对等翻译理论在商标词翻译中的应用

On the Application of Equivalence Translation to the Translation of Trademarks

商标词翻译不同于一般的语篇翻译,一是因为它没有语法、没有上下文语境;二是因为商标词有着各自的取名规律和功能特征。要做好商标词的翻译,应结合商标词的取名规律和功能特征,灵活地把(语篇)对等翻译理论应用于商标词的翻译中,以便在商标词翻译中实现商标词的功能、词义和词形(语音和文字)方面最大程度的对等。

The translation of trademarks differs from that of texts in two aspects： the translation of trademarks involves nor grammar nor contexts; the Chinese and English trademarks have their respective functional features and different ways they are named. Considering the functional features and the typical ways they are named, one is in a position to flexibly apply this theory to the translation of trademarks to achieve the most equivalence of their functions, connotations and forms of trademarks so that trademarks are properly translated.