商标名称的命名及其翻译

The Naming and Translation of Brand Names

Abstract

The thesis researches the naming and translation of brand names. It discusses the reflections from customs、religious ethics、regional culture and the methods and techniques of brand name translation. To sum up, the purpose of brand name translation is to promote the products and make them accepted by customers. From the perspective of cultural differences, this thesis attempts to outline the origin and characteristics of brand names as well as the translation principle, introduces several kinds of brand name translation methods, and discusses the phenomenon of cultural differences in brand names translation.

Key Words: brand names ; naming ; cultural differences ; translation principle; translation method

摘 要

本文研究的是商标名称的命名及其翻译，具体讨论了商标名称在风俗习惯、宗教道德规范、地域文化等各个方面的反映，商标名称的命名，商标翻译的方法和技巧，并在此基础上阐明了1个观点，即商标是1种创作的艺术。总结出商标翻译的目的就是创作出既能宣传商品，又能被消费者所欣赏和接受的译文。通过对中英文商标实例的分析，概述商标词的来源、特征及其商标词翻译的原则，介绍了几种常用的商标翻译法，并就其中存在的1些问题进行了探讨。

关键词：商标、命名、文化差异、翻译原则、翻译方法

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