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《Translation of Brand Names-商標(biāo)語(yǔ)的翻譯》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、Translationofbrandnames商標(biāo)語(yǔ)的翻譯AbstractTranslationofbrandnamesisaformofinterculturalcommunication.HoweverwetranslatetheChinesebrandnamesintoEnglishonesortranslatetheEnglishbrandnamesintoChineseones,languagelaws,culturalpsychology,aestheticinterestandsomeotherfactorswillbe
2、involved.Thetranslatorsshouldalsopayattentiontosomeculturaltaboosandchooseappropriatemethodtotranslate.Ofcourse,brandnametranslationisnotasimplething.Sometimesthegoodtranslatednamelikestheinherentone,whenwetranslatebrandnamethereissomethingwecandotostriveforperfection.O
3、negoodkindofcommodityaddingonagoodnameisnotdifferentwithimprovingonperfection,anditscharmisinfinite.KeyWordsTranslationofbrandnames;principles;methods;culturaltaboos;摘 要商標(biāo)名的翻譯是一種跨文化交際形式，不管是中文商標(biāo)的英譯還是英文商標(biāo)的漢譯，都會(huì)涉及到語(yǔ)言規(guī)律、文化心理、審美情趣等方面的因素。商標(biāo)翻譯者在遵循翻譯原則的同時(shí)，也要注意一些商標(biāo)翻譯的文化禁區(qū)，并且選擇適當(dāng)
4、的方法來(lái)進(jìn)行翻譯。當(dāng)然，商標(biāo)的翻譯絕不是簡(jiǎn)單的問題。有時(shí)好的譯名也有自然天成的味道，所以在翻譯商標(biāo)時(shí)我們大有文章可做，可以精益求精。一種好的商品，加上一個(gè)動(dòng)聽上口的名字，無(wú)異于錦上添花，魅力無(wú)窮。關(guān)鍵詞商標(biāo)翻譯；原則；方法；文化禁區(qū)；IntroductionThehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast.Thenationalboundaryconceptdesalinatesgradually,whenthescaleofth
5、ecommercialcooperationandthecommodityimportandexportexpandunceasingly.Importandexportproductinforeignlandwhethercandevelopthemarketandseizethemarketsuccessfully;thebrandnametranslationisplayingthepivotalrole,besidesmediumadvertisement.Thecommoditybrandnameissimilartohum
6、an'sname.Thetranslatedbrandnameisthesecondnameofcommodityinothercountry,itsimportanceisself-evident.D.EquivalencePrincipleofBrandNameTranslationEquivalenceisthecoreinthewesttranslationtheory.In1961,afamouspersonpointedout:“Theinfluencewhichthetranslatedworksgivesusshoul
7、dbeidenticalwiththeinfluencewhichtheoriginaltextgivesitsfirstaudience.”Theprincipleofequivalenceissuitforbrandnametranslationbestinallthetranslationtheories.Accordingtotheprincipleofequivalence,translatedbrandnamemusthavetwofactors:a.Translatednameshouldhavethebrandname
8、form.b.Thetranslatedonemusthavetheabilitytoproducethesameorapproximatefunctionsoftheoriginalbrandname.Thatisto
