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随着全球一体化进程的不断推进,中国与世界各国间的贸易往来得到加强。因此,为实现中国商品市场的国际化、提升中国文化在世界范围内的认同感、同时助力“走出去”战略,商标名的英译成为中国商品在国外市场开拓尤为重要的环节。本文以跨文化交际为视角,简述跨文化交际理论,探究不同文化视角、思维差异、宗教差异、传统文化概念的差异、以及价值观差异对于商标名英译的影响,并结合商标翻译实例对商标翻译的基本原则、方法与技巧进行探讨。
As the process of global integration progresses, trade between China and other countries in the world has been strengthened. Therefore, in order to realize the internationalization of China’s commodity market, enhance the recognition of Chinese culture around the world, and help the strategy of “going global”, the English translation of trademark names has become a particularly important link in the development of Chinese goods in foreign markets. This paper, from the perspective of intercultural communication, briefly introduces the theories of intercultural communication, explores the differences between different cultural perspectives, thinking differences, religious differences and traditional cultural concepts and the impact of differences in values on English translation of trade names. Combined with examples of trademark translation, Translation of the basic principles, methods and techniques to explore.