论商标文化涵义之“归化”翻译策略

On the Strategy of Adaptation in the Translation of Cultural Connotations of Trademarks

商标作为一种特殊的语言表达形式,包含了丰富的文化涵义。商标的翻译同任何翻译一样,是一种跨文化交际形式。"归化"和"异化"是翻译实践中对文化因素处理的两种不同的策略和方法,由于地域文化不同及商业功利性目的的制约,对引起不同文化联想的商标词的翻译宜采用"归化"翻译方法。

As a special expression in language, trademarks contain rich cultural connotations. Like any other translation, the translation of trademark is a form of cross-cultural communication. 'Adaptation' and 'alienation' are two different ways of dealing with cultural factors in translating practice. Being restricted by the difference of regional culture and business utility, we can take 'adaptation' as a guide to the translation of trademarks which allow different cultural associations.