论商标的翻译策略
摘要：随着中国经济的快速发展，越来越多的外国商人到中国市场寻找商机，同时带来了很多的外来商品。要想在这个市场上具有竞争力，外国商人面对着两个艰巨的任务：一是产品的质量，二是商标的翻译，因为商标就代表了商品同时更是一个企业的形象的体现。商标名称的翻译不仅仅是简单的语言转换，更是一种跨文化的交流。影响商标翻译的因素有很多，例如不同民族的文化差异，消费者心理和审美心理等等。这些对于树立商品形象，开发及占领市场起到关键性作用。因此，注重研究这些影响因素以及提出相关的翻译策略是很有必要的。这篇文章分析了五种策略即（1）坚持相关翻译原则的同时考虑英汉之间的文化差异（2）尊重国外文化迎合消费者心理（3）注意原商标的发音在翻译时注重音律加强节奏感（4）商标翻译应该联系产品（5）关注目标市场的文化禁忌。
关键词：商标翻译 消费者心理 审美心理 翻译策略 文化差异 文化禁忌
On the Translation Strategies of Trademarks
Abstract: With the rapid economic development in China, more and more foreign businessmen are coming to China to see business opportunities, and more and more foreign goods enter into this huge market. To be competitive in this market, the foreign businessmen face two major tasks: the first is the quality of the products and the second is the translation of trademarks, for the trademark represents the products as well as the image of the enterprise. The translation of trademark is not as simple as the exchange of language, but a style of cross-culture communication. Trademark translation is influenced by many factors, such as the differences in national culture, consumer psychology, aesthetic psychology and so on, which play a very important role in building a good commodity image , opening and occupying the market. So it is necessary to pay attention to researching these factors and adopting relevant strategies when dealing with the trademark translation. This paper illustrates five strategies: (1) insisting on the translation rule of “equivalent” and giving consideration to the culture difference between Chinese and English (2) respecting foreign customs to meet consumer psychology (3) being particular about the melody of pronunciation to enhance aesthetic sentiment (4) translation should be related to the product (5) paying attention to the cultural taboos of the target market.
Key words: trademarks translation consumer psychology aesthetic psychology translation strategies differences in national culture cultural taboos
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