企业品牌翻译的创译理据与实践商榷——基于浙西调研  

Rationale and Practice of Corporate Brand Transcreation: Based on Western Zhejiang Enterprises Research

作　　者：吾雅平[1] 王婷 黄玺 WU Yaping;WANG Ting;HUANG Xi(Quzhou College of Technology,Quzhou Zhejiang 324000)

机构地区：[1]衢州职业技术学院,浙江衢州324000

出　　处：《宁波开放大学学报》2022年第1期50-55,共6页Journal of Ningbo Open University

基　　金：2018衢州市科技计划指导性项目(项目编号:2018005);2019衢州市“新115人才”资助项目;2020浙江省大学生科技创新计划暨新苗人才项目(项目编号:2020R472003)研究成果。

摘　　要：翻译与创意结合而催生创译。伴随经济全球化,品牌创译的需求激增。品牌创译指向营销传播,力图寻找到交际目标与交际对象之间的最佳契合点。品牌创译遵循营销交际、功能等效、文化凸显、多模态审美等四项原则,可能的策略包括:谐音+文化补建、凸显隐含语义、零处理、图文协同等。基于浙西调研,以理解原文-阐释内涵-重构译语-翻译润色为路径,尝试对浙西四项初创企业品牌进行创译实践,为企业营销提供文本参考,也为同类翻译研究提供借鉴和商榷。Transcreation, or creative translation is the combination of translation and creativity. With the economic globalization, demand for brand transcreation has surged. Brand transcreation aims at marketing communication, trying to find the best point of convergence between communication goals and communication objects. Brand transcreation follows four principles of marketing communication, functional equivalence, cultural prominence and multi-modal aesthetics, and possible strategies include harmonic tone + cultural rehabilitation, highlighting implicit semantics, zeroprocessing, graphic-text collaboration. Based on the research of western Zhejiang enterprises, obeying the steps of understanding the original text-explaining the connotation-reconstructing the target language-translation refinement,this paper attempts to creatively translate the four newly start-up brands. It provides text references for enterprise marketing and for other translation research.

关 键 词：企业 品牌 创译 商榷 

分 类 号：H315.9[语言文字—英语]