商标译名臆造词的构词理据探究

Studies on the Motivations for Coined Words in Brand Name Translation

臆造词即新创造的词汇,是当前进出口商标翻译中越来越常见的一种方式。商标译名臆造词的构词为研究对象,从语音、形态、语义和语用四个方面对其构词理据进行探究分析。商标译名臆造词构词,遵循音似性理据、形传神理据、形达义理据和符号映射语境理据。

The coined words which are newly created vocabulary are pretty popular in the current translation of both import and export brand names. Taking the construction of coined words in brand name translation as the research object,its motivations are studied from the four aspects of phonetics,morphology,semantics and pragmatics. The construction of coined words usually abides by the sound iconicity motivation,form expressing verve motivation,form conveying ideas motivation and symbol mapping context motivation.