商标翻译中的动态对等

随着商品经济的迅猛发展,商标翻译在帮助商品进入国际市场、打开销路中起着越来越重要的作用。本文基于尤金.奈达“动态对等”的翻译理论,阐述翻译商标时应考虑译文读者的文化差异、心理接受、审美情趣,使译文读者在阅读商标译文时能产生与原文读者阅读原语商标时基本相同的反应。

Application of "Dynamic Equivalence" in the Translation of Trademarks

With the rapid development of commodity economy,the translation of trademarks is playing a more important role in promoting commodity sales and can benefit from the translation theory of "dynamic equivalence" developed by Eugene Nida.Such factors as cultural differences,psychological acceptance and aesthetic interest should be taken into account in the process of translation,so that the response of the target reader reading the translation of the trademarks will roughly be the same as the response of the reader reading the original trademarks.