商标英语汉译的原则和方法
毕业论文
rinciples and Methods of English-Chinese Translation of Tradema
Abstract
The image and connotation of a trademark is playing an increasingly important role in the fast-developing and fierce competitive market economy. In fact, the translation of trademark is a kind of recreation, during which the translator is influenced by different languages and cultures and guided by the functionalist approaches. The translating of a trademark is an indispensable part of the company’s foreign marketing promotion strategy. Therefore, the trademark translation must conform to the cultural background of the respective countries and some certain translation principles and methods. In the present thesis the author analyzes a lot of outstanding cases of the English trademark translation. Firstly it deals with the functions and the features of the trademark, and then some translation principles of the English trademark are illustrated, such as relevance, conciseness and the adaptation to the target market; Besides, the thesis also analyzes several translation methods of the English trademarks with the aim of helping the readers to know the practical value of this thesis. All in all, the author aims at making the readers guided by the translation theory adopt different translation strategies on the basis of the deep understanding of the English trademark so that the translators will surely translate the trademark containing both the cultural spirit and the consumer psychology.
Key Words: trademark translation; cultural tradition; consumption psychology;
culture of target market; translation strategy
摘 要
随着市场经济的快速发展以及市场竞争的日趋激烈，商标的形象与内涵益发重要，在商标词的翻译实践中，译者其实是在从事1种再创作，由于受到两种语言、文化等诸多因素的影响，实现商标翻译的本土化, 在拓展国外市场方面有举足轻重的作用。商标是产品在顾客心中的缩影，为使顾客接受并认可产品，商标翻译必须融入新市场的语言文化特色并遵循1定的翻译原则和方法。本文大量分析了英语商标汉译的.优秀译例，从商标的功能及其自身特点谈起，接着文章提到了英语商标的翻译的原则如关联，简明以及要遵循不同目标市场文化差异的原则；此外还分析了商标英语翻译的几种方法，目的使读者能熟悉明白本文的实用价值。作者要让读者了解运用翻译理论做指导，在对商标词的正确而贴切的理解基础上，采用不同的翻译策略，译出既能完美体现商品内涵传递商品神韵又能兼顾消费者文化习俗的佳作。
关键词：商标名称翻译、文化传统、消费心理、目标市场文化、翻译策略
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