浅析顺应论视角下英语商标的汉译

摘要

In the study of trademark translation, most concerning researches are limited to the generalization and classification methods of translation skills, they only involve the surface meaning of the trademarks, and ignore rich cultural connotations, as well as lack a systematic and theoretical guidance. The article uses the Adaptation Theory proposed by Verschueren to analyze the pro-cess of translating English trademarks into Chinese.%在研究商标翻译时,大部分研究只限于有关泛化和分类方法的翻译技巧,仅涉及了商标的表层含义,忽略了它们丰富的文化内涵,并且缺乏系统的理论指导.该文用维索尔伦提出的顺应论来分析英语商标的汉译过程.在英语商标的汉译中,译者应该顺应产品的特点,中国与西方国家的文化差异,中国消费者的心理需求和认知,以及汉语的语言系统.