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1、商標(biāo)語的翻譯TheTranslationofBrandNamesAbstractTranslationofbrandnamesisaformofinterculturalcommunication.HoweverwetranslatetheChinesebrandnamesintoEnglishonesortranslatetheEnglishbrandnamesintoChineseones,languagelaws,culturalpsychology,aestheticinterestandsomeotherfac
2、torswillbeinvolved.Thetranslatorsshouldalsopayattentiontosomeculturaltaboosandchooseappropriatemethodtotranslate.Ofcourse,brandnametranslationisnotasimplething.Sometimesthegoodtranslatednamelikestheinherentone,whenwetranslatebrandnamethereissomethingwecandotostri
3、veforperfection.Onegoodkindofcommodityaddingonagoodnameisnotdifferentwithimprovingonperfection,anditscharmisinfinite.KeyWordsTranslationofbrandnames;principles;methods;culturaltaboos;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)的漢譯，都會(huì)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
4、時(shí)，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(jìn)行翻譯。當(dāng)然，商標(biāo)的翻譯絕不是簡單的問題。有時(shí)好的譯名也有自然天成的味道，所以在翻譯商標(biāo)時(shí)我們大有文章可做，可以精益求精。一種好的商品，加上一個(gè)動(dòng)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)；IntroductionThehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast.Thenationalboundaryconceptdesali
5、natesgradually,whenthescaleofthecommercialcooperationandthecommodityimportandexportexpandunceasingly.Importandexportproductinforeignlandwhethercandevelopthemarketandseizethemarketsuccessfully;thebrandnametranslationisplayingthepivotalrole,besidesmediumadvertiseme
6、nt.Thecommoditybrandnameissimilartohuman'sname.Thetranslatedbrandnameisthesecondnameofcommodityinothercountry,itsimportanceisself-evident.D.EquivalencePrincipleofBrandNameTranslationEquivalenceisthecoreinthewesttranslationtheory.In1961,afamouspersonpointedout:“Th
7、einfluencewhichthetranslatedworksgivesusshouldbeidenticalwiththeinfluencewhichtheoriginaltextgivesitsfirstaudience.”Theprincipleofequivalenceissuitforbrandnametranslationbestinallthetranslationtheories.Accordingtotheprincipleofequivalence,translatedbrandnamemusth
8、avetwofactors:a.Translatednameshouldhavethebrandnameform.b.Thetranslatedonemusthavetheabilitytoproducethesameorapproximatefunctionsoftheoriginalbrandname.Thati
