摘要
商标名称翻译的重要性在于它不仅关系到企业的经济效益,更蕴涵着深刻的文化内涵,甚至可能对目标语国家的社会意识形态产生影响。本文从美学角度分析了商标名称翻译对消费者审美心理的迎合;从文化角度强调了商标名称翻译跨越译入语文化障碍的重要意义;从社会影响力角度深入探讨商标名称翻译和消费者意识形态之间的相互作用。
The importance of the brand translation not only relates with the economic profit of the companies concerned,but also embodies the profound cultural connotation.It may even cast great influences upon the social ideology of the TL(target language) country.This article analyzes how the translation of brands serves the purpose of the consumers' aesthetic psychology,and emphasizes the importance to bridge the gap between the source culture and the target culture.Further more,it discusses the interaction between the translation of brands and ideology of the consumers.
出处
《河海大学学报（哲学社会科学版）》
2006年第1期78-80,共3页
Journal of Hohai University：Philosophy and Social Sciences
关键词
商标翻译
审美价值
文化差异
社会影响力
brand translation
aesthetic value
cultural difference
social influence
