消费心理对商标翻译的影响

中文摘要

商标,作为广告的一部分,在企业形象以及促进消费中扮演着非常重要的角色。随着全球商业竞争的日益激烈,人们逐渐认识到了商标翻译的重要性并且对于商标翻译产生了日益紧迫的需求。随着全球经济一体化的发展和中国改革开放的深入，越来越多的中国企业走向国际市场。他们日益认识到商标极其商标的翻译对于刺激消费、开拓市场的重要性。随着全球商业竞争的日益激烈,人们逐渐认识到了商标翻译的重要性并且对于商标翻译产生了日益紧迫的需求。可以毫不夸张的说，商标极其翻译极大的影响着消费者对其产品的态度和消费力度。因此，产品的命名极其翻译引起了广大学者和译者的兴趣。本文从文化差异中消费心理的角度研究商标的翻译方法。文化形成于社会发展的过程中，同时又无时无刻的影响着社会、影响着人们的思想和行为。商标也是文化的一枝，它传递着浓浓的文化气息，影响着人们对生活的态度和潮流的发展。不同国家的文化间必然存在着文化差异，而来自不同国家的商标也必定传递着不同的文化信息。忽略文化差异的商标译文极可能会导致文化丢失或误解，而不能准确的传递源文中的信息。总之,商标翻译不能一蹴而就,更不能脱离其赖以存在的文化环境。

关键词: 商标；商标翻译；文化；文化差异

Abstract

With the rapid development of global economic integration and the adoption of open-up policy, more Chinese enterprises have been active in the global market, which are increasingly realizing the importance of brand names as well as their translation in stimulating consumption and expanding domestic and overseas market. Brand name, a part of advertising, is benefical to promote the corporation image and stimulate consumption. Owing to the intensification of competition in the international business, people began to realize the significance of brand name translation. Consequently, there is an increasing urgent need for translation of brand names. It is hardly too much to say that a good brand name and brand name translation influence consumers’ attitude to a particular goods and its consumption. As a result, scholars and translators have been interested in brand name translation (BNT). Culture is formed in the process of social development. And culture has influence on people’s mind and behavior. Brand name is a part of culture, which influences the attitude of life and the development of fashion. Different countries have different cultures, so does the brand name. Ignoring the different cultures among countries, people will fail to convey the meaning of the original language. In a word, brand name translation can not be finished in a short term, never can it part from the cultural context.

Key words: brand name; brand name translation; culture; cultural differences

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