美学视角下的商标翻译研究_英语论文

An Aesthetic Perspective to the Study of Trademark Translation

摘要

随着世界经济全球化的趋势不断加强，各国间的经济联系日益密切，特别是中国加入世界贸易组织以来，中国与世界各国的商品和服务交换也越来越频繁。为了能够在进出口贸易的竞争中获得优势，中国面临着英汉商标翻译的重要任务。同时，我国商标翻译过程中出现了一系列问题，而美学正是解决这些问题的一个有力武器。

本文首先从商标翻译的重要性和现状入手，引出美学在商标翻译领域中举足轻重的作用，接着阐述了美学的基本原理以及商标翻译中美学理念的运用。最后，在美学原理的指导下提出直译、音译和综合翻译三大策略，从而为商标翻译实践和研究作出贡献。

 关键词：美学；商标；翻译

Abstract

With the development of economic globalization, the economic connection among different countries is becoming increasingly closer. Especially after China’ accession into the WTO, China is developing a more and more frequent trade relationship with other countries. In order to gain advantages in import and export competitions, China is faced with the huge task of translating trademarks. Meanwhile, a series of problems have arisen in the process of trademark translation and aesthetics is a powerful weapon to solve these problems.

This paper begins with the importance and current situations of trademark translation and then brings out the important role that aesthetics plays in trademark translation. It follows to illustrate the basic principles of aesthetics and the application of aesthetic concepts in trademark translation. Finally, it puts forward three trademark translation strategies under the guidance of aesthetics, namely, literal translation, transliteration and synthesis, so as to make contributions to the practices and researches of trademark translation.

Key words: aesthetics; trademark; translation