CAJ | 학술논문

韦努蒂的“异化”和“归化”理论是处理文化信息的主要翻译策略。“异化”有益于彰显源语言文化特色，但容易引起文化冲突。商标蕴含着丰富的文化，不同情况下，应针对性地运用归化和异化策略．采用不同的翻译方法，避免造成文化冲突．同时兼顾到商标所蕴含的源文化特色和目标消费者的兴趣，从而达到推广产品的目的。
위노체적“이화”화“귀화”이론시처리문화신식적주요번역책략。“이화”유익우창현원어언문화특색，단용역인기문화충돌。상표온함착봉부적문화，불동정황하，응침대성지운용귀화화이화책략．채용불동적번역방법，피면조성문화충돌．동시겸고도상표소온함적원문화특색화목표소비자적흥취，종이체도추엄산품적목적。
Venuti＇s ＂Foreignization＂ and ＂Domestication＂ are two major strategies for dealing with cultural information in translation. The former one will better reflect the language and cultural features of the original text, but is likely to arouse cul-tural conflict. Trademark is rich in eulture and its translation should both consider the culture of the target country and avoid cultural conflict. Therefore, ＂foreignization＂ or ＂domestication＂ should be chosen according to the concrete situation, so as to arouse the interest of the customers in the target market and then make them buy the item.