异化和归化视角下看服装品牌翻译
Translation of Clothing Brand from the Perspective of Foreignization and Domestication
摘要
异化和归化是由韦努蒂提出的两种翻译方法。异化注重于源语言，保持当地的文化。然而，归化则是注重于目标语言，它是为了帮助外国人更好的理解外语。但是，单单这两者是很难将服装的魅力表现出来，所以在服装品牌翻译中，将这两种方法结合起来是很有必要的。越来越多的企业逐渐意识到，企业的品牌是一个巨大的资产。如今市场的竞争已不仅仅是商品的竞争、服务竞争，而且是企业的形象和品牌的竞争。商标的主要目的是为了避免两个不同文化之间产生分歧，给目标市场消费者带来一个好的印象，使他们愿意购买产品。本文建议商标名翻译应采用“以归化为主，异化为辅”的翻译策略。这种策略充分考虑了商标翻译的特殊性，与大多文本翻译有所不同。
关键词：异化；归化；服装；品牌翻译
Abstract
Foreignization and domestication are two kinds of translation methods advocated by Venuti. Foreignization pays attention to the source language, which can maintain the local culture. However, domestication prefers the target language, which helps foreigners understand the foreign culture easily. However, both of them can not express the beauty of clothing well, so in the translation, it’s necessary to join the two methods together. More and more enterprises have gradually realized that the brand name is a huge asset of enterprises. As the competition is not only a commodity competition, service competition, but also a competition of corporate image and a brand competition. The main purpose of the trademark is to avoid conflict between different cultures, make a good impression to the target market consumers, and promote them to buy the products. This article recommends that brand name translation should follow the translation strategy of ‘priority to domestication, foreignization is complementary’. This strategy gives full consideration to the trademark translation that is distinguished from the particularity of general literature translation.
Key words: foreignization; domestication; clothing; brand translation