“乡音”与“新声”:论商标名之翻译

Imitation and Creation:Translation of Brand Names

商标名具有多重属性特征、价值及功能,这使得其翻译标准及原则具有多元互补性。针对当前商标名翻译实践中难以兼顾商标的多重属性这一不足,提出在翻译过程中应当遵循最佳关联原则,以此来有效地指导商标名翻译。具体而言,在商标名的翻译策略上应当坚持仿译与创译并重的原则,可在动态优化组合的基础上综合运用多种翻译方法来达到"综合"的、也即最佳的广告效果。

As a brand name has multiple attributes, value and functions, the criterion and principles of its translation should be multi-dimensional and complementary. This paper proposes that the principle of Optimal Relevance should be followed in the process of translation to guide effectively the translation of brand names, since the current translation fails to display their multiple attributes. To be concrete, the strategies of brand-name translation should be a combination of imitation and creation. Various translation methods could also be employed in order to achieve a ＂comprehensive＂ effect, i. e. the best advertising effect on the basis of dynamic optimization.