摘要
商标翻译是运用译语来完美再现和传达原语商标的思想、内容和意境,以获得新颖独特、富有艺术魅力的译名。而这一过程离不开模糊思维的运作和模糊语言的妙用。本文着重从模糊理论的角度来论述商标翻译中模糊信息的主要客观存在因素、表现形式及其处理技巧。正确认识语言的模糊性对做好商标翻译工作具有重要的指导意义。
Trademark translation refers to the process through which the thought, content, and artistic prospect of the original trademark are perfectly replaced and conveyed in the target language to obtain its translated term full of novelty, originality and artistic charm. However, this whole process can＇t do without the operation of fuzzy thinking and magical use of fuzzy language. In this article, the author has discussed from the angle of the fuzzy theory the main objective factors of fuzzy message, its forms of expression, and specific translating techniques in trademark translation. To sum up, adopting a correct attitude towards the fuzziness of language is of great significance for doing the job of trademark translation well.
出处
《西华师范大学学报（哲学社会科学版）》
2005年第5期140-144,共5页
Journal of China West Normal University:Philosophy & Social Sciences
关键词
商标
翻译标准
模糊信息
处理技巧
trademark
principles of translation
fuzzy message
translating techniques
