商标词翻译与消费效应

Trademark Translation and Consumption Effect

翻译不仅是两种语言的转换,也是两种文化的交流。汉英商标词在构成、类型及寓意等方面均表现出诸多差异,所以,商标词翻译,除了要研究两种语言和文化的差异外,更要研究具有不同文化背景人群的消费心理和审美价值的差异,了解消费者的态度、行为和特征。成功的商标词翻译能使消费者产生一种购买的欲望,从而为商家带来巨大的经济效益。

Translation is not only the transfer of two languages, but also the exchange of two cultures. In addition to the differenees of languages and cultures, in trademark translation, we must study the differences of eonsumer＇s psychology and aesthetic conceptions caused by different cultural background, and understand consumers attitude, behavior and characteristics. Appropriate trademark translation can produce a purchasing desire to the consumer and thus bring great economic profit to the enterprises.