商标翻译的原则与策略_英语论文

Principles and Strategies in the Translation of Trademarks

摘要

如今，我们生活着的世界已经渐渐步入品牌竞争的时代。为了能在国际竞争中脱颖而出，一个被全世界所熟知的品牌便成了首要前提。商标翻译是一个复杂的过程。一个好的商标翻译会给集团带来巨大的商业利润。其翻译不仅仅与翻译的原则与策略有关，也与源出语和目的语之间的文化相似性和差异性存在着巨大的关联。本文将讨论英语国家与中国在商业领域的文化相似性和差异性，以及这种相似性与差异性给翻译带来的影响，重点探讨商标翻译的原则与策略。

关键词：原则；策略；文化相似性；文化差异性

Abstract

Nowadays, the world has come to the era of ‘trademark competition’, in order to remain invincible in international competition, a trademark, which is known to all in the world is the premise. The trademark translation is a complicated process. A good translation of trademark name can help a group to open certain market which not only regards to the principles and strategies of trademark translation, but also cultural similarities and disparities between the source and target languages. The article is going to have some discussions on cultural similarities and disparities between English countries and China in commercial field and the effects they will bring to translation. The paper will emphasize on discussing some principles and strategies usually used in trademark translation.

Key words: principles; strategies; cultural similarities; cultural disparities