品牌名称翻译规则

CONTENTS
Abstract................................................................................................................................. i
摘要...................................................................................................................................... ii
1. Introduction...................................................................................................................... 1
2. Characteristics and functions of brand names.................................................................. 1
  2.1 Characteristics of brand names .................................................................................. 1
  2.2 Functions of brand names........................................................................................... 2
3. The criteria of brand name translation.............................................................................. 2
  3.1 Review of the main translating criteria...................................................................... 2
  3.2 Nida’s functional equivalence.................................................................................... 3
  3.3 The criteria of Easiness, briefness, novelty and aesthetic principle........................... 4
4. Main methods of brand name translation......................................................................... 6
  4.1 Transliteration............................................................................................................. 6
  4.2 The Method of Paraphrase.......................................................................................... 8
  4.3 Mixed translation........................................................................................................ 8
  4.4 Free translation........................................................................................................... 9
5. Cultural Influence on Translation of Brand Names.......................................................... 10
  5.1 Different beliefs.......................................................................................................... 10
  5.2 Different concepts of values....................................................................................... 11
6. Conclusion........................................................................................................................ 12
Bibliography......................................................................................................................... 14
Acknowledgements.............................................................................................................. 15

ABSTRACT

Commodity advertising is an important strategy for international market to compete and promote, and cultivating brand names is an essential part to further develop the international market. Therefore, translating brand names appropriately is obviously significant. Brand name is a science and an art, as well as a form of cross-cultural communication. The law of C-E or E-C translation of brand name are relate to language, culture, aesthetics and other factors. According to Nida's Functional equivalence, this paper attempts to discuss the criteria and methods of brand name translation through analyzing the characteristics and functions of brand name. At the same time, the cultural influence on translation of brand names should be paid attention and appropriate translating methods should be selected. Brand name translation is customer-oriented or effect-oriented translation.
Key words: translation of brand names; characteristics and functions; principles; methods; cultural influence
     
摘要

商品宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。因此，做好商标的翻译，其重要意义是不言而喻的。商标翻译是一门科学也是一门艺术，而且是一种跨文化交际形式。不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化、审美情趣等方面的因素。本论文在分析商标名称的功能和特点的基础上, 根据奈达的功能对等理论，主要探讨了商标翻译过程中需要遵循的标准和采用的方法，并着重指出商标翻译者在遵循翻译标准的同时，也要注意文化对商标翻译的影响，以此选择适当的方法来进行翻译。商标翻译是以顾客为中心以效果为导向的翻译。
关键词：商标翻译；特点和功能；原则；方法；文化影响

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