术语“等值原理”的详细信息

英译术语:

principle of equivalence

汉语语境:

商标名的翻译同任何翻译一样，是一种跨文化交际形式，也涉及到语言规律、文化心理、审美情趣等方面的因素。商标译语中的信息接受者对商标译文信息的反应应该与商标源语接受者对商标原文的反应程度基本相同。按照等值原理的理论观点，商标的译名在语言上应做到音、形、义的完美统一。与此同时，还要符合人们的审美情趣和心理，以吸引更多的消费者。

英语语境:

Like any other translations, translation of brand names is also a form of cross-cultural communication, which involves language rules, cultural psychology, aesthetic interest and some other factors. The receptors of the brand name in the target language should respond to it in the same manner as the receptors of the brand name in the source language. According to the principle of equivalence, the translated brand names should achieve a perfect linguistic unity among sounds, forms and meanings. Meanwhile, the translated brand names should conform to people's aesthetic interest and psychology to attract more consumers.