本地化背景下译创在企业名称英译汉中的应用

Application of Transcreation in English-Chinese Translation of Company Names under the Background of Localization

随着中国综合国力和国际地位的提升,外国企业不断涌入中国,期望在这个极具潜力的市场占据一席之地。企业在这一本地化进程中势必需要本地化的企业名称以赢得目标受众的喜爱。译创作为翻译和创作的结合体,大量应用于广告语、传媒等商业领域。在初探译创定义的基础上,重点分析译创在企业名称英译汉中的具体应用,并提出译创的具体方法,如创造性归化、创作等,为此类文本的翻译提供新的视角。

With the improvement of China's overall national strength and international status,foreign companies keep pouring into China,hoping to find themselves a place in this highly promising market.In the process of localization,these companies definitely need a localized company name to win the affection of the targets.As a combination of translation and creation,transcreation has already been widely applied in the translation of advertisement,media and other business areas.On the basis of apreliminary discussion on the definition of transcreation,this paper emphasizes on analyzing the specific application of transcreation in English-Chinese translation of company names,and puts forward concrete methods of transcreation such as creative domestication and creation.It is hoped that a new perspective can be provided in the translation of similar text.