商标翻译中的文化失真及补偿研究

Cultural Distortion and Compensation of Trademark Translation

作为产品标记、企业形象代表的商标在本质上是一种精练、浓缩的独特语言，其本身所具有的丰富文化内涵往往在翻译过程中失真，从而不利于商品海外市场的开拓。翻译商标时，可转换语音、模拟簧音或拼缀创新，并在译语文化里寻求等同、类似或一定补偿；即便暂时不能在译语里取得文化补偿，也需要考虑如何传播原语文化和丰富译语文化的问题。

Trademark, as a sign identifying a product and a symbol of its corporate image, is in essence a uniquely concentrated language, but its cultural connotations are usually distorted after translation. To offer convenience for broadening the overseas market of the product, translators sometimes have to seek an equvalent in the target language or make certain cultural compensations by transforming, simulating, blending and re-composing the trademark＇ s pronunciation. When cultural compensations cannot be achieved, translators need to take into consideration the necessity of spreading the culture of the source language and enriching that of the target language.