(陈曦欧阳俊林)最后的定稿[1].docVIP

文化差异与品牌翻译 陈曦 欧阳俊林 （安徽师范大学外语学院，安徽 芜湖 241000） 摘　要 商品和品牌是用于识别某个公司特定的产品和使之区别于其它公司产品的词语或别的符号：是用于指明某特定制造厂商的产品，使之区别于竞争者产品公司的符号、图案或它们的组合。一个优良的成功的品牌具有以下三个主要功能：①它把自己的产品和竞争者的产品区别开来; ②它作为一种可信赖的优质特征; ③它有助于介绍宣传和销售产品。即有“成功的说服”和“说服尽可能多的人”的功效。因此从某种意义上说，品牌名的翻译成败与否，直接关系着企业的生死存亡。 　　商品的品牌翻译，通常遵循以下五个原则：易看、易听、易写、易读及易理解，本文从目的论的角度对其进行分析。翻译方法主要有音译、意译和重命名三种。要译好一个品牌，除了要顾及音、形、义外，还必须考虑各国的风土人情和商品特征，了解产品的历史背景，在此重点讨论东西方文化差异在品牌翻译中有着不可忽略的影响以及在翻译中可以使用的一些技巧。比如谐音和创新。目的论中最重要的三个法则是：目的法则、连贯法则和忠实法则。 　　关键词：品牌；品牌翻译；文化差异；目的论 On Cultural Differences and Brand Translation Chen Xi Ouyang Junlin ( College of Foreign Languages, Anhui Normal University, Wuhu 241000, China ) Abstract Trademark or brand is a kind of sign or phrase used to distinguish one specific product of a company from another. It serves as an agent to clarify the product for the manufacturer. Generally speaking, they are words, symbols, pictures, names or the blending of all this. A successful brand is supposed to bear three major functions: to distinguish it from the products of others, to own the credible quality of the product and to help introduce, publicize and sell the product. Namely, it should play the role of the go-between in “persuading and persuading more people to the best of its ability”. To some extent, it is a matter of life and death to the manufacturer. The author pointed out that the brand translation should comply with five principles: easy to see, hear, write, read and understand. This kind of translation is analyzed from the perspective of Skopos theory. The main approaches are literal translation, free translation and renaming. Aiming at an ideal brand translation, besides taking its sound, form and meaning into consideration, one ought to pay attention to its custom, feature and background. The author highlighted the effect of cultural differences in brand translation as well as some strategies and skills like sound similarity and original creation. The very three significant rules of Skopos theory are：skopos