从翻译美学角度谈汽车商标词的汉译_英语论文.doc

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Abstract:With the rapid development of the world economy, the economy combinations between China and other countries become more and more frequent. For most Chinese families, the increase of living standard makes it possible for them to purchase their automobiles. As an important means of advertising and promoting products by enterprises, trademarks reflect the specialties of commodities, and they also involve the usage of language functions and regulars and show the special aesthetics. Shrewd automobile manufacturers are eager to take predominance in Chinese market, which means that proper automobile trademarks translations will do great help. A perfected –translated automobile brand or better-translated trademarks not only can precisely convey the information of products such as: the functions and usages of the automobile but also make customers satisfied with the cars and enhance the image of the enterprise, stimulate the purchase desire of customers. Otherwise, worse-translated automobiles trademarks may contribute to difficult-purchase of products and damage the reputation of the enterprise. A review of translation studies in China may lead to the conclusion that the researches on the translations of automobile trademarks are insufficient and limited.

    This dissertation is going to confines the study on the translations of foreign automobile trademarks from the perspective of aesthetics, providing a new perspective for automobile translations.

Key words:aesthetics; automobile; trademark translation

 

摘要:随着世界经济的发展和中国加入世界贸易组织,中国和其他国家的经济联系越来越频繁。对于许多中国家庭而言,生活水平的提高使得他们购买汽车成为可能。作为企业广告和推销产品的利器,商标词反映了商品的性质属性,包括语言功能和规律的使用,都展示了美学的特性。精明的汽车生产商也希望在中国市场上占据主导地位,这就意味着合适的商标词翻译将会起到举足轻重的作用。好的翻译可以准确无误的传递产品的信息,不但可以展示汽车的功能和用途同时也给消费者留下好的印象和加强了企业的形象,促进消费者的购物欲望。反之,不好的翻译则有可能导致消费难和损害企业形象的结果。从目前中国的翻译研究状况我们可以的看出,有关汽车商标词的翻译是不足和有限的。本文将从翻译美学的角度研究汽车的翻译,以期为汽车商标词的翻译提供一些参考。

关键词:美学;汽车;商标词翻译

 

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