摘  要

如今,越来越多耳熟能详的品牌走进了寻常百姓家，渗入到人们生活的方方面面，品牌的概念早已深入人心，而商品本身也以广告、商标名称、标识等方式参与到了社会文化生活当中。在商品交换日益频繁的国际市场上，商标品牌被赋予了丰富的文化涵义,给予消费者第一印象。因此，一个成功的品牌名称翻译对于企业打开产品的销路进入国际市场起着举足轻重的作用。本文的主要思路是通过收集资料进行实例分析，分析品牌名称翻译中的美学价值是如何体现的。除此，本论文也提出了翻译过程中出现的文化缺失，并提出了避免文化缺失的方法，为研究该领域的学者提供了进一步的信息。

关键词：品牌名称；品牌翻译；翻译美学

Abstract

Nowadays, more and more well-known brands are penetrating into every aspect of people's life, the concept of brand has taken a root deeply in the hearts of people, and the commodities themselves also participate in the social and cultural life by advertisements, brand names and logotypes, and so on. In the international market full of products exchanged, brand name is endowed with rich cultural connotation, gives consumers the first impression. Therefore, a successful translated brand name is of supreme importance to those enterprises which wish enhance the accessibility of their products to a broader market. A successful brand name must be conformed to one of translation aesthetics. So this paper is intended to study how to reflect aesthetic value of brand names in translation through the analysis on brand name translation. Besides, cultural default in brand name translation in this paper has been put forward , such as default in cultural background. And then put forward the method to avoid this kind of default. This paper has provides further information for scholars who study this field.
 
Key words: brand name; translation; translation aesthetics