英语商标名称的翻译原则和策略研究

Translation principles and strategies of English trademark

商品的商标名是树立品牌形象的重要方式之一,做好商标的翻译是使得商品走向国际化的成功途径之一。文章通过对各种商标名称翻译特点的分析,得出商标翻译应该遵循对等原则、简明易记原则、符合审美原则、产品优势原则和入乡随俗原则,并由此提出商标名称翻译的四种基本策略,即音译、直译、意译和兼译法。

Trademark of goods is one of the important ways to establish brand image.A good trademark translation is one of the best ways to make the internationalization of the goods.In this article,we obtain many principles trademark translation by analyzing the characteristics of all kinds of trademark translation.Such as the principle of reciprocity,the principle of conciseness,the principle of aesthetic,the principle of product advantage and the principle of Do in Rome as Rome does.According to these,we also raise the four methods of translation,such as transliteration,word- for- word translation,free translation and transliteration and meaning.