商标、广告标题用语中的外来词研究——由文化翻译到语言规范

On the Loanwords in Logo and the Advertisement Title——from the cultural translation to the language standard

商标、广告标题用语中的外来词语作为语言系统中的一分子,携带着语言和社会文化的双重身份,它是伴随广告传媒的诞生而出现的新生成分,因其对语言文字运用的巨大示范引导作用,而越来越受到关注。商标、广告标题用语中外来词的翻译必须符合新市场背后的异国文化,不仅要达到从文字翻译到文化翻译过程中多层面文化意义的转换,而且还要挖掘其深层文化内涵的语境转换。商标、广告标题用语中的外来词语的翻译规范问题要以"译语文化为基础、词竞众择、适者生存"为原则。

As a part of the language, the loanwords in logo and the advertisement title itself carry with the language and the social civilization. It is newly born with the birth of media. People now are paying more attention to it because of its great leading role and guiding role in the language application. Translating the loanwords in logo and the advertisement title should be consonant with the culture of different countries in a background of a new market. This kind of translation should not only make the transformation on the.multiplicity of cultural meaning during the process of literal translation to cultural translation, but also dig its connotation of the culture. We should take it ,which is based on the culture of the target language and Survival of the fittest, as a standard of translating the loanwords in logo and the advertisement title.