从接受理论角度看品牌名称翻译

Translation of Brand Names in Perspective of Reception Theory

Abstract

As an important part of advertisement translation, brand name translation has its own inherent laws, which require a systematic research. This thesis probes into a brand-new perspective to guide brand name translation, referring to translation principles, techniques and effects, for the sake of facilitating the improvement of brand name translation and building good brand images for enterprises.
Reception Theory originated from a type of literary criticism theory. In Reception Theory, the translator should comply with three principles: principle of consumer-centeredness, principle of faithfulness and principle of fusions of two horizons. On one hand, brand name translation should preserve and transfer original information and image, and on the other hand it should take readers acceptance ability into consideration and broaden the horizon of expectation for them.

Key Words: brand name translation; Reception Theory; truthfulness; consumer-centeredness; fusion of horizon

摘  要

作为广告翻译中的1个重要部分，品牌名称的翻译有着它自己的内在规律，因而需要对它进行系统的研究。本文从1个新的视角即接受美学理论出发探讨品牌名的翻译，包括其翻译原则，翻译方法和翻译效果，目的在于帮助提高品牌名称的翻译质量，有利于企业树立良好的品牌形象。
接受理论又称接受美学，起源于1种文学批评理论。按照接受美学，我认为译者应遵循以消费者为中心、忠实于原文、消费者期待视野与原文文本相融合的原则，对文化、审美等方面的差异进行处理，1方面尽量保留和传达原文特有的信息和形象，另1方面设身处地地考虑读者的接受能力，为其开拓更宽的可实现的期待视野。

关键词：品牌名称翻译、接受理论、忠实、消费者中心、视野融合

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