商标词翻译要坚持“本土化”原则——兼谈翻译的“相异性”

The Translation of Brands and Localization——And Also on the “Diversity” of Translation

中国品牌有巨大潜力走向世界,商标词的国际化是中国品牌国际化的第一步,商标词国际化的最根本的途径是通过翻译这一渠道,而商标词的翻译不仅是两种语言的接触,更是两种文化的交融。在中外文化交流中,翻译具有传递“相异性”的功能,即要尊重原作的“异质”生命,在民族身份认同中植入相异性因素,经历一个“本土化”,即“归化”的过程。

Chinese brands have great power to become internationalization,the internationalization of trademark is the first step through translation,and the translation of trademark is not only the contact of two languages,but also the mergence of the two cultures.In the process of the intercultural communication,translation can pass ＂diversity＂,to insert ＂diversity＂ in the national identity,to localize,also means the process of domestication.