文档字数：5356
摘 要
本文结合大量的国内外品牌名称翻译的具体例子，指出商品品牌的翻译在商业中的重要作用，同时探讨了国外知名品牌在进入中国市场时，英译汉时所采用的翻译技巧，即音译，意译和音译结合的方法。同时品牌名称在译成中文时要注意社会文化因素对品牌译名的影响，这些包括：中国的传统思想和价值观取向，中国传统文学和典故，消费者性别等。本文通过对具体的经典品牌名称翻译例子的分析，总结出结论：在翻译商品品牌名称时要遵循忠于商品，简单又要有创造性以及忠于源语等原则。
关键词：品牌；翻译；价值观取向；消费者性别；源语
ABSTRACT
This paper pointed out the importance of brand name translationin in commerce with a large number of specific examples. And studied the translation skills used by the tanslators while a foreign brand came into the Chinese market. These skills include phonetic translation, semantic translation and phonosemantic translation. Meanwhile, when doing the brand name translation, the translator must pay attention to the sociocultural factors which can affect the translation a lot.these facts mainly include Chinese traditional idea and value, traditional Chinese literature and literary allusions and consumer gender. Moreover, the paper also cited the brand name translation examples to come to the conclution that the translator needs to comply with the general principles such as to be faithful to the products, to be simple but creative, complying with the culture of source language.
Keywords：brand name; translation; value; consumer gender; source language
Contents
1．Introduction 1
2．Aim of Brand Translation 2
3．Methods of Foreign Brand Translation 3
3.1 Phonetic translation 3
3.2 Semantic translation 3
3.3 Phonosemantic translation 5
4．Sociocultural Factors Affected Brand Name Translation 7
4.1. Chinese traditional idea and value 7
4.2. Traditional Chinese literature and literary allusions 8
4.3. Consumer gender 9
5．General Principles of Brand Translation 10
5.1 Exquisite Examples of Translation 10
5.1.1 McDonald's: multiple meanings 10
5.1.2 Coca –Cola: perfect translation 11
5.2. To be faithful to the products 12
5.3. To be simple but creative 12
5.4. To be colourful and imaginable 12
5.5. Be complying with culture of source language 12
6．Conclusion 13
Acknowledgements 14
References 15
