摘要
通过研究我国出口产品的商标翻译状况,发现其存在过度使用拼音、重名现象严重、缺乏显著性和文化语用失误等主要问题。在对比分析世界著名品牌的基础上,提出我国出口产品商标翻译应该革新传统翻译方法,加强商标翻译队伍及机构建设,以保证译名的实效性和国际性。
Based on a study of the trademark translation of Chinese export commodities,this paper identifies its major problems as the overuse of Chinese Pinyin,plenty of indiscriminable translated trademarks,lack of originality as well as cultural pragmatic failure.Effective translation strategies are put forward,followed by a research of the world-famous brands,to guarantee the effectiveness and internationality of translated Chinese trademarks.These strategies include the innovation of traditional translation methods,the establishment of trademark translation institutes and the pooling of qualified translators.
出处
《湖南科技大学学报（社会科学版）》
CSSCI
北大核心
2013年第3期159-162,共4页
Journal of Hunan University of Science and Technology(Social Science Edition)
基金
湖南省教育厅科学研究项目(09C418)
关键词
商标翻译
中国出口产品
翻译策略
trademark translation
Chinese export commodities
translation strategies
