商標(biāo)對企業(yè)形象非常重要，商標(biāo)翻譯時要兼顧語言文化差異、符合目標(biāo)客戶的審美心理，下面中譯翻譯公司給大家分享商標(biāo)翻譯常用方法有什么?

　　Trademarks are very important to corporate image. When translating trademarks, we should take into account the differences in language and culture and conform to the aesthetic psychology of the target customers. What are the common methods of trademark translation shared by the Chinese translation company?

　　1、音譯

　　1, transliteration

　　對商標(biāo)而言，音譯法可以分為純音譯法和諧音譯法。

　　For trademarks, transliteration can be divided into pure transliteration and harmonious transliteration.

　　(1)純音譯法是根據(jù)原文的發(fā)音，在譯文中找到與之相似發(fā)音的字或詞。這種譯法一般不強(qiáng)調(diào)詞本身的意義，而是通過保留原文的音韻美，聽起來洋味十足，充滿異國情調(diào)，新穎別致，迎合消費(fèi)者標(biāo)新立異和獵奇的心理。

　　(1) pure tone translation is to find words or words with similar pronunciation in the translation according to the pronunciation of the original text. In general, this translation method does not emphasize the meaning of the word itself, but by retaining the sound beauty of the original text, which is full of foreign flavor, exotic, novel and unique, and caters to the consumers' psychology of being innovative and curious.

　　(2)諧音譯法又稱諧音雙關(guān)法，即在翻譯時音意義兼顧，在再現(xiàn)原文發(fā)音的同時，努力尋求符合商品本身特性、引起美好聯(lián)想的文字。

　　(2) homophonic translation is also called homophonic pun, that is to say, when translating, we should pay attention to both sound and meaning, reproduce the original pronunciation, and strive to find the characters that conform to the characteristics of the commodity itself and cause good associations.

　　2、直譯法

　　2. Literal translation

　　當(dāng)商標(biāo)原文的意義直譯到目的語后和目的語文化相融，則可以考慮直譯。

　　When the literal translation of the meaning of the original trademark into the target language is compatible with the culture of the target language, the literal translation can be considered.

　　3、音譯結(jié)合直譯

　　3. Transliteration combined with literal translation

　　有的商標(biāo)可以利用其音和意的雙重特征，翻譯時再創(chuàng)性地使用音譯和直譯相結(jié)合。例如Goldlion沒有譯成“金獅”，而是譯為“金利來”，這樣既保留了“金”的富貴含義，又用音譯“利來”滿足了人們向往吉利的心理，而且譯文比“金獅”聽起來更加新穎，更具異國風(fēng)情。再如，Truly牌商標(biāo)譯為“信利”， 既用“信”字體現(xiàn)了原文的“以信為本”的理念，又保留了后半部分的發(fā)音，同時“利”字本身也蘊(yùn)涵了帶來利潤的意思。

　　Some trademarks can make use of the dual features of sound and meaning, and combine transliteration and literal translation creatively. For example, Goldlion is not translated as "Golden Lion", but as "Jinlilai", which not only retains the meaning of "gold", but also satisfies people's desire for auspicious psychology with transliteration of "Lilai", and the translation sounds more novel and exotic than "Golden Lion". For example, when the brand of truly is translated into "Xinli", the word "Xinli" not only embodies the original concept of "taking the letter as the basis", but also retains the pronunciation of the second half. At the same time, the word "Li" also implies the meaning of bringing profits.

　　4、意譯法

　　4. Free translation

　　意譯就是不拘泥于原文的形式，把其內(nèi)涵意義用再創(chuàng)性的譯語表達(dá)出來。當(dāng)遇到不適合音譯和直譯的商標(biāo)時可以嘗試意譯法。

　　Free translation is to express the meaning of the original text in a creative way. When you encounter a trademark that is not suitable for transliteration or literal translation, you can try free translation.

　　5、創(chuàng)造新詞

　　5. Create new words

　　商標(biāo)翻譯時也可以創(chuàng)新性地在原商標(biāo)基礎(chǔ)上進(jìn)行合理的杜撰，這樣譯語商標(biāo)立意新穎，而且與其它商標(biāo)名稱的重復(fù)幾率大大降低。

　　In the process of trademark translation, we can also make up the original trademark in an innovative way, so that the intention of the translated trademark is novel and the probability of repetition with other trademark names is greatly reduced.

中譯國際翻譯（北京）有限公司
China International Translation service Co., Ltd.