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1、AbstractTranslation of brand names is a form of intercultural communication. However we translate the Chinese brand names into English ones or translate the English brand names into Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. The tran
2、slators should also pay attention to some cultural taboos and choose appropriate method to translate. Of course, brand name translation is not a simple thing. Sometimes the good translated name likes the inherent one, when we translate brand name there is something we can do to strive for perfection
3、. One good kind of commodity adding on a good name is not different with improving on perfection, and its charm is infinite.Key WordsTranslation of brand names; principles; methods; cultural taboos;摘要商标名的翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在遵循翻译原则的同时，也要注意一些商标翻译的文化禁区，并且选择适
4、当的方法来进行翻译。当然，商标的翻译绝不是简单的问题。有时好的译名也有自然天成的味道，所以在翻译商标时我们大有文章可做，可以精益求精。一种好的商品，加上一个动听上口的名字，无异于锦上添花，魅力无穷。关键词商标翻译；原则；方法；文化禁区；IntroductionThe human society has entered the 21st century. The international trade is developing fast. The national boundary concept desalinates gradually, when the scale of the com
5、mercial cooperation and the commodity import and export expand unceasingly. Import and export product in foreign land whether can develop the market and seize the market successfully; the brand name translation is playing the pivotal role, besides medium advertisement. The commodity brand name is si
6、milar to humans name. The translated brand name is the second name of commodity in other country, its importance is self-evident.The Principles of Brand Name TranslationA successful brand name translation both must retain the original text the essence, has with the original text same level effect, a
7、nd must conform to consumers brand name psychology simultaneously, but also must give dual attention to the cultural difference of English and Chinese.A. The Advertising Nature of Brand Name TranslationThe translated brand name must conform to the products nature and the characteristic, manifests th
8、e localization concept in the original text, plays role which informs widely. At the same time, the translated name should conform to the commodity characteristic, succinct novel, the pronunciation is sweet. It is advantageous to spell, read, write and remember, and easy to cause the consumer to pro
9、duce the good association and impression about the commodity. For example, “Dynasty” -the English trademark of “皇朝葡萄酒”, let us cannot help associating the old mystical orient country, so we have deep image of the good aged wine. “Forever” is the trademark of “永久自行车 ”. It tally with the advertisement
10、 “经久耐用，直到永远”of the bicycle completely. “飞鸽自行车” was translated “Flying Pigeon”. “Pigeon” is the symbol of peace and “flying” makes the character of the bicycle vivid. “蜂花化妆品”is translated into “Bee & Flower”. We may feel comfortable and fragrant after we use it. The translated names above give consum
11、ers relaxed feeling and they also can be remembered easily.B. Inductive Principle of Brand Name TranslationThe final goal of the brand name is bringing consumers attention, taking consumers demand, stimulating consumers purchase desire, and finally serving with the purchase behavior. Inductive princ
12、iple of brand name should regard as the soul of brand name translation. The Chinese-foreign joint venture washing product “飘柔” is the classics of brand name translation about inductive principle work. The translator did not transliterate the “Rejoice” or translate it literally to “欢乐”or “欢欢”, but ad
13、opt free translation boldly. He used “飘柔”to show the brilliance of it. At the same time, this translation also has the very strong inductive. Generally speaking, the shampoo expense group is almost female, and each woman vainly hoped for has mild-mannered sharp luxuriant. “飘柔” has held the dream of
14、the expense groups, lured them to choose this product. Prokids (小淘气婴儿用品) using the love of mother to the child indicated all these are for your lovely baby; Are you not willing to take out money? Therefore, when translation brand name, we must study consumers psychology carefully, consider repeatedl
15、y, translate exquisitely, lofty, brief, easy to record, can arouse the customer interest, let persons have the happy association, makes the deep impression to the customers.C. Aesthetic Principle of Brand Name TranslationThe translated brand name cannot let the consumer have the bad association; oth
16、erwise the good product also cannot sell out. This requests the translator considering the culture and the historical perspective fully. For example, if “Goldlion” (mens clothes) is translated into “金狮”, it has a homophonic one as “金失”. That is the taboo of factory. They believe that if they use the translated name, the product never be sold well in China. But “金利来”is a lucky name. It has already been familiar and loved by consumers. In Japan, lotus is the symbol of dea
