归化异化策略与商标翻译

Naturalisation and Dissimilation Strategy and Brand Translation

归化翻译和异化翻译是在两种语言转换过程中,对两种语言的差异所作的不同的处理。长久以来,对于归化异化孰优孰劣,翻译界各执一词。笔者认为在商标翻译中,归化异化具有各自优势,可相互补充。译者应结合消费者心理和商标的功能原则综合运用归化异化策略。

Both domestication and foreignization can be adopted in translating trademarks. Foreignizing translation is oriented towards the source language, while domesticating translation is oriented towards target language. In trademark translation, the advantages of both approaches should be exerted so as to get better effects.