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随着中国经济的高速发展,中国市场日益成为世界贸易中不可缺少的重要部分。越来越多的国外品牌选择驻入中国,为迎合中国市场,商品品名的翻译出现得越来越频繁,因此,商品品名的翻译愈发变得至关重要。成功的翻译对市场营销有着事半功倍的作用,而差强人意的翻译对市场营销可能造成不利的影响。本文以国外护肤品和化妆品商品品名为例,尝试从消费者的角度分析商品品名翻译的特点和方法,以及其翻译对国内市场营销的影响,本文选择的语料不局限于英文的翻译,除此之外,本文就有关商品品名的翻译对消费者心理的影响方面也进行了尝试性的分析,以期为企业或译者对商品品名的翻译提供帮助。
With the rapid development of China’s economy, the Chinese market is increasingly becoming an indispensable and important part of world trade. More and more foreign brands choose to stay in China. In order to cater to the Chinese market, the translation of product names appears more and more frequently. Therefore, the translation of product names becomes more and more important. Successful translation has a multiplier effect on marketing, and poor translation can have a negative impact on marketing. This article takes the names of foreign skin care products and cosmetic products as an example, tries to analyze the characteristics and methods of product name translation from the perspective of consumers and the impact of translation on domestic marketing. The corpus chosen in this paper is not limited to English translation. In addition, the article also conducts a tentative analysis on the influence of the translation of product names on consumer psychology in order to help enterprises or translators to translate product names.