目的论视阈下的商标零翻译多元评价探析——以英文商标的汉译为例

A Research on Multi-evaluation of Zero Translation from Teleology——Taking the English-Chinese Brand Name Translation as Examples

商标零翻译作为一种兼顾商标译名内涵与外延的翻译方法,被广泛应用于商标翻译领域。由于商标译名在市场中的唯一性,必须选择能在各角度下全面演绎商标源语涵义的译名。以德国功能派翻译理论为指导,从商标译名继承其源语的音节属性、构词属性和意境入手,在分析大量案例的基础上建立商标零翻译译名综合评价标准,用以评判译名达到商标翻译交际目的的程度,为辅助译者有效地进行商标零翻译打下理论基础。

As a translation method of explaining connotation and denotation of brand names,zero translation is widely used in brand name translation.Because of the uniqueness of translated counterpart,we must select one that can comprehensively interpret the meaning of source language perfectly.On the guidance of German functionalist translation theory,the paper starts from the inheritance of syllable property,morphology and mood of source language.It establishes comprehensive evaluation criteria of zero translation to judge the communicative purpose degree of translated brand names from a lot of cases which lays a theoretical foundation for translators to effectively use zero translation.