女性消费心理对洗化用品商标英译汉的影响

随着经济的不断发展与进步, 国与国之间的贸易合作越来越频繁, 很多外国商品进入到中国市场, 而这些产品能否在中国立足并成功打开中国市场，商标的汉译起着举足轻重的作用。商标对企业及其产品的重要性是不言而喻的，一个好的商标翻译有利于推广产品，吸引顾客购买。当今女性是消费购买的主力军，她们担当多重角色，比如母亲，妻子，女朋友等，往往要为家庭成员购置很多物品，而洗化用品是女性消费时购买最频繁的商品之一，所以说一个符合女性消费心理的洗化用品商标汉译有利于推销产品，增大销量。本文旨在通过对女性消费心理的研究与解读，探索其对洗化用品类商标汉译产生的影响。

关键词：女性消费心理，商标汉译，洗化用品
The Influence of Female Consumption Psychology on the English-to-Chinese Trademarks Translation of Washing Supplies and Cosmetics
Abstract

With the rapid development of economy, trade cooperation among different nations become more and more frequent. Therefore, a great number of foreign commodities are entering into Chinese market. If the foreign sellers want to successfully open up China’s market, they need to give their products a very attractive Chinese translation of trademark. Thus, the importance of the trademark translation of the enterprises and their products is self-evident. A good trademark translation is conducive to the promotion of products, and can attract customers to buy the products. Nowadays, women are the main force in consumption. They play different kinds of roles in their life, such as mother, wife, girlfriend, etc. They often buy a lot of things for their family members and their friends, and washing supplies, cosmetics are frequently bought by women consumers. In this case, proper and attractive trademark translation of washing supplies which are in line with the female consumption psychology can help to promote products and to increase sales. This paper aims at studying and illustrating the female consumer psychology, in order to explore its effect on the English-to-Chinese trademarks translation of washing supplies and cosmetics.
Key words: Women’s consumption psychology, trademark translation, washing supplies         and cosmetics

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