商标翻译的同化与异化.txt

20034 no.4 2003 journal ofhuzhou vocational and technological college 200312 dec.,2003 (,313000) :, , :; :h059:a:1672-2388(2003)04-0070-04 foreignizationanddomesticationin trademark translation buya_yun (faculty ofeconomy andtrade,huzhou vocational andtechnological college,huzhou313000,china) abstract: cultural difference should be paid attention to during the translation of trademark, so this paper mainly discusses the application offoreigniz- ingtranslation anddomesticatingtranslation in translatingtrademarks, namely foreignization is oriented towardsthe sl culture and domestication is ori- ented towards the tl culture. the application of these two approaches is changeable rather than fixed, contingent rather than eternal. key words: trademark translation; foreignization; domestication; cultural difference (wto), ,硣 , , :, 赸, 1(p1), , , , :2003-09-02 :(1997-),2002,peter newmark 2(p94), , , , 顣, ,;golden cock,cock ,cockrooster white elephant ,dragon, , ,嶼, ,;廨,; ,; , , , , , , ,(foreignization)(domestication) , 3(p12-18) l. venuti , , ,4(p59) , , , ,aidma,attention()interest()desire() memory()action(), , , ,;, , ,浽潫 () 714:,:shangri-la( )sony()toshiba()ford()audi()rolls royce();: (haier)(lining)(moutai)(qingdao) , , :(diamond)(hero)(crocodile)(playboy)(seagull)(pan- da)(double star)(three gun), ,硣 ,淶, 塢5(p160) ,:, ,; , () , , 1(p40)塪, , , , , coca-cola, future cola,fu- turepentiumintelcpu, colgate;crest rejoice,;head and shoul- der, , ,goldlion,bud- weiser,mild seven,marlboro,gillette ,顢 ,triumph, whisper,汦, ,硰carefree, ,:cleanarch-co-mini-hyper-over-super-under- ;anti-contra-pro-, ,塣:-age-ance-er -(t)ion-dom-ee-or-hood-ism-ist-ity-ment-ship;-able-ive -ful-ish-less-ous-ward;-ly-wards;-ate-en-fy-ize ,+,+,+ ,in-di-recthope-less-nessun-pre-ced-ent-ly ,嶼, ,act(do)actoractressactiveactionac- tivityactivelyactivateactualinactiveinactivelyinactivateinactivityinaction , ,():internet(inter-net:)in- formationization (inform-ation-iz(e)-ation:)netizen (inter)net+(cit)izen:), ,wt