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在商标的翻译过程中,认知图式起着非常重要的作用。由于文化、道德意识、审美观念、社会价值等的不同,原语和目的语读者之间的图式会有所差异,甚至会出现对立。因此,在商标翻译的过程中,译者应该选择原语的图式,还是目的语读者的图式就成为对译者的一个挑战。有学者已撰文指出,商标翻译时应该采取归化翻译策略,以保留、强化译文读者的认知图式。本文却发现事实上有很多商标在翻译时反而试图改变译语读者的图式,采用了异化的翻译策略。本文运用动态的认知图式理论,分析了这一现象,认为随着社会的发展,改变读者认知图式的商标翻译将会越来越多。
In the process of trademark translation, cognitive schema plays a very important role. Due to the differences in culture, moral consciousness, aesthetic concepts, social values, etc., the schema between the original and target readers may be different, and they may even appear opposite. Therefore, in the process of trademark translation, the translator should choose the schema of the original language, or the schema of the target language reader becomes a challenge to the translator. Some scholars have written that it is necessary to adopt a naturalization translation strategy when translating a trademark to preserve and enhance the cognitive schemata of a target reader. However, this paper finds that in fact, there are many trademarks that try to change the schema of readers of the target language when translating, and adopt a foreignization translation strategy. This paper uses dynamic cognitive schema theory to analyze this phenomenon. It is believed that with the development of the society, there will be more and more trademark translations that will change readers’ cognitive schemata.