跨文化视角下的品牌翻译_英语论文

On Brand Translation From Intercultural Perspective

摘要

品牌是一个企业能够延续发展的价值支柱。随着人们生活水平的提高，越来越多的消费者开始关注品牌的价值。本文将从跨文化交际的角度探讨品牌翻译的具体策略。根据本文的研究，这些翻译策略包括直译法，意译法，音译和意译相结合的方法，以及借代法等等。另外，在分析这些翻译策略的基础上，本文还将进一步探讨品牌翻译过程中应该遵循的相关原则，包括文化价值原则，美学价值原则以及商务价值原则等等。大体上来看，本文既具有一定的理论意义，又具有一定的现实意义。从理论方面来看，本文可以为相关的研究提供一个较为新颖的研究视角。另外，从实践意义方面来看，本文还可以为具体的品牌翻译实践提供一些指导和借鉴。

关键词：跨文化；交际；品牌；翻译

Abstract

The brand is the value support for the continuous development of an enterprise. With the improvement of people’s life levels, more and more consumers begin to pay attention to the values of brands. In this paper, the specific translation strategies of related brands from the perspective of intercultural communication is probed. According to this paper, these translation strategies include literal translation, free translation, combining transliteration with free translation and borrowing translation method and so on. In addition, on the basis of analysis of these translation strategies, the paper would further probe into the related principles in the process of brand translation, including the principle of cultural value, the principle of aesthetic value and the principle of business value. Generally speaking, this paper shows both the theoretical significance and the practical significance. From the aspect of theoretical significance, this paper can provide some comparatively new angles for the related studies. In addition, from the respect of practical significance, this paper can provide some guidance for the specific brand translation practice.

Key words: intercultural; communication; brand; translation