从顺应论的视角浅谈商标翻译_英语论文

On Trademark Translation from the Perspective of Adaption Theory

摘要

随着全球科技的蓬勃发展，各国之间的经贸往来越来越频繁。在经贸文化交流中，商标的翻译不仅仅是一个商业概念，它也是两种文化的结合。商标能体现一个企业乃至一个国家的历史及文化底蕴。一个好的商标名称可能会取得意想不到的业绩，甚至改变一个公司的命运。翻译得当的商标能很好地吸引国外消费者的眼球，为国家的文化传播做出更大贡献。因此，商标翻译研究不仅引起了市场学的重视，而且受到了语言学界的重视。

论文以维索尔伦的顺应论为基础，先总结了商标的特征、商标翻译的方法以及目前商标翻译中存在的问题，接着回顾了维索尔伦的语言顺应论，分析了顺应论对商标翻译的重要性，最后基于顺应论提出了一系列商标翻译策略，即商标的翻译需易读易记、区分目标消费群、注重中国人消费心理特点和避免混淆，以期望能帮助我国更多产品走出国门。

关键词：商标；翻译；顺应论

Abstract

With the development of science and technology, the trade contact between China and other countries is widening day by day. In the process of economic and trade communication, trademark translation is not only a business concept, but also the combination of two different cultures. It can reflect the history and culture of an enterprise, even a country. Good translation principles and methods can catch people’s eyes and make contributions to the country’s cultural transmission. Therefore, the study of trademark names has received an increasing amount of attention, not only from the field of marketing, but also from the field of linguistics. 

This thesis is based on adaptation theory proposed by Jef Verschueren. First, it summarizes the characteristics of trademarks, the methods of trademark translation and the problems existing in trademark translation. Then it reviews adaptation theory and analyzes the importance of adaptation theory to trademark translation. Finally it puts forward some trademark translation strategies based on adaptation theory, namely, to make it easy for reading and memorization, to distinguish the target consumers, to focus on Chinese consumers’ psychological characteristics and to avoid confusion. The aim is to provide a better way to export commodities to foreign countries..

Key words: trademark; translation; Adaptation Theory