英汉商标名称翻译——认知语言学的视角  

E-C Translation of Brand Names:Cognitive Linguistic Perspective

作　　者：应葳[1] 

机构地区：[1]宁波大学外语学院,浙江宁波315211

出　　处：《宁波大学学报（人文科学版）》2012年第1期53-57,共5页Journal of Ningbo University：Liberal Arts Edition

基　　金：宁波大学科研基金项目(XYW11025)

摘　　要：用概念整合理论分析英汉知名商标的翻译策略,论证框架网络、单一框架网络和双边网络对不同类别商标翻译的解释力,认为商标名称翻译首先要确定统摄译名的音、义框架,进而选取恰当的词语。参照成功商标翻译案例的操作模式,考察了国内部分汉语商标名称的英译,并提出重译文本。In perspective of the Conceptual Integration Theory, this article makes an analysis of the translation strategies of some famous E-C brand names. It is argued that frame networks, single-framing networks and two-sided networks may serve to explain the cognitive process in different kinds of brand name translations, that is, to select a phonetic or semantic frame that governs the brand name of the target language first, and then to fill that frame with proper words. With the help of the operation patterns of successful brand name translation eases, this article discusses possibilities of retranslating some brand names.

关 键 词：概念整合 框架网络 认知机制 商标名称翻译 

分 类 号：H315.9[语言文字—英语]