外来语是来自其他语言的借词,汉语外来语的引进主要依靠音译。汉字具有音形意合一的特点,因此,外来语的音译不仅仅是对原语词发音的模拟,也要充分考虑汉字的表意功能。近现代以来,外来语的音译从纯粹音译发展到谐音音译、半音译、音义兼备等音义合译。品牌译名是汉语外来语的重要组成部分。品牌译名既要照顾到汉字的表意功能,也要通盘考虑产品特点、消费者心理等要素,重视品牌译名所带来的商业、文化、心理等各方面效应。 Loanwords are loanwords from other languages. The introduction of Chinese loanwords mainly depends on transliteration. Therefore, the transliteration of foreign words is not only a simulation of the pronunciation of the original words, but also takes full account of the ideographic functions of the Chinese characters. Since modern times, the transliteration of foreign words from the purely transliteration to the development of homophonic transliteration, semi-transliteration, both sound and meaning, such as transliteration. Brand name translation is an important part of Chinese loanwords. Brand name translation should not only take care of the ideographic function of Chinese characters, but also consider the characteristics of products, consumer psychology and other factors, emphasizing the commercial, cultural, psychological and other aspects of the brand name translation effect.