论商标名称的翻译与策略.doc

论商标名称的翻译与策略.doc论商标名称的翻译与策略

毕业论文?
论商标名称的翻译与策略
系别: 工商管理系届别: 二O一一专业: 商务英语姓名: 何芳指导老师: 贺文琴
2010年12月20日
目录
摘要及关键词………………………………………………………………………3
一、??商标的含义…………………………………………………………………3
二、??商标的特点…………………………………………………………………4
三、??商标名称翻译的策略………………………………………………………4
1、音译…………………………………………………………………………4
2、意译…………………………………………………………………………5
3、音义结合……………………………………………………………………7?
4、其他译法……………………………………………………………………7?
四、结束语………………………………………………………………………8
参考文献…………………………………………………………………………9


商标名称的翻译与策略
何芳
摘要:商标是一种特殊的语言符号,是商品显著特征的浓缩,是商品文化的核心部分,是企业参与国际竞争的有力武器。它既是标识,又是诱饵,最终是要招揽顾客,出售商品。商标翻译符合符号学的翻译观,是由解码到编码的过程,是两种文化的移植。,又能被消费者所欣赏和接受的译文。本文收集了一些典型商标,经过系统的分析,借鉴并吸收了一些翻译方法,重新总结归纳了一些商标翻译的策略。
关键词:商标翻译策略
Abstract: Trademark is a special kind of language signs. It is the concentration modities’ distinct characteristics, the core modities’ culture, and the powerful weapon for an enterprise to participate in petitions. It is not only a logo, also a lure, the final goal of which is to attract customers and modities. Trademark translation conforms to the conception of semiology. Trademark translation is the process from decoding to coding and the process of re-creating and further processing. That is to say, trademark translation is the transplantation of two kinds of cultures. It is also an art of creation, the purpose of brand name translation is to promote the products and make t
hem