摘　要

本文主要研究商业广告中商标翻译与消费者心理的关联性。商标名称是树立品牌形象的重要内容，商标与企业的利润息息相关。虽然无数研究者先前归纳出了翻译方法，但仅仅靠这些还是不够的，所以本文试图对该领域作进一步研究。本论文一共分为六大部分。第一部分是研究该论文的背景，目的和意义；第二部分是对商业广告、商标翻译、消费者心理学的阐述以及一些学者的国内外相关文献研究；第三部分是商标翻译与消费者心理的关联性研究，其中阐述了商标翻译的心理效应以及顺应消费心理下的商标翻译；第四部分是影响消费者心理学的商标翻译的因素：审美性、民族文化性和艺术性；第五部分是通过商标翻译吸引消费者的方法研究：好奇诱发法、意识唤醒法、质量挖掘发；最后一部分是总结出了好的商标翻译与消费者心理是正相关的，两者之间存在一定的关联性，要想翻译出来的商标名称被广大消费者所接受与喜爱，在商标翻译中必须要把消费者心理考虑进来。在本文通过对比与举例子的手法中，研究者不仅可以从失败例子中吸取教训也从中借鉴了一些成功的商标翻译例子，得出了一套有用的翻译技巧，希望可以为将来从事商标翻译的人员提供一些帮助，为企业创造更多的效益。

关键词：商业广告；商标翻译；消费者心理
 
Abstract

This research paper mainly studies on the correlation between trademark translation and consumer psychology in commercial advertising. It is well known that trademark name is an important content of setting up the brand image; brand and business profits are closely related. Although numerous researchers had previously summarized translation methods, but it is far from enough，so this paper attempts to make further study in this field. The thesis is divided into six parts. The first part is the paper's research background, purpose and significance; The second part is the introduction of commercial advertising, trademark translation and consumer psychology as well as some scholars’ previous studies both home and abroad; The third part is the correlations between trademark translation and consumer psychology, among which are psychological effect of trademark translation and trademark translation should in compliance with consumer psychology; The fourth part is the factors affecting consumer psychology’s trademark translation: aesthetics, national culture and artistry.; The fifth part is the approaches of attracting consumer psychology through trademark translation: curious induced, consciousness awakening and quality excavation methods. The last part is the summarization, which shows that a good trademark translation and consumer psychology is positively correlated, there are some relationships existing between them, if the translated brand name wants to be accepted and loved by the vast number of consumers, there is no doubt that it requires the translators in the process of the translation of trademarks must take into account consumer psychology. In this paper, through the comparison and example methods, researchers not only will have learned valuable lessons from the failure examples but also can draw precious lessons from some successful trademark translation examples, as well as draw a set of useful translation skills from the research and hope it can provide some help for the personnel who will be engaged in trademark translation in the future, and hope they can create more benefits for the enterprise they work in.
       
Key words: commercial advertising; trademark translation; consumer psychology