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广告作为一种应用学说,它本身就是充满丰富的想象力和极大的创造性。广告中的商标翻译应力求表达准确,达意。本文指出,商标翻译的准确性不在于是一种一一对应的词意、句意的转换,而是在于把握其不同社会文化、语言、民族心理等方面的原因。在商标翻译过程中不仅要考虑到包含该民族的历史和文化背景,而且要反映出蕴藏着该民族对人生的看法、生活方式和思维方式。
Advertising as a theory of application, itself is full of rich imagination and great creativity. Trademark translation in advertisements should strive to express accurately and expressly. This paper points out that the accuracy of trademark translation does not lie in a one-to-one correspondence between the meaning of words and sentences, but rather lies in grasping the reasons of different social cultures, languages and national psychology. In the process of trademark translation, we should not only consider the historical and cultural background of the nation, but also reflect the people’s perception of life, way of life and way of thinking of the nation.