论商标翻译中的译者创造性

On the Creativity in Trademark Translation

长期以来对许多商标翻译原则的僵化理解,引发了商标翻译实践中的诸多问题。商标翻译中译者创造性的缺失就是其中一个重要的缺陷。以译者创造性为切入点,着重分析了商标翻译中译者创造性缺失的原因和由此带来的种种问题;在此基础上,尝试着从文化视角、方法视角和接受视角三个方面提出了补偿策略,进而抑制传统商标翻译的缺陷、超越文化干扰和融合不同文化消费者的心理,以达到提高商标翻译质量的目的。

With the principle on which a trademark is translated so rigidly for long, various problems were found in the practice of trademark translation, during which the defective translation was done in default of creativity. Focusing on translator＇s lack of creativity and various problems thus caused, the reasons of the lack are discussed with a strategy proposed to compensate for the defective trademark translation in the perspectives of culture, methodology and acceptability with the intention of getting rid of the conventional disadvantages of trademark translation, rising above the cultural barrier and integrating different consumers＇ cultural anticipation with their strong impression to improve the quality of trademark translation.