论国际商务中的品牌翻译

Translation of Brands in International Trade

在国际商务中,品牌是产品质量的象征,品牌随着商品的流通而名扬四海。品牌翻译大多是从音译、意译和音意结合译三方面着手,具有一定的特色与技巧,体现了不同的文化因素。从信息论、语义学和中西文化差异的视角进行理论分析,有助于探求最佳的品牌翻译方法。

Brand is the symbol of the quality of products,and becomes famous at home and abroad with the exchange of commodities.This paper,based on a lot of examples,discusses three translation techniques as well as translation features of the brand: transliteration,literal translation and the translation of combining transliteration with literal translation.It explores good translation of brands from the visual angles of information theory,semantics and the cultural difference between China and western countries.