浅谈出口商品商标英译的原则及方法

On the Principles and Methods in Translating Trademarks from Chinese into English

商标翻译是商务活动不可缺少的组成部分。出口商品商标的翻译在体现商品特性的同时,应体现商品销售地区消费群体的民族特色,符合消费者的传统观念。这就要求翻译者在翻译出口商品商标时充分把握商标翻译的原则及方法。商标翻译在原则上应尊重民族传统文化,注意政治含义,力求语言简洁;在方法上,商标翻译通常采用拼音法、音译法、意译法以及音意结合法。

In the process of occupying the world market, trade marks play a significant role. So how the Chinese trade marks are translated into English ones becomes very important. To translate trade marks well, some principles and approaches have to be taken into consideration carefully. In translating, concise language is favorable; meanwhile attention has to be given to cultural and political factors involved. Usually four approaches can be adopted to translate trademarks, that is pinyin approach, transliteration approach, free translation approach and the combination approach.