商品名称的命名及其翻译刍议

DISCUSSION ABOUT THE NAMING OF BRAND NAMES AND THEIR TRANSLATION

在日趋激烈的国际、国内市场竞争中，中外商家十分重视其商品的质量和名称。本文列举了中外一些著名的商品名称，从翻译的角度分析了其成功之处；也列举了一些有失偏颇的商品名称，指出了它们的不足。从英汉两种语言就某些商品名称的命名和翻译提出了自己的见解。

Firms and enterprises at home and abroad are paying great attention to quality and their brand names as a result of the fierce market competition. In this essay, the authors have listed both famous brand names and others that are inappropriate. They have made an analysis of the causes for their success or failure. They have also presented their individual opinions about the naming and translation of some English and Chinese brand names.