从框架理论的视角探讨英文商标名称翻译策略

Further Exploration on Brand Name Translation Strategies under Frame Theory

以中国市场上部分知名国外品牌的翻译为例,结合消费者的文化背景和心理因素,从框架理论的视角探讨英文商标名称的翻译策略。框架对应式直译、框架衍生式意译、框架元素调整式意译、框架移植式音译、框架衍生式音译、框架置换式转义是几种常见的翻译方法,对树立产品形象、推广商品销售具有积极作用。

The present study is designed to further explore the strategies of brand name translation under Frame Theory. Incorporating Charles Fillmore＇s Frame Semantics Theory into the study on EnglishChinese brand name translation strategies, the study attempts to roughly classify the strategies into framecorresponding literal translation, frame-derived free translation, frame-adjusted free translation, frame-shifted meaning-transferred translation, frame-transplanted transliteration and frame-derived transliteration, as well as taking some well-known translations of English brand names for demonstration through analyzing and comparing the frames activated respectively by the ST and TT. It turns out the six strategies proposed here can help set up product images and promote the sales of goods.