商品品牌的译名及文化

The Translation of Brands and Its Culture

外国品牌英译汉时应遵循中国社会的文化背景、传统心理及其对译名的影响 ;翻译商品品牌时 ,应既不失其自身特色 ,又体现其文化内涵 ,与消费者审美情趣相适应 ,以满足广大消费者的心理需求。

The paper analyzes the criteria that guide the translation of foreign brands in the context of Chinese culture, traditional mentality and its influence. It also discusses the points to be realized in the process of globalization of domestic products. It concludes that both the characteristics and cultural connotation should be remembered in the brand translation so as to suit the aesthetic interests and meet the psychological needs of the consumers.