目的论视角下看英汉商标翻译

Translation of English & Chinese Brandnames from Perspective of Skopos Theory

商标起着宣传产品的作用,目的是促成消费者购买行为的发生,这一目的性决定了商标翻译应遵循目的论的原则,以"信息、文化、审美、联想"等作为衡量英汉商标翻译成功与否的标准,灵活选用"音译、直译、臆造、缩译"等翻译策略。

Brandnames have great significance on advertising products and aim at activating the consumers’ purchasing desires,which determine that brandnames translation should be guided under the Skopos theory and use translation strategies flexibly,such as transliteration,literal translation,free translation and abbreviative translation,combined with the principles of ＂information,culture,aesthetics and association＂.