用创词法翻译“中华老字号”——以长沙为例
Chinese Science & Technology Translators Journal（2016）
Abstract
长沙市有13家中华老字号.其中,半数以上还没有英译名;38％的品牌译名采用完全音译法,其译名存在难发音、难识记、缺乏语义关联等问题;8％的品牌译名使用了完全意译法,其译名在实际使用中既令国人困惑、又令外国人困惑.借鉴品牌英译中的佳作,中华老字号中译英时最好采用创词法.本文给出了长沙13家品牌的创词法译名.创词之道在于尽力谐音,同时兼顾意义传达,及广告上的美学效果.
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