等效翻译原则与中英商标词的翻译

Principle of Equivalent Translation and Translation of Chinese and English Brand Names

同任何翻译一样,商标词的翻译是一种跨文化交际活动,涉及到语言规律、地域文化、消费心理和价值取向等诸多因素,商标译语中的信息接受者对商标译文信息的反应应该与商标源语接受者对商标原文的反应程度基本相同。在翻译商标词时,译者应在等效翻译原则的指导下,尽可能将商品丰富的文化内涵和功效特色等效地传达出来。

Like other translation, translation of brand names is a kind of cross- cultural communication, involved in language rules, regional cultures, consumption psychology, orientation of value and other factors. The information accepter shall have the same response to the translation information as the source language accepter. In translating brand names, the interpreter ought to express rich cultural meanings and efficacy equivalently under guidance of principle of equivalent translation.