文化所指层面的商标翻译策略

商标翻译是企业向译语国家消费者推销其产品的必要途径。两种不同的语言文化语境产生不同的所指意义。因而,译者应根据译语的具体语境及文化背景对原所指意义或保留、或增添、或删减,以转换原商标的所指意义成功唤起译语消费者的购买欲望。

Translating Strategies of Brand Names on the Basis of Cultural Reference

The translation of brand names is the necessary ways for enterprises to promote their products to target language con-sumers.The two different cultural contexts will make the words have different references.So translators should retain,add or delete and change the original cultural references according to the concrete cultural context in order to evoke the purchasing desires of tar-get language consumers.