文化差异与商标翻译的语用失误

Cultural Differences and Pragmatic Failures in Trademark Translation

商标是商品的标记。商标词语是当今语言使用中发展变化最快、最突出的社会用语 ,它通过多种渠道直接影响人们的日常生活 ,随着社会的发展和经济的繁荣其影响会日益扩大。商标翻译作为直接为经济服务的手段 ,是社会语用学研究的一个重要课题。本文拟从商标的语言文化特征 ,商标的语用意义与语用翻译失误 ,商标翻译的语用策略三个方面 ,探讨商标翻译的社会语用问题。

As an applied language, trademark is developing rapidly.It has direct effects on people's daily life in many aspects and with the social progress and economic development the effects will become even stronger. Being a tool serving economy,the translation of trademark is a very important research problem in societal_pragmatics.This paper mainly discusses cultural differences and pragmatic failures in trademark translation, including cultural features of trademark, pragmatic meaning and pragmatic failures in trademark translation and pragmatic strategies of trademark translation.