奢侈品牌名称汉译的经济价值与社会文化价值分析

An Analysis of the Economic and Socio-cultural Value of the Chinese Translation of Luxury Brands

本文从功能目的论视角分析国际奢侈品牌名称汉译的经济价值和社会文化价值,并探讨国际奢侈品牌汉译的策略。研究指出,奢侈品牌汉译是以实现品牌在目标市场经济价值为目的,受目标社会文化系统制约的跨文化交际活动。作为奢侈品牌国际化战略的一部分,品牌名称的翻译不容小觑。译者应该以实现奢侈品牌在目标市场上的预期功能为指导,充分分析目标市场的社会心理和文化背景,了解目标消费者的审美品位、价值取向和文化期待,准确传递奢侈品牌的价值信息和精神诉求,采取灵活的翻译策略,激发消费者的兴趣并驱动其购买行动,实现拓展品牌国际市场的目标。本研究体现了翻译研究与行业实践相结合的重要性。

From functional skopos translation theory,this paper studies the economic and sociocultural value of the Chinese translation of international luxury brands,and explores the translation strategies employed.The study reveals that translating luxury brands into Chinese aims at attaining the brand’s economic value in the target market,which is a cross-cultural activity restricted by the target socio-cultural system.Translating brands is an important step in the internationalizing strategy of luxury brands.Guided by the aim of realizing the expected functions in the target market,the translator has to adequately analyze the social psychology and cultural background of the target market,understand the consumers’aesthetic taste,value orientation and cultural expectation,and employ flexible translation strategies to accurately transfer the value information and spirit pursuit of the luxury brands,evoke the consumers’interest and finally realize the expansion of international markets for the brand.