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本文从功能目的论视角分析国际奢侈品牌名称汉译的经济价值和社会文化价值,并探讨国际奢侈品牌汉译的策略。研究指出,奢侈品牌汉译是以实现品牌在目标市场经济价值为目的,受目标社会文化系统制约的跨文化交际活动。作为奢侈品牌国际化战略的一部分,品牌名称的翻译不容小觑。译者应该以实现奢侈品牌在目标市场上的预期功能为指导,充分分析目标市场的社会心理和文化背景,了解目标消费者的审美品位、价值取向和文化期待,准确传递奢侈品牌的价值信息和精神诉求,采取灵活的翻译策略,激发消费者的兴趣并驱动其购买行动,实现拓展品牌国际市场的目标。本研究体现了翻译研究与行业实践相结合的重要性。
This article analyzes the economic value and socio-cultural value of the international translation of the luxury brand name from the perspective of functionalism and discusses the strategies of Chinese translation of international luxury brands. The research indicates that the translation of luxury brand is based on the intercultural communication activities that aim to achieve the brand’s economic value in the target market and are subject to the target social and cultural system. As part of the luxury brand internationalization strategy, the translation of the brand name should not be underestimated. The translator should be guided by the expected function of the luxury brand in the target market, fully analyze the social psychology and cultural background of the target market, understand the aesthetic taste, value orientation and cultural expectation of the target consumer, accurately convey the value information of the luxury brand and Spiritual appeal, to adopt a flexible translation strategy to stimulate consumer interest and drive its purchase action, to achieve the goal of expanding the brand international market. This study shows the importance of combining translation studies with industry practices.