品牌商标翻译的创造性及其理据  

Creativity and Motivation of Translating Brands and Trademarks

作　　者：韩虎林[1] 

机构地区：[1]池州学院外语系,安徽池州247000

出　　处：《广西师范学院学报（哲学社会科学版）》2007年第4期112-116,共5页Journal of Guangxi Teachers Education University：Philosophy and Social Sciences Edition

摘　　要：翻译理论界一直把"忠实"作为翻译的一个基本原则。然而在翻译实践中,绝对的忠实是行不通的。为了提高译文的可接受性,译者常常要进行创造性的翻译。品牌商标的翻译就是一个典型的例证。其创造性体现在语音、词形、语义等各个层面,不仅能使译文读者产生积极的联想,而且有利于提高译文的接受效果,同时,也具有语言、文化、心理、美学等方面的理据和较高的译学价值。Theoretically, ＂faithfulness＂ has been regarded as the basic principle of translation. However, this principle is not really obeyed in translating brands and trademarks. Translators often manage to create extra messages on phonological, lexical and semantic levels in order to achieve a better acceptability of translation. This article attempts to analyze the linguistic, cultural, psychological, and esthetic motivations of creativity of translating brands and trademarks and discusses the value of creativity in translation.

关 键 词：品牌商标 翻译 创造性 理据 

分 类 号：H315.9[语言文字—英语]