商品名称翻译的美学原理

Aesthetic Principles Applied to Translating Names of Commodities

随着市场经济的发展 ,尤其是我国加入WTO以后 ,越来越多的外国商品不断涌入国内市场 ,同时更多的国内商品也打入国际市场 ,如何正确地翻译这些商品名称 ,具有十分重要的意义。商品名称的翻译不只是掌握一般的翻译技巧和原理就能胜任的 ,译者不仅要考虑不同文化的差异 ,不同民族消费者的不同审美心理 ,而且还要了解商品名称独特的美学特征 ,所以译者只有在努力提高双语水平及掌握翻译技巧和原理的同时 ,不断提高自身文化素养和美学修养 。

With the development of the market economy, especially with China's entry into WTO, great number of commodities comes into China; meanwhile, more domestic commodities are exported to the international markets. So, it is significant to translate well the names of commodities. However, the requirement to the translators is very harsh, because they are required to not only take into account the cultural difference, the different aesthetic psychology of the consumers of different nations, but also know the unique aesthetic properties contained in the names of commodities. Therefore, only when the translators exert themselves to improve their cultural attainment and aesthetic accomplishment as well as their translating skills and principles, can they translate the names of commodities well. This paper, by analyzing aesthetic psychology and aesthetic properties, studies aesthetic principles applied to translating the names of commodities.