现代国际贸易中英文企业及品牌名称汉译的原则与方法研究

Translation principles and methods of English names of enterprises and brands in international trade

企业及品牌的名称既是体现企业特点,突出产品特色,与其他商品相区别的标志,也是打造知名品牌的重要一环。英文企业及品牌名称如何翻译成为中国消费者易接受和喜闻乐见的名字,是翻译工作者当前应该探索的重要课题。通过对英文企业及品牌名称汉译的特点的分析,汉译时应遵从协调对等原则、美感原则和煽情原则三大原则,以及迎合受众法、文化转移法、适度联想法、适当舍弃法等四种方法。

The names of enterprises and brands differentiate one commodity from another,and they serve as a key to fame and success.Proper translation of the English names appropriate to Chinese consumers is an objective of translators.So this paper focuses on three principles of loyalty,aesthetics,and inducement,in addition to four methods of consumer pleasing,culture transmission,appropriate association and moderate abandonment in the process of translation.