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从一种语言到另一种语言,商标翻译既要保留原文的精华,又要符合消费者的商标心理并且要在对一个词语的翻译中实现,译者能动性发挥的要求较之其他翻译就更为严格。本文从译者能动性发挥不充分的原因及危害着手反面论证了译者能动性在商标翻译中的重要性,建议译者综合语言文化、营销以及审美心理方面的知识发挥能动性,提高商标翻译的质量。
From one language to another language, trademark translation not only retains the essence of the original, but also conforms to the consumer’s trademark psychology and must be implemented in the translation of a word. The translator’s initiative needs to be more fulfilled than any other translation To be strict. This paper demonstrates the importance of translator’s initiative in trademark translation from the perspective of inadequate motivation of translators and negative feedbacks. It is suggested that translators should integrate their knowledge of language culture, marketing and aesthetic psychology to improve the quality of trademark translation.