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商标词的翻译是一种跨文化交际活动,涉及到语言规律、文化心理、审美情趣等方面的因素。以功能翻译理论为框架,探析了商标词的文化意象转换策略,提出了意象保留、意象置换以及意象放弃的方法。
The translation of trademark words is a kind of intercultural communication activity, which involves the factors of language law, cultural psychology, aesthetic taste and so on. Based on the functional translation theory, this paper explores the cultural image transformation strategies of trademark words, and proposes the methods of image retention, image replacement and image abandonment.