从消费者的商标心理看商标翻译

On the Brand Translation from the Perspective of Consumers' Brand Mentality

作为一种特殊的竞争型语言符号,商标所承载的功能与一般的语言符号不同。文章在探讨了影响消费者商标心理的因素的同时,提出译者在对商标进行翻译时,应立足于消费者的商标心理来进行商标命名的建议。

As a special competitive language sign, brands bear different functions from other language signs. This thesis probed into some factors that influenced the consumers＇ perspectives as well as raising a claim that translators should pay much more attention on the consumers＇ mentality on brand-name translation.