多模态翻译视域下上海老字号译名研究

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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。

关键词： 上海老字号；多模态翻译；翻译策略

中图分类号： H 314.2 文献标识码： A 文章编号： 1009 - 895X（2024）06 - 0503 - 07

DOI：10.13256/j.cnki.jusst.sse.231223612

基金项目： 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

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

LI Xiangmei1，RAO Xiaofei2

（1. School of Chemistry and Molecular Engineering， East China University of Science and Technology， Shanghai 200237， China； 2. School of Foreign Languages， East China University of Science and Technology， Shanghai 200237， China）

Abstract：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.

Keywords：Shanghai time-honored brand；multimodality translation；translation strategy

中国文化“走出去”国家战略和“一带一路”建设为老字号品牌的传承、发扬和跨文化传播带来了前所未有的发展机遇。（剩余10477字）