the Theory of the Power of Discourse

商标是企业形象战略CI(Corporate Identity)的主要组成部分,是企业走向世界的桥梁。本文将从权力话语的角度探讨商标名称的翻译,并小议在权力话语理论指导下商标翻译的策略。

The brand names are the main part of the corporate identity and serve as a bridge for the enterprise to enter into the world.This paper analyses the translation of the brand names from the viewpoint of the theory of power and discourse and discusses the translation tactics under the guidance of the theory.