目的论视角下英文商标汉译研究摘要随着经济全球化的发展，越来越多的国际产品进人中国，此时能够正确传达商品优良信息，吸引目标消费者，促发美好联想激发购物欲望，引发购买行为的商标显得颇为重要，因此英语商标汉译越来越成为企业家、相关研究学者的关注对象。本文以翻译目的论原则为理论框架，从商标显著性的角度探讨英汉商标翻译，指出英汉商标翻译宜应注重原语与目的语之间的文化差异并灵活运用各种翻译技巧以达到最佳商业效果。关键词：目的论；商标；英汉翻译AbstractWiththedevelopmentofeconomicglobalization,moreandmoreinternationalproductsareenteringChina.Atthistime,itisveryimportantforenterprisetohavegoodChinesetrademarkthatcancorrectlyconveytheinformationofgoods,attractconsumers,andpromotetheconsumer’spurchasedesire.Therefore,thetranslationofEnglishtrademarkshasbecomeanincreasinglyimportanttargetforentrepreneursandrelatedresearchscholars.Thispapertakestheskopostheorieasthetheoreticalframework,anddiscussesthetranslationofEnglishtrademarksfromtheperspectiveoftrademarksalience.ItpointsoutthatEnglish-Chinesetrademarktranslationshouldfocusontheculturaldifferencesbetweentheoriginallanguageandthetargetlanguageandtranslatorsshouldusevarioustranslationstrategiestoachievethebestbusinesseffect.Keywords:Skopostheorie;Trademark;English-ChinesetranslationContentsHYPERLINK\l_Toc19039_WPSOffice_Level1IIntroduction.........2II................................................................2....................................................................................3....................................................................................3III.........................................................4..........................................................................4...................................................................5.......................................................................................6IV................................................................................7...............................................................................................7................................................................................................8V......................................8....................................................................................8.......................11.....................................14VI..........................................................................................16................................................................................................18IIntroductionWiththerapiddevelopmentofeconomicglobalization,ChinahasintroducedalargenumberofinternationalproductsandmoreandmoreEnglishbrandshaveenteredChina.Thesebrandsarenotonlyusedtohelppeopledistinguishbetweengoods,butalsotheyrepresenttheimage,quality,andevendirectlyaffectconsumers’desiretopurchase,whichinturnaffectsthedevelopmentofthecompany.Therefore,thetranslationoftrademarksisoftenboththefocusofentrepreneursandtheobjectofresearchforrelevantscholars.Therehavebeensomeresultsinthecurrentstudyoftranslationoftrademarks,butthereisstillaneedforfurtherresearch.ThefundamentalpurposeoftranslatinganEnglishtrademarkintoChineseistomakeChineseconsumershaveagoodimpressionoftheproductandtrusttheproduct,asthustheyarewillingtobuy.Ifitstranslationdoesnotachievethisgoal,nomatterhowbeautifulorspecialthetranslationis,itisnotasuccessfultrademar...
