摘 要

本文旨在从翻译美学的角度对商标翻译的标准、美学体现以及翻译方法进行研究分析。初始时期，商标大多用于做标记，而现代商标逐渐转为服务于商品竞争的需要。商标的美学价值在商标翻译过程中尤为重要，对商标翻译成功与否有着很大影响。

关键词：商标，美学价值，翻译

Contents

1. Introduction 1
   1. Introduction of trademark 1
   2. Introduction of aesthetics in translation 1
2. Demonstration 2
   1. Theoretical criteria of trademark translation 2
      1. Reflection of characteristics 2
      2. Inspiration of imagination 2
      3. Convenience of remembering 2
   2. Reflection of aesthetics of trademark translation 3
      1. Beauty of rhyme 3
      2. Beauty of emotion 4
      3. Beauty of culture 4
      4. Beauty of artistic conception 4
   3. Methods of the English translation of Chinese trademark 5
      1. Literal translation 5
      2. Transliteration 5
      3. Free translation 6
3. Conclusion 7

Work Cited 8

Bibliography 9

Trademark Translation From the Perspective of Aesthetics

Introduction

Nowadays, trademark has played a very important role in market competition. Trademarks lead consumers to purchase goods, and consumers can enjoy beauty at the same time. Taking a look at the method of trademark translation, no matter literal translation, transliteration and free translation, all of them are for the purpose of transmitting the beauty of the trademark.

Introduction of trademark

Trademarks are marks used to distinguish one operator's brand or service from other operators’ goods or services. World Intellectual Property Organization (WIPO) stipulates that a trademark is a distinctive sign that a product or service is marked as a product or service produced or provided by a specific individual or business. Good brands should be rich in content, and can reflect the characteristics of products; good brands should be easy to remember, easy to read, understand and vivid; good brands should be able to arouse people’s desire to buy.

Introduction of aesthetics in translation

Translation aesthetics uses aesthetics and the basic principles of modern linguistics to study and explore aesthetic issues in inter-linguistic transformation, and help translators understand the general laws of translational aesthetic activities, the ability to transform between languages, and the ability to discriminate against translations. “As long as a translator translates, he is bound to face the dual task of how to scientifically analyze the meaning of thinking and how to choose words and adjust sentence patterns artistically.” (Liu, 355) Over the past few years, Mao Ronggui made a preliminary attempt to combine translation with aesthetics and established the following understanding: Aesthetics is a kind of academic realm. In the observation of beauty, we taste the joy of translation learning; aesthetics is a kind of logical speculation. In the interpretation of the understanding of beauty, we improve our ability to understand the original text. (Mao, 148)

Demonstration

Theoretical criteria of trademark translation

Trademark translation is flexible and does not rigidly adhere to a particular translation or form. However, this does not mean that you can do whatever you like. Because the commodity is subject to economic laws. Its symbol, trademark, should follow the rules of product naming whether in foreign language or Chinese. Professor Zhang has studied several criteria in trademark translation. (Zhang, 123)

Reflection of characteristics

Select appropriate methods of translation and appropriate Chinese characters to achieve the purpose of allowing consumers to understand the inherent characteristics of a product from a Chinese-translated trademark. For example, the trademark “Triumph” is not only the brand of women's underwear, but also the brand of the automobile. The former is transliterated as “Dai An Fen”, a very feminine name, and the latter is translated as “Triumphal”, which is in line with the characteristics of the car. Another example is “Roster\ Wei De Le” (gastric medicine, reflecting the product category and efficacy). Therefore, translators should try to make use of small trademarks to make articles so that it can contain rich content as much as possible.

Inspiration of imagination

Vivid brands can arouse consumer's emotions about the product, called “empathy”, which enables the consumers to have an expectation value for the product and produce a pleasant association. The trademark strengthens them by satisfying the customer’s psychology. For example, BMW is a trademark of the car, translated in

Chinese as “Bao Ma”, which can arouse people’s imagination of swift horses.

Convenience of remembering

Trademarks which are easy for people to use and popular will resonate with consumers and achieve the desired results. It is very important to create refined and popular name. For example, Mercedes-Benz, the famous German sedan brand, had previously translated strictly into syllables as “Mercedes - Bentz”, which is neither alone nor clear. Now translated as “Benz”, it is crisp and neat, reflecting the practical functions of the product. It is easy for people to imagine the car rushing forward to the