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《The Principles and Methods of Brand Name Translation 商标语的翻译 英语专业翻译方向毕业论文》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、ThePrinciplesandMethodsofBrandNameTranslationⅠ.IntroductionThehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast.Thenationalboundaryconceptdesalinatesgradually,whenthescaleofthecommercialcooperationandthecommodityimportandexportexpandunceasingly.Importand
2、exportproductinforeignlandwhethercandevelopthemarketandseizethemarketsuccessfully;thebrandnametranslationisplayingthepivotalrole,besidesmediumadvertisement.Thecommoditybrandnameissimilartohuman'sname.Thetranslatedbrandnameisthesecondnameofcommodityinothercountry,itsimportanceiss
3、elf-evident.14Ⅱ．ThePrinciplesofBrandNameTranslationAsuccessfulbrandnametranslationbothmustretaintheoriginaltexttheessence,haswiththeoriginaltextsameleveleffect,andmustconformtoconsumer'sbrandnamepsychologysimultaneously,butalsomustgivedualattentiontotheculturaldifferenceofEnglis
4、handChinese.A.TheAdvertisingNatureofBrandNameTranslationThetranslatedbrandnamemustconformtotheproduct’snatureandthecharacteristic,manifeststhelocalizationconceptintheoriginaltext,playsrolewhichinformswidely.Atthesametime,thetranslatednameshouldconformtothecommoditycharacteristic
5、,succinctnovel,thepronunciationissweet.Itisadvantageoustospell,read,writeandremember,andeasytocausetheconsumertoproducethegoodassociationandimpressionaboutthecommodity.Forexample,“Dynasty”---theEnglishtrademarkof“皇朝葡萄酒”,letuscannothelpassociatingtheoldmysticalorientcountry,soweh
6、avedeepimageofthegoodagedwine.“Forever”isthetrademarkof“永久自行车”.Ittallywiththeadvertisement“经久耐用，直到永远”ofthebicyclecompletely.“飞鸽自行车”wastranslated“FlyingPigeon”.“Pigeon”isthesymbolofpeaceand“flying”makesthecharacterofthebicyclevivid.“蜂花化妆品”istranslatedinto“Bee&Flower”.Wemayfeelcom
7、fortableandfragrantafterweuseit.Thetranslatednamesabovegiveconsumersrelaxedfeelingandtheyalsocanberememberedeasily.B.InductivePrincipleofBrandNameTranslationThefinalgoalofthebrandnameisbringingconsumer'sattention,takingconsumer'sdemand,stimulatingconsumer'spurchasedesire,andfina
8、llyservingwiththepurchasebehavior.Inductiveprin
