商品名称汉译的模因论研究——以鸡尾酒品名汉译为例

A Memetic Study on Translation of Commodity Names——The Case of English-Chinese Translation of Cock-tail Trade-names

本文从模因论视角讨论了商品名称翻译中文本类型与翻译手段和策略的有效统一问题。通过研究鸡尾酒各种品名的汉译文本,发现其中高频使用的音译法、意译法、增词法、减词法都能从不同方面译出这一特定文本类型的主要功能,有效地促进了翻译模因的复制传播。文章还提出了统辖这些具体翻译方法的三条翻译策略以指导商品名称翻译实践。从模因论来看,成功的商品名称译文就是成功的模因,能在消费者间大量广泛复制传播,拓展商品的销路。

The paper discusses how to use translation methods and strategies to realize the textual function of trade- names in a Memetic framework. Based on the analysis of English-Chinese translation of various trade-names of cocktails, it found that the most frequently used translation methods are transliterating, paraphrasing, adding and reducing words and expressions, which are also effective means of replicating and transmitting ＂memes of transla- tion＂. Besides, three strategies are proposed to guide the practice of trade-name translation. From the perspective of Memetics, successful translation of a trade-name means successful spread of a meme among the consumers, which can help to cultivate a successful market for commodities.