英汉商标词之等效翻译

Translation of Trade Mark

商标词的翻译是一种跨文化交际活动 ,涉及到语言规律、地域文化、消费心理和审美取向等诸多因素。本文从语用翻译的角度 ,通过对英汉商标词的异同的分析 ,结合英汉语言文化的特点 ,来探讨取得商标译名与原商标词等效的翻译方法。

Translation of brand names is a kind of intercultural communication, which involves language laws, regional cultures, consumption psychology, aesthetic interest and some other factors. This paper analyses the characteristics of English and Chinese brand names and discusses four approaches to the translation of band names from a pragmatic perspective in order to arrive at the pragmatic equivalence.