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商标翻译的质量关键在于是否达到预期的目的和效果,是检验翻译成果质量的最好标准,这就要求商标的翻译必须要迎合译入语所在国家或地区消费者的心理需求,尊重当地的文化习俗差异,从而激发消费者的消费欲望,满足消费者的物质和心理需求,进而塑造企业形象。本文尝试着从Langacker的认知语法理论的视角出发,对商标的翻译及认知语法理论对商标翻译的指导意义进行了探讨。
The key to the quality of trademark translation lies in whether it achieves the desired goal and effect and is the best standard to test the quality of translation. This requires that the translation of the trademark must meet the psychological needs of the consumers in the country where the target language is translated and respect the local culture Customs differences, thereby stimulating the consumer’s desire to consume to meet the material and psychological needs of consumers, and then shape the corporate image. This paper tries to discuss the guiding significance of trademark translation and cognitive grammar theory on trademark translation from the perspective of Langacker’s cognitive grammar theory.