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改革开放带来的市场经济大潮,正席卷着中国城乡大地.各种各样洋货不断涌进中国市场.商店货架上随处可见带外文标签,尤其是英文标签的商品.译写此类商标成了当务之急.这些商标都是外国广告商根据推销商品,绞尽脑汁结合一定的构词法臆造的,具有强烈的吸引力和感染力.如何使这些商标在译成汉语时,仍有同样的功能、效果,是中外商人所关心的事,也是语言工作者应探讨的问题.笔者通过对目前中国市场上常见的进口商品英文商标汉译的观察,总结出三种主要方法,即音译法、意译法、音义兼顾法.下面笔者将逐一加以探讨.
The tide of market economy brought about by the reform and opening up is sweeping the urban and rural areas in China. A variety of foreign goods are constantly pouring into the Chinese market. There are many products with foreign labels, especially English labels, on the shelves of shops. It is imperative that these trademarks are highly attractive and appealing to foreign advertisers based on the marketing of their products, their brains combined with certain word formation laws, and how to make these trademarks still have the same functions and effects when they are translated into Chinese. Is a matter of concern to Chinese and foreign businessmen, and also a problem to be explored by linguists.Through the observation of the common Chinese translations of English trademarks of imported goods in the Chinese market, the author summarizes three main methods: transliteration, free translation, meaning Take into account the law.The following will be one by one to explore.