功能翻译理论指导下的商标名称翻译  

On Brand Name Translation Guided by Functionalist Theory

作　　者：冯建民[1] 石晶[1] 

机构地区：[1]佳木斯大学外国语学院,黑龙江佳木斯154007

出　　处：《沈阳大学学报（社会科学版）》2016年第6期741-746,共6页Journal of Shenyang University:Social Science

基　　金：佳木斯大学人文社会科学面上项目(WM2013-09)

摘　　要：论述商标名称翻译的关键性,指出译者在翻译商标名称时,应该从商标的目的和特点出发,以产品为中心,以目标消费者为导向,并在此基础上使用灵活的翻译策略。以汽车、服饰、化妆品等商标名称作为实例,从功能翻译理论的角度,对商标名称的翻译方法进行了探讨,进一步发现了它与商标名称翻译的相关性,以助于更好地翻译英文或中文的商标名称。The importance of the translation of brand name is discussed.It is considered that,when translating a brand name,a translator should start from the purpose and characteristics of the brand name,take the product as the center,target the consumers as the guide,and,on the basis of these,use flexible translating strategies.With brand name examples of automobile,clothing,cosmetics and others,from the perspective of functional translation theory,the translating strategies of brand names are studied.According to the study,the relevance between functional translation theory and brand names translation is found,which is useful to achieving a better translation of the English or Chinese brand names.

关 键 词：商标名称翻译 功能翻译理论 翻译方法 

分 类 号：H059[语言文字—语言学]