作　　者： ; (李延林）;

机构地区： 中南大学外国语学院

出　　处： 《湖南工业职业技术学院学报》 2005年第3期90-92,共3页

摘　　要： 商标的翻译工作意义重大,进出口物品商标的翻译与相应产品的市场知名度及市场销售量有着密切的联系。商标翻译具有特殊性,不可机械地照搬“信、达、雅”原则,而应更多采用“归化”手段,好让消费者最大程度地加以接受。本文试图从美学角度通过对商标翻译事例进行诸如音韵美、简约美、意象美、义象美、形象美以及创造美这几个方面的分析,说明美感在商标翻译中的运用加强了商标名对人们心理的冲击力,从而达到一定商业效果。 Translation of trademark is of great significance. There exist close connections between trademark＇s translation of imported and exported articles, market popularity of the corresponding products and market sales volume of these articles and products. Translation of trademark is so special that we can＇t imitate the principle “faithfulness, smoothness and elegance” mechanically, and should adopt the principle of “domestication” in order to make consumers accept greatly. This paper attempts to analyze some examples of the translation of trademarks in the following respects： the beauty of harmonious sounds, briefness, image, meaning, form and creation. Application of aesthetics used in the translation of trademark strengthens psychological impact on people, thus reaches certain commercial effect.

关 键 词： 商标翻译 审美 目的论

领　　域： [语言文字—英语]