摘要

商标翻译是一门艺术，它并不是逐词逐字的翻译，而是一种再创造的过程，讲究词的选择与运用，所以在商标翻译中，译者应灵活使用翻译方法和策略，遵循翻译美学原则，充分尊重消费者的审美心理和审美意识，体现商标翻译的音美、形美、意美，从而达到商标设计预期的宣传效果，发挥其在商品销售中积极的推动作用，实现商标翻译的商业价值。本文将分析商标翻译过程中，采用直译或意译的方法表现商标翻译的意美，音译传递商标翻译的音美，音意合译使得商标翻译的音美、意美兼备,“零翻译”则体现原商标的形美。从而给消费者留下深刻的印象，增加了商品的知名度，提高其在同类商品中的竞争力，取得良好的经济效益。

关键词：商标词翻译；音美；形美；意美

Abstract

The trademark translation is an art, which is more complicated than word-for-word translations. It should be regarded as a recreation process and particular about the selection and the usage of the words. The translators translating trademarks into other languages should not only flexibly use different methods and strategies in different situations but also follow the aesthetic principles of translation so as to fully respect the aesthetic psychology and aesthetic consciousness of consumers. It is worth embodying beauty in sound, form and sense in the translation of trademark to achieve the expected effect of publicity of trademark design and play a driving force role in promoting the sale of goods. It is a good approach to realize the commercial value of the trademark translation. And this article will focus on analyzing how to make a choice of the methods of translation to express the aesthetic image in the trademark translation. Generally speaking, the literal translation or free translation often has the function of displaying the beauty in sense; transliteration makes the beauty in sound and the combination of the transliteration and free translation gives people to enjoy the beauty in sound and sense, and “zero translation” expresses the original trademark’ beauty in form. Translators should be cautious to make a decision on the methods in the trademark translation and strive to leave profound impression on people so that can increase the publicity of the goods, enhance the competitiveness in the similar products and achieve good economic benefits.

Key words:trademark translation; beauty in sound; beauty in form; beauty in sense