语用顺应论视角下的商标词翻译

An Exploration of Brand-name Translation from the Perspective of Linguistic Adaptation Theory

商标词由于意义的多重性、功能的特殊性以及文化的依赖性,其翻译通过传统的翻译理论很难解释。目前这一领域的研究大多局限于对翻译技巧的概述与分类,忽视了其丰富的文化内涵,也缺乏系统的理论指导。从文化的角度探讨Jef Verschueren的语用顺应论对商标词翻译的启示,为商标词翻译研究提供了一个新的视角。

Brand-name translation is too complicated to be dealt with and accounted by traditional translation theories due to the multi-layer meanings of brand name,the distinctive features of functions and culture-bounded qualities.At present,most of concerning researches are limited to the generalization and categorization of translation skills,ignoring their rich cultural connotations and lacking a systematic theory to guide.The paper investigates the implication of Jef Verschueren＇s Adaptation Theory to the translation of brand names from the cultural perspective.It intends to provide a new perspective for brand name translation.