论商标名称的翻译

On Translating Brand Names

摘要: 商标是消费者认识产品的重要信号。商标的翻译必须符合目标市场的语言习惯和民族文化心理。本文从文化差异和目标市场消费心理的角度,对商标名称的翻译应遵循的基本原则进行分析,认为准确、忠实、富于联想、易于发音和记忆的商标译名能提高产品的市场竞争力,帮助企业取得良好的经济效益。提出了谐音双关、音译、意译、音意结合、调整法等商标翻译的方法。

Abstract: Brand name is an important signal for consumers to recognize the products.Translation of brand names should cater to the taste of target consumers and not against their language habits.It points out that a good translation of a brand name should be faithful and have good associative meaning and easy for being pronounced and memorized.And some effective translation methods are offered.