文化对等原则在商标翻译中的应用

商标作为产品的名片在市场营销中发挥着重要的作用,它是商品文化的核心部分,是企业参与国际竞争的有力武器。商标也是一种特殊的语言符号,其翻译是由解码到编码的逆向转化过程,是跨文化意义上的语言交际活动。在商标翻译的实践中,要充分考虑语言认知和文化差异以及跨文化因素的影响,根据文化对等原则采用正确的方法和策略,尽可能传递出原商标名的文化内涵与意象,最大化地保留原名的原汁原味。

Application of Cultural Equivalence Principle in Trademark Translation

As the name card of a product, trademark plays an important role in marketing. It is the core part of commodity culture and the powerful .weapon for enterprises to compete in internatio.nal competition. Meanwhile, trademark is a special linguistic sign. Trademark translation is the process from decoding to coding and the process of re-creating and further processing. From the cross-culture perspective, it is a kind ef Hnguistic communication activity. In the practice of trademark translation, ironslatons should take full consideration of language zecognition, cuhural gaps and cross-cultuzal factors. Acconding to cultural equivalence principle, they .should adopt appropriate methods and strategies to convey the odginal cuhural meanings and images to the latest extent.