【正文】 著 些缺憾 足 商標(biāo)翻譯研究與實(shí)際運(yùn)用脫節(jié) 傳統(tǒng)翻譯 、語言 強(qiáng)調(diào) 忠實(shí) 忽略文化 素 導(dǎo)致研究 片面性 實(shí)際操作 盲目性 例 商標(biāo) 目 更 喚起顧客 購買欲望 達(dá) 商標(biāo) 商業(yè)功能 翻譯界 談?wù)?商標(biāo)翻譯 音 形 意 等忽略 商標(biāo) 否 目標(biāo)市場消費(fèi)者所接受 商標(biāo)翻譯 程 現(xiàn)商標(biāo)譯文 譯語文化 符合 商標(biāo)譯文違背 目標(biāo)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(biāo)翻譯進(jìn)行過理論研究和實(shí)踐調(diào)查。 代榮 (2021)從文化因素入手，闡述了商標(biāo)翻譯顯著的商業(yè)目的以及中西方文化的巨大差異，在翻譯時(shí)“傳統(tǒng)”“忠實(shí)”“等值”翻譯標(biāo)準(zhǔn)已無法適應(yīng)商標(biāo)翻譯的靈活性而不得不失“信”或不“信”。 李玟 （ 2021） 從美學(xué)角度出發(fā)闡述了 商標(biāo)在產(chǎn)品的銷售中起著重要的廣告作用，商標(biāo)名稱的翻譯既要通俗易懂，容易被廣大消費(fèi)者所理解；又要符合普通大眾的審美需求和標(biāo)準(zhǔn)，并為他們接受和欣賞 。 商標(biāo)的美學(xué)特征也可以從音美、形美、意美三方面來探討。同一信息用兩套不同的語言，接受者不同，卻要產(chǎn)生基本相同的效果，這就是 等效翻譯的主要原則 ， 肖輝 （ 2021） 認(rèn)為商標(biāo)的翻譯不應(yīng)該拘泥于原文，而應(yīng)該靈活處理。使商標(biāo)能夠產(chǎn)生和原文一樣或相近的功能。 李瑩 （ 2021） 提出商標(biāo)翻譯時(shí)應(yīng)避免使用因文化差異造成不同理解的詞；盡量采用褒義或中性中性色彩的詞，盡量剪短易讀，新穎好記得詞。所以關(guān)于商標(biāo)翻譯的研究一直在深入。 Generation (2021), from the perspective of the cultural factors, this paper expounds the trademark translation significant mercial purposes and the huge differences between Chinese and western culture, traditional fidelity in translation equivalence translation standard has been unable to adapt to the flexibility of the trademark translation not does not lose the letter or letter. Cultural perspective In international trade, a wellknown brand names faithful translation of the language allows a potential entry point for consumers from knowing the product. Literal translation of the trademark is the original meaning of the surface of the converter. However, the special case of trademarks, and sometimes literal not a good expression of the cultural trademarks of the original flavor, but also because of cultural differences may be unable to target markets and customer acceptance of its products. Dairong (2021) from the start with cultural factors, on the trademark translation notable mercial purposes in the Western culture and the great differences in the translation, the traditional true and equivalent translation standards have been unable to adapt trademark translation flexibility not without losing the letter or letter. I should be the desired goal at the top of translation. Trademark Translation is a crosslanguage, crosscultural munication, and made in the translation of Chinese and Western cultures should focus on the exchange of information (Yuan Zhifa, 2021). Wang 1 (2007) in its trademark trademark translation and cultural translation of the trademarks in the text of a translation should be allowed to trademark product information disclosed。 trademark advertising language translation must be consistent with the cultural identity。 trademark translation market with the goal of social and political concern to close problems associated. An aesthetic point of view There are also many scholars believe that attention should be paid to trademark translation trademark aesthetic values. Trademarks to trigger a potential users better Lenovo. Translation is based on such purposes is in the majority. Mei Li (2021) from an aesthetic point of view, in its aesthetic perspective from the translation of brand names in an article entitled on the sale of trademarks in products plays an important role in advertising, the name of the goods it is necessary to use a translation, easily overwhelming majority consumers understand the ordinary people but also the aesthetic needs and aesthetic capacities, and for them to accept and appreciate, but also in line with the national, political, economic, cultural and religious beliefs and customs. Trademarks can be aesthetic features of the sound from the United States, form the United States, the United States intended to explore three areas, the translator should have the courage to innovation, with the sound translated the United States, Italy and the United States market effect of translation. (Cuijinqi, 2021) Function on the angles The same information, use two different languages, different recipients, but it has to have the same effect, which is equivalent translation of the main principles (Liu Change, 2021). Li Ying (2003), Xiao Hui (2021), and other people think that the trademark should not rigidly adhere to the original translation, but should be flexible. The trademark translation and text to produce the same or similar functions. Li Ying in its equivalent English translation of the word trademark trademark in the translation should be avoided because of cultural differences in the use of a different understanding of the term as far as possible Baoyi or neutral color word, as brief as possible accessibility, innovative and good mind Word. And the lack of regret China39。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