摘要

商标作为商品的象征已日益成为现代生活中重要的一部分。随着国际交流的不断加强与国际竞争的日趋白热化，越来越多的国外商标尤其是英文商标涌入我国。商标名称是商标的重要组成部分，是商标生命力的核心所在。一个成功的商标有助于产品的推销，而一个成功的商标译名更有利于商品冲出国门走向世界。它不仅仅是一个品牌的代码，它更具有经济价值，对消费者的心理和购买决定有着重要的影响。但是文化差异，尤其是东西方文化之间的差异依然存在。因此，翻译活动成为经济、文化交流不可或缺的组成部分。
本文首先分析了商标的美学特征。因为商标翻译不仅是一门科学更是一门艺术。商标翻译要符合受语国家的习惯用法还要符合目标市场中消费者的文化和审美心理。其美学特征主要表现在三个方面，即形美、音美和意美。此外，本文还指出了在现代经济社会中,商品商标翻译的重要性,重点阐述了英语商标词的汉译与社会背景、文化等的紧密联系,并归纳和综述了各种翻译的技巧。翻译的方法非常多，本文主要着重介绍了音译法、意译法、音意合译法和不译几种常用翻译方法的技巧和特点。每种方法都完美地展现了商标的美学特征。

关键词：商标；商标名；美学特征；翻译原则；翻译方法

Abstract

As the embodiment of commodities, brand names are becoming a more important part of our life. With the intensification of international exchange and severe competition, more and more foreign brand names, esp. English brand names are pouring into China. The brand name is a vital component of a brand. A successful brand name contributes not only to the sales promotion of the products at home but also to the sales abroad. It is not merely a name of a product; it also possesses economic values, influencing consumers’ psychology and purchasing decision. Culture discrepancies, especially between the West and the East, on the other hand, still exist. As a result, translation is becoming an indispensable part in economic and culture exchange activities.
In this paper, the aesthetic qualities of brand are firstly analyzed because the brand name translation is an art as well as a science. Brand name translation should conform to the habitual use of target language, the culture and the aesthetic psychology of customers in target market. The aesthetic qualities mainly contain three aspects: the beauty of form, the beauty of sound and the beauty of sense. In addition, it also expounds the importance of English brand name translation in modern economic society. Meanwhile, it explains the close connection about English brand names translation with social background and culture. Besides, the skills of its translation are concluded and summarized. There are so many kinds of translation methods. Among them, this paper stresses on the skills and features of transliteration, paraphrase, transliteration and paraphrase, and none translation. Every method shows the aesthetic qualities perfectly.

Key words: brand; brand name; aesthetic qualities; translation principles; translation skills