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当代全球化背景下,商标语是经济生活中常见的符号形式,象征着某个企业或者特定的产品。随着商品跨区域跨文化销售现象的增多,如何将商标语以符合目的语文化的形式翻译出来,不但涉及了商品的销售运作这个经济现象,而且也是颇具研究价值的语言现象。本文从语言和文化这两个密切相连的领域切入,从以语言为依托的文化,以及以文化为背景的语言的视角探讨若干对于商标语的翻译案例。
Under the background of globalization, trademark language is a common symbolic form in economic life, which symbolizes an enterprise or a specific product. With the increase of cross-cultural and cross-cultural sales of goods, how to translate the trademark language in a form conforming to the target language culture not only involves the economic phenomenon of the sales and operation of the goods, but also is a linguistic phenomenon with considerable research value. This article explores several translation cases of trademarked terms from the two closely connected fields of language and culture, from the perspectives of language-based cultures and culturally speaking languages.