动态对等理论在英文品牌名中的翻译研究1.doc

摘 要 随着全球经济一体化的快速发展，国际贸易亦日益频繁。同时由于中国政府的大力支持以及中国经济实力的增长，越来越多的中国企业在国际市场上崭露头角，推行着自己的国际化进程。其中品牌的国际化是一个必不可少而又异常关键的一环。中国企业大多数情况下是模仿西方的品牌国际化模式。但是鉴于中国独特的文化特征和异于西方的价值观念，中国企业的品牌外译变得更加具有挑战性。与其他翻译类似，企业品牌的翻译也是一种文化之间的交流活动。它涉及到诸如语言规则、地域文化、消费心理以及价值取向等因素。 尤金﹒奈达关于翻译的动态对等原则在上世纪80年代进入中国。它以全新的翻译研究视角掀起了一股奈达热。起源于圣经翻译的动态对等原则与品牌翻译的商业特性二者有着一些共同的特性，这为动态对等原则在商品品牌翻译中的应用提供可能性和适用性。根据奈达的理论，目的语中品牌效用的接受者应和原语中的接受者感受相同。本文从动态对等理论的角度试图探讨其在品牌翻译应用中的可能性和具体应用方法。 关键词：动态对等；品牌翻译；文化差异 Abstract Following the fast development of the integration of the global economy, comes the closer international trade. With government’s support and the rising economic strength, more and more Chinese companies are emerging as important players in the international trade with more and more are preparing to go global. And internationalization of brand names is a necessary and crucial step. In most cases they are just duplicating the western pattern of internationalizing brand names. While given the consideration of the China’s unique culture features, the translation of Chinese brand names could be a more challenging and ticklish problem during their “internationalization”. Like any other translations, translation of brand names is also a kind of intercultural communication activity. It involves such factors as language rules, regional culture, consumption psychology and value tendency. Dynamic equivalence, one of Eugene Nida’s most famous theories, is the first of its kind to reach China in 1980. Its brand-new point view of translation study brought a Nida rush. The business nature of the brand translation and the Bible background of dynamic equivalence make them have similar characteristics. According to D-E theory, the receptors of the brand names in the receptor language should respond to it in substantially the same manner as the receptors of the brand names in the source language. This paper, based on the point of view of principles of dynamic equivalence, tries to explore the acceptance of the dynamic equivalence in Chine