从等效原则探究商标音译
On the Transliteration of Brand Names from the Perspective of Equivalence Principle
摘要：市场竞争不仅仅是商品和服务质量的竞争，更是企业和品牌形象的竞争；开拓商品海外市场国际生存空间至为关键的一步就是商标的翻译。商标名称的翻译，因其“独特性、专有性”而多采用音译法；然而商标也是一种特殊的商品广告语言，其背后往往有着极其丰富的民族文化底蕴；这就决定了即便采取音译法，译者也需遵循一定的原则，而最适合于牌名翻译的原则莫过于奈达的等效原则。本文以等原则的相关理论为框架，结合资料对商标音译进行实证研究，以期有助于提高商标音译的质量。
关键词：等效原则；商标；音译；文化
Abstract：Market competition is more about the competition between brand and image rather than the competition of the quality of the products and services. A successful trademark plays a key role in opening up international market and creating the enterprise wealth. Because of its uniqueness and proprietary, transliteration is the most common skill adopted in brand translation. A special advertisement language as it is, the brand implies a profound cultural foundation, which determines that the translator must obey some principles even when they translate the brand name by transliteration. Among the principles, the best one for the translation of the brand name is considered to be Nada’s Principle of Equivalence. This paper aims to improve the quality of the transliteration of brand name through the empirical research on the transliteration of brand name under the guidance of Equivalence Principle.
Keywords: Principle of Equivalence; brand name; transliteration; culture
Contents
1. Introduction.2
2. The Principle of Equivalence……….2
3. Cautions in Transliteration.3
3.1 Simplicity.3
3.2 Right Words3
3.3 Product Feature3
4. Transliteration of Brand Names under the Principle of Equivalence ……3
4.1 Similar Form4
4.2 Similar Function.5
5. Conclusion.7
6. Acknowledgements8
7. References.9
