基于隐含意义的汉语商标名称英译方法研究  

English Translation of Chinese Brand Names on the basis of Implicature

作　　者：刘莹[1] 

机构地区：[1]长沙师范学院外语系,湖南长沙410100

出　　处：《中北大学学报（社会科学版）》2014年第2期85-89,共5页Journal of North University of China：Social Science Edition

基　　金：长沙师范学院校级课题:语用对等理论视角下汉语商标词英译研究(KYYB201105)

摘　　要：随着中国经济社会的发展,商标翻译已经成为一个重要的研究领域。商标翻译可以从语用对等理论视角出发,有效传达原文本的隐含意义。商品名称的隐含意义主要体现在商品特征和文化内涵两个方面。商标的隐含意义是商标翻译的难点。从选取的200个汉语商标名称的英译文本中可以发现,无论是直译、意译和音译这样的传统翻译方法或者臆造这样的创造性翻译方法都不能完全保证其每一译本都能有效传达原文本的隐含意义。基于隐含意义,译者应采取灵活的翻译方法,将其译成隐含意义相同或相似的文本,从而最大限度地实现语用对等。With the development of Chinese economy and society,the study of brand name translation has become an important field.Brand name translation can be conducted to transfer effectively the implicature of the source text from the perspective of pragmatic equivalence.The implicature of a brand name is primarily reflected in two aspects：the commodity feature and cultural connotation.One of the difficulties of brand name translation lies in the implicature.Of the selected 200 brand name translations,there are four main English translation methods：liberal translation,free translation,Pinyin translation and coinage translation.No matter what method is employed,there is no guarantee that the implicature of the source text can be fully transferred.Based on the implicature,the translator should adopt a flexible translation method and deliver the same or similar meanings in order to realize the pragmatic equivalence.

关 键 词：汉语商标名称 语用对等 隐含意义 英译方法 

分 类 号：H315.9[语言文字—英语]