论商标翻译的归化策略.doc

【标题】论商标翻译的归化策略 【作者】罗 燕 【关键词】商标；商标翻译；归化 【指导老师】冉诗洋 【专业】英语 【正文】I．IntroductionWith the increasing globalization of world economy and Chinas entry into the WTO, a great number of Chinese products flood into foreign markets and foreign products flood into Chinese market. Then how to make their products or commodities better understood and accepted, and even welcomed by the consumers in the target market is, for all foreign-trade enterprises, the first and foremost matter to be considered.2 Consequently, it is self-evident for their goods to have a good trademark or trademark and a good rendition so to bear the greater advertising effect and promote their sales.?As the product of economic development, the trademark exists widely in the social life, and plays a very important role on the propagation, promotion of commodity and the beautification of life.The trademark is one part of advertisement. The essence of advertisement is of promotion and its purpose has commercial character. The ultimate purpose of trademark translation is to attract the attention of the consumers in the foreign markets and arouse their purchasing desire.3Furthermore, the trademark translation is just like a bridge that connects western culture with eastern culture closely, and connects the products of the enterprise with the consumers closely. The trademark translation concerns many subjects, such as linguistics, consumer psychology, advertising, and bicultural communication. The trademark itself has cultural contents and carries a certain cultural connotation. So the trademark translation is not only bilingual translation but also bicultural translation.4 That is to say, the trademark translation belongs to a kind of commercial cultural communication.It’s undoubtedly that there are many ways of translation; still many scholars have researched on the translation theories about trademark translation from the angle of cultural communication, aesthetics, marketing and psychology etc. At