从社会语言学角度看商标的翻译

商标是一个企业（商品）的形象代言,能够使某一产品或服务在市场中与其它同类产品或服务区分开来。商标的优劣集中体现着一个企业的文化底蕴的程度深浅。本文从社会语言学的角度对全球市场这个大环境中商标的命名与翻译进行简要分析,并了解中国的市场推广人员与消费者在解释商标名称的相关文化含义时所考虑的社会语言学因素的影响。

Study Translation of Brand Name from Sociolinguistics

A brand name is an image of a company（product） and can distinguish its product or service from others .The quality of a brand name embodies the cultural deposits of a corporation.This paper is to briefly discuss brand naming and translating in the broader context in global marketing,and to understand the sociolinguistic resources that Chinese marketers and consumers rely on when constructing culturally relevant meanings of brand names.This paper attempts to present a general understanding of sociolinguistic implications of naming and translating brands across different cultural settings, particularly Western brands translated into Chinese.