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国际品牌的语言规范和翻译原则


□ 张 华

  摘 要:随着全球经济一体化趋势的加强,国际间商品流通日益频繁,品牌作为经济高度发展的产物越来越受到商家和消费者的关注。要想打入国际市场占领更大份额,成功实现品牌国际化,一方面在品牌名称确立时要符合简洁明快、独立新颖、高雅美观、启发品牌联想等原则,以保证品牌适合其语言规范;另一方面在品牌翻译的过程中应结合本土化经验,注重市场的民族文化特征和审美标准的不同,应用直译法、谐音法、多重法和独立法等方法来保证国际品牌的特色。

  关键词:品牌;文化;语言规范;翻译

  中图号:H059

  文献标识码:A

  文章编号:9499(2007)02-136-03

  Lingual Norms and Principles of Translation of International Brands

  ZHANG Hua

  (Department of International Studies,Xi’an Technological University,Xi’an 710032,China)

  Abstract:With the tendency toward globalization,the trading of commodities among countries increases. Therefore,brand,as the product of highly economic development,is getting increasingly concerned by the businessmen and consumers. In order to occupy a big share in the international market and achieve a successful internationalization of brand,the businessmen should obey the norms of conciseness,novelty,elegancy and imagination in establishing a brand. Moreover,the translators should combine the principles of translation with native-like experiences. Meanwhile,the translators ought to emphasize the difference between the characteristics of ethnic culture and the standards of aesthetic appreciation,then apply the effective translating principles such as literal translation and transliteration to guarantee the characteristics of international brands.

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