从文化视角论商标的翻译_毕业论文(编辑修改稿)

从文化视角论商标的翻译_毕业论文(编辑修改稿)内容摘要：

mon with other nations’ psychological models and characteristics, mostly are reactive and different. National psychological differences enable people from different countries to have psychological impacts and form the obstacles in their association. So a national psychological mode will inevitably affect people shopping mentality. In the trademark translation process, if the translators ignore national psychological differences, even good products will not be accepted by people just because of the trademark names. National psychology contains national values and religious belief. National Values Cultural value is to display the profound humanistic spirit through the “ restraint” and “selfdenial”. (李宝成， 2020:62)It advocates moral values that are selfcultivation and regulating the family as well as governing. Trademark also expresses this concept with its concise language. Chinese people in psychology are more willing to select the lucky words or connect the trademark name with nice wish through “谐 音 ”. Trademark translation process is a process of renaming. So when English trademarks are translated, the translators should know that Chinese people have minds that are hastening lucky, avoiding disaster and blessing. Many importers pay much attention to Chinese culture and the national values during the translation so that they can open the China market for the products. The famous beverage “CocaCola” is translated as “可口可乐 ”, which caters to Chinese people “Great happiness, Great joy” psychology, brings the revenue for pany. Also, On the Translation of Trademark from the Cultural Perspective 5 “Gold Lion” was translated as “金狮 ”originally, but “狮 ” in Hong Kong and Macao is similar with the pronunciation “lose” so it sold block. Later, it is translated as “金利来 ”. The translator uses the free translation of “Gold” which is “金 ”, and adopts the transliteration of “ Lion” that is “利来 ”. From then on, the profits of good are increasing rapidly because its name caters to Chinese people’s psychology. There is an example, BMW are acronyms of Bayerische Motoren Werke (Bavarian motor pany). When the product es to the Chinese market, the translator leaves out the last letter W and just translates two letters B and M as “宝马 ” according to Chinese twosyllable. The name enables BMW to contain rich Chinese culture. Chinese consumption mind is hastening lucky and making profits, paying attention to durability and efficiency, often expecting to be long, sure and real allowance and guarantee. When many English trademarks are translated into Chinese, the translators should pay much more attentions on Chinese consumers’ values and national psychology, such as “Sevenup”(七喜 ), “Gold Lion”(金利来 ), “Cannon”(佳能 ), “Dove”(德芙 ) (the homonyms of Chinese nice word “De Fu”). Chinese people would rather choose trademarks which represent good things not to choose trademarks with evil things. Religious Beliefs Different nations have different religious beliefs and different beliefs have different taboos. Understanding taboos has a very important significance in trademarks translation, because people’s religious beliefs in a large extent influence people’s consumption idea and behavior. If the business ignores religious differences, products not only can’t open market, but also would be suppressive. For example, as the above mentioned “Gold On the Translation of Trademark from the Cultural Perspective 6 Lion” (金利来 ) product, firstly it was translated into “金狮 ” so that it can’t open the market in China. Because it suffers from “Buddhism” and “Taoism” and people pursue a long life. “Golden Lion” and “today death” are the same sound so that people will consider it is unlucky. And then it was translated as “金利来 ”, which is a good fortune. In addition, Chinese ethnic culture always pays attention to inside, steady and euphemism. One English trademark called “Kiss Me”, which wishes to express that it makes females more enchanting sexy. If a translator lacks Chinese culture, simply translated it was “吻我 ”, then its amount in the Chinese market is far from “奇士美 ”. Aesthetic Interest Differences Elegance is a kind of cultural characteristic that human being own. Vulgar trademarks can cause consumers disgusted. It may have this case that what is considered elegant in one culture may be vulgar in another one. Therefore, we have to understand different characteristics of cultures, like taboo and metaphor and so on. The aesthe tic psychology is an important factor of social culture. The translators only cater to different national aesthetic psychology so as to give consumers a beautiful enjoyment and stimulate their purchasing desire. For example, a France famous perfume brand called “Poison”. It caters to Western women’s rebellious and personality. It is sold very well in Western countries. However, in China, people’s aesthetic interest is。