宁波大学学报:人文科学版
寧波大學學報:人文科學版
저파대학학보:인문과학판
Journal of Ningbo University(Liberal Arts Edition)
2012年
1期
53-57
,共5页
概念整合%框架网络%认知机制%商标名称翻译
概唸整閤%框架網絡%認知機製%商標名稱翻譯
개념정합%광가망락%인지궤제%상표명칭번역
cognitive integration theory%frame network%cognitive mechanism%translation of brand names
用概念整合理论分析英汉知名商标的翻译策略,论证框架网络、单一框架网络和双边网络对不同类别商标翻译的解释力,认为商标名称翻译首先要确定统摄译名的音、义框架,进而选取恰当的词语。参照成功商标翻译案例的操作模式,考察了国内部分汉语商标名称的英译,并提出重译文本。
用概唸整閤理論分析英漢知名商標的翻譯策略,論證框架網絡、單一框架網絡和雙邊網絡對不同類彆商標翻譯的解釋力,認為商標名稱翻譯首先要確定統攝譯名的音、義框架,進而選取恰噹的詞語。參照成功商標翻譯案例的操作模式,攷察瞭國內部分漢語商標名稱的英譯,併提齣重譯文本。
용개념정합이론분석영한지명상표적번역책략,론증광가망락、단일광가망락화쌍변망락대불동유별상표번역적해석력,인위상표명칭번역수선요학정통섭역명적음、의광가,진이선취흡당적사어。삼조성공상표번역안례적조작모식,고찰료국내부분한어상표명칭적영역,병제출중역문본。
In perspective of the Conceptual Integration Theory, this article makes an analysis of the translation strategies of some famous E-C brand names. It is argued that frame networks, single-framing networks and two-sided networks may serve to explain the cognitive process in different kinds of brand name translations, that is, to select a phonetic or semantic frame that governs the brand name of the target language first, and then to fill that frame with proper words. With the help of the operation patterns of successful brand name translation eases, this article discusses possibilities of retranslating some brand names.