功能对等理论与汉语商标英译中的文化顺应策略

Functional Equivalence and Cultural Adaptation Strategies in C-E Trademark Translation

用奈达"功能对等"理论,探析汉语商标英译的替代、省略、增添,以及补偿等四种策略。译者应灵活运用各种有效策略,尽可能将商品丰富的文化内涵传达出来,跨越理解障碍,达到文化的顺应,以激发消费者的购买欲望,为产品赢得更大的效益。

This paper,using Nida＇s principle of ＂functional equivalence＂,analyzes the four strategies of substitution,omission,amplification and compensation.It argues that the translator of trademarks should be flexible in adopting strategies,convey the cultural connotation contained in commodities,overcome cultural barriers,and achieve cultural adaptation so as to arouse the consumers＇ buying desire.