摘要
商标名是产品的第一"门面"。商标名的翻译是一项目的性非常明确的行为活动,目的论对其有重要的现实指导意义。目的论三原则——目的性原则、连贯性原则和忠实性原则在商标名翻译中均有可操作性,但连贯性原则从属于目的性原则,忠实性原则从属于连贯性原则。译者应始终以读者为中心,灵活运用翻译原则,采取恰当的翻译方法和技巧,创作出最能实现商标名翻译预期目的的译文。
The brand name is regarded as “the window dressing” of the product. Brand name translation is conducted for a definite purpose and can be guided by the Scopos theory. In brand name translation, all the three rules of the Scopos theory - the Scopos rule, the coherence rule and the fidelity rule are operative, but the second is subordinate to the first and the third to the second. The translator should take the readers as the center, apply the rules flexibly and adopt suitable methods and skills to produce a text in the target setting for the intended purpose.
出处
《深圳大学学报（人文社会科学版）》
CSSCI
北大核心
2008年第2期126-130,共5页
Journal of Shenzhen University：Humanities & Social Sciences
关键词
目的论
商标名
翻译
Skopos theory
brand name
translation
