从民族心理的视角审视商标的谐音译

随着中国加入世贸,越来越多的外国商品涌入中国。所以如何把英语商标译成恰当的汉语商标致关重要。时下,谐音译在商标翻译中成为一种时髦。在商标的翻译中,我们必须要充分考虑民族心理以确保翻译能被目的地区接受。本文就民族心理与谐音译的关系进行了初步探讨,并阐发了两者之间的关系,以期使谐音译更好地适应中华民族的心理特征,有益于商标谐音译实践的发展。

With the entry into WTO, more and more foreign products have come into China. How to translate those trademarks into Chinese has become more and more important. At present, homophonic transliteration has become a fashion in the translation of trademarks. To the translation of trademarks, national psychology should be considered seriously to make sure that the translated trademarks could be accepted in the targeted area of the business. This paper attempts to demonstrate the relationship between homophonic transliteration of trademarks and national psychology. National psychology includes national customs, national morality and national aesthetics standards. By discussing their relationship with homophonic transliteration, the author attempts to seek the advantages of homophonic transliteration in the aspect of catering to the national psychology.