中国人社会行为取向对汉译英商标翻译的影响

The influence of Chinese social action orientation on Chinese-English trademark translation

中国人社会行为取向具有他人导向性的显著特点,这必然对译者翻译活动产生影响,并在一定程度上指导译者的翻译思想和行动。实现"视域融合"是他人导向性作用于汉译英商标翻译的体现。商标翻译是一种特殊的翻译形式,商标原文只是翻译考虑的方面之一,不需要必然与内容契合。商标翻译追求的是,译文达到与原文同样的效果。"视域融合"规范着商标翻译的全过程。

It is obvious that Chinese social action orientation belongs to the type of other-directed society,which has an influence on translation and guides the translators' thoughts and actions to some degree. The fuction of the type of other-directed society is embodied by fusion of horizons in the Chinese-English trademark translation. The source text is just one of the things that translators need consider,for the trademark translation is a special type. Unlike other translations,the target text of trademark translation sometimes may be quite different with the source text. Trademark translation pursues the same effect,not the same content,between the source and the target text. The fusion of horizons limits the whole process of trademark translation.