浅谈商标翻译方法

On the Approaches to Translating Trademarks
Abstract：Trademarks play a very important role in the product’s sales. As the economy going global, the trademarks’ translation comes along. Translation is a process of information transmission, and it should be consistent and faithful to original text. Trademarks’ translation is more complex than general translation, so correct and effective methods must be applied into the translation of trademarks. The article presents the language feature of trademark and summarizes five approaches to translating trademarks. They are transliteration ，free translation，sound and meaning, trans-semantic translation, straight usage and creational method. And it also proposes that translators should take local culture and popular psychological identity into consideration, thus avoid making serious translational mistakes. It also emphasizes that translators should pay more attention to convey connotation of product than merely general translation.

Keywords: trademark, translation, approaches to translating trademarks, cultural difference.

浅谈商标翻译方法

摘要：商标在产品销售中起着重要的作用，随着经济全球化发展，商标翻译随之产生。翻译是信息转变传播过程，它要求对等，忠于原文。而商标的翻译更为特别，商标翻译时需要运用正确有效的方法，本文概括了商标翻译的五种方法---音译，意译，音义，半音半意，直用，新创。提出译者在翻译时要兼顾当地文化习俗，大众消费心理避免走入翻译误区，强调商标翻译不在形式，而是要传达产品的内涵。

关键字：商标, 翻译,  商标翻译方法, 文化差异

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