文献类型：期刊文献

中文题名：多模态翻译视域下上海老字号译名研究

英文题名：Translating Shanghai Time-honored Brands:From the Multimodality Translation Perspective

作者：李向玫[1];饶小飞[2]

机构：[1]华东理工大学化学与分子工程学院,上海200237;[2]华东理工大学外国语学院,上海200237

年份：2024

卷号：46

期号：6

起止页码：503

中文期刊名：上海理工大学学报（社会科学版）

外文期刊名：Journal of University of Shanghai for Science and Technology：Social Sciences Edition

收录：国家哲学社会科学学术期刊数据库

基金：教育部人文社会科学2020年一般项目(20YJA740063)阶段性成果;华东理工大学2024年“课程思政示范课程”项目阶段性成果。

语种：中文

中文关键词：上海老字号;多模态翻译;翻译策略

外文关键词：Shanghai time-honored brand;multimodality translation;translation strategy

摘要：基于多模态翻译理论,以现有最新认证的含标志性商标图案的104个上海本土老字号及其译名为语料,探究其英译名的现状及其存在的问题,并从语音、语符、文化和多模态四个要素方面展开翻译策略研究,提出适用于上海本土老字号译名的建设性翻译策略,以助力上海老字号的创新发展和跨文化品牌传播。
Based on the multimodality translation theory,this study collected the latest officially accredited 104 Shanghai time-honored brands with iconic trademark logos and their English translations,exploring the status quo and problems in the translation of these Shanghai time-honored brands,focusing on their translation strategies with respect to pronunciation,symbolic form,cultural connotation and multimodal feature.Constructive strategies of translation were also proposed to facilitate these brands’sustainable innovation and cross-cultural brand promotion.