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商标翻译中的语用顺应是商标英译的一个难题。本文以动态顺应理论为指导,提出商标英译动态顺应整体解决方案,即:一化(商标词英语化);二顺(双向顺应企业/产品与消费者);三美(音美,形美,意美);四法(音译、谐音双关、拼缀、拼音改造等四种最实用方法);五方面(在产品信息、目标语言习惯、美学效果、消费者心理、民族文化等五方面进行动态顺应)。
The pragmatic adaptation in trademark translation is a difficult problem in translating trademarks into English. This article takes the theory of dynamic compliance as a guide, and proposes that the dynamic translation of the trademark should conform to the overall solution, namely: Yihua (trademark word Englishization); Yishun (two-way compliance enterprise/product and consumer); Sanmei (inform beauty, shape beauty) , Yimei); four methods (transliteration, homophonic pun, patchwork, Pinyin transformation, and other four most practical methods); five aspects (in product information, target language habits, aesthetic effects, consumer psychology, ethnic culture, etc.) Dynamic compliance).