商標翻譯的原則與方法

論文編號:YY676  論文字數:5849.頁數:17

Abstract：With the expansion of commodity exchange and deepening of economic globalization, trademark plays a significant role in international trade. Trademarks are the symbols of quality and an image of commodity. A successful trademark is gravely important to the sales volume of commodities, thus, trademark translation is a key step in the process of commodity globalization. This paper discusses the principle and method of trademark translation based on several famous translation theories such as functional equivalence、skopos theory and teleological activity and so on. In conclusion, this paper puts forward the principle and method of trademark translation.
Key Words: principles; methods; trademark translation

商標翻譯的原則與方法

摘  要：隨著商品交流的不斷擴大與經濟全球化的深入, 商標在國際貿易中扮演著十分重要的角色。商標是代表商品質量和形象的符號，一個成功的商標對于產品的銷量非常重要。因此，商標翻譯是產品得以走向世界的重要環節。本文依據功能對等，翻譯目的論與翻譯是有目的的行為等幾大翻譯理論，探討了商標翻譯的原則與方法。最后，作者提出了商標翻譯的方法與原則。

關鍵詞：原則；方法；商標翻譯

CONTENT
Introduction 1
1. Main Principles of Trademark Translation 2
1.1 Principles Based on Translation Theories 2
1.1.1 Functional Equivalence 2
1.1.2 AIDA Principle 3
1.2 Principles Based on Trademark Properties 4
1.2.1 The Principle of Identifying Commodities 4
1.2.2 The Principle of Innovation 4
1.2.3 The Principle of Localization 5
1.2.4 The Principle of Aesthetic Appreciation 6
1.2.5 The Principle of Legalization 7
2. Problems Existing in Trademark Translation 7
2.1 The Inclination of Using Chinese Pinyin 7
2.2 Blindfold and Mechanical Trademark Translation 8
2.3 Lack of Cross-cultural Awareness 9
2.4 Lack of Linguistic Knowledge 9
3 Methods of Trademark Translation 10
3.1 Transliteration 10
3.2 Literal Translation 11
3.3 Combined Way of Transliteration and Meaning Implication 11
3.4 Translating in a Communicative Way 12
4. Conclusion 13
Bibliography 15