“创译”翻译方法及其在商标名称翻译中的应用  

The Transcreation Translation Method and Its Application in Trademark Name Translation

作　　者：高英豪 李照冰 Gao Yinghao;Li Zhaobing(Liaocheng Unversity,Liaocheng,Shandong,252000)

机构地区：[1]聊城大学,山东聊城252000

出　　处：《现代英语》2023年第15期115-118,共4页Modern English

摘　　要：商标名称是对产品、企业等信息的高度凝练。创译因为文本再创造和文化适应能力成为企业翻译商标名称的首选。由于创译有着种种限制,其总量尚且有限,但其发展前景值得翻译界关注。基于此,文章通过对创译和商标名称翻译原则进行探讨,总结不同类型创译方法下商标名称的翻译,以期对企业更好地翻译商标名称有一定的借鉴意义。A trademark name is a highly condensed representation of product,enterprise,and other information.Transcreation has become the preferred choice for enterprises to translate trademark names through text recreation and cultural adaptability.Due to various limitations of transcreation,its total amount is stil limited,while its development prospects are worthy of attention from the translation industry.This article explores the transcreation and translation principles of trademark names,and summarizes the translation of trademark names under different types of translation methods,which has certain reference significance for enterprises to better translate trademark names.

关 键 词：创译 商标名称 翻译方法 

分 类 号：H059[语言文字—语言学]