两岸外来词翻译的差异研究

Abstract

There are three reasons for the translation difference of foreign words between the two sides of Taiwan Strait. The first is political and cultural differences, the second is language habit difference, and the third is the different translation technique in each field. This essay takes three translation viewpoint __ sound translation, meaning translation, sound and meaning translation, to discuss the translation difference of foreign words between the two sides of Taiwan Strait. The three above translation methods have different kinds of variations when applied in the fields of 1. Personal names and geographical names 2. Scientific, technical and Internet terms 3. Trademark naming…etc. Thus, it needs to analyze and explain deeply. In terms of personal names translation, both side of Strait mostly apply “sound translation”. However, in Taiwan, there is a habit of chineselizing of foreign names; famous people usually were translated into Chinese family names. Foreign people with Chinese family names create amiable rapport. This open mentality is what Chinese saying, “. The whole world is one family, all in universe are friends”. In aspect of geographical names translation, both side of Strait mostly apply “sound translation”. In respect of scientific, technical and Internet terms translation, both side of Strait mostly apply strict “meaning translation”. There are three reasons for the translation difference: First is that each side of Strait understands the original words in different viewpoint, the second is that each side of Strait is influenced by their own language habits and psychology, the third is the different translation technique. Foreign trademark translation is different from the translation of personal names, geographical names, scientific and technical terms. The former requires not only to understand the merchandise itself but also to consider the elements of product advertisement and consumers’ acceptance and reaction. While translating automobile trademarks, both side of Strait apply four methods: “sound translation”, ”meaning translation” “sound and meaning translation” and “non-translation”. Among the “sound and meaning translation”, we can find examples that satisfy every kind of the trademark translation principles as well as include the translation characteristic of compensatory translation and social translation. Through the evolution of trademark naming, we can observe the change in trend and consumer psychology. In addition, the trademark-merging phenomenon in both side of Strait deserves our attention, for those examples reflect the tendency of information exchange and trademark sharing in globalization era.