浅谈海外品牌的跨文化音译——以日本品牌为例

摘要

The translation of overseas brand mainly takes the transliteration method. Transliteration of overseas brand is not only just a simple simulation, furthermore, it shnuld fully consider the characteristics of Chinese charaeters＇ pronunciation, expressive features and visual effects, including the flexibility use of homophonic transliteration, half-transliteration, and sound-meaning combination translatinn and other varies methods. The translatinn of overseas brand will bring an effect on commerce, cuhure, psychology, society and other aspects. Therefore, we must deal with the relationship between ＂naturalization＂ and ＂dissimilation＂. It should not only take the psychological condition of Chinese people upon .new things outside into consideration, but also make consumers feel the exotic style that comes from overseas brand.%海外品牌的汉译主要采取音译的方法。海外品牌音译不仅仅是对于发音的简单模拟，而应充分考虑汉字的发音特点、表意功能和视觉效果，灵活运用谐音音译、半音译、音义兼译等多种方法。海外品牌译名会带来商业、文化、心理、社会等各方面效应，因此必须处理好“归化”和“异化”的关系，既要考虑到中国人对于外来新事物的接受心理，又要能够使消费者感受到海外品牌所包含的异域风情。