On the Chinese Translation of Brand Names in English论品牌英文名称中

On the Chinese Translation of Brand Names in English论品牌英文名称中文翻译英语商标的汉译
商标名的翻译原则与品牌文化
The Translation Principle of Brand Names and Brand Culture

Abstract（商标语的翻译
摘 要商标名的翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在遵循翻译原则的同时，也要注意一些商标翻译的文化禁区，并且...）

As the result of gradual extension of commodity exchange in China’s market, and the further development of economic globalization, the brand names, as the legally registered name of emblem of http://www.szdhsjt.com/   commodities, are playing crucial roles in international trade. More and more enterprises have come to the realization that one of their most valuable assets is the brand name associated with their products, so it is important to do well in the translation of English brand names.
随着中国市场上商品交流的不断扩大，以及经济全球化的深入发展，商标作为代表商品的符号，在国际贸易中正扮演着十分重要的角色。越来越多的企业已逐步认识到商标是企业巨大的资产之一，因此，做好英语商标翻译工作的重要性不言而喻。

This thesis intends to approach brand name translation from the angle of the theory “correspondence in meaning and similarity in function”, combined with the principle of “beauty in sense, form and sound”. After discussing the typical translation instances of English brand names, the author studies several methods and techniques of brand name translation. This shows translation of English brand names needs comprehensive ability including language, culture and art, as well as creativity and imagination. Based on detailed analysis, the author holds the view that trademark translation aims at reaching the goal of cultural accommodation for publicizing their products, so English brand name translation should conform to the conventional language, and consider the factors of culture and aesthetic psychology in target market. At the end of this thesis, the author points out existing problems of trademark translation in China and also disposes some suggestions to solve the problems.

Key Words: English trademark; brand names; Chinese translation; translation method；products
摘 要
本文从遵循“意义相符，功能相似”的翻译原则的角度探讨了英语商标的汉译，并将“意美、形美、音美”作为衡量商标翻译成功与否的标准；尔后在比较典型的英语商标的翻译个案中，作者具体讨论了几种商标翻译的方法和技巧，这其中表明了英语商标的汉译需要译者语言、文化、艺术的综合能力，更需要译者的创造力和想象力。并在此基础上阐明了作者的观点，商标的翻译要以文化上的“入乡随俗”为标准向消费者来宣传商品。因此，英语商标的汉译必须要符合中国商品市场的语言习惯，并考虑到其中的文化和审美心理的因素。文章最后，作者提出了我国在商标翻译中存在的问题，并就此提出了一些改进的意见。