摘要
商标翻译怎么译,历来见仁见智。本文结合商标的属性,提出译者必须具备营销意识的观点,并分四部分进行了阐述,指出商标翻译的译者必须站在商家的立场,考虑消费者的不同购买动机,即满足消费者求美,求吉,求名,求实等心理。
Trademark translation varies with different people. This paper,based on the nature of trademark,holds that a trademark translator must possess a keener awareness of marketing. The paper further illustrates from four aspects that the trademark translation should deal with the several different motivations of consumers from the standpoint of the merchandiser,namely,the motivations for beauty,fortune,fame,and functionality.
出处
《中国科技翻译》
北大核心
2016年第4期26-28,20,共4页
Chinese Science & Technology Translators Journal
关键词
译者
商标翻译
营销意识
translator
trademark translation
marketing awareness
