目的论与商标翻译策略探析

Skopos Theory and Trademark Translation Strategies

在经济全球化的时代,商标翻译是使商标迈出国门走向世界的一个重要环节。然而在中国传统翻译理论指导下,目前很多商标的翻译都存在着忽视的语文化的问题。"目的论"是"以的语文化为导向"的功能翻译理论,它鼓励译者积极分析跨文化商标翻译中存在的文化异同,努力消除文化差异对商标的负面影响,创造出与原文同等的表现力和感染力,甚至优于原文的商标文本。

With the globalization of economy, trademark translation becomes a key ingredient in the transnational economic activities. Traditional Chinese translation theory, however, can not guide trademark translation because of its own defects. The Skopos theory is a target--culture--oriented functional translation theory. It encourages the trademark translators to analyze the similarities and differences between the source language culture and the target language culture, bridge the gap between different cultures and create a version of trademark that is with the same expressiveness and vocativeness as or even better than the source text.