【正文】 ；盡量采用褒義或 性色彩 詞 盡量簡短易讀 新穎記 詞 遺憾 足 我 商標翻譯研究 經(jīng) 幾十 發(fā)展 通 眾 者 刻苦研究 取 引注目 該領(lǐng)域 研究依 存 著 些缺憾 足 商標翻譯研究與實際運用脫節(jié) 傳統(tǒng)翻譯 、語言 強調(diào) 忠實 忽略文化 素 導(dǎo)致研究 片面性 實際操作 盲目性 例 商標 目 更 喚起顧客 購買欲望 達 商標 商業(yè)功能 翻譯界 談?wù)?商標翻譯 音 形 意 等忽略 商標 否 目標市場消費者所接受 商標翻譯 程 現(xiàn)商標譯文 譯語文化 符合 商標譯文違背 目標語 習(xí)慣用 等情況 2 條回答 20210312 15:56joo1109 | 五級 最快回答 Second, status quo The trademark name for people like modities as important. For modities, trade mark is not only a title, but also a symbol of quality, enterprises, trademarks do not have to open more of a salesman. Trademarks petition as a special language symbols, have their differences, and the protection of advertising, we in the process of translation needs more stringent carefully and seriously weighed. In recent years, many scholars from a variety of different angles on the translation of the word in English and Chinese trademark conducted an indepth study and research, and put forward some of the theoretical basis for the translation of strategy. 國內(nèi)也有不少學(xué)者對商 標翻譯進行過理論研究和實踐調(diào)查。crocodile— 鱷魚（ costume） 。 Dole—都樂 (ⅲ ) Shampoo and perfume Pantene—潘婷 。一個適當?shù)纳虡俗g名不僅僅能精確的表達商品的特質(zhì)，而且可以喚醒消費者的想象以達到宣傳效果，并使消費者了解一定的文化知識。并且會隨著商品的交流變的日益為人們所熟知。 MERCEDES?Benz—梅塞德斯 ?奔馳 PORSCHE—保時捷 (ⅱ )Beverage: DIAGEO—迪阿吉奧（ from English） 。 BALLY—巴里 Calvin Klein —克萊（ from American） It can be seen in various professions and areas. Although their wordbuilding not accords with the rule of language in China, their translations are novelty. Consumers can accept it easily. But the Chinese words express not only the shape but also the meaning. So, there maybe appear many different words which sound identically while translating a trademark into Chinese. Such as “Pizza” (比薩 ) had been translated as “皮雜 ”，“皮扎 ”and so on. The latter ones seem too rude and hard to be accepted by the consumers. “Therefore, while translating a trademark by the tactics of transliteration, the translator must be required to pay attention to not only the pronunciation of trademark but also the national feature of culture and custom. The translation of trademark must chooses the suitable words cautiously. The translation of trademark not only lies on its feature of pronunciation but also chooses the words that cater to the consumers? mentality. That is called ?諧音取義法 ?. ”[14]p2 Many foreign trademarks reflect the feature of product and bine with Chinese culture and language that is in order to translate a successful trademark which can not only cater to people?s mentality but also possess the oriental delight. “Coca —Cola” is the most classical example. “ ?Coca—Cola? ” was translated as ?可口可蠟 ? when it first entered into the Chinese market. ?蠟 ? in China makes people connect with the sense of dry. So, the manufacture collects the consumers? suggestions and then translated it as ?可口可樂 ? at last. ?可口 ? in China means delicious and ?樂 ? means happy. Its more receivable than ?蠟 ?in China.” [15] P2 Canon—佳能（ camera） , Lactov—樂口福 (drink) all used this method of translation. Free translation Free translation can be divided into two categories: literality and innovative translation. Literality Literality is the tactic that transfers the original meaning directly. It obeys the signification of the original tactic. For example, Camel— 駱駝（ cigarette） 。 Goodrich” which is the trademark of an American rubber pany. It is translated as “固特異 ” amp。使商標能夠產(chǎn)生和原文一樣或相近的功能。s trademark translation After several decades of development and through the diligence of many research scholars have made notable achievements. But research in the field there are still some deficiencies and shortings. Translation Studies trademark line with the actual use. Traditional methods of translation, linguistics approach because too much emphasis on faithful and ignored cultural factors, resulting in the onesidedness and on the actual operation of blindness. For example, the trademark is intended to arouse customers better purchasing desire to mark commercial function. Translation sector more than talking about is a trademark translation Alto, shape, the name of the r。 商標的美學(xué)特征也可以從音美、形美、意美三方面來探討。 it also adopts lots of method: “ellipsis”, “multiplication”, “flexibility”. For example, a kind of insecticide named Decis (from France) is translated “敵殺死 ” in Chinese. It expresses the feature that this product can kill the pest. “And ?BWM? which is a tactic of automobile is translated as ?寶馬 ? in China. ?BWM? in German just contains the message of the product and has no culture in it. While ?B? and ?M? are translated as?寶馬 ?，it possesses the culture meaning. ?馬 ? (horse) is loved by most Chinese. Also ?horse? can run very fast and use to be vehicle in archaic. The feature just can express the advantage—fast feature of the automobile.”[ 17]p 3The famous tactic “雅戈爾 ” is translated as “”Youngor”. And it makes people to image that he will look like younger if wear this product. 3 The principle of trademark translation in intercultural munication Products are sold to different countries and areas. So the various differences must reflect to language. The translation of trademark seems to deal with the individual words, but actually, it asks the translator to faces two kinds of cultures. “Intercultural munication is a branch of munication. It draws theories, concepts and methods from munication, sociology, psychology, social psychology, cultural anthropology, journalism, philosophy, history, ethnography, and international relations. Thus it is an interdisciplinary subject.”[18] P27 Along with the petition being more and more fierce, the translator must possess strong intercultural munication consciousness and then he or she can translate a successful brand name Respect and handle the different mentality of nation, prehend the free meaning of trademark National physical feature is a procedure that evo