缩略语歧义问题的认知语境视角——兼论汉语品牌英译

Cognitive Perspective of Ambiguity Caused by English Abbreviations——In Translating Chinese Brand Names

汉语品牌英译以缩略语形式出现,带来交际便利的同时,也触发了歧义问题,影响交际的顺利进行。认知语境是歧义生成的基础,从认知语境的角度,分析歧义的生成与消除,进而指导汉语品牌的翻译,将有助于对汉语品牌交际功能的理解和实现。

Apart from the convenience English abbreviations bring to business communication, large quantities of ambiguities also arise from them in translating Chinese brand names, by which the present normal business activities are much hampered. Based on the cognitive context for ambiguity, the cause-and-effect analysis for engendering and eliminating ambiguity can pave the way for better understanding and realization of the communicative function in translating Chinese brand names into English ones.