“异化”“归化”视域下的中国市场奢侈品品牌翻译探析

On Luxury Brand Translation from the Perspective of Domestication and Foreignization

随着我国经济持续增长,人们物质生活水平显著提高,国内奢侈品市场也不断扩大。成功的品牌翻译可助企业品牌占有更多的市场份额,其所蕴含的文化内涵也能够在跨文化交流中得到更好的诠释。本文以国内美西时尚奢侈品网站中的品牌翻译为研究样本,通过定量研究分析其品牌翻译的特点与问题,在国内奢侈品市场前景谨慎乐观的情况下提出了异化与归化渐变连续体中异化归化相结合的翻译策略,使中国本土品牌和文化更好地走向世界。

With rapid economic growth in recent years, Chinese people＇ s material life has improved a lot, and the domestic market for luxury goods keeps growing. A successful brand translation can help increase its market share, and its cultural con- notation can also be fully expressed in intercultural communication. Translation of luxury brands from domestic luxury fashion web site （MEICI. com） are chosen as our research samples. Through quantitative analysis, the paper analyzes the characteris- tics and problems of foreign luxury brand translations. Based on the situation of ＂high demand, low output＂ in domestic luxury goods market, the author puts forward a new translation strategy ： combination of domestication and foreignization in the gradi- ent continuum, to make Chinese local brands and culture more familiar to consumers of other countries.