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翻译目的论强调,翻译是一种交际行为,翻译行为所要达到的目的决定整个翻译过程。商标词常见的翻译方法有直译法、音译法、音意结合法和转译法等。商标翻译策略的选择应取决于商标宣传的最终目的,即正确传达商品信息,刺激消费欲望,引发购买行为。
Skopostheorie emphasizes that translation is a communicative act, and the purpose to be achieved by the act of translating determines the whole process of translation. The common translation methods of trademark words are literal translation method, transliteration method, phonetic transcription combining method and translating method. The choice of trademark translation strategy should depend on the ultimate goal of trademark promotion, that is, the correct communication of product information to stimulate consumer desire, triggering the purchase behavior.