Problems of Today’s Trademark Translation and the Translation Strategies

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1、商标翻译存在问题分析及翻译策略ProblemsofToday’sTrademarkTranslationandtheTranslationStrategiesAbstract:Withtheinternationalizationoftrademarks,theirtranslationsareofvitalimportance.Trademarkisaspecialkindoflanguagesigns.Itistheconcentrationofcommodities’distinctcharacteristics,thecoreofcommodi

2、ties’culture,andthepowerfulweaponforanenterprisetoparticipateininternationalcompetitions.Itisnotonlyalogo,alsoalure,thefinalgoalofwhichistoattractcustomersandsellcommodities.Trademarktranslationconformstotheconceptionofsociology.Agoodtrademarktranslationmaybringanenterprisehugew

3、ealth,whereasabadonemayletanenterprisesuffergreatloss.Therefore,anenterprise’sfutureiscloselylinkedwithtrademarktranslation.Withsomeexamplesanalyzed,thisessayfocusesonaestheticstoexplorethetranslationoftrademarks.Thearticleprofitsfromandabsorbsothertranslationmethods,memorizings

4、ometranslationstrategiesaswellasproposessomethingtobepaidattentiontoinviewofthedifferentstrategies.Keywords:trademark;trademarktranslation;translationstrategies摘要：随着商标的国际化发展其翻译方法至关重。商标是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的核心部分，是企业参与国际竞争的有力武器。它既是标识，又是诱饵，最终是要招揽顾客，出售商品。商标翻译具有社会性。好的商标翻译可以给企业带

5、来巨大的财富；反之,糟糕的商标翻译可以让企业损失惨重，所以企业的生死存亡与商标翻译息息相关。本文列举了一些商标的翻译，其重点是强调发掘商标翻译的美学价值，并收集了一些典型商标，经过系统的分析，借鉴并吸收了一些翻译方法，重新总结归纳了一些商标翻译的策略，本文还针对不同策略的商标翻译提出了需要注意的事项。关键词：商标；商标翻译；商标翻译策略ContentsⅠ.IntroductionofToday’sTrademarkTranslation…………………1Ⅱ.ProblemsofToday’sTrademarkTranslation…………………….1A.

6、ProblemsinChinese–EnglishTrademarkTranslation………………..21.Trademarkswithouttranslation………………………………….22.Impropertranslation…………………………………………….2a.Abusedtransliteration…………………………………………2b.Improperliteraltranslation……………………………………3B.ProblemsinEnglish–ChineseTrademarkTranslation………………..41

7、.Clichetransliteration…………………………………………….42.Lackofconsistency………………………………………………4C.SuggestedResolutions………………………………………………4Ⅲ.AestheticFeaturesofTrademark………………………………...5A.FormalBeauty……………………………………………………..5B.ContextualBeauty………………………………………………….6Ⅳ.TranslationStrategiesofTrademarks……

8、………………………..7A.Transliteration………………………………………………