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在国际商品贸易不断增长的今天,商标也日益具有国际性。从一种语言到另一种语言,商标的翻译既要保留原文的精华,又要符合消费者的心理与该国的文化习俗。与其他翻译不同的是,上述目的要在对一个词语的翻译中实现,这就需要运用语言、营销以及美学方面的综合知识。在翻译的过程中可通过音译与意译相结合的方法,注意选择音色与意义都与原文较为贴近的字词以达到满意的效果。
As international trade in goods continues to grow, trademarks are also becoming increasingly international. From one language to another language, the translation of trademarks should not only preserve the essence of the original text, but also conform to the psychology of consumers and the cultural customs of the country. Different from other translations, the above purpose is to be achieved in the translation of a word, which requires the use of language, marketing and aesthetics. In the process of translation, through the combination of transliteration and free translation, attention should be paid to the selection of words that are close in tone and meaning to the original to achieve satisfactory results.