品牌名称的翻译及影响因素

The Method and Influence in the Translation of Brand Names

品牌名称是代表商品的符号,具有自己的特点。随着社会经济的发展,产品进出口日益增多,商品名称的翻译也越来越受到重视。品牌名称的翻译不仅考察译者的语言文字处理能力,还涉及到文化、营销学、心理学和美学等因素。通过列举分析许多优秀品牌名称及文字商标的译名,可从中总结归纳品牌名称翻译的基本方法,分析"零翻译"在品牌名称翻译中的特点及其产生的原因,并可探寻影响品牌名称翻译的文化、美学及人们的心理等因素。

The brand name, with its own characteristics, is a symbol of the product. With the social and economic development, imports and exports are increasing and the translation of brand names is gaining more attention. The accurate translation of brand names requires the translators＇ capacity of word collocation as well as that of cultural, marketing, psychological and other related knowledge. By categarizing excellent versions of brand names （including trademarks）, the paper discusses the traditional methods used in the translation of brand names and trademarks, explores the reasons for a new trend in the translation of brand names -- ＂Zero Translation＂, and analyzes the influence on the translation of brand names from cultural, aesthetic and psychological perspectives.