商品品牌的翻译策略刍议

:1672-4348(2004)03-0351-05(,350002):,,,,:;;;;:H059:AOntranslationstrategiesofbrandnamesWANGPing(SchoolofForeignLanguages,FuzhouUniversity,Fuzhou350002,China)Abstract:Withalookintosomegeneralnamingrulesforbrandnamesandananalysisontheproblemscommonlyseenintranslationpractice,thepaper,fromapragmaticpointofview,approachessometrans2lationproceduresapplicabletotranslationofbrandnameswithahopetocontributetoamorestandardizedtranslationinthisspecialfield.Keywords:brandname;transliteration;literaltranslation;combiningtransliterationandfreetransla2tion;strategies,,,))),,,,,,,,,1;;,;,,:1.1:1),2),3),,,:4),,,5),1.2,:2004-05-19:(1965-),(),,.23Vol.2No.320049JournalofFujianUniversityofTechnologySep.20041.3,,[1]1.4LOGO(),,1.5,,,,1.6,,,,,,2,,,2.12.1.1常以与产品相关人物姓名为品牌命名,,,/0(individual2ism),/0,/0,,,2.1.2以杜撰出来的无实际意义的字母组合作为品牌名称,,/0,:,;,Rolex()/rolling0();SonyAV,Sony/sonus0(/sound0/Sonic0)/sonny0(),,,2.22.2.1民俗风情对中国品牌命名有着深刻影响,,,,/0/0,;/0,2.2.2富含文学内涵的词语进行品牌命名,,,,,,/0,/0,/0,,,/0/033.1,,,,,Suntory,3522,,,,3.2,,,,LEXUS,/0/,0,,,,3.3,,,,,/0KissMe()/0,,/0,KissMe/0,/0,/0/0,/0,,,KissMe,,/0/Peacock0/0/,0,,,,playthepeacock,asproudaspeacock,peacock/0,/WhiteRabbit0,,,,,,,,,,,,:1),,,/Solarspot0/0;/OxfordShoes0/0,,/0/0,2)/PizzaHut0/0,/0,/0,,,/0,/0,/0,,3)/Poison0/0,/0/0(Baisen)/0/0[2],,,4PeterNewmark,(vocativetext)(propernames),(communicativetranslation),,3533[3],(semanticmotiva2tion)[4]:1)(/0,Philips);2)(/0,Playboy);3)(/0,PepsiCola)[5],/Philips)0;,/Pearl)0;,,,:1.(transliteration);2.(literaltransla2tion);3.(combiningtransliterationandfreetranslation)4.1(transliteration),,,,,,,/0(KinghuaHam),Jinghua/0Kungfu,,ChineseKungfu,Kungfu/0/Luck0,/0[6]:Motorola,Omega,Fiyta,Siemens/0,/0,/0,/0,,,,,,,,,/RollsRoyce0/#0,/0;/Mercedes-Benz0/#0,/0,,/0,/Maxwell0,/0,,/0,:/0/0,,4.2(literaltranslation),,,:/-.,()0(Preserve-alien.thoughtratherthantrytoconvertoradaptit.)[7],,/0,/0,/0;0Crocodile0,,,,,0GoodCompany0,/#0,,,/0/Apple0,3542/0,,/0,/0,,,4.3(combiningtransliterationandfreetranslation),,,,,,,/0/Younger00/,/0/Warrior0/0,/0,/0/0,,,/HiSense0,highsense(,),/0,,/0,/0,MindActUponMind,,Heartex,()-tex,texturetextile,/0/Sailing0/Sailing0/0,,/0/Maxam0,,/Maximum0(,),/Erison0/0,,/0,/Head&Shoulders0/0/0/Head0,/0/Shoulders0,,,,/McDonald.s0,,#,/0/0/0/0/0McDonald,,,,/0,/McDonald.s0/0,,/0:(1);(2);(3)/0;(4)/0/0,5,,,,,,,,,,,,,,,,,,!(359)3553,,,K;,,,,,,;,,K;K(),,,,56,,20,K,,,56,,,,,/0/0,,,,,,,,,,,,;,;,,,,,,:[1].[M].:,2003.549~550.[2].)))20[M].:,2003.14.[3].[M].:,1992.42.[4].[M].:.1997.315~342.[5]#.[M].:,1998.116.(355):[1].[J].,1997,(3).[2].[A].()[C].:,2002.[3]NewmarkP.ATextbookofTranslation[M].GreatBritain:PrenticeHallInternationalLtd,1988.[4].[J].,1991,(2).[5].[M].:,1997.[6].[J].,1998,(6).[7]NewmarkP.ApproachesToTranslation[M].Oxford:PergamonPress,1982.3593