The Naming and Translation of Brand Names
Abstract
The thesis researches the naming and translation of brand names. It discusses the reflections from customs、religious ethics、regional culture and the methods and techniques of brand name translation. To sum up, the purpose of brand name translation is to promote the products and make them accepted by customers. From the perspective of cultural differences, this thesis attempts to outline the origin and characteristics of brand names as well as the translation principle, introduces several kinds of brand name translation methods, and discusses the phenomenon of cultural differences in brand names translation.
Key Words: brand names ; naming ; cultural differences ; translation principle; translation method
摘 要
本文研究的是商標名稱的命名及其翻譯，具體討論了商標名稱在風俗習慣、宗教道德規範、地域文化等各個方面的反映，商標名稱的命名，商標翻譯的方法和技巧，並在此基礎上闡明瞭1個觀點，即商標是1種創作的藝術。總結出商標翻譯的目的就是創作出既能宣傳商品，又能被消費者所欣賞和接受的譯文。通過對中英文商標實例的`分析，概述商標詞的來源、特徵及其商標詞翻譯的原則，介紹了幾種常用的商標翻譯法，並就其中存在的1些問題進行了探討。
關鍵詞：商標、命名、文化差異、翻譯原則、翻譯方法