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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。
Different from the principle of dynamic equivalence translation proposed by Nida, the translational teleology of German functionalism opens up a brand new perspective for trademark translation research. Based on the theory of translational teleology, this paper analyzes the origin of word formation in English and Chinese trademarks and the actual situation of cross-cultural communication. It is pointed out that translation between English and Chinese should be flexibly applied in translation, such as literal translation, transliteration and free translation skill.