英文商标的汉译策略

随着世界经济的快速发展和中国加入世界贸易组织,中国与世界各国的贸易关系进入了一个新的台阶。许多中国产品进入了外国市场, 同时越来越多的外国产品也涌入了中国市场,因此了解怎样把英文商标合理的翻译成中文十分重要。做好商标名称的翻译工作是树立全球品牌形象的首要任务。一个成功的商标翻译会缩短产品和消费者之间的距离，使消费者更好的了解产品,从而期望购买产品。因此，本文首先首先从商标识的常识介绍开始,然后集中对了英文商标翻译成汉语的几种原则和方法进行了探讨，这些原则和方法的运用对于有效的翻译和商业目标的实现有很重要的作用。

关键词：英文商标；翻译；原则；方法
Abstract
   With the rapid development of world economy and China’s entry into WTO, the trade relations between China and the other countries have gone a step further.  While many Chinese products are getting to the foreign market, more and more foreign products are crushing into Chinese market. Therefore it is important to know how to translate English trademarks into Chinese properly .Trademark translation is the fundamental task to build a worldwide brand image. A successful translation of trademark could shorten the distance between goods and consumers, help the potential consumers to get to know the goods well and eventually look forward to buy the goods. Hence, this paper starts with the introduction of common sense in trademark, and then focuses on principles and methods of translating English trademarks into Chinese. The application of these principles and methods could be helpful to the effectiveness in translation and realization of commercial target in business world.
 

Key words: English trademarks; translation; principles; methods

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