国外品牌名称的汉译理据

An Analysis on Linguistic Motivations behind the Chinese Translation of Foreign Brands

在国外企业占据中国市场的这一复杂过程中,伴随着国外品牌翻译"本土化"进程。以语言理据理论为指引,分别从语音理据、语义理据、文化理据和意象理据的角度,分析探讨品牌翻译中的典型案例有现实指导意义。

Ever since the reform and opening up, the Chinese translation of foreign brands has attracted much attention from the domestic academic circles in the course of foreign enterprises extending their products to the Chinese market. On the basis of theory of linguistic motivation, this paper analyses some typical Chinese translations of certain foreign brands in terms of pronunciation, meaning, culture and image, which are expected to be conducive to Chinese foreign-oriented enterprises.