【作者】 姜春香； 楊兆維；

【Author】 JIANG Chunxiang;YANG Zhaowei;Shenyang Medical College;

【机构】 沈陽醫學院；

【摘要】 全球化和经济增长使得文化沟通与交流越来越频繁,各国知名品牌频频跻身于中国市场。作为产品形象代表的商标是树立品牌形象的重要内容之一,好的商标名能给消费者留下深刻印象,从而给商品带来无限商机。因此,商标名的精确翻译尤为重要。隐喻作为一种认知机制在应用语言学中的重要作用已经得到国内外越来越多学者的重视。但从认知的角度看商标翻译和隐喻的研究是一个崭新的领域。本文将从认知的角度,讨论商品商标英译过程中的四种处理方式,分析其中的隐喻思维机制,试图说明商标名的翻译过程中,隐喻思维对于推动译者在翻译过程中对源语与译语相似性的发掘有着积极的意义。更多还原

【Abstract】 Globalization and economic growth make cultural communication and exchange more and more frequent, and famous brands from various countries are frequently introduced into the Chinese market. As a representative of product image, trademark is one of the important contents to establish brand image. A good trademark name can leave a deep impression on consumers, thus bringing tremendous opportunities to products. Therefore, accurate translation of trademark name is particularly vital. As a cognitive mechanism, metaphor has been paid more and more attention in applied linguistics. However, the study of trademark translation and metaphor is a new field from the perspective of cognition. From the perspective of cognition, this paper will discuss four methods in the process of trademark translation, analyze the mechanism of metaphorical thinking, and try to show that metaphorical thinking plays a positive role in promoting translators to explore the similarities between source language and target language in the process of trademark translation.更多还原