摘要
通过对中国驰名商标英译现状的历时对比描写,本文发现在商标翻译这一跨文化交往行为中,随着国内市场全球化的深入进程,顺应英美强势话语文化的商标臆造法所占份额显著增加。但同时由于中国情境(包括语言与文化语境)的特殊性和"名从主人"的翻译原则,顺应程度最低、从属于套用法的汉语拼音法仍然在前后两个时间段内均处于主导,表明"名从主人"专用名词这一翻译原则的核心地位,而广受推崇的组合拼译法始终相对弱势。
Our chronological comparative study on the English translation of Chinese Famous Brands shows that along the time scale from 2003 to 2006, coined naming--a most adaptive approach to the dominant discourse of Anglo-American culture- witnesses its rising ratio among other translation strategies. Notably within this cross-cultural communicative action of trade- mark translation, the assumedly least effective Pinyin Approach still occupies the most prominent position across the time scale while the widely-accepted blending approach a less significant one. A top translation principle of ＂complying with the original forms of expression＂ and Chinese particulars of linguistic and cultural contexts are believed to play a significant role in this interaction process of translation.
出处
《西安外国语大学学报》
2009年第2期85-88,共4页
Journal of Xi’an International Studies University
关键词
商标翻译
跨文化交往行为
历时视角
文化顺应
名从主人
trademark translation
cross-cultural communicative interaction
chronological perspective
cultural adaptation
complying with the original forms of expression
