从关联理论视角看商标翻译的实质

Trademark Translation:Its Nature in Light of Relevance Theory

阐述了关联理论的概念,从语音关联、语义关联、音义关联的角度探讨了关联理论对商标翻译的指导作用,并据此认为,在关联理论框架下,商品的民族特色、个性内涵以及不同认知语境中不同层次的关联性对译者具有重要的影响。

This paper analyzes the guiding role of relevance theory on trademark translation from the perspectives of pronunciation-relevance, connotation-relevance, and pronunciation ＆ connotation-relevance. It further concludes that under the guidance of relevance theory, the national characteristics and uniqueness of commodity, and the multi-level relevance in different cognitive contexts are of great importance to the translator.