从跨文化交际看英汉商标词的翻译

On English-Chinese Trademarks Translation from the Perspective of Cross-cultural Communication

Abstract

With China’s reform and opening-up progress, translation of trademark has become an important aspect in economy and culture. A well-translated trademark will help attract customers and inspire their enthusiasm for purchase; while a trademark translated improperly sometimes will bring negative effects or even lead to spoilage of the image of the product. In today’s market, we can find a lot of ingeniously translated trademarks, but we should also be aware of some problems in trademark translation. This thesis addresses the principles and methods of the translation of trademark. It also points out that success model of translating lies in catering for the target market aesthetic interest, reflecting its traditional culture value, taking in its culture essence and following its culture fashion. This research aims at achieving a better understanding of trademark translation process and can help to overcome the cultural barriers to successful translations of trademarks.

Key Words:  trademarks;  translation principles;  culture

摘  要

随着中国改革开放进程的发展，商标名称的翻译逐渐成为经济文化领域的1个重要方面。1个成功的商标翻译应具有吸引顾客和激发购买欲望的作用，而与此同时1个失败的商标翻译则往往给产品带来副面影响，甚至给产品蒙上失败的阴影。在今天的市场中，我们时常能够发现1些翻译10分巧妙的商标，但我们仍需注意商标翻译中的1些问题。本文首先介绍了商标翻译的原则和实践中的误区，并着重论述了成功的商标翻译应该有赖于对销售市场审美情趣的迎合，同时要注意反映传统文化价值，吸收其文化内涵精髓和文化的时代特征，更深入地理解商标名称翻译的过程以及跨越商标名称翻译中的文化障碍。

关键词：商标、翻译原则、文化

.............. 中国大学排名
收费英语毕业【包括：毕业、开题报告、任务书、中期检查表】