性别语言视角下的商标词英译

男性和女性由于其社会性别的差异而产生对具有性别语言的选择。商标词作为特殊的语言形式之一, 同样会受到性别语言的影响。本文拟从社会语言学关于性别语言的视角出发, 探讨商标词的英译，旨在从读音、拼写、词汇选择和语义内涵、语用等4个方面指出商标词英译中存在着性别语言的客观性; 并对此现象进行了剖析, 认为男性和女性不同的生理差异、心理状态和社会期待是导致商标词英译中存在性别语言的原因。在商标词英译中运用性别语言，能达到提示产品信息的作用，起到广告宣传的作用，还能提升消费者对产品的接受度，从而刺激消费。

On Trademark Translation from the Perspective of Gender Language

Men and women tend to choose the gender-specific language because of their gender differences. As one of the peculiar language forms, trademark is also affected by gender language. This paper is intended to explore trademark translation from the perspective of gender language. It aims at illustrating the phenomenon of gender language in trademark translation in terms of pronunciation, spelling, the choice of vocabulary and semantic meaning, and pragmatic effects. In addition, this paper elaborates this phenomenon further, holding that the different state of mind, word and behavior, hobbies and interests, characteristic character and temperament features between men and women can lead to the existence of gender language in trademark translation. Furthermore, the application of gender language to trademark translation can give a clue to the product information, advertise products, promote the customer acceptance and thus stimulate consumption.