跨文化视角下的出口商品商标翻译

由于文化的差异,在商标翻译中要全面考虑国外消费者的社会文化特点和消费心理,在宣传民族文化和产品特性的同时,追求语言朴实、形象鲜明的商品形象。跨文化交际是动态的,商标的翻译应该考虑文化交流的动态性。从商标和文化的内在联系出发,通过大量的实例探讨中外文化双向交流中的出口商标翻译。从跨文化角度概括了出口商标翻译的三种方法,即直译法、音译法和音义合璧法,并强调了这些方法在文化交流中的动态性,指出具体商标在翻译时可以随着商品目的国对其文化内涵理解的变化而改变。

Translation of trademarks of exported products in cross-cultural communication

In translating trademarks of exported products,it is necessary to take cultural diffe-rences into consideration,and more attention should be paid to foreign cultural elements and consum-ption psychology.When publicizing national culture and product characteristics,exported products should have fine and clear images with simple language.Since cross-cultural communication is dyna-mic,translation of trademarks of exported products should also be dynamic.According to the inherent connection between trademarks and culture,this paper takes many examples to expound the translation techniques of trademarks of exported products in cross-cultural communication.Three techniques are proposed,which are the literal translation,the transliteration and the semantic translation combined with transliteration.Under different cultural backgrounds,there should be different translation techniques.The employment of a specific translation technique mainly depends upon the cultural understanding of the translated trademark in the country to which its products are exported.