进口烈酒品牌酒名翻译研究现状及翻译模式分析

Present Translation Status and Translation Modes of Brand Names of Imported Liquor Products

随着当前国外烈酒品牌逐步向中国市场进口销售,国人接触进口烈酒的机会也越来越多。但当前进口烈酒品牌的翻译水平质量参差不齐,极容易带给消费者误解,影响产品的销售且还有可能导致产生文化误解。因此本文以进口烈酒品牌的汉译名为研究对象,对我国酒类市场中近百个主流进口烈酒名字的翻译情况进行讨论,指出了当前市场中存在的主要问题,在依照产品定位的前提下对翻译模式提出了具体的指导措施:首先了解商标的来源和意义,其次明确产品定位和特色,最后将二者采用合适的翻译模式相结合,顺应进口烈酒在国内市场中的发展。

At present, Chinese people have better chance of purchasing imported liquor products. However, some bad Chinese translation of liquor brand names will easily lead to misunderstandings among consumers and further influence the sales of liquor products and sometimes cause cultural misunderstandings. Therefore, in this paper, Chinese translation of imported liquor brands was used as the research object, the translation of nearly 100 main imported brands in the market was discussed, and the main existing problems were put forward. The translation of imported liquor names should consider the following two aspects: the source and the meanings of the brand, and the market positioning and the features of the product. A good translation must take full consideration of the two aspects and integrate them artfully.