从关联翻译理论视角看商标翻译

文章在前人研究的基础上，从关联翻译理论视角，对商标翻译进行了探讨。在关联翻译理论框架下，商标翻译是一种特殊的交际行为，其目的是诱导译语的潜在消费者购买译名符号所代表的商品，激发他们强烈的购买欲。因此，译者必须充分考虑原语作者意图与译语读者的认知语境，努力追求原文作者意图（即商标命名者）及译语读者（即潜在消费者）之间的最佳关联性．以达到成功交际的目的。通过对商标翻译方法的探讨，笔者最后指出关联翻译理论对商标翻译具有重要的指导作用，为成功翻译商标提供了一个新的视角。

On Translating Trademarks from the Perspective of the Relevance-theoretic Translation Theory

On the basis of the previous study,this paper attempts to discuss the translation of trademarks from the perspective of the relevance-theoretic translation theory.It points out that the trademark translation,as a specific kind of communication in the framework of the relevance-theoretic translation theory,aims to stimulate the potential customers in the target language to buy their products.Thus,in the translation process,we need seek for optimal relevance between the intention of the original writer and th...