从目的论的角度审视商标翻译之美商标是企业形象的代表，也是顾客和企业间的沟通桥梁。与此同时，作为商品核心它直接影响顾客对于商品的消费欲望。随着经济全球化的发展和国际竞争的加剧，越来越多的企业开始意识到商标翻译对刺激消费和开拓国际新市场有着至关重要的作用。因此，对于企业而言一个有效的商标翻译将为他在中国市场博得一席之地。 商标有诸多功能，包括传递信息，辨认产品，刺激消费，保护产品等，而其中最主要的功能就是刺激消费。一个成功的商标翻译不但帮助企业盈利，而且体现企业的价值和企业的形象，进一步影响企业将来的发展。总之，与企业而言，商标具有重要的意义。 与文学作品不同，商标翻译有极强的商业目的性，商业目的的实现在商标翻译中要推至首位。虽然商标翻译较一般的文学作品而言享有更大的自由度，但这并不意味着商标翻译就不需要指导方法和美感。而恰恰相反，因其刺激消费和吸引更多顾客的目的性，商标翻译需要注重美感。 由于商标翻译的的重要意义，国内外诸多学者从不同的角度对商标翻译进行过研究，主要的研究方法有符号学，跨文化，功能等值法，目的论，接受美学以及合作原则。但是还没有人从目的论的角度审视商标之美这方面的研究。本论文解析目的论与“三美论”的统一是满足商标翻译的需求的。 因而作者尝试通过探求这种商标翻译方法来提高产品的国际影响。从理论和现实价值而言，本研究不论在商标翻译领域还是在中国市场的实际贸易中都体现出其重要性。 关键词：商标翻译 目的论 审美 “三美”论 消费者 On the Aesthetics of Trademark Translation: from the Perspective of Skopos Theory Abstract: Trademark, as a representation of corporate image as well as a bridge between customers and the products, is also a core element of products which can influence to the desire of consumption for the customer indirectly. Trademarks have many functions, like transmitting information, identifying and distinguishing goods, avoiding unfair competition and the most important one- stimulating consumption. With the development of economical globalization and international competition, more and more corporation attend to realize the importance of appropriate trademark translation in stimulating consumption and taking up a new market share abroad. In this situation, it’s a very important to foreign enterprises to find an effective way to translate their trademarks in order to enter into the Chinese market. Different form literature translation, commercial purpose is the first considerable element in trademark translation. Though trademark translation seems free and not that strict, it does not mean trademark translation should be without principles and aesthetics. On the contrary, in translating trademarks, we must pay more attention on the aesthetics for attracting the customer. There have been many studies on trademark translation from different perspectives due to its great significance, such as semiotics, inter-cultural communication, functional equivalence, skoposheorie, adaptability theory, and cooperative principle, but none of them touches on the aesthetics of trademark translation from the perspective of skopos theory. The thesis expound that the unity of skopos theory and “three-aesthetics criterion” will be satisfied with needs of trademark translation. As the matter of fact, the thesis attempted to promote the international influence of products by finding an effective trademark translation- studying on the aesthetics of trademark translation from the perspective of skopos theory. For realistic and theoretical value, this study would be important in the field of trademark translation, even to practical merchandising of products in Chinese market. Keywords: Trademark translation; Skopos; Aesthetics; Three-aesthetics criterion; Customer
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