the translation of brand names

1、AbstractTranslationofbrnamesisafmofinterculturalcommunication.HoweverwetranslatetheChinesebrnamesintoEnglishonestranslatetheEnglishbrnamesintoChineseoneslanguagelawsculturalpsychologyaestheticinterestsomeotherfactswillbe

2、involved.Thetranslatsshouldalsopayattentiontosomeculturaltabooschooseappropriatemethodtotranslate.Ofcoursebrnametranslationisnotasimplething.Sometimesthegoodtranslatednamelikestheinherentonewhenwetranslatebrnamethereisso

3、methingwecandotostrivefperfection.Onegoodkindofcommodityaddingonagoodnameisnotdifferentwithimprovingonperfectionitsmisinfinite.KeyWdsTranslationofbrnamesprinciplesmethodsculturaltaboos摘要商標(biāo)名的翻譯是一種跨文化交際形式，不管是中文商標(biāo)的英譯還是英文商標(biāo)的

4、漢譯，都會涉及到語言規(guī)律、文化心理、審美情趣等方面的因素。商標(biāo)翻譯者在遵循翻譯原則的同時，也要注意一些商標(biāo)翻譯的文化禁區(qū)，并且選擇適當(dāng)?shù)姆椒▉磉M行翻譯。當(dāng)然，商標(biāo)的翻譯絕不是簡單的問題。有時好的譯名也有自然天成的味道，所以在翻譯商標(biāo)時我們大有文章可做，可以精益求精。一種好的商品，加上一個動聽上口的名字，無異于錦上添花，魅力無窮。關(guān)鍵詞商標(biāo)翻譯；原則；方法；文化禁區(qū)；IntroductionThehumansocietyhasentere

5、dthe21stcentury.Theinternationaltradeisdevelopingfast.Thenationalboundaryconceptdesalinatesgraduallywhenthescaleofthecommercialcooperationthecommodityimptexptexpunceasingly.Imptexptproductinfeignlwhethercandevelopthemark

6、etseizethemarketsuccessfullythebrnametranslationisplayingthepivotalrolebesidexpensegroupisalmostfemaleeachwomanvainlyhopedfhasmildmanneredsharpluxuriant.“飄柔”hasheldthedreamoftheexpensegroupsluredthemtochoosethisproduct.P

7、rokids(小淘氣嬰兒用品)usingtheloveofmothertothechildindicatedallthesearefyourlovelybabyAreyounotwillingtotakeoutmoneyTherefewhentranslationbrnamewemuststudyconsumerspsychologycarefullyconsiderrepeatedlytranslateexquisitelylofty

8、briefeasytorecdcanarousethecustomerinterestletpersonshavethehappyassociationmakesthedeepimpressiontothecustomers.C.AestheticPrincipleofBrNameTranslationThetranslatedbrnamecannotlettheconsumerhavethebadassociationotherwis

9、ethegoodproductalsocannotsellout.Thisrequeststhetranslatconsideringtheculturethehisticalperspectivefully.Fexampleif“Goldlion”(men’sclothes)istranslatedinto“金獅”ithasahomophoniconeas“金失”.Thatisthetaboooffacty.Theybelieveth

10、atiftheyusethetranslatednametheproductneverbesoldwellinChina.But“金利來”isaluckyname.Ithasalreadybeenfamiliarlovedbyconsumers.InJapanlotusisthesymbolofdeathsothebrname“荷花”shouldbechangedtoanotherone.Howeverashiphasthebestqu

11、alitythelowestpriceifitusesthename“Titanic”nobodymaybuyit.Japanesecarmanufacturer“Toyota”presentsakindofluxuriouscarwhosebrnameis“Lexus”.WhenthecarbeginstosellinchinatheadministrantofToyotacompanydecidedtotranslate“Lexus

12、”toChinese“凌志”.TothemainlChinesethenamemayrecalltheirmemyaboutChairmanMao’smajesticpoem“久有凌云志，重上井岡山”.Sowhenwetranslatebrnameswehavetoavoidthewdswhicharetabooedbyconsumerscarefullychoosepropitiousnamesmeticulously.D.Equiv

13、alencePrincipleofBrNameTranslationEquivalenceistheceinthewesttranslationthey.In1961afamouspersonpointedout:“Theinfluencewhichthetranslatedwksgivesusshouldbeidenticalwiththeinfluencewhichtheiginaltextgivesitsfirstaudience

14、.”Theprincipleofequivalenceissuitfbrnametranslationbestinallthetranslationtheies.Accdingtotheprincipleofequivalencetranslatedbrnamemusthavetwofacts:a.Translatednameshouldhavethebrnamefm.b.Thetranslatedonemusthavetheabili

15、tytoproducethesameapproximatefunctionsoftheiginalbrname.Thatistosaythetranslatednameshouldbereadingeasilypleasanttoheargoodlooking.Itmustbetheperfectunityoftonefmmeaning.Letusseesomeexamples:cosmetic“Clean&Clear”meanscle