中英文商标的命名与翻译
中文摘要
随着商品经济的高度发展和国际贸易的频繁往来，作为商品标志的商标的命名与翻译也就变得越来越重要和富于影响力。在竞争激烈的市场上，商标即事业，商标关系到企业的形象、信誉、实力等一系列重要因素。一个成功的商标译名对开拓国际市场、创造企业财富起着不可忽视的作用。中英文商标作为一种文化现象，广泛地存在于社会生活中，对企业商品的宣传，推销，美化人们的生活，起着重要的作用，特别是，它如同一座桥梁，把东方与西方文化，企业，商品与消费者紧密相连。本文从中西方文化差异的角度出发，通过对中英文商标实例的分析，概述商标词的来源、特征及其商标词翻译的原则，介绍了几种常用的商标翻译法，并就其中存在的一些问题进行了探讨。
关键词：商标；文化差异；翻译原则；翻译方法
Abstract
With the highly developing of commodity economy and international trade, the translation of trademarks becomes increasingly important and influential in the economic life. In a competitive market, the trademark of a product is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. A successful trademark plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, Chinese and English trademarks, which widely exist in social life, plays an important role in the public awareness of the enterprise commodity, the sales promotion, beautifying people’s life, and especially, it connects the eastern and the western culture, the enterprise, the commodity and the consumers closely. From the perspective of cultural differences, this article attempts to outline the word origin and the characteristic of trademarks as well as the translation principle, introduce several kinds of trademark translation methods, and meanwhile discusses the phenomenon of cultural error in trademark translation.
Key words: trademark; cultural difference; translation principle; translation method
目录：
一、 中英文商标的命名
二、 商标词的翻译特征
三、 中文商标英译中存在的问题
四、 常见的商标翻译法
五、 结语
