Abstract:

With the acceleration of economic globalization, international trade has become an important driving force to promote the development of the world economy. Therefore, brand name translation plays a pivotal role in the sales of goods in overseas markets. Brand translation is not only a language transmission, but also a kind of cultural translation. It is a form of cross-cultural communication, of which many factors are related to the values, cultural psychology, aesthetic tastes, and religious practices. Only by successfully overcoming the cultural barriers in target language and realizing cultural conformity in cross-cultural communication, can brand translation that meets consumers’ aesthetic appeals and psychological needs be produced. Then, the translated brands can be recognized and well accepted in target markets. It is from the psychology of translators that the author delves into the guiding role of the research in translator’s psychology. Different psychology will affect the translation of brand names to produce different effects. In this thesis, the author has a research in these psychological factors, including economy, culture, society, and politics. In the meantime, the interests and tastes of translators are worth researching. Generally speaking, these factors play an important role in the process of brand name translation.

Key word: brand name translation; translator’s psychology; research in psychology.

摘要：

随着经济全球化进程的加快，国际贸易成为促进世界各国经济发展的重要动力，品牌翻译则对商品在海外市场的销售起着举足轻重的作用。品牌翻译不仅是一种语言翻译，更是一种跨文化翻译。它涉及到价值观念、文化心理、审美情趣、宗教习俗等诸多因素。只有跨越了目标语的文化障碍，成功地处理跨文化交际中的文化顺应，才能译出符合消费者审美情趣和心理需求的品牌，以期使品牌在目标市场中能够获得文化认同，从而取得成功。作者从译者的心理入手，探讨了译者心理对翻译活动的指导作用。不同的心理状态会对品牌翻译产生不同的效果。在文中，作者着重研究了影响翻译效果的不同心理因素，包括经济，文化，社会和政治因素。同时指出，译者的个人兴趣和品位也值得我们去关注。总之，这些因素在翻译的过程中都扮演了十分重要的角色。

关键词：品牌名称翻译;译者心理;心理研究

Introduction
With the fast development of economic globalization and increasing international contacts, many foreign products are swarming into our country. So a successfully translated brand name can give customers a good corporate image. It even determines whether the company can survive in the heated competition. Consequently, people realize that brand names become more and more important. Brand names are just like peoples’ names, which make us different from one another. They make the products distinctive from other products in the market. Brand name is like a “bridge” between consumers and producers. A successfully translated brand name can not only draw consumers’ interest in product, but also evoke their sense of desire to buy the product. But it is not easy to find an exactly equivalent name for a brand name in a foreign language.