跨文化交际视角下的品牌名称翻译

国际贸易的蓬勃发展赋予商品品牌翻译新的挑战。品牌是国际市场推销商品和进行竞争的一种重要手段，而培养品牌是进一步开拓国际市场的重要环节。本文分析了品牌的重要性，总结了目前品牌翻译的现状。随后结合实例，提出文化、消费心理及美学在商标名称的翻译中具有非常重要的影响和作用。品牌名称应具有联想性，富于国际化。根据中西方国家的文化，审美，思维等各方面的差异，可以为商品改名或创造新词为商品命名。并在此基础上总结了品牌翻译的几种方法：直译，音译，改译，音译和意译结合翻译。
品牌名称的翻译还是一种跨文化交际形式，不管是中文品牌的英译还是英文品牌的汉译在遵循翻译原则的同时，也要注意一些品牌翻译的文化禁区，要跨越译入语的文化障碍，符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者。品牌翻译是一门复杂的艺术，一种好的商品，加上一个动听上口的名字，无异于锦上添花，魅力无穷。

关键词：品牌名称翻译；翻译原则；美学；文化差异；跨文化交际
On the Translation of Brand Names from the Perspective of Intercultural Communication
Abstract：The flourishing development of international business endows brand name translation of commodities with a new challenge. Brand is an important instrument of merchandise promoting and competing in international market. And to nurture brands is an important part to further open up the international market. This paper attempts to explore the approaches for brand name translation through analyzing the significance of brand name and sum up the current situation in brand name translation. Accounting on real cases, there are three main influencing factors in the translation of brand name. They are culture, psychological structure and Aesthetics. According to these, we can change the name or create new words for naming the name. Brand names should be favorable association and international. On the basis, the author summarizes four main methods of brand name translation: transliteration, literal translation, adaptation and combination of transliteration and liberal translation.
Translation of brand names is a formal intercultural communication. However, translating the Chinese brand names into English ones or translating the English brand names into Chinese ones, the translators should pay attention to the cultural taboos, stepping over cultural obstacle, conforming to the habitual use of target language, aesthetics and purchasing cultural psychology of customers when they comply with principles. Translation of brand names is also an intricate art. One good commodity adding to a good name is not different with improving the perfection, and its charm is infinite.
Keywords: translation of brand names; translation principles; aesthetic; cultural differences; intercultural communication

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