食品品牌翻译具有其独特性,既是从一种语言到另外一种语言的转换,也是文化的传递;要求在传达原文意义的同时还要考虑译入语国家消费者的接受程度。传统翻译理论所要求的“对等”原则显然不能适用于食品品牌的翻译;解构主义翻译观的出现打破了传统翻译观念对于翻译标准的界定,提出科学的翻译标准具有三个特征:多元性、动态性和模糊性。本文以解构主义理论的翻译观为视角,通过分析国内外食品品牌的译名,探究解构主义翻译观中多元性、动态性以及模糊性这三个翻译标准在食品品牌翻译过程中所起的作用。 The translation of food brand has its uniqueness. It is not only the conversion from one language to another but also the transmission of culture. It is required to convey the meaning of the original text while also considering the acceptability of the consumers in the translated countries. The principle of “reciprocity” required by traditional translation theory obviously can not be applied to the translation of food brands. The emergence of deconstructionist translation concept breaks the traditional definition of translation for translation and proposes that there are three characteristics of scientific translation standards: Sexual, dynamic and ambiguous. From the perspective of translation view of deconstruction theory, this article analyzes the translation of domestic and foreign food brands to explore the role of three translation standards in food brand translation, such as diversity, dynamism and ambiguity in deconstructionist translation concept.