顺应论视角下“中华老字号”商标名的英译

On the Translation of China Time-honored Brand Name from the Perspective of Adaptation Theory

比利时国际语用学学会秘书长维索尔伦(Verschueren)提出的语言顺应理论,以全新的视角去理解和诠释语言学。借助对"中华老字号"商标名如何做好英译的探讨,阐释译者该如何遵循顺应理论,使译文对商标标识性顺应,对目的语文化背景的顺应,以及对目的语消费者心理的顺应,尽量将老字号中商标中文名在原语中的顺应效果最大限度地传递给译入语消费者,为商标语的翻译研究提供一种新的思路。

Verschueren, Secretary-General of International Pragmatics Association in Belgium, has put forward the Theory of Adaptation, which is a new perspective to the understanding and interpretation of linguistics. From the perspective of Theory of Adaptation, this paper discusses that during the process of translating China Time-honored Brand Name, how the translator should employ the Theory of Adapta- tion, to make the translation adapt the identification of the brand name, and adapt the culture background and psychology of the target language consumers. Thus, the adapting effect of the brand name in the o- riginal language would be imparted to the target language consumers as much as possible. By this, the paper tries to point out some new ways for the translation of brand name.