商标的翻译策略论文 13页.docVIP

目 录 摘 要..............................................................3 关键词摘要..........................................................3 一、英文商标汉译的特点 ..............................................4 （一）通俗性....................................................4 （二）煽情性....................................................4 （三）深邃性....................................................4 二、英文商标的汉译策略..............................................4 （一）英译法....................................................4 （二）汉译法....................................................6 （三）音义结合法................................................6 四、参考文献....................................................... .8 商标的翻译策略 摘 要：商标是一种特殊的语言符号,是商品显着特征的浓缩,是商品文化的核心部分,是企业参与国际竞争的有力武器。它既是标识,又是诱饵,最终是要招揽顾客,出售商品。商标翻译符合符号学的翻译观,是由解码到编码的过程,是两种文化的移植。好的商标翻译可以给企业带来巨大的财富;反之,糟糕的商标翻译可以让企业损失惨重,所以企业的生死存亡与商标翻译息息相关。同时商标翻译能够拓宽语言学研究空间,丰富语言学的内涵,促进语言理论研究与实际应用的有机结合。本文收集了一些典型商标,经过系统的分析,借鉴并吸收了一些翻译方法,重新总结归纳了一些英文商标汉译的策略,本文还针对不同策略的商标翻译提出了需要注意的事项。 关键词：英文商标;翻译;策略 Abstract??? Trademark is a special kind of language signs. It is a concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. It is not only a logo, also a lure, the final goal of which is to attract customers and sell commodities. . That is to say, trademark translation is the transplantation of two kinds of cultures. A good trademark translation may bring an enterprise huge wealth, whereas a bad one may let an enterprise suffer great loss. Therefore, an enterprise’s future is closely linked with trademark translation. At the same time, trademark translation can widen the linguistic research field, enrich the connotation of linguistics, and accelerate the combination of linguistic theoretic research and its practical application. This article profits from and absorbs other translation methods, summarizes some translation strategies as well as proposes something t