中国文化“走出去”战略背景下的“中华老字号”翻译研究

On the Translation of China Time-honored Brands in the Context of Introducing Chinese Culture to the World

中华老字号作为中华民族品牌阵营中的特殊群体,既有商业品牌的特性,亦具传统文化的特色。中华老字号的翻译是因应中国文化"走出去"战略的重要举措。中华老字号的翻译实践呈现出策略与方法的多样性。中华老字号的翻译实践应重视翻译理论与文化传播的理性思考,以期让中华老字号品牌以崭新的样态更好地走向世界。

The China Time-honored brand, a special category in the Chinese national brands and marks, embraces the features of commodity brands and the special connotation of traditional Chinese culture. In the context of introducing Chinese culture to the world, the translation of China time-honored brand is of great significance. So far, the translation of China time-honored brand has been varied in the application of strategies and methods. In order to better introduce Chinese culture to the world, the practice of translation of China time-honored brand should highlight the reflections of translation theories and culture communication.