The Research of Translation Strategies of English Brand Names_英语论文

摘要

商标是用于商品或服务的标记，与商品或服务不能分离，并依附于商品或服务。商标是商品信息的载体，是参与市场竞争的工具。生产经营者就是商品或服务质量与信誉的竞争，其表现形式就是商标知名度的竞争。商标的知名度越高，其商品或服务的竞争力就越强。因此，商标名称翻译的好坏对企业的发展与未来起着至关重要的作用。本文通过参考众多相关文献之后，收集了一些典型的商标，经过系统地分析，提出了在翻译过程中需要注意的原则和相关事项，重新总结归纳了一些英文商标汉译的策略，并借鉴吸收了一些翻译方法,如音译法、直译法、音译合译法。

关键词：商标名称；翻译策略；翻译方法

Contents

摘  要 I

Abstract II

1 Introduction 1

2 Brief Introduction of Brand Name 1

2.1 Definition of Brand Name 1

2.2 Significance of Brand Name 1

3 Principles of Brand Name Translation 2

3.1 Sound Beauty 3

3.2 Meaning Beauty 3

3.3 Form Beauty 3

4 Strategies of Brand Name Translation 4

4.1 Culture Strategy 4

4.2 Cultural Coordination Strategy 5

4.3 Cultural Filtering Strategy 5

4.4 Problems to be Noticed 6

4.4.1 Being Brief and Short 6

4.4.2 Adopting Accurate Words 6

4.4.3 Reflecting the Characteristics of Goods 6

4.4.4 Being Relevant 6

4.4.5 Paying Attention to Cultural Differences 7

5 Approaches to Brand Name Translation 7

5.1 Transliteration 8

5.2 Literal Translation 8

5.3 Liberal Translation 9

5.4 Sound-and-meaning Approach 9

5.5 Sound-reduction Approach 9

5.6 Word-addition Approach 9

5.7 Original Version Approach 10

6 Conclusion 10

References 11