On Brand Name Translation,英语翻译学论文_43.doc

On Brand Name Translation,英语翻译学论文 [Abstract] This paper attempts to explore the approaches for brand name translation through analyzing the characteristics and functions of brand name. The author points out that the existing problems in brand name translation in China are neglecting the cultural differences, substituting Chinese phonetic for English brand name , violating habitual use of target language and adding brand after brand name. The author also states three main influencing factors in the translation of brand name. They are culture, aesthetics and psychological structure. To improve the current situation, the author抯 suggestions include bringing out favorable association, designing an internationalized brand name, renaming the products and coining brand name. On the basis, the author summarizes four main methods of brand name translation: transliteration, literal translation, free translation and mixed translation. In the end, the thesis concludes: brand name translation is customer-orientated translation, an intricate art. And brand name translation should conform to the habitual use of target language, social culture, aesthetics and purchasing psychology of customers in target market.[Key Words] brand name; influencing factors; problems; suggestion; translation methods 浅谈商标名称的翻译 【摘 要】商品宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。因此，做好商标的翻译，起重要意义是不言而喻的。本文分析了商标的特点和作用，总结了目前商标翻译存在的问题是：有些商标的命名忽视文化差异，有些用中文拼音代替英文名称，有些违反译入语的习惯用法，还有一些喜欢在商标名称后面加上“牌”。随后结合实例，提出文化、美学及消费心理在商标名称的翻译中具有非常重要的影响和作用。对此作者建议，商标名称应具有联想性，富于国际化。根据中西方国家的文化，审美，思维等各方面的差异，可以为商品改名或创造新词为商品命名。在此基础上作者还探索了商标翻译的几种方法：直译，音译，自由翻译，混合翻译。最后得出的结论是：商标翻译是一门复杂的艺术。商标翻译要跨越译入语的文化障碍，符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者。【关键词】 商标；影响因素；问题；建议；翻译方法 1. Introduction With increasing globalization of the world economy, advertisements come to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good brand names are the best advertisements for commodities. An effecti