浅析商标名翻译中的原则与技巧

Principles and Techniques of Brand Name Translation

随着中国经济的发展和全球化进程的加快,越来越多的国际品牌开始涌入中国市场,一些中国品牌也借机打入国际市场,产品商标的翻译开始成为这些品牌首要解决的问题。本文引用奈达的功能对等理论和威米尔的目的论,总结若干商标翻译中的原则和技巧,以期引起学界重视,促进相关领域发展。

Nowadays,with the improvement of China＇s economy and development of globalization,all companies in the world have spared no effort to make their own products or services to the international market. The translation of a brand name which is a commodity＇s symbol plays a vital role in the issue of whether the product can enter the international market. By citing some current well- known translation theories（ Nida＇s functional theory and Vermeer＇s skopos theory）,this thesis discusses the principles and techniques of brand name translation to make a contribution to the development of brand name translation in the future.