英语商标的特征及其汉译  

On English Brand Terms and Their Translation

作　　者：余荣琦[1] 

机构地区：[1]巢湖学院外语系,安徽巢湖238000

出　　处：《河北理工大学学报（社会科学版）》2010年第4期141-143,共3页Journal of Hebei Polytechnic University:Social Science Edition

摘　　要：商标作为一种语言形式,不仅有着独特的语言特征,而且还包含着独特的文化特征。因此,商标的翻译不仅要遵循一般语言翻译的标准,而且还要综合考虑不同文化之间的差异和商品销售的市场特征以及消费者的心理需求。商标语言的翻译要恰当的运用语言学、民俗学、消费心理学、广告学、跨文化交际学等知识,做到"忠实、通顺"和"音美、形美、义美"的完美统一。As a special kind of language,brand terms convey not only the products＇ information but also the national culture.Therefore,in the translation of brand terms,attention should be paid on to common translation principles and cultural connotations and consumers＇ psychology as well.In order to make the translation be ＂faithful to the origin one and fluency in Chinese＂ and ＂beauty in sound,form and meaning＂,things about linguistic,folklore,consumer＇s psychology,and intercultural communication should be take into consideration.

关 键 词：商标 文化 翻译策略 

分 类 号：H315.9[语言文字—英语]