商标名称的翻译与策略
The Brand Name Translation and Its Strategies
摘要
商标是一种特殊的语言符号,是商品文化的核心部分。商标翻译符合符号学的翻译观,是由解码到编码的过程,是两种文化的移植。同时商标翻译能够拓宽语言学研究空间,丰富语言学的内涵,促进语言理论研究与实际应用的有机结合。本文收集了一些典型商标,经过系统的分析,借鉴并吸收了一些翻译方法,重新总结归纳了一些英文商标汉译的策略；此外本文还针对不同策略的商标翻译提出了需要注意的事项,以便能更好的进行商标名称的翻译。另外由于所收集的材料和本阶段研究的需要以及作者的能力所限，本研究以英文商标名称的翻译与策略为主，因而中文商标的翻译与策略的例子偏少，仍需进一步加深研究。
关键词：商标；翻译；策略
Abstract
Trademarks can be called a very special kind of language symbols in our lives. It is a core part of commodity culture, it concentrates the product features. Trademark translation by decoding the encoding process, it is the two cultures transplantation and consistent translation theory of semiotics. Meanwhile trademark translation can broaden the linguistic research space, enrich the connotation of linguistics, and promote the combination of practical application and the theory studying of language. This article profits from and absorbs other translation methods and summarizes some translation strategies. Also this paper proposes some important notes for trademark translation of different strategies in translating. This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for brand managers who want to expand in China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. So international brands often need to be rendered as both consistent globally and relevant locally. What’s more, due to the requirements which are from the information I have collected and the research itself at this stage, then this paper would pay a lot attention to illustrate the strategic of translating English trademarks into Chinese trademarks, but the example of translating Chinese trademark into English trademark is a little.  And so, being based on that, in the future, the knowledge of how to translate Chinese trademarks into English trademarks will definitely be the key part in my study and research.
Key words: trade mark; translation; strategies