品牌外译中的文化无感与文化自觉  

Cultural Indifference and Cultural Consciousness in the Outward-translation of Chinese Brands

作　　者：辛广勤[1] 

机构地区：[1]深圳大学外国语学院,广东深圳518060

出　　处：《湖南第一师范学院学报》2016年第4期88-91,共4页Journal of Hunan First Normal University

摘　　要：品牌外译中,对译入语文化过度迎合,而对品牌自身的文化价值、所蕴含的中华文化进行传播缺少相应的关注,即文化无感。反之,在关注受众接受的前提下,注重品牌自身的文化内涵、彰显文化自信的品牌翻译则体现了文化自觉。当下中国,品牌外译应反省文化无感、加强文化自觉。In the outward-translation of Chinese brands, over-catering to the target culture and inattention to the cultural values embodied in those brands and their promotion, constitute cultural indifference. By contrast, cultural consciousness is manifested in the translations where the cultural values and cultural confidence are promoted while the reception of such brands on the part of the target audience has been reckoned with. In the context of Chinese culture and brands going global, what is urgently needed is the heightening of cultural consciousness and the examining of cultural indifference on the part of those who carry out the translations at issue.

关 键 词：品牌 品牌外译 文化 文化无感 文化自觉 

分 类 号：H059[语言文字—语言学]