基于社会符号学视角的汉语商标词英译研究

A Study of English Translation of Chinese Trademarks Based on Socio-semiotics

随着中国出口商品的与日俱增,作为商品代言人的商标及其翻译对于商品的营销发挥着至关重要的作用。商标翻译的是否得体直接影响到目标语国家消费者的购买心理,关乎企业的经济利益。试从社会符号学的视角出发,将翻译视为跨语言、跨文化的社会交际活动,阐述汉语商标词英译的原则以及克服社会文化障碍的有效策略,以实现商标词译名与目标语在形式、意义和功能方面最大程度的对等。

Along with the increase of Chinese exported products, translation of Chinese trademarks plays a crucial role in pro- moting sales of products. The translation of trademarks has a direct effect on consumers＇ purchase in target countries, and thus af- fects enterprises＇ economic benefit. This paper, from the perspective of socio- semiotics, regards translation as a cross -cultural social communicative activity and states the principles of English translation of Chinese trademarks as well as the effective strategies to overcome socio - cultural barriers in order to achieve the correspondence of form, meaning and function between translated names and target language.