框架理论指导下的汉语商标英译

C-E Trademark Translation under the Guidance of Frame Theory

在商标英译时,中西方读者因生活经验和文化背景等差异会造成框架差异或框架冲突,本文试图论述这种框架差异产生的原因、表现,并提出处理这种问题的方法。商标翻译应了解接受国的文化传统以及消费心理,对民族风俗、民族间性格气质差异、价值取向、宗教信仰差异、审美情趣差异给予必要的尊重。译者在翻译之前,应认真分析译入语接受者、接受环境及其种种制约因素,在目的语中提供激活框架的语言表达式,达到翻译的最终目的。

Frame theory is an important component of cognition linguistics theory. Frame theory believes that any under- standing of a concept will stimulate the one whole set of related experience concept, including its concealed significance and social culture significance. When we translate Chinese trademark into English, how to deal with the frame difference and the conflicts caused by different cultural context becomes very important. This article attempts to explain the reason, the per- formance, and proposes the methods to solve the problem, and also illustrates the errors which we should avoid.