从市场需求看中英商标的翻译

Translatton of Trademark in English and Chinese from the Perspective of Market Demand

商标是一个企业财富的载体,信誉的载体,同时也是增强市场竞争优势的载体。在全球化一体化背景下的今天,一个企业要想在竞争如此激烈的商品市场中占有一席之地,商标的翻译就起着至关重要的作用。但是,商标名(即商标词)的翻译并非语言之间的简单转换,它涉及语言,文化,市场需求,消费者心理,审美标准等各个方面。就其本质来说都是受到市场供求关系的影响。因此该文研究了商标词在翻译时受市场影响而产生的变化以及在不同市场背景下商标翻译所采用的翻译方法及策略的偏好,有助于在市场全球化的今天对于市场的导向有一个比较准确的判断。

Brand name is the epitome of the company's wealth, the representative of the company's credit and the power of promoting the development of the company. Under the background of market globalization, the brand translation plays an important role in international market competition, particularly for those corporations who want to win more market share in such an intense circumstance. But the brand translation does not mean the simple exchange of two languages, which refers to many aspects, characterized by language, culture, demand, consumers' psychology and aesthetics etc. All in all the brand translation is influenced by the demand of the market. So a lot of researches in the thesis are about the transformation of brand translation with the influencing of the demand of the market and preference for the translation methods and strategies. All of these researches will provide advice for the enterprises about the trend of the market under the back ground of globalization.The thesis consists of five parts, which will deliver an analysis of the brand translation from the perspective of demand of the market.