论“信，达，雅”与品牌翻译

On the Translation Criterion of “Faithfulness, Expressiveness, Elegance” and Brand Name Translation

Abstract

As a kind of translation which highly stresses purposes, brand name translation has its own feature. That is expressing the advertising effect of brands and appealing to consumers. Brand name translation also has some basic principles which should be followed. That is to express the function and features of products, be easy to be understood, read and remembered, consider the public aesthetic psychology and culture difference, and follow the principle of functional equivalence. The translation criterion of “faithfulness, expressiveness, elegance” proposed by Yan Fu has made great effect on Chinese translation and become a standard of translation. Nevertheless, “faithfulness” and “expressiveness” are always ignored in brand name translation. In most cases, translators only pursue “elegance” with methods such as transliteration, free translation, combination of transliteration and free translation, combination of transliteration and imagination. In brand name translation translators should consider the correct use of translation criteria, make good translations of brand names and set up good images of brands.

Key Words: “faithfulness, expressiveness, elegance”; brand name translation;
 brand naming

摘 要

作为1种目的性很强的翻译，品牌翻译有其自身的特点，即强调最大限度地发挥品牌的广告功能，吸引消费者的注意。品牌翻译也应当遵循的1些基本规则，即译名应说明商品性能，反映商品特征；通俗易懂，易读易记；考虑大众审美心理和文化差异；坚持“动态对等”原则。由严复所提出的“信，达，雅”翻译理论对中国翻译界产生了深远的影响，并成为翻译标准之1。但 “信”和“达”在品牌翻译中常常被忽视。在大多情况下译者只进行“雅”的追求。为了追求“雅”，译者经常通过音译、意译、音译结合以及音译加想象这4种方法。在品牌翻译中，译者应正确地使用翻译理论，做出优秀的译文，从而树立品牌的良好形象。

关键词：“信，达，雅”、品牌翻译、品牌命名

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（转载自中国科教评价网www.nseac.com ）