从韦努蒂的“异化”、“归化”翻译理论看商标翻译  

Trademark Translation Viewed by Venuti's "Foreignization" and "Domestication"

作　　者：陈宣荣[1,2] 

机构地区：[1]四川师范大学信息技术学院 [2]四川城市职业学院,成都610101

出　　处：《成都理工大学学报（社会科学版）》2012年第4期95-98,共4页Journal of Chengdu University of Technology:Social Sciences

基　　金：四川省教育厅四川外国语言文学研究中心项目"新时期高职院校英语教师专业化发展研究"(SCWY10-23);四川城市职业学院课题"高职高专涉外旅游英语教学实证性研究"的研究成果

摘　　要：韦努蒂的"异化"和"归化"理论是处理文化信息的主要翻译策略,"异化"有益于彰显源语言文化特色,但容易引起文化冲突。商标蕴含着丰富的文化,不同情况下,应针对性地运用归化和异化策略,采用不同的翻译方法,避免造成文化冲突,同时兼顾到商标所蕴含的源文化特色和目标消费者的兴趣,从而达到推广产品的目的。Venuti＇s ＂Foreignization＂ and ＂Domestication＂ are two major strategies for dealing with cultural information in translation. The former one will better reflect the language and cultural features of the original text, but is likely to arouse cul-tural conflict. Trademark is rich in eulture and its translation should both consider the culture of the target country and avoid cultural conflict. Therefore, ＂foreignization＂ or ＂domestication＂ should be chosen according to the concrete situation, so as to arouse the interest of the customers in the target market and then make them buy the item.

关 键 词：异化 归化 商标翻译 

分 类 号：H315.9[语言文字—英语]