A Study on the Translation of Trademarks 摘要 随着社会经济的发展和科技水平的提高,各公司产品进出口日益增多,商标名称的翻译也越来越备受关注。商标是产品在顾客心中的缩影, 为使顾客接受并认可产品, 商标翻译必须融入新市场的语言文化特色。商标它不仅涉及个人的消费心理和消费行为, 而且反映一些文化社团的需求和活动。, 对品牌名称翻译的研究具有很重要的价值。并且一个商标准确的翻译在外国宣传中扮演很重要的角色。本文讨论了品牌名称的翻译方法。基于成功的品牌名称翻译,借鉴并吸收了一些翻译方法,总结归纳了一些英文商标汉译的方法及标准,及其翻译时应注意的问题。 [关键词] 商标翻译方法禁忌 Abstract
With the development of society and economy and the improvement of scientific and technological level, the imports and exports of products in enterprises increase day by day, and trademark translation also pays more and more attention. Trademark translation should conform to the language norms and cultural backgrounds of the respective countries so that potential customers will be established. Trademark concern not only individual purchasing psychology and behavior but also certain munity needs and activities. A good trademark translation may bring an enterprise huge wealth. Therefore, study of different translation of brand names is of great value. And whether a trademark is properly translated plays an important role in the foreign marketing promotion. The article is writing some translation methods to translation of trademark. Also, on basis of then analysis of some essful translation of trademarks, and profits from and absorbs other translation methods, summarizes some translation approaches and standard. And problems should be paid attention to in Translation Key words: trademark translation approaches cultural taboos Contents 摘要……………………………………………………………………………………………ⅰ Abstract…………………………………………………………………………..........………ⅱ Acknowledgements………………………………………………………………..…………. ⅲ Introduction...………………………………………………………………………..1 1. The definition of trademark……………………………………………...........1 2. The importance of trademark translation……………………………………...2 I. The Translating Approaches……………………………………………………….3 1. Transliteration…………………………………………………………………..3 Pure transliteration………………………………………………………….3 Homophonic translation
