How do i customize theme_link() for a particular node, or view only?
You can use hook_node_view_alter(&amp;$build) and overwrite the link. Here is an example to change the Read More title and removing Add comment link. You can use dpm()  function of devel module to see the array structure.

function mymodule_node_view_alter(&amp;$build){
  if($build['#node']-&gt;type == 'DVD' &amp;&amp; $build['#view_mode']=='teaser'){
    $build['links']['node']['#links']['node-readmore']['title'] = t('New Title');
    unset($build['links']['comment']['#links']['comment-add']);
  }

}