英语商标零翻译的研究_英语论文

On the Zero Translation Strategies of English Trademarks

摘要

商标是代表商品的符号，具有自己的特点。随着经济的发展，商品的进出口日益增加，商品名的翻译也越来越被重视。商标翻译优劣直接影响到一个企业的运转。商标零翻译作为一种兼顾商标译名内涵与外延的翻译方法，被广泛应用于商标翻译领域。本文主要从商标的特点和零翻译策略入手，探讨英语商标翻译实际运用中行之有效的零翻译方法。并通过重点分析移译；音译和补偿式翻译这三种零翻译策略在英语商标翻译中的运用，寻求英语商标零翻译所带来的在可译性和文化影响方面的启示。

关键词：英语商标；零翻译；移译；音译；补偿式翻译

Abstract

Trademark is the sign of the commodity and has its own characteristics. With the progress of economy, the number of imports and exports of the products keeps increasing. The translation of trademarks catches more and more attention. The quality of trademark translation directly affects the operation of an enterprise. The concept of zero translation taking both connotation and denotation of trademark into consideration is widely applied in the field of trademark translation. This paper is conducted mainly from the perspective of characteristics of trademark and the concept of zero translation, trying to find practical strategies of English trademark translation. By analyzing applications of three zero translation strategies: transference, transliteration and complementary translation in the process of English trademark translation, the paper also tries to figure out the revelation of English trademark zero translation in translatability and cultural affections.

Key words: English trademark; Zero Translation; Transference; Transliteration; Complementary translation