西方文化霸权下的汉英商标翻译

On Chinese-English Translation of Trademarks in the Context of Western Cultural Hegemony

经济社会中商标犹如商品的灵魂,全球化背景下商标的翻译举足轻重。在当今西方经济占统治地位的现实下,归化——带着原语大量的文化亏损,成了商标汉英翻译中占主流的原则。商标翻译如何做到尽量避免其所蕴涵的文化的流失,又做到“投其所好”,实现其经济效益呢?本文试图从文化与经济两方面入手,运用话语权力,东方主义,异化与归化等理论来探讨文化霸权下商标汉英翻译的制约方面与林中路。

Trademarks are souls of commodities in economic society. The translation of trademarks is of great significance in the globalization background. It is true that the western economy plays a dominant role in world economy, thereby domestication--with the culture of source language suffering a great amount of loss, has become the mainstream principle in Chinese-English translating. And the occurrences such as ＂culture loss＂ and ＂culture conflict＂ appear in C-E translating of trademarks. How to try our best to avoid the running-off of culture contained by trademarks, and to ＂cater to the consumers＇ taste＂ at the same time in order to achieve the greatest economic profit effect？ This paper attempts from cultural and economic perspective, using theories such as “Power of Discourse” and Orientalism, to discuss the factors and strategies in Chinese-English translation of trademarks in the context of western cultural hegemony.