C-E Translation of Export Commodities Trademarks from the Perspective of the Functional Equivalence_英语论文

摘要

商标在跨文化商业活动中起着重要的作用。因此，准确、有效、清晰的商标翻译一直被广泛关注，以促进理解，激发消费者的欲望和适当的联想。在奈达功能对等理论的指导以及商标英译实例的数组下，作者认为,音译,意译,音译和意译相结合,创造译这几种盛行的商标翻译策略应该在商标翻译时灵活实施。

关键词：商标翻译；功能对等；翻译策略

Contents

1. Introduction 1

2. Trademarks and Functional Equivalence 2

2.1 Definition and Functions of Trademark 2

2.2 Functional Equivalence Theory 3

2.3 Principles of C-E Translation of Trademarks Under Functional Equivalence 4

3. Cultural Elements in C-E Translation of Trademarks 6

3.1 Different National Psychology 7

3.2 Different Cultural Values 8

3.3 Different Aesthetic Sentiment 9

3.4 Different Associations of Certain Words 10

4. Application of Functional Equivalence and Strategies in Trademark Translation 11

4.1 Application of Nida’s Functional Equivalence 11

4.2 Trademark Translation Strategies 12

4.2.1 Transliteration 12

4.2.2 Free Translation 14

4.2.3 Combination of Transliteration and Free Translation 15

4.2.4 Creative Translation 17

5. Conclusion 18

References 20