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在市场经济高度发展的当今社会,商标不仅是标志商品的质量、特色和知识产权的象征,还是无形资产,更是人们精神领域里创造的智力成果之一。从目的论(Skopos)来讲,商标具有劝诱性,其翻译目的在于树立品牌形象,激发消费欲望。一般来讲,驰名商标均蕴含两大作用:一能保证产品品质;二能传达产品信息。商标是质量和企业形象的代言人,译名的好坏就直接关系着产品在非本国市场销售业绩的成败。那么在商标互译中应遵循哪些原则,又有哪些翻译方法呢?
In today’s highly developed market economy, a trademark is not only a symbol of the quality of goods, a symbol of intellectual property, and intangible assets, but also one of the intellectual achievements created in the spiritual area of people. In terms of Skopos, the trademark is persuasive, and its purpose is to establish a brand image and stimulate consumer desires. In general, well-known trademarks are two major functions: First, to ensure product quality; Second, to convey product information. Trademark is the quality and corporate image of the spokesman, the translation of the quality is directly related to the product in the non-domestic market success or failure of sales. So what should be followed in trademark translation, what are the translation methods?