汉语商标名英译中的语用失效浅析及对策  

The Problem and Countermeasures of Pragmatic Failure in Chinese Trademark Name Translation

作　　者：张智慧 

机构地区：[1]山东大学威海分校,山东威海264209

出　　处：《科教导刊》2011年第17期221-221,225,共2页The Guide Of Science & Education

摘　　要：本文针对汉语商标词英译中造成商标的功能语用失效现象,探讨"功能对等"的灵活翻译对策,达到汉语商标英译的音义兼备,既符合目标语的民族文化和消费心理,又保持本族语中商标的功能内涵。To address the problem of pragmatic failure in Chinese trademark name translation,this thesis will explore ＂the functional equivalence＂ flexible translation strategies,achieve Chinese trademark name translation of significance of both sound and meaning.,to conform to the target language national culture and consumer psychology,and keep the original language trademark function connotation.

关 键 词：语用失效 功能对等 成功案例 

分 类 号：H059[语言文字—语言学]