Abstract:With the rapid development of global economic integration and opening-up and reform policy, more Chinese enterprises have been active in the global market. Therefore, people increasingly realize the importance of brand as well as their translation which is to stimulate consumption and expand domestic and overseas market. A good brand contributes to good reputation of a company and can help propel sales of products. However, there are many differences between western and eastern cultures. So translators should have a good understanding of aesthetics theory and cultural differences between eastern and western cultures and make translations fluently. In the thesis, the overview of brand has been firstly studied because the basic knowledge of brand should be grasped before translation. The most important factor of brand translation, which be mentioned in this thesis, is aesthetic activities of translation. The paper also touches upon aesthetics theory and has drawn principles for brand translation from it. Then according to the aesthetics theory, strategies of translation are given. It is hoped that the thesis would be of certain instructive help in brand translation for translators and companies alike.
Key words: brand translation; Aesthetics Theory; principles of translation; translation strategy
摘要:随着全球经济的发展和中国的改革开放政策的实施，越来越多的中国企业活跃在国际市场。越来越多的人认识到在国际市场当中建立品牌的重要性。作为企业发展中的重要因素，品牌可以起到刺激消费和拓展国内外事业的重要作用。一个成功的品牌名称代表了企业良好的信誉，从而使产品在同类产品中脱颖而出，促进推销行为的开展。然而，在进行品牌名称翻译的过程中，人们发现存在许多东西方文化的差异。因此，翻译者在翻译的过程当中必须对目的语言国家的文化以及翻译的美学标准有一定的了解，这样才能完成一个优秀的翻译。本论文对品牌进行了概说，即对品牌名称的定义，功能和分类的介绍；着眼于翻译过程中的审美活动，讨论了翻译美学理论，并根据此推出品牌名称翻译的原则；由此根据翻译原则提出品牌名称翻译的策略。本文希望会对品牌名称翻译提供一定启发。
关键词：品牌名称翻译; 翻译美学; 翻译原则; 翻译策略
