中文商标英译现状与策略探究——以江苏省著名商标为例

Analysis on the Problems and Strategies of Trademark Translation in China

通过研究江苏省著名商标的英译现状,发现其存在翻译方法单一、过多使用拼音、译名缺乏独创性和跨文化交际意识等问题,易犯市场效果差、功能性翻译和文化性翻译错误。在对比分析中文商标英译成功译例的基础上,提出在音译、意译和文化意识上的翻译革新策略,以期提高翻译质量,可为今后商标英译研究所借鉴。

Based on a study of the trademark translation of the famous brands in Jiangsu province,this paper identifies the problems as the overuse of Chinese Pinyin,lack of originality and creativity,plenty of pragmatic and cultural translation errors. Effective strategies of the translation of Chinese trademark into English are proposed, followed by the presentation of successful trademark translation examples ,hoping to find some implications for future studies and promote the foreign trade business.