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1、（20__屆）本科畢業(yè)設(shè)計(jì)英語(yǔ)OnTranslationofBrandNamesintoChinese內(nèi)容摘要隨著中國(guó)經(jīng)濟(jì)的發(fā)展，越來(lái)越多的外國(guó)商品競(jìng)相進(jìn)入中國(guó)，期望能分得一碗羹。可是，這并不是意見容易的事。很多商品雖然質(zhì)量上乘，在國(guó)外也是享有盛名，生產(chǎn)廠家個(gè)個(gè)喜上眉梢，可是等他們滿懷憧憬，意圖侵占中國(guó)市場(chǎng)，賺取可觀利潤(rùn)的時(shí)候，卻是遇到了相當(dāng)大的阻礙。有的外商不僅未賺取分毫，甚至弄得傾家蕩產(chǎn)，落魄而歸。我認(rèn)為問(wèn)題的癥結(jié)往往在于缺少一個(gè)貼切的中文譯名。其實(shí)，中文譯名的威力實(shí)在是不容小覷。而怎么樣獲得一個(gè)完美的中文名是值得探討的。我們翻
2、譯外國(guó)商品名的時(shí)候，就需要把握三個(gè)規(guī)則和三種方法。三條規(guī)則，即符合中國(guó)大眾口味、反應(yīng)商品特征和簡(jiǎn)單易記。而三種方法為直譯、音譯和音意結(jié)合。本文首先探討了英語(yǔ)商標(biāo)翻譯的重要性，以及當(dāng)今中國(guó)市場(chǎng)內(nèi)外來(lái)商品商標(biāo)名翻譯的問(wèn)題，然后詳細(xì)重點(diǎn)介紹上述三大規(guī)則和三種方法。關(guān)鍵詞：商標(biāo)名；三條規(guī)則；三種方法AbstractWiththerapiddevelopmentofChina’seconomy,moreandmoreforeignmanufacturerspenetratetheChinesemarketbyallmeans.Theyaree
3、agertoenjoyabigfameandmakealotofmargin.However,ifonekindofcommodityislackofoneperfectChinesebrandname,itisverydifficultforittobecomepopularinChinesemarket.TheresultofnotbeingacceptedbyChinesecustomersismaybethatthemanufacturerwillbearalotoflossandevenbecomebankruptcy.T
4、hereisnodoubtthateachforeignproducerwantstomakemuchmoneyandsharealargeportioninChinesemarket.Thentheymuststressalotonthetranslationofthebrandnamesoftheirproducts.TherearethreemainprinciplesthatshouldbeobeyedandthreemethodsshouldbemakenfulluseofwhenweneedagoodChinesebra
5、ndversion.Thethreeprinciplesareasfollows:1.CateringtothementalityofChinesecustomers;2.Relatingthebrandnametothefeaturesoftheproduct;3.Simplifyingthetranslationoftheforeignbrandnames.Thethreemethodsareliteraltranslation,transliterationandcombinationoftheabovetwomethods.
6、KeyWords:Brandname;threerules;threemethodsContentsAbstractⅡ1Introduction12Problems13Solution23.1Threeprinciples..................................................................................................23.1.1CateringtoChinesecustomers'taste......................
7、.................................23.1.2RelatingtheChinesebrandnamewiththefeaturesoftheproduct.........43.1.3SimplifyingtheChinesebrandname......................................................63.2MethodoligiesoftheTranslationofForeignBrandNames73.2.1LiteralTranslation7
8、3.2.2Transliteration83.2.3Combinationoftheabovetwomethods94Conclusion10Bibliography11Acknowledgements121IntroductionW
