试论商标名翻译的“等效性”

The Dynamic Equivalence in Brand Names Translation

从社会符号学角度分析了商标名翻译的“等效性”问题,强调商标名翻译不可能“绝对对等”于原商标名,所谓的“等效性”只能是相对的。认为遵循社会符号学翻译法提出的“意义相符,功能相似”的等效论原则,借助灵活多样的翻译技巧,商标名的翻译有可能最大限度地实现这种“等效性”,甚至超出原有的效果,以满足目标消费者的消费心理,在新的市场中更具竞争力。

Based on sociosemiotic theory, this paper analyzes the equivalence in the translating of brand names, emphasizes that the principle of dynamic equivalence should be observed in brand names translation and concludes that brand names translation should be regarded as a featured translation that demands translators＇ translation sensitivity and flexibility by adopting flexible translation techniques in order to achieve the best equivalence.