| 名企商标英译漫谈——以湖南名企商标英译为例 |
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| 引用本文： | 罗胜杰,刘晓康.名企商标英译漫谈——以湖南名企商标英译为例[J].华北工学院学报(社会科学版),2013(5):75-78,83. |
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| 作者姓名： | 罗胜杰 刘晓康 |
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| 作者单位： | [1]湖南工程学院外国语学院,湖南湘潭411104 [2]云南师范大学商学院外语学院,云南昆明650106 |
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| 基金项目： | 湖南省情与决策咨询研究课题：文化强省战略视野下湖南名企商标英译中的湖湘文化构建与传播研究（2012BZZ31） |
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| 摘 要： | 通过对湖南省25项名企商标音译的调查发现，商标英译过度使用汉语拼音，忽视文化因素，缺少英文译名。从翻译文化转向视角提出湖南名企商标英译，须注重湖湘文化的构建与传播，据此提出商标英译的三条原则：代表商品标示原则、企业理念宣传原则、湖湘文化推广原则。
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| 关 键 词： | 湖南名企 商标英译 湖湘文化 |
English Translation of Trademarks for Famous Enterprises --Taking Hunan Famous Enterprises as a Example |
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| Authors: | LUO Shengjie LIU Xiaokang |
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| Institution: | 1. School of Foreign Languages, Hunan Institute of Engineering, Xiangtan 411104, China： School of Foreign Languages, Yunnan Normal University Business School, Kunming 650106, China) |
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| Abstract: | Through the investigation on 25 typlcal trademarks of Hunan famous enterprises, the paperfinds out that in the translation process of these trademarks, three deficiencies exist, namely, overuse of Chinese Pinyin, neglect of cultural elements and lack of English translation. Based on this and from theperspective of cultural turn of translation, this paper puts forward that in the translation process of Hunan famous enterprises trademarks, we should lay emphasis on the construction and propagation of Hunan culture and follow three translation principles： representation of the commodity label; promotion of the culture of enterprises and of Hunan culture. |
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| Keywords: | Hunan famous enterprises English translation of trademarks Hunan culture |
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