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毕业论文-汉语商标的英译技巧，共17页，6026字
摘要
随着贸易国际化进程的加速，中国出口商品与日俱增。人们越来越认识到商
标翻译在商品贸易中的重要意义。汉语商标翻译属于一种有目的的文化交流行为，
它应该能正确传达商品品质的信息，吸引国外消费者，激发消费者购买欲望并引
发购买行为。因此，本文在功能目的理论的基础上，针对目前汉语商标的英译中
存在的问题，讨论在汉语商标的英译过程中应采用的一些技巧----音译、直译和
意译等。同时强调在运用这些技巧过程当中，尽量表达出源语文化内涵，同时还
要注意对目的语文化的顺应，使商标翻译能符合国外消费者的购买心理，从而促
使商品的出口份额。
关键词 汉语商标，功能目的论，翻译原则，翻译技巧

Abstract
With the fast advancement of the internationalization, more and more Chinese products
are largely exported to foreigners. The companies have growingly realized the
significance of translating Chinese trademark names. The translation of Chinese
trademark names belongs to a kind of cultural communication with special purposes. A
successful translation should be able to convey the current information of the
commodity, attract the foreign consumers’ attention, stimulate their purchasing desire
and promote their buying action. Consequently, based on the “Skopos Theory”, this
paper puts forward some techniques that are usually utilized, such as the Chinese
pinyin way, transliteration, free transliteration and so on. And this paper also
emphasizes that a translator should, in the course of translating a Chinese trademark
name, not only try his best to express the native connotation meaning, but also keep in
his mind the adaptation to foreign culture. In doing so, translations will increase export
portion of the commodities in the international market.
Keywords
Chinese trademark name ， Skopos Theory， translating principles ，
translating techniques

Contents
1 Introduction …………………………………………………………………………………… 1
2 The Principles of Translating Trademark Names……………………………………2
2.1 The Theory of Translating Chinese Trademark Names……………………………2
2.2 The Principles of Embodying Characters of Commodity…………………………2
2.3
The Principles of Identifying Commodity ……………………………………… 3
2.4 The Principles of Stimulating Consumers’ Purchasing Desire……………………3
3 The Problems Existing in the Translation of Chinese Trademark Names……………4
3.1 Inclination of Using Chinese Pinyin ………………………………………………4
3.2 Blind and Mechanical Transliteration ……………………………………………5
3.3 Lack of Cross-culture Awareness ………………………………………………5
4 The Techniques of Translating Chinese Trademark Names…………………………6
4.1 Translating in Chinese Pinyin………………………………………………………6
4.2 Translating Word by Word ………………………………………………………7
4.3 The Free Translation………………………………………………………………9
Conclusion …………………………………………………………………………… 11
Acknowledgements ……………………………………………………………………12
Reference ……………………