跨文化商标翻译对市场营销的影响Trademark Translation

菜单

The Influence of Products’ Trademark Translation on Marketing from the Perspective of Intercultural Communication
Acknowledgments   I would like to thank the following persons for their kind help and support during the whole process of studying and writing the thesis.
First of all, I would like to express my great appreciation for Professor Su Zhihui, my thesis advisor for her patient guidance and constant encouragement. She has talked with me several times face to face or via email during the whole thesis-writing process, discussing my creative studying idea and giving advices on my thesis revision. Without her help, this thesis could not have reached its present form.
    Second, I would like to thank all the other tutors and teachers in the study of American Dream, the Great Gatsby, as well as Two Broke Girls for their direct and indirect help.
    Third, special thanks for my friends who have sincere kindness to spend time and efforts on commenting on the first draft. Finally, I want to thank my parents for their consistent support and encouragement for my studies.
    Responsibility for any remaining errors is mine alone.
摘要
商标作为商品身份的象征，在全球经济的发展中发挥着举足轻重的作用。准确、有效的商标翻译不仅能够传达产品所蕴含的信息，对产品做简要的介绍，吸引消费者的注意，还能够刺激消费，提升销售业绩。。
在商品商标的翻译中，有许多经典的翻译理论和原则。本论文首先将对商标、基本翻译理论、原则以及技巧进行介绍。
    此外，市场营销学对商品商标翻译具有指导作用。所以，本论文的第二部分将介绍市场营销学一些基本理论以及商标翻译和营销的关系。
同时，考虑到在国际文化的交流中，为了避免因文化冲击或文化差异所引发的误解。因此，跨文化交际的概念以及一些必要的知识也会在本篇论文中进行解释。
最后，本篇论文还将通过分析一些商标翻译的对比和案例，来阐释对翻译理论、技巧原则、基本营销学知识、策略以及跨文化领域相关知识的运用。4306
关键词：商品商标的翻译；翻译原则；商标的市场营销；跨文化交际
Abstract
Trademark, as a unique identification and symbol of a product or service, is a fundamental promotion tactic in the world economy. A precise and efficient translation of trademark not only conveys the information of the products, but also attracts the attention of customers, facilitating the purchase process.

When carrying out the trademark translation, one has to refer to legions of theories and principles. In this article, the trademark, basic translation theories, principles and strategies will be first introduced.

Marketing knowledge is also critical in the translation. Therefore, the article will elucidate several rudimentary theories and the relationship between trademark translation and marketing in the second part.

The paper will also present numerous intercultural communication concepts and science to avoid cultural shocks and misunderstandings.

Finally, this paper will elaborate the application of translation theories, strategies, elementary marketing knowledge and intercultural communication with analyzing a number of trademark translation comparisons and cases.

Key words: the translation of trademark, principles of translation, marketing of trademark, intercultural communication.

Contents

摘要 I
Abstract II
1. Introduction 1
1.1 A brief introduction to products’ trademark 1
1.2 A brief introduction to principles of trademark translation 2
1.3 A brief introduction to methods and strategies of trademark translation 4