商标语的翻译

摘　要

商标名的翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在遵循翻译原则的同时，也要注意一些商标翻译的文化禁区，并且选择适当的方法来进行翻译。当然，商标的翻译绝不是简单的问题。

有时好的译名也有自然天成的味道，所以在翻译商标时我们大有文章可做，可以精益求精。一种好的商品，加上一个动听上口的名字，无异于锦上添花，魅力无穷。

关键词

商标翻译；原则；方法；文化禁区； 

Contents

Abstract……………………………………………….………………………..……Ⅰ

Key Words…………………………………………….…………..…………………Ⅰ

摘要……………………………………………….…………………….……..…….Ⅱ

关键词….……………………………………………………......................................II

Introduction...................1

Ⅰ. The Principles of Brand Name Translation...………………….……….…............2

A. Advertising Nature of Brand Name Translation……………………………...2

B. Inductive Principle of Brand Name Translation………..........................………2

C. Aesthetic Principle of Brand Name Translation……………….……………….3

D. Equivalence Principle of Brand Name Translation…………….…..…………4

   E. Observing the International Standard……………………...…………………4

F. Observing Our Country's Relevant Law………………….………..…….……..5

Ⅱ. The Methods of Brand Name Translation………….……………….…….………6

A. The Method of Chinese Pinyin………………………………..………………6

B. The Method of Paraphrase…………………………………….………………7

C. The Method of Transliteration…………………………………………………7

D. The Method of Word-Building………….…………………………………….8

  1. The Method of Piecing Together and Adding Affix……………………….8

  2. The Method of Misspelling……………………….….……...……………8

  3. The Method of Compounding Words…………………………………….....9

 4. The Method of Using the Corresponding English Words…….….…………9

Ⅲ. The Cultural Taboos of Brand Name Translation…………………….………......9

Ⅳ. The Problems in Brand Name Translation………………….…….……………...11

Conclusion….........................................................................................13

Acknowledgements....................................................................14

Bibliography………………………………………..………………………...……15

Abstract

Translation of brand names is a form of intercultural communication. However we translate the Chinese 

brand names into English ones or translate the English brand names into Chinese ones, language laws, cultural 

psychology, aesthetic interest and some other factors will be involved. The translators should also pay attention 

to some cultural taboos and choose appropriate method to translate. Of course, brand name translation is not a simple thing. 

Sometimes the good translated name likes the inherent one, when we translate brand name there is something 

we can do to strive for perfection. One good kind of commodity adding on a good name is not different with improving

on perfection, and its charm is infinite. 

Key Words

Translation of brand names; principles; methods; cultural taboos;