语境顺应论视角下的商标语言阐释

On Interpretation of Trademark Language from Perspective of Contextual Adaptation Theory

商标是产品质量的象征和形象的代表,体现着浓厚的民族色彩和鲜明的文化个性,具有丰富的文化内涵。商标翻译过程中语言的选择和使用是以实现商标终极功能为目标的动态顺应的过程。从顺应论角度探析商标翻译的语用顺应性取向,旨在提高品牌名称翻译的质量,实现译名的规范化,增强译名的可读性。

Trademark is a symbol of product quality and embodies a strong national color with a distinctive character and rich cultural connotation.The language choice and usage is to achieve the trademark＇s ultimate goal of the dynamic features.From the perspective of Adaptation Theory,this paper explores the pragmatic adaptation orientation in trademark translation for the purpose of improving the quality of brand name translation,achieving the standardization and enhancing the readability of translation.