论商标名翻译的审美原则

商标名翻译的审美原则，既要符合通常的“忠实、通顺”的翻译标准，又要灵活运用各种翻译技巧，尽量译出原商标名的韵味，表现在四方面：一、通俗易懂，简洁精炼；二、有益联想，视角新颖；三、讲求译法，译出神韵；四、民族特色，文化蕴涵。遵循这些原则，既可以保留原商标名的精华，又能符合消费者的审美心理，从而达到进一步促销商品的目的。

On the Aesthetic Principles of Trademark Translation

The aesthetic principles of trademark translation require us to follow the common principles of translation, i.e. faithfulness and smoothness, and meanwhile, to strive for different translation techniques to express the charms of the original trademarks. These aesthetic principles are reflected in four aspects: first, to be concise and easy to understand; second, to be rich in associations and new angles of view; third, to strive for different translation techniques to express the charms of the original trademarks; fourth, to be full of national features and cultural connotations. Following the above mentioned aesthetic principles of translation can help to keep the essence of the original trademark, to make it suit the aesthetic psychology of customers and thus, to promote the sale of commodities.