文化资本论视域下中国品牌英译初探

Translating Chinese Brands into English: From the Perspective of Cultural Capital

缺乏文化考虑的品牌英译活动成为中国产品走出去的"拦路虎"。布迪厄的文化资本论指出,文化因素已渗透到社会各个领域;文化资本具有三种形态——具体形态、客观形态、制度形态。基于文化资本论理论,本文分析了中国品牌英译存在的问题,并提出相应的对策。

Translation of Chinese brands without due consideration of the target culture has reduced the chances of Chinese products entering the overseas markets. In discussing the concept of Cultural Capital, Bourdieu points out that culture has penetrated into all areas of the society and that three forms of cultural capital, namely the embodied, objectified and institutionalized, can be found. This article, based on the concept of Cultural Capital, analyses the problems in translating Chinese brand names into English, and provides some coping strategies.