移情与共鸣:商标翻译审美再创造的原则与策略

Sympathy and Empathy:Theorems and Strategies in Aesthetic Recreating of Trademark Translation

商标翻译是审美主体通过审美体验、移情和共鸣对审美客体即原商标进行再创造而产生新的审美客体即译名商标的复杂过程。在商标翻译的审美再创造过程中,音美再创造、意美再创造和音意合一再创造是三种主要的再创造手段。译者即审美主体要不断地增强自身的审美意识,洞析译语民族的审美心理和审美情趣,努力提高自身的审美洞察力和创造力,尽可能地使原商标与译语商标具有相同甚或更佳的审美效果,从而最大限度地实现商标的商业价值。

Trademark translation is a complicated process which is conducted by the aesthetic subject, who empathizes and sympathizes to act on the aesthetic object, that is, the original trademark, to recreate another kind of aesthetic object, that is, the brand -new brand. In this aesthetic recreating process, there are three major ways to recreate： pronunciation aesthetics, semantic aesthetics and the combination of them. A translator should continue improving his aesthetic consciousness, know clearly about the target language speakers＇aesthetic mentality and interest, and enhance his aesthetic insight and creativity to strive for the same or even better effects of the new brand translated from the original one. In this way, the commercial value of the brand can be achieved in a maximum degree.