从认知图式看商标翻译_英文_.pdf

( ) 语文学刊 高教 ·外文版 　　　　　　　　　　　　　　　　　　　　　　　　　　　　2007年第 02 期 Brand Nam e Tran sla tion from the Perspective of Cogn itive Schema ○L i Yinm ei ( F oreig n L ang uag es D ep a rtm en t, B eihang Un ivers ity, B eij ing, Ch ina 100083) 　[ A b stract] 　Tran slating p rocess is deep ly concerned w ith schem a theory. Th is p ap er aim s to u se the schem a theory to analyze b rand nam e tran slation. B ecau se of the differen t cu ltu re background s, schem ata in the source b rand nam e s m ay be contradictory to tho se of the target language, wh ich challenges tran slators. B ecau se of the sp ecial characteristic s of brand nam e s, som e th ink tran slated b rand nam es shou ld keep and p re serve the readersschem ata. But th is p ap er argues that now adays there are more and more tran slated brand nam e s aim ing to change the readersschem ata. U sing alienation strategy can also p romote the sale s of the p roducts. 　[ Key words] 　brand nam e tran slation; cogn itive schem a; dom estication; alienation 　[中图分类号 ] H3 159　　[文献标识码 ] A 　　[文章编号 ] 1672 86 10 (2007) 02 005704 tic s. A s early a s 1932 , B artlett said in h is book R e Ⅰ. In troduction m em bering, “the ob server ……fills up the gap s of h is W ith the developm en t of in ternational trade, m an p ercep tion by the aid of what he ha s exp erienced before ufactu rers are trying their be st to exp and over