品牌名称翻译：顺应论的方法
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摘要
随着世界全球化进程的加快和中国加入世界贸易组织，我们与世界各国的经
济交流空前广泛。在参与国际市场竞争时，打造知名品牌已成为市场运营战略中
塑造企业形象的核心。其中不容忽视但往往被忽视的环节就是如何贴切而又独特
地翻译出品牌的名称。因此，探究品牌名称翻译是一个具有现实意义的热点问题。
本文从社会符号学的三方面含义入手，分析品牌名称翻译这种具有特殊意义
及功能的专用符号翻译，译者不仅要译出原品牌名称的指称意义，言内意义，更
重要的是应译出其联想意义和象征意义，从而使异地的目标消费者对该产品或服
务产生同样的有时甚至是更浓厚的兴趣。
本研究的理论框架由 Verschueren＊）的“语言顺应论”提供。在此基础上
作者尝试构建了一个品牌名称翻译的操作模式，主要从翻译语言的变异性、商讨
性和顺应性等特性的角度去考虑，语料从现实生活中的产品，服务以及新兴的房
地产品牌命名和翻译译例中提取。研究揭示及阐述了译者如何灵活选择翻译方法，
多方推敲斟酌译名以及在此过程中如何对译入语信息接受者的心理世界，社交世
界及物理世界作出主动或被动的动态顺应。品牌翻译的创意在于以移情主义的手
法在传情，而且是在传导和迎合消费者最熟悉的情感追求。
本文切入分析品牌名称翻译的两大方面：语言与文化。译文除了从语言规律
上寻求与原名对等的契合点外，还会受到语言外其它复杂各异的现实因素的制
约。鉴于此，译者必须对译名接受者的接收渠道和原文接受者渠道之间的差异进
行深入细微的了解，根据新的接收渠道的特点改变或调整信息形式，使译名音，形，
义的统一体适应新的接收渠道。要达到这一目的，译者在翻译过程中就不必拘泥
原文，而是应大胆创新，不求貌似，但求神和。本文的结论是：品牌名称翻译实质
为品牌的再命名过程。品牌的译名是在译人语语境中顺应语言及非语言因素的结
果。
The present study largely derives from a feeling of increasing unease about the status quo of Chinese brand name translation. China's entry into the WTO and the trend of globalization will dramatically increase competition for the Chinese businesses. We are convinced that it is now a matter of urgency to understand how we should conduct the problematic brand name translation.
With a retrospective presentation of the related literature in translation studies and brand naming, we observe that scant attention has been paid to this field and most researches linger on the level of describing translating techniques superficially. Rather than merely focus on a particular dimension of brand naming, this paper attempts to provide a holistic exploration by integrating a sound theoretical foundation into the practice of brand name translation.
On the strength of the Adaptation Theory proposed by Verschueren (1999), we build up a brand name translation model and investigate the translator's language use from a pragmatic perspective. Translating brand name is, in nature, a generation and regeneration process in which the adaptation approach functions in various aspects to produce the ideal target brand names. We sort the objects of adaptation into two categories: linguistic adaptation and extra-linguistic adaptation. In effect, brand name translation entails that the translator must grapple not only with structural differences between languages but also with extra-linguistic motivations and constraints. To adapt or not to adapt on the part of the translator determines the fate of the translated brand names in the target market context. In practice, the decision-making goes through the entire process of translating brand names. As compared to brand naming, translating brand names is a linguistic, artistic, strategic, and creative endeavor. We hence tentatively redefine brand name translation as a brand renaming process. The translated brand name is the result of the translator's adaptation to the linguistic as well as extra-linguistic parameters in translation.
济交流空前广泛。在参与国际市场竞争时，打造知名品牌已成为市场运营战略中
塑造企业形象的核心。其中不容忽视但往往被忽视的环节就是如何贴切而又独特
地翻译出品牌的名称。因此，探究品牌名称翻译是一个具有现实意义的热点问题。
本文从社会符号学的三方面含义入手，分析品牌名称翻译这种具有特殊意义
及功能的专用符号翻译，译者不仅要译出原品牌名称的指称意义，言内意义，更
重要的是应译出其联想意义和象征意义，从而使异地的目标消费者对该产品或服
务产生同样的有时甚至是更浓厚的兴趣。
本研究的理论框架由 Verschueren＊）的“语言顺应论”提供。在此基础上
作者尝试构建了一个品牌名称翻译的操作模式，主要从翻译语言的变异性、商讨
性和顺应性等特性的角度去考虑，语料从现实生活中的产品，服务以及新兴的房
地产品牌命名和翻译译例中提取。研究揭示及阐述了译者如何灵活选择翻译方法，
多方推敲斟酌译名以及在此过程中如何对译入语信息接受者的心理世界，社交世
界及物理世界作出主动或被动的动态顺应。品牌翻译的创意在于以移情主义的手
法在传情，而且是在传导和迎合消费者最熟悉的情感追求。
本文切入分析品牌名称翻译的两大方面：语言与文化。译文除了从语言规律
上寻求与原名对等的契合点外，还会受到语言外其它复杂各异的现实因素的制
约。鉴于此，译者必须对译名接受者的接收渠道和原文接受者渠道之间的差异进
行深入细微的了解，根据新的接收渠道的特点改变或调整信息形式，使译名音，形，
义的统一体适应新的接收渠道。要达到这一目的，译者在翻译过程中就不必拘泥
原文，而是应大胆创新，不求貌似，但求神和。本文的结论是：品牌名称翻译实质
为品牌的再命名过程。品牌的译名是在译人语语境中顺应语言及非语言因素的结
果。
The present study largely derives from a feeling of increasing unease about the status quo of Chinese brand name translation. China's entry into the WTO and the trend of globalization will dramatically increase competition for the Chinese businesses. We are convinced that it is now a matter of urgency to understand how we should conduct the problematic brand name translation.
With a retrospective presentation of the related literature in translation studies and brand naming, we observe that scant attention has been paid to this field and most researches linger on the level of describing translating techniques superficially. Rather than merely focus on a particular dimension of brand naming, this paper attempts to provide a holistic exploration by integrating a sound theoretical foundation into the practice of brand name translation.
On the strength of the Adaptation Theory proposed by Verschueren (1999), we build up a brand name translation model and investigate the translator's language use from a pragmatic perspective. Translating brand name is, in nature, a generation and regeneration process in which the adaptation approach functions in various aspects to produce the ideal target brand names. We sort the objects of adaptation into two categories: linguistic adaptation and extra-linguistic adaptation. In effect, brand name translation entails that the translator must grapple not only with structural differences between languages but also with extra-linguistic motivations and constraints. To adapt or not to adapt on the part of the translator determines the fate of the translated brand names in the target market context. In practice, the decision-making goes through the entire process of translating brand names. As compared to brand naming, translating brand names is a linguistic, artistic, strategic, and creative endeavor. We hence tentatively redefine brand name translation as a brand renaming process. The translated brand name is the result of the translator's adaptation to the linguistic as well as extra-linguistic parameters in translation.
引文
Baker, Mona. 2000. In other words: a coursebook on translation. Beijing: Foreign Language Teaching and Research Press.
Bassnett-McGuire, Susan. 1991. Translation studies. London: Routledge.
Bassnett-McGuire, Susan & André Lefevere. 1998. Constructing cultures: essays on literary translation. UK: Multilingual Mattes Ltd. Clevedon.
Bates, D. G. & F. Plog. 1990. Cultural anthropology. New York: McGraw-Hill.
Belch, George E. & Michael A. Belch. 1995. Advertising and promotion: an integrated marketing communications perspective. U.S.A.: Richard D. Irwin, Inc.
Bell, R. T. 1991. Translation and Translating: Theory and Practice. London: Longman.
Cateora，R. Philip. 1993. International marketing. U.S.A.: Irwin, Inc.
Christopher, Martin and McDonale, Malcolm. 1995. Marketing: An introductory text. Hampshire, Great Britain: MacMillan Press Ltd.
Dan, Shen. 1995. Literary stylistics and fictional translation. Beijing: Peking University Press.
Derrida, Jacques. 1985. 'Des Tours de Babel.' Transl. Joseph. F. Graham. In Joseph F.Graham (ed.) Difference and Translation. Ithaca: Cornell University Press.
Grice, H. P. 1975. 'Logic and conversation'. Reprinted in A. P. Martinich (ed.). The philosophy of language. Oxford University Press, Oxford.
Gutt, Ernst-August. 1991. Relevance and translation. UK: Basi Blackwell Ltd. Oxford.
Hall, Edward T. 1966. The hidden dimension. garden city. New York: Anchor Press, Doubleday.
Hankinson, Graham and Cowking, Philippa. 1993. Branding in action: Cases and strategies for profitable brand management. London: McGraw-Hill Book Company.
Hewson, Lance & Jacky Martin. 1991. Redefining translation: the variational
approach. London: Routledge.
Holmes, Janet. 1992. An introduction to sociolinguistics. Harlow Essex, England: Longman Group UK Ltd.
House, Juliane. 1981. A model for translation quality assessment. Narr: Tubingen.
Keegan, J. Warren. 1997. Global marketing management. Prentice-Hall, Inc.
Keller，L. Kevin. 1998. Strategic brand management. Prentice - Hall.
Kotler，Philip. 1999. Marketing management. New Jersey: The Prentice-Hall Inc..
Lefevere, André. 1975. Translating poetry: seven strategies and a buleprint. Amsterdam: Van Gorcum.
Maslow, Abraham, H. 2000. Motivation and personality. Beijing: China Social Sciences Publishing House, Chengcheng Books. Ltd.
Murphy, John M. 1987. Branding: a key marketing tool. London: The Macmillan Press Ltd.
Nanda, S. 1991. Cultural anthropology. 4th ed. Belmont, CA: Wadsworth.
Newmark, Peter. 1982. Approaches to translation. Exeter: Pergamon Press Ltd.
Nida, E, A. and Charles R. Taber. 1969. The theory and practice of translation.
Brill: Leiden.
Nida, E, A..1982. Translating meaning. California: English Language Institute.
Nida, E, A..1993. Language, culture, and translating. Shanghai: Shanghai
Foreign Language Education Press.
Nida, E, A.. 2001. Language and culture: Context in translating. Shanghai:
Shanghai Foreign Language Education Press.
Quirk, Randoph. 1995. Grammatical & lexical variance in English. Harlow, Essex: Longman Group Limited.
Room, Adrian. 1987. 'History of branding'. In John M. Murphy (ed.), Branding: a key marketing tool. London: The Macmillan Press Ltd.
Sless, David. 1986. In search of semiotics. London: Croom Helm.
Snell-Hornby, Mary & P. Crampton. 1983. 'Types of translation'. In C. Picken
(ed.), The trasnlator's handbook. Aslib, London.
Snell-Hornby, Mary. 1988.Translation studies: An integrated approach., Amsterdam: John Benjamins Publishing Company.
Sperber, Dan and Deirdre Wilson. 1986. Relevance: communication and cognition. Blackwell: Oxford.
Tanaka, Keiko. 1994. Advertising language: a pragmatic approach to advertisements in British and Japan. New York: Routledge.
Verschueren, Jef. 1999. Understanding pragmatics. London: Edward Arnold Ltd.
Wardhaugh, Ronald. 1986. An introduction to sociolinguistics. Oxford: Basil Blackwell Ltd.
Whorf, Benjamin Lee. 1956. Language, thought, and reality. Cambridge, MA: Technology Press of Massachusetts Institute of Technology.
Wilss, Wolfram. 1982. The science of translation: problems and methods. Narr,Tubingen.
Zgusta, L. 1971. Manual of lexicography. The Hague: Mouton.
Zhang Xinhong. 2000. The pragmatics of Chinese refusal: an adaptation-based approach. Ph.D. Dissertation. Guangdong University of Foreign Studies.
Http:// www.ashtonadams.com
陈洪富(2000), 品牌意识与英汉商标对译, 《福建外语》, 第3期, 46-51.
陈全明(1996), 论进口品商标翻译的方法与技巧,《中国科技翻译》, 第1期, 11- 13.
程镇球(1980), 《 翻译问题探索》,商务印书馆, 北京.
邓炎昌、刘润清(1989)，《语言与文化》， 外语教学与研究出版社.
郭尚兴(1995)，论商标的确立与翻译， 《中国科技翻译》, 第4期, 28-31.
韩光军(1997),《品牌策划》，经济管理出版社, 北京.
贺川生(1997),《商标英语》, 湖南大学出版社, 长沙.
贺川生(2000),《国际品牌命名案例及品牌战略》，湖南人民出版社, 长沙.
何佳讯(2000), 《品牌形象策划: 透视品牌经营》，复旦大学出版社, 上海.
胡开宝 & 陈在权(2000), 商品名称的美学特征与英语商品名称的翻译, 《中国翻译》, 第5期, 53-55.
胡开杰(2001), 试论商标名称英汉互译文化意义的转换,《中国科技翻译》,第11期, 23-26.
胡清平(2001), 音意兼译 --- 外来语中译之首选,《中国翻译》,第11期, 28页
李贵升(1996)，论商标的翻译,《中国科技翻译》, 第2期, 8-10.
李淑琴，马会娟 (2000), 从符号学看商标词的翻译,《上海科技翻译》, 第4期, 43-45.
连淑能(1999), 《英汉对比研究》, 高等教育出版社, 北京.
梁国锼(1992), 英语商标词构成研究,《现代外语》, 第一期, 40-44.
梁晓冬(1997), 民族心理差异与商标翻译,《上海科技翻译》, 第3期, 23-25.
刘全福(1996), 出口产品商标译名探微, 《中国科技翻译》, 第2期, 15-18.
刘增羽(1996), 读商标英译有感,《上海科技翻译》, 第1期, 17-19.
秦秀白(1986),《文体学概论》，湖南教育出版社，长沙．
施叶丽(2001), 功能等效论与跨文化广告翻译,《浙江海洋学院学报》, 第6期, 79-82.
唐德根(1997) , 文化差异在品牌翻译中的运用,《上海科技翻译》第1期, 24-27.
西木，张弘(2001),《名优牌亮---公司店铺商标命名宝典》，内蒙古人民出版社, 呼和浩特.
许冬平(2001), 英语新词新义集锦,《中国翻译》, 第3期,78页.
张定兴(1999), 再谈英语商标词的动词化及其翻译,《上海科技翻译》, 第3期, 36-39.
张世贤(1998), 《品牌战略》, 广东经济出版社, 广州.
周方珠(1999), 商品名称及商标词的新义与翻译,《上海科技翻译》,第3期, 24-25.
朱小菊(1999), 出口商品名称和商标的翻译,《中国科技翻译》,第2期, 49-51.
Bassnett-McGuire, Susan. 1991. Translation studies. London: Routledge.
Bassnett-McGuire, Susan & André Lefevere. 1998. Constructing cultures: essays on literary translation. UK: Multilingual Mattes Ltd. Clevedon.
Bates, D. G. & F. Plog. 1990. Cultural anthropology. New York: McGraw-Hill.
Belch, George E. & Michael A. Belch. 1995. Advertising and promotion: an integrated marketing communications perspective. U.S.A.: Richard D. Irwin, Inc.
Bell, R. T. 1991. Translation and Translating: Theory and Practice. London: Longman.
Cateora，R. Philip. 1993. International marketing. U.S.A.: Irwin, Inc.
Dan, Shen. 1995. Literary stylistics and fictional translation. Beijing: Peking University Press.
Derrida, Jacques. 1985. 'Des Tours de Babel.' Transl. Joseph. F. Graham. In Joseph F.Graham (ed.) Difference and Translation. Ithaca: Cornell University Press.
Grice, H. P. 1975. 'Logic and conversation'. Reprinted in A. P. Martinich (ed.). The philosophy of language. Oxford University Press, Oxford.
Gutt, Ernst-August. 1991. Relevance and translation. UK: Basi Blackwell Ltd. Oxford.
Hall, Edward T. 1966. The hidden dimension. garden city. New York: Anchor Press, Doubleday.
Hankinson, Graham and Cowking, Philippa. 1993. Branding in action: Cases and strategies for profitable brand management. London: McGraw-Hill Book Company.
Hewson, Lance & Jacky Martin. 1991. Redefining translation: the variational
approach. London: Routledge.
Holmes, Janet. 1992. An introduction to sociolinguistics. Harlow Essex, England: Longman Group UK Ltd.
House, Juliane. 1981. A model for translation quality assessment. Narr: Tubingen.
Keegan, J. Warren. 1997. Global marketing management. Prentice-Hall, Inc.
Keller，L. Kevin. 1998. Strategic brand management. Prentice - Hall.
Kotler，Philip. 1999. Marketing management. New Jersey: The Prentice-Hall Inc..
Lefevere, André. 1975. Translating poetry: seven strategies and a buleprint. Amsterdam: Van Gorcum.
Maslow, Abraham, H. 2000. Motivation and personality. Beijing: China Social S
Murphy, John M. 1987. Branding: a key marketing tool. London: The Macmillan Press Ltd.
Nanda, S. 1991. Cultural anthropology. 4th ed. Belmont, CA: Wadsworth.
Newmark, Peter. 1982. Approaches to translation. Exeter: Pergamon Press Ltd.
Nida, E, A. and Charles R. Taber. 1969. The theory and practice of translation.
Brill: Leiden.
Nida, E, A..1982. Translating meaning. California: English Language Institute.
Nida, E, A..1993. Language, culture, and translating. Shanghai: Shanghai
Foreign Language Education Press.
Nida, E, A.. 2001. Language and culture: Context in translating. Shanghai:
Shanghai Foreign Language Education Press.
Quirk, Randoph. 1995. Grammatical & lexical variance in English. Harlow, Essex: Longman Group Limited.
Room, Adrian. 1987. 'History of branding'. In John M. Murphy (ed.), Branding: a key marketing tool. London: The Macmillan Press Ltd.
Sless, David. 1986. In search of semiotics. London: Croom Helm.
Snell-Hornby, Mary & P. Crampton. 1983. 'Types of translation'. In C. Picken
(ed.), The trasnlator's handbook. Aslib, London.
Snell-Hornby, Mary. 1988.Translation studies: An integrated approach., Amsterdam: John Benjamins Publishing Company.
Sperber, Dan and Deirdre Wilson. 1986. Relevance: communication and cognition. Blackwell: Oxford.
Tanaka, Keiko. 1994. Advertising language: a pragmatic approach to advertisements in British and Japan. New York: Routledge.
Verschueren, Jef. 1999. Understanding pragmatics. London: Edward Arnold Ltd.
Wardhaugh, Ronald. 1986. An introduction to sociolinguistics. Oxford: Basil Blackwell Ltd.
Whorf, Benjamin Lee. 1956. Language, thought, and reality. Cambridge, MA: Technology Press of Massachusetts Institute of Technology.
Wilss, Wolfram. 1982. The science of translation: problems and methods. Narr,Tubingen.
Zgusta, L. 1971. Manual of lexicography. The Hague: Mouton.
Zhang Xinhong. 2000. The pragmatics of Chinese refusal: an adaptation-based approach. Ph.D. Dissertation. Guangdong University of Foreign Studies.
Http:// www.ashtonadams.com
陈洪富(2000), 品牌意识与英汉商标对译, 《福建外语》, 第3期, 46-51.
陈全明(1996), 论进口品商标翻译的方法与技巧,《中国科技翻译》, 第1期, 11- 13.
程镇球(1980), 《 翻译问题探索》,商务印书馆, 北京.
邓炎昌、刘润清(1989)，《语言与文化》， 外语教学与研究出版社.
郭尚兴(1995)，论商标的确立与翻译， 《中国科技翻译》, 第4期, 28-31.
韩光军(1997),《品牌策划》，经济管理出版社, 北京.
贺川生(1997),《商标英语》, 湖南大学出版社, 长沙.
贺川生(2000),《国际品牌命名案例及品牌战略》，湖南人民出版社, 长沙.
何佳讯(2000), 《品牌形象策划: 透视品牌经营》，复旦大学出版社, 上海.
胡开宝 & 陈在权(2000), 商品名称的美学特征与英语商品名称的翻译, 《中国翻译》, 第5期, 53-55.
胡开杰(2001), 试论商标名称英汉互译文化意义的转换,《中国科技翻译》,第11期, 23-26.
胡清平(2001), 音意兼译 --- 外来语中译之首选,《中国翻译》,第11期, 28页
李贵升(1996)，论商标的翻译,《中国科技翻译》, 第2期, 8-10.
李淑琴，马会娟 (2000), 从符号学看商标词的翻译,《上海科技翻译》, 第4期, 43-45.
连淑能(1999), 《英汉对比研究》, 高等教育出版社, 北京.
梁国锼(1992), 英语商标词构成研究,《现代外语》, 第一期, 40-44.
梁晓冬(1997), 民族心理差异与商标翻译,《上海科技翻译》, 第3期, 23-25.
刘全福(1996), 出口产品商标译名探微, 《中国科技翻译》, 第2期, 15-18.
刘增羽(1996), 读商标英译有感,《上海科技翻译》, 第1期, 17-19.
秦秀白(1986),《文体学概论》，湖南教育出版社，长沙．
施叶丽(2001), 功能等效论与跨文化广告翻译,《浙江海洋学院学报》, 第6期, 79-82.
唐德根(1997) , 文化差异在品牌翻译中的运用,《上海科技翻译》第1期, 24-27.
西木，张弘(2001),《名优牌亮---公司店铺商标命名宝典》，内蒙古人民出版社, 呼和浩特.
许冬平(2001), 英语新词新义集锦,《中国翻译》, 第3期,78页.
张定兴(1999), 再谈英语商标词的动词化及其翻译,《上海科技翻译》, 第3期, 36-39.
张世贤(1998), 《品牌战略》, 广东经济出版社, 广州.
周方珠(1999), 商品名称及商标词的新义与翻译,《上海科技翻译》,第3期, 24-25.
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