传播学视角下的外国品牌名汉译原则研究

The research on English-Chinese translation principles of foreign brand names from the perspective of communication studies

当前外国品牌名汉译研究缺乏理论指导,多是提出一些雷同的翻译方法。翻译活动具有传播的性质,翻译学和传播学具有一定的内在联系,传播学能作为外国品牌名汉译的理论指导。传播学观照下的外国品牌名汉译原则有以下四个:一是传播效果优先原则;二是传播受众导向原则;三是多元主体联动原则;四是传播内容优化原则。这些原则能有效提升外国品牌名汉译效果,也能对外宣翻译产生一定的启示。

Current research on English-Chinese translation of foreign brand names lacks theoretical guidance,and many of them tend to put forward some similar translation methods.Translation activities possess the nature of communication,and there are certain inner links between translation studies and communication studies.Therefore,communication studies can be applied as a theoretical guidance in English-Chinese translation of foreign brand names.Four principles of English-Chinese translation of foreign brand names are raised based on communication studies,that is,the principle of communication effect priority,the principle of communication audience orientation,the principle of multi-subject linkage,and the principle of communication content optimization.These principles can effectively enhance the effect of English-Chinese translation of foreign brand names,and can give some inspiration to international publicity translation as well.