从女性消费心理浅析商标名称翻译

随着经济的发展，中国的各个方面都经历了翻天覆地的变化。当然，进入21世纪之后，人们的消费结构、消费水平和消费观念也日趋成熟和多样化。随着中国加入世贸组织，从商品市场，到人才、信息和资本市场，中国经济受全球经济一体化的影响也日益加深。随着越来越多的商品涌入国际市场，商标名称的翻译也变得更加实用和重要。当今社会，女性消费者已成为现代市场的主力军和消费潮流的先锋。因此，商标翻译能否赢得女性消费者的青睐会直接影响商品的市场份额和发展前景。
在维索尔伦语言顺应理论的指导下，文章主要分析了商标名称翻译和女性消费心理的特点，并且提出商标名称翻译赢顺应女性消费心理的观点。

关键词:  经济，女性消费心理，商标翻译，维索尔伦理论
An Analysis of the Trademark Translation from the Perspective of Female Consumption Psychology
Abstract

Along with the development of economy, China has undergone enormous changes all round. Certainly, in the 21st century, people’s consumption structure, consumption level and consumption concept have been increasingly mature and diversified. With entering into WTO, China is increasingly influenced by the global economic integration in the aspects from the commodity market to the talent, information and capital market. Since more and more products rushing into international market, how to translate trademarks has become more and more practical and significant. In modern society, female consumers have become the main force in market and the pioneer in spending spree. Therefore, how to win the favor of consumers is essential to the market share and development prospect of the commodity.
Guided by Verschueren’s Theory of Linguistic Adaptation, this paper mainly analyzes the characteristics of trademark translation and female consumption psychology, and puts forward the viewpoint that trademark translation should be complied with female consumption psychology.

Key words:  Economy, female consumption psychology, trademark translation, Verschueren’s Theory                             

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