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商标是企业的形象,是企业的无形资产和财富,是语言文字与民族文化的统一体。商标的翻译不仅是语言翻译,更是文化交流,商标翻译须充分考虑语言、文化、政治和风俗等因素,符合目标消费国的社会文化语境以反映消费者的社会文化心理期待。从跨文化交际视角方面研究出口商标的翻译,对我国企业品牌营销具有一定的借鉴意义。
Trademark is the image of the enterprise, intangible assets and wealth of enterprises, is a unified language and national culture. Trademark translation is not only a language translation but also a cultural exchange. Trademark translation must fully consider such factors as language, culture, politics and customs, and meet the socio-cultural context of the target consumer country so as to reflect the consumer’s social and cultural psychological expectations. From the perspective of intercultural communication in the study of the export of trademark translation, brand marketing in China has some reference.