富贵式翻译:目的论在奢侈品商标翻译中的体现

On the Wealthy and Noble Phrasing Translation:Application of Functionalist Approach in the Translation of Luxuries Brand Names

翻译是一种跨语际和跨文化的信息传播。商标翻译则是品牌向另一种语言文化传达其特色的方法。其目的在于吸引消费者并且促成消费。因此,为了达到目的,翻译必须符合目的语文化,顺应消费者心理,翻译策略也由目的来决定。针对奢侈品中译案例里出现的富贵式翻译方法,从目的论三法则角度进行辨析,探讨翻译目的论在奢侈品牌营销领域的体现,及其对于具体翻译方法的指导。

Translation is a kind of inter‐language and inter‐cultural information transmission . Brand name translation ,from this point of view ,is a way of delivering the features of a brand into another language and culture , w hich aims at attracting customers and promot‐ing purchase .Therefore ,the culture in the target language ,together with customer’s values ,is the first concern . Translation strategies should be determined by its Skopos . Through analyzing several cases in which wealthy and noble phrasing translating strategies are applied , this paper attempts to discover the realization of Functionalist Approach and its three rules in the luxuries market ,and furthermore ,discusses its specific strategies .