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商标一出现就成为商品和企业的象征,是生产者和消费者直接对话的桥梁,是企业参与国际竞争的有力武器。好的商标翻译体现了翻译技术与审美艺术的完美结合,也给产品包装增添无穷魅力。商标翻译具有十分重要的现实意义,能使译名准确贴切、不失原语名称的艺术性和商业性,达到广泛宣传和促销商品的目的;同时也具有丰富的理论意义,能拓宽语言学研究空间,丰富语言学的内涵,而且能够促进语言理论研究与实际应用的有机结合。本文主要介绍商标翻译应遵循的原则,并通过对一些中英文商标翻译实例的分析,探讨并归纳常用的商标翻译方法。
As soon as a trademark appears, it becomes a symbol of goods and enterprises, a bridge between producers and consumers in direct dialogue, and a powerful weapon for enterprises to participate in international competition. Good trademark translation reflects the perfect combination of translation technology and aesthetic art, but also adds endless charm to product packaging. Trademark translation has very important practical significance, can make the translation accurate and appropriate, without losing the artistic and commercial nature of the original name, to achieve the purpose of extensive publicity and promotion of goods; also has a wealth of theoretical significance, can broaden the linguistic research space, Enrich the connotation of linguistics, but also promote the organic combination of linguistic theory research and practical application. This article mainly introduces the principle that trademark translation should follow and analyzes and translates commonly used trademark translation methods by analyzing some examples of translation between Chinese and English trademarks.