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由于商标蕴涵了文化里丰富的人文地域、民族文化、美学特征,从一定程度上说,商标翻译是一种语言的翻译,更是一种文化翻译。这就决定了商标翻译不是简单的语际转换,更是一种跨文化活动。本文从商标与文化的关系文化出发,探讨了在准确把握好商标的文化和美学特征的前提下,灵活采用音译、意译、音译等主要策略。
Trademark translation is a kind of language translation, but also a kind of cultural translation, because the trademark implies the rich cultural geography, national culture and aesthetics characteristics. This determines the trademark translation is not a simple language conversion, but also a cross-cultural activities. Based on the cultural relationship between trademark and culture, this article explores the main tactics of using transliteration, free translation and transliteration flexibly under the premise of accurately grasping the cultural and aesthetic characteristics of the trademark.