商标中的英汉翻译研究

On Translation of Trademarks From English to Chinese

Abstract

With gradual international trade increasing, trademark has its own international characteristics. From one language to another language, the trademark translation not only should retain its original essence, but also must conform to customer’s consuming psychology. Different from other translations，the translation of trademark needs to apply the knowledge in communications of trans-cultures. While translating, we should pay more attention to the selection of characters which should conform to former passage in pronunciation and meaning through the use of principle and skill to gain a satisfactory effect. Different cultures between China and Western countries cause lots of troubles to the translation and nomination of trademarks. This thesis introduce the importance of brand name translation from the angle of cultural differences. After discussing the linguistic and cultural characteristics of brand names the author studies different methods and techniques of brand name translation. It mainly analyzes the influence of cultural background on the trademark translation in linguistic features and the application of translation principle into the practical translation by some concrete examples.

Key Words: trademark; translation; cultural background; principle; application

摘  要

在国际商品贸易不断增长的今天，商标也日益具有国际性。从1种语言到另1种语言，商标的翻译即要保留原文的精华，又要符合消费者的商标心理。与其他翻译不同的是，商标翻译需要运用跨文化交际的知识。在翻译的过程中通过对原则和技巧的运用注意选择音与意都与原文较为贴近的字词以达到满意的效果。中西方文化的差异给商标的命名和翻译带来了不小的麻烦。文章从中西文化差异的角度探讨了商标的翻译,首先介绍了中英文商标的语言及文化特点而后具体讨论了商标翻译的方法和技巧。分析了文化背景对商标翻译的影响通过1些具体的例子分析了翻译原则在实际翻译过程中的应用。

关键词：商标、翻译、文化背景、原则、应用

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