西安外国语大学学报
西安外國語大學學報
서안외국어대학학보
Journal of Xi'an Foreign Languages University
2009年
2期
85~88
,共null页
商标翻译 跨文化交往行为 历时视角 文化顺应 名从主人
商標翻譯 跨文化交往行為 歷時視角 文化順應 名從主人
상표번역 과문화교왕행위 력시시각 문화순응 명종주인
trademark translation ; cross-cultural communicative interaction ; chronological perspective ; cultural adaptation ; complying with the original forms of expression
通过对中国驰名商标英译现状的历时对比描写，本文发现在商标翻译这一跨文化交往行为中，随着国内市场全球化的深入进程，顺应英关强势话语文化的商标臆造法所占份额显著增加。但同时由于中国情境（包括语言与文化语境）的特殊性和“名从主人”的翻译原则，顺应程度最低、从属于套用法的汉语拼音法仍然在前后两个时间段内均处于主导，表明“名从主人”专用名词这一翻译原则的核心地位，而广受推崇的组合拼译法始终相对弱势。
通過對中國馳名商標英譯現狀的歷時對比描寫，本文髮現在商標翻譯這一跨文化交往行為中，隨著國內市場全毬化的深入進程，順應英關彊勢話語文化的商標臆造法所佔份額顯著增加。但同時由于中國情境（包括語言與文化語境）的特殊性和“名從主人”的翻譯原則，順應程度最低、從屬于套用法的漢語拼音法仍然在前後兩箇時間段內均處于主導，錶明“名從主人”專用名詞這一翻譯原則的覈心地位，而廣受推崇的組閤拼譯法始終相對弱勢。
통과대중국치명상표영역현상적력시대비묘사，본문발현재상표번역저일과문화교왕행위중，수착국내시장전구화적심입진정，순응영관강세화어문화적상표억조법소점빈액현저증가。단동시유우중국정경（포괄어언여문화어경）적특수성화“명종주인”적번역원칙，순응정도최저、종속우투용법적한어병음법잉연재전후량개시간단내균처우주도，표명“명종주인”전용명사저일번역원칙적핵심지위，이엄수추숭적조합병역법시종상대약세。
Our chronological comparative study on the English translation of Chinese Famous Brands shows that along the time scale from 2003 to 2006, coined naming--a most adaptive approach to the dominant discourse of Anglo-American culture- witnesses its rising ratio among other translation strategies. Notably within this cross-cultural communicative action of trade- mark translation, the assumedly least effective Pinyin Approach still occupies the most prominent position across the time scale while the widely-accepted blending approach a less significant one. A top translation principle of ＂complying with the original forms of expression＂ and Chinese particulars of linguistic and cultural contexts are believed to play a significant role in this interaction process of translation.
