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现如今,随着全球化进程的加快,中国加入世界贸易组织(WTO),这给世界与中国在经济贸易领域的交流提供了许多平台与机遇.那么必然有大量外国商品涌入中国市场,同时也会有大量的中国商品进入国际市场,参与国际竞争.既然各国之间存在商品贸易往来,那么各国对其商品的商标广告翻译应给予重视,因为商标广告商是产品的象征,又是知识产权,不仅在起名时要倍加斟酌,在翻译时更要反复推敲。因为商标翻译的好坏关系到企业的国际形象和能否在竞争激烈的市场上打响。中国产品的商标翻译时,要兼顾外国消费者的文化习惯和审美心理。
Nowadays, with the acceleration of globalization, China’s accession to the World Trade Organization (WTO) has provided many platforms and opportunities for exchanges between the world and China in the economic and trade fields. Therefore, a large number of foreign products must inevitably flow into the Chinese market, meanwhile There will also be a large number of Chinese goods to enter the international market, participate in international competition.Since the existence of trade in goods between countries, then countries should pay attention to the translation of their goods trademark advertising, because the trademark advertiser is a product of the symbol, but also intellectual property , Not only in the name of the time to be doubled discretion, but also in the translation of repeated scrutiny. Because the translation of the trademark is related to the quality of the company’s international image and can be started in a highly competitive market. When translating trademarks of Chinese products, we must take into account the cultural habits and aesthetic psychology of foreign consumers.