摘要

商标作为连接消费者与生产商的桥梁，在品牌推广中发挥着不可小觑的作用。当一个新产品进入市场，让消费者在纷繁的产品中选择自己的产品便是树立品牌文化的主要目的。国际化的进程促进各国商品交流日益密切，而当外国品牌进入中国市场时，品牌名的中译成了进驻中国市场的重要环节。
国内外的学者提出了商标命名的主要原则和方法，包括显著标记、易读易记、丰富联想、心理适应等主要命名原则和通过谐音、造词或采用已有专有名词传达信息等具体方法。大批外国知名商标进入中国市场，如“可口可乐”、“百事可乐”，“福特”，等等。这些品牌在中国市场上大获成功。不可否认商标名的翻译是这些品牌成功进入中国市场的重要因素。这些广告大多使用创新音译的手法，使广告既保持读音的接近，又突显本土文化特征和产品特征和功能。通过音译恰当汉字的选择，使所译商标名的意义理解改变和超出原文的意义，产生新的意义。我们把这种翻译方法叫作创新音译方法。本论文将收集目前国内市场上主要的创新音译的商标名，根据商标命名的原则和方法对他们进行研究和讨论，以其解释为什么这些商标名的翻译能获得成功，并通过分析讨论商标名的创新音译的方法和原则。

关键词：创新翻译，商标学，语言特点，文化因素

Abstract

As an interaction tie between manufactures and consumers, a brand name contributes a lot to the promotion of the product. When launching a product in the market, the purpose of establishing brand equity is to win over consumers' favor. Globalization strengthens the business communication all over the world. How to translate a foreign brand name into Chinese has become an important step to its marketing in China.
Scholars have proposed some principles for the brand naming: a brand name should be easy to read and remember, imaginative in associations and compatible to local culture. Specific instructions concern the similarity of pronunciation, the coinage of brand name, the adoption of proper names and son on. It is undeniable that a good trademark translation sacrifices much to the successful brand promotion in China, such as Coca-Cola, Pepsi Cola, and Ford. Most of these trademarks are translated by coined translation, which keeps the similarity of pronunciation and emphasizes local culture and product properties. By the selection of Chinese characters, coined translation changes or extends the original meaning of the trademark. This thesis will collect Chinese translations of foreign trademark in the market, which are translated by coined translation, and analyze their success by the principles of the brand naming and the standards of effective brand names. Finally, the principles of coined translation are proposed after a series of analyses.

Key words: Coined Translation, Trademark, Linguistic Features, Cross-culture Communication