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商品的商标作为商品的符号,就如同一个人的名字,应当具有出产国特有的民族文化内涵,可以让消费者透过商标了解和领会该商品深层次的文化意义。翻译是一种涉及语言、文化和背景知识等多方面的跨文化交际活动。在进行商标翻译时要始终记得,商标是商品广告不可分割的一部分,其本质就是为了推销产品,其目的是商业性的,但是其表现形式却具有文化性,是一定社会文化的产物。本文针对商标翻译中的文化元素融入的重要性通过一些实例进行了阐述。
As a symbol of a commodity, the trademark of a commodity is just like a person’s name. It should have the unique national culture connotation of the producing country and enable consumers to understand and understand the deep cultural significance of the commodity through the trademark. Translation is a cross-cultural communication activity that involves many aspects such as language, culture and background knowledge. When translating a trademark, you should always remember that a trademark is an integral part of the advertisement of a product. The essence of the trademark is to promote the product. Its purpose is commercial. However, its expression is cultural and is a product of a certain social culture. The article analyzes the importance of the integration of cultural elements in trademark translation through some examples.