| | | | | 商标翻译中的模糊信息及其处理技巧 | | | 吴勇 | | | 商标翻译是运用译语来完美再现和传达原语商标的思想、内容和意境,以获得新颖独特、富有艺术魅力的译名。而这一过程离不开模糊思维的运作和模糊语言的妙用。本文着重从模糊理论的角度来论述商标翻译中模糊信息的主要客观存在因素、表现形式及其处理技巧。正确认识语言的模糊性对做好商标翻译工作具有重要的指导意义。
【作者单位】：佛山科学技术学院英语系 广东佛山528000
【关键词】：商标;翻译标准;模糊信息;处理技巧
【分类号】：H315.9;
【DOI】：cnki:ISSN:1005-1465.0.2005-05-037
【正文快照】：
随着世界经济快速发展和我国对外开放日益深入,中西方在科技、文化、贸易等方面的交往越来越频繁。各国企业、商家为了树立良好的企业形象和开展商业竞争,都纷纷利用各种手段对其产品进行广泛宣传。作为产品质量、企业形象和知识产权代表的商标也日渐成为消费者认知和购买商品的一个重要考虑因素。因此,无论给产品取名还是翻译,企业、商家和译者都要煞费苦心地获取鲜明独特、富有意蕴、经久难忘的商标名。作为商标翻译,这就要求译者摆脱死板对等观念的束缚,大胆创新,译出能吸引外国消费者、具有市场效应的出色译名。而这一切又离不开模糊思… | | |  推荐 CAJ下载  PDF下载 | | | CAJViewer7.0阅读器支持所有CNKI文件格式，AdobeReader仅支持PDF格式 | | | | ON THE FUZZY MESSAGE IN TRADEMARK TRANSLATION AND ITS SPECIFIC TRANSLATING TECHNIQUES | | | WU Yong(English Department;Foshan University of Science and Technology;Foshan 528000;China) | | | Trademark translation refers to the process through which the thought,content,and artistic prospect of the original trademark are perfectly replaced and conveyed in the target language to obtain its translated term full of novelty,originality and artistic charm.However,this whole process can't do without the operation of fuzzy thinking and magical use of fuzzy language.In this article,the author has discussed from the angle of the fuzzy theory the main objective factors of fuzzy message,its forms of expression,and specific translating techniques in trademark translation.To sum up,adopting a correct attitude towards the fuzziness of language is of great significance for doing the job of trademark translation well.
【Keyword】：trademark;principles of translation;fuzzy message;translating techniques |
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