| 浅谈目的论关照下的英汉商标翻译技巧 |
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| 引用本文： | 康灿辉.浅谈目的论关照下的英汉商标翻译技巧[J].湖北生态工程职业技术学院学报,2007(3). |
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| 作者姓名： | 康灿辉 |
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| 作者单位： | 湘潭大学外国语学院 湖南工业大学外语系，湖南412007 |
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| 摘 要： | 不同于奈达提出的动态对等翻译原则,德国功能学派的翻译目的论为商标翻译研究开启了全新的视角。本文以翻译目的论的原理为理论框架,从商标翻译的目的性出发,分析了英汉商标的构词来源,结合跨文化交际的实际情况,指出英汉商标翻译宜灵活运用直译、音译和意译等翻译技巧。
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| 关 键 词： | 商标 目的论 文化 翻译技巧 |
On Translation Strategies of English and Chinese Trademarks in the Light of Skopostheorie |
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| Authors: | KANG Tsan-hui |
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| Abstract: | Different from Dynamic Equivalence stated by E. Nida, Skopostheorie put forward by German Functionalists offers a new perspective for trademark translation. Based on Skopostheorie and intentionality of trademark translation, this paper first analyses the formation of English and Chinese trademarks, then points out that trademark translation can be achieved flexibly with literary translation, transliteration and free translation considering intercultural factors. |
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| Keywords: | trademark Skopostheorie culture translation art |
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