巴西食人主义观照下的中文商标翻译

Chinese trademark translation from the perspective of Brazil cannibalism

商标翻译是一种涉及翻译学、语言学、语用学、心理学、跨文化交际学、营销学、美学等多种学科的复杂综合过程。简单的翻译方法,如直译、意译、甚至较为流行的功能对等翻译都无法满足商标翻译的综合需求。本文中,笔者试从"巴西食人主义"的渊源、翻译内涵的角度探索该理论对商标翻译的指导性。

Good brand name translation involves knowledge and expertise from many disciplines,it is an interdisciplinary practice that requires strenuous research and experience. This paper aims at bringing a latest translation theory—cannibalism into brand name translation and test its applicability in brand name translation practice.