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长沙市有13家中华老字号。其中,半数以上还没有英译名;38%的品牌译名采用完全音译法,其译名存在难发音、难识记、缺乏语义关联等问题;8%的品牌译名使用了完全意译法,其译名在实际使用中既令国人困惑、又令外国人困惑。借鉴品牌英译中的佳作,中华老字号中译英时最好采用创词法。本文给出了长沙13家品牌的创词法译名。创词之道在于尽力谐音,同时兼顾意义传达,及广告上的美学效果。
Changsha City has 13 Chinese old name. Among them, more than half of them have not yet been translated into English; 38% of brand names are fully transliterated, and their translations are difficult to pronounce, hard to remember, lacking in semantic relations; 8% of brand names are completely translated, and their names are translated into actual The use of both Chinese people confused, but also to foreigners confused. Learn from the brand English translation of the masterpiece, the Chinese old translation of the best time to use the word method. This article gives the Changsha 13 brands of word-building translation. The word of the geniuses is to try our best to harmonize, at the same time taking account of the meaning and the aesthetic effect of advertisements.