摘要
20世纪以来,商业翻译比文学翻译占有更大的市场份额,引起翻译学家的广泛关注。随着国外产品在中国市场的不断输入,产品名称的翻译面临着文化差异和消费者心理差异的问题。文化差异和消费者心理因素对产品名称翻译影响的研究可以揭示市场导向,发现跨文化翻译的规律。因此,文章通过英译汉实例分析,探讨了三种不同的翻译策略——直译法、音译法、音义结合法,以期为今后汉英产品名称翻译和类似课题的研究提供有益借鉴。
Nowadays,commercial translation has a bigger market share than literature translation,which attracts more attention of translation theorists since the 20 th century. As foreign products are imported into the Chinese market,the translation of product name is facing the challenges in cultural differences and customer psychological acceptance. It’s of great importance to study how the cultural and customer psychological factors affect product name translation,so as to reveal the rule of market-oriented and cross-cultural translation.This paper investigates the product name translation by comparing and analyzing the samples of English-Chinese translation of brand names from the aspect of cultural factors in the choice of translation strategy,and it will contribute to future research on Chinese-English product name translation and similar topics.
出处
《现代英语》
2020年第8期67-69,共3页
Modern English
关键词
商业翻译
消费者心理
跨文化
Commercial translation
Consumer psycological influence
Cross-cultural background
作者简介
张悠然(1989-),女,汉族,山东菏泽人,山东科技大学外国语学院,中级翻译,硕士,研究方向为翻译学。
