摘要
外来商标的翻译是一项重要而富有创造性的工作。商标名的背后体现了本土文化独有的特性。在其汉译过程中,如何与中国文化结合一直是一项艰难的工作。结合的成功与否,也很大程度地影响着中国消费者对商品的接受度。从中国文化的视角下分析外来商标的翻译,主要从吉祥文化、动物文化、植物文化、文学文化、汉字文化五个方面进行了研究。总结并提出了商标翻译中体现文化元素的三个的方法,以便译者能对商标名准确翻译,同时宣传中国文化。
The translation of foreign trademarks is an important and creative process. The trademarks themselves reflect the unique characteristics of the local culture. However, it is a difficult task to know how to combine the translation with the Chinese culture. So its combination has a great impact on the acceptance of the Chinese consumers. This paper is going to analyze the translation of foreign trademarks from the perspective of the Chinese culture, including the auspicious culture, animal culture, plant culture, literature and culture and Chinese character culture. Furthermore, this paper has concluded and put forward three methods in the translation of trademarks so that translators can not only translate the brand names correctly but also promote the Chinese culture.
出处
《淮南师范学院学报》
2016年第1期88-91,共4页
Journal of Huainan Normal University
关键词
商标
汉译
中国文化
trademarks
Chinese translation
Chinese culture
