商业名称翻译与文化背景研究

A Study of Translating Brand Names and Cultural background

商品的名称经过了商家们的千锤百炼，商品名称的译名同样也是经过深思熟虑后得出的。本文从商业名称中的中英文音义互谐现象入手，在诺德的“目的论”和奈达的“功能对等”原则基础上解释了这一现象的合理性，进而提出了商品名称译名在语言和语用上的多重标准。通过对大量翻译实例的分析，归纳出品牌名称翻译的三种方法，即意译法、音译法、音义结合法。

Brand names are tried and tested many times by businessmen , as same as their translated names. This text goes into the phenomenon that brand names which Chinese - English brand name＇ s sound and righteousness is harmoniouswith each other, explainsthis phenomen on of rationality on the basis of Nord＇sSkopostheoryand Nida＇s functional equivalence theory, then putsforward many standards of brand name translation in language and other aspects. Through analyzing many tran slated examples, we concluded three kinds of method which can be used to translate brand name, namely the liberal tran slation method, transliteration method, sound and righteousness combining method.