CAJ | 학술논문

广告商标品牌翻译作为一种特殊的翻译类型，能折射出不同语言和文化的融合和差异。英语广告商标品牌翻译是一个发掘商品特征和目的语文化上的相似性，并尽可能向目的语文化贴近的过程。广告商标品牌的翻译既是文字的翻译，又是文化的翻译。本文首先指出上海地区英语广告品牌汉译研究现状，并比较主要翻译策略。接着结合丰富的实例，详尽地探讨了英语广告翻译的三种策略——音译、意译和意译音译结合法。最后，作者结合实例，对品牌翻译进行了分析，指出英语广告品牌翻译策略需要注重考虑文化背景和商业有效性。
엄고상표품패번역작위일충특수적번역류형，능절사출불동어언화문화적융합화차이。영어엄고상표품패번역시일개발굴상품특정화목적어문화상적상사성，병진가능향목적어문화첩근적과정。엄고상표품패적번역기시문자적번역，우시문화적번역。본문수선지출상해지구영어엄고품패한역연구현상，병비교주요번역책략。접착결합봉부적실례，상진지탐토료영어엄고번역적삼충책략——음역、의역화의역음역결합법。최후，작자결합실례，대품패번역진행료분석，지출영어엄고품패번역책략수요주중고필문화배경화상업유효성。
Translation of brands in trademarks of English commercials, as a special category of translation, reflects similarities and differences between languages and between cultures. The process of translation of commercial brands is a process of finding out similarities between features of commodities and the target language, and of getting as close to the target language as possible. Translation of commercial brands means not only translation of words, but also that of culture. First, this paper expounds translation of commercial brands, briefly surveys the status quo of brands translation researches, and compares the common translation strategies. Next, by means of many typical examples, the paper discusses and illustrates in detail the strategies for translation of English commercial brands into Chinese, namely, literal translation, liberal translation, and literal-plus-liberal translation. Finally, the writer discusses specific examples of commercial brands which should be noted, highlighting the cultural backgrounds and commercial effectiveness.