CAJ | 학술논문

通过研究我国出口产品的商标翻译状况,发现其存在过度使用拼音、重名现象严重、缺乏显著性和文化语用失误等主要问题。在对比分析世界著名品牌的基础上,提出我国出口产品商标翻译应该革新传统翻译方法,加强商标翻译队伍及机构建设,以保证译名的实效性和国际性。
통과연구아국출구산품적상표번역상황,발현기존재과도사용병음、중명현상엄중、결핍현저성화문화어용실오등주요문제。재대비분석세계저명품패적기출상,제출아국출구산품상표번역응해혁신전통번역방법,가강상표번역대오급궤구건설,이보증역명적실효성화국제성。
Based on a study of the trademark translation of Chinese export commodities,this paper identifies its major problems as the overuse of Chinese Pinyin,plenty of indiscriminable translated trademarks,lack of originality as well as cultural pragmatic failure.Effective translation strategies are put forward,followed by a research of the world-famous brands,to guarantee the effectiveness and internationality of translated Chinese trademarks.These strategies include the innovation of traditional translation methods,the establishment of trademark translation institutes and the pooling of qualified translators.