CAJ | 학술논문

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。
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.