从上汽轿车“荣威”的译名看话语意义对翻译实践的观照

在中国企业快速走向世界市场,展现国家经济和生产竞争力优势时,千万不能轻视商标译名的遴选。语言研究者必须与企业更好地互动起来,进行相关语义、文化、商业宣传的调查研究,确保我们的商标译名贴切、形象、易宣传,并且容易被各国消费者所接受。本文从语义学含蓄意义视角,剖析了"荣威"英译名的几点商榷之处,并提出了适用于汉语商标名称英译的翻译原则。

Economic globalization has witnessed an increasing number of Chinese enterprises displaying their strength in the international business arena.While everyone is jubilant about the national improvement in business escalation,there is no reason to belittle the significance of trademark translation and scrutiny of proofreading procedure.To produce appropriate,vivid and impressive-friendly trademark translations,equally acceptable in nations of stunningly different language and cultural backgrounds,linguistic researchers must establish an effective cooperative mechanism with enterprises,so as to find more pragmatic ways to apply theoretical wisdom to business practice.Adopting the angle of connotative meaning from semantics,this article zooms in a few questionable elements in the E-C translation of'Rongwei'.Also by straddling over translation practices and rel- evant theoretical wisdoms,the author proposes tentative guiding principle in translating Chinese trademarks.