品牌名称翻译中的音译模因现象探析

On Brand Name Transliteration from Perspective of Memetics

音译是品牌名称翻译中最常见的策略。道金斯提出的强势模因的三要素和海利根提出的模因传播过程的四个阶段给品牌名称音译现象以新的切入点。从模因论的角度看,要获得品牌名称音译强势模因,应该充分解码源语文本的内涵,并在重新编码时遵循异域消费者的审美观念和实用主张,同时运用重复和类推的模因策略。只有保持强势的品牌模因才能在异域广泛传播,从而帮助企业走向成功。

Transliteration is the most frequently used strategy in brand name translation. Dawkins＇s theory of three elements of strong memes and Heylighen＇s theory of four stages of meme transmission give a new perspective to brand name translation. The conclusion is that translators are supposed to decode the connotation of source text and recode the target text in accordance with customers＇ aesthetic and practical requirements in order to get strong brand name meme. Only those strong translation memes can gain popularity and promote the firms in foreign countries.