跨文化交际角度下商标翻译的原则与策略_英语论文

Trademark Translation Principles and Strategies from Crosscultural Communicative Perspective

摘要

全球经济一体化的今天,行业间的商业竞争日趋激烈，在这样的环境下，商标之于产品和企业的作用就更不可忽略。产品的商标恰如人的名字,赏心悦目的商标名让人过目难忘，能够促进产品的销售，而不恰当的商标名将给产品甚至其企业带来厄运。随着国际经济的发展，文化之间互相交融和影响，越来越多的企业走出国门进军世界市场。为了成功地让产品在国际市场上夺得一席之地，好的译名商标必不可少。

这篇文章主要讨论了商标及其作用，在跨文化交际的角度下商标翻译的意义，商标翻译的原则与策略。本篇文章主要包括三部分，第一部分介绍了商标的定义，作用以及特点。第二部分探讨了跨文化交际和商标翻译，以及他们之间的关系。第三部分提出商标翻译的有效原则和策略。

关键词：商标；翻译；跨文化交际

Abstract

Nowadays, business competition bocome more and more fierce. Under this circumstance, brand name is of vital importance in the global economy. Trademarks just like names to people. A good trademark can impress people and promote sales while a poor trademark can destroy a company. With the development of international economy, more and more companies go out of the country. It’s important for companies having a good trademark to promote sales in global market successfully.

The paper mainly talks about trademark, its functions, the significance of trademark translation under the perspective of intercultural communication, some principles and strategies for the translation of trademarks. And it consists of three parts. In the first part, it covers the definition, functions and characteristics of trademark. In the second part, it talks about the intercultural communication and trademark translation and their relationship. In the third part, it lists some principles and strategies of translating trademarks.

Key words: trademark; translation; intercultural communication

Contents

Acknowledgements i

Abstract & Key words in Englishii

Abstract & Key words in Chinese. iii

Introduction1

1. Overview of trademark. .1

 1.1 Definition of trademark .1

 1.2 Functions of trademark . 2

 1.3 Characteristics of trademark .2

2.Intercultural communication and trademark translation . 3

2.1 Introduction to intercultural communication . 4

2.2 Cultural differences in trademark translation.  .5

2.3 Significance of trademark translation in intercultural communication 6

3. Principles and strategies for translating trademark. .7

3.1 Principles for trademark translating7

3.1.1 Succinct principle. 7

3.1.2 Readability principle . 8

3.1.3 Conform to the aesthetic psychology of customers 8

3.2 Strategies for trademark translating .  .9

3.2.1 Transliteration9        3.2.2 Liberal translation   .10

3.2.3 Literal translation .  .10

3.2.4 Non-translation.  .  .11

Conclusion11

References 13