The Strategies of Food Trademark Translation Based on Consumer Psychology_英语论文

摘要

商标翻译的研究由来已久，但是随着经济全球化和世界经济的高速发展，先前的商标翻译研究成果已难满足新形式对商标翻译的要求，尤其是食品商标翻译的要求。本文将对消费者的心理进行阐述和解释，分析其对食品商标翻译的影响，同时介绍食品商标翻译的基本情况，旨在寻求食品商标翻译的一般原则与策略。本文研究的意义在于，一系列食品商标翻译策略与原则的提出，能使商标翻译在现实社会中更具准确性和有效性，为经济生活增添活力。

关键词：消费者心理学；食品商标；翻译策略

Contents

摘  要 I

Abstract II

1 Introduction 1

1.1 Purpose of This Study 1

1.2 Significance of This Study 2

1.3 Layout of This Study 2

2 Consumer Psychology 3

2.1 Consumer 3

2.1.1 Definition 3

2.1.2 Consumer Needs 3

2.1.3 Consumer Motivation 4

2.1.4 Consumer Expectation 4

2.2 Psychology 4

2.3 Consumer Psychology 5

2.4 Relationship Between Sales Promotion and Consumer Psychology 5

3 The Food Trademark 6

3.1 Definition and Difference of the Concepts of Trademark and Brand 6

3.2 The Features of Food Trademarks 7

3.3 The Qualities of Food Trademarks 7

3.4 The Importance of Studying the Trademark Translation 8

4 The Principles and Strategies of Translating Food Trademarks 8

4.1 Previous Methods of Food Trademark Translation 8

4.2 Trademark Translation 9

4.3 Strategy in Food Trademark Translation 10

4.3.1 Transliteration 10

4.3.2 Literal Translation 10

4.3.3 Free Translation 11

4.3.4 Combination of Translation 11

5 Conclusion 12

References 13