茶文化视野下“茶”品牌商标的英译策略

发布时间：2018-05-10 08:34

本文选题：品牌商标 + 品牌附加值　；参考：《福建茶叶》2017年02期

【摘要】：本文首先就茶文化与茶品牌商标的关系进行简要阐述,并对当前国内茶品牌商标的英译误区进行具体分析,接着在此基础上就茶文化视野下"茶"品牌商标的英译策略提出几点建议。茶文化与茶品牌商标的关系主要在于:茶品牌商标寄寓着茶文化;茶文化提升了茶品牌商标的品牌附加值。当前国内茶品牌商标的英译误区主要包括三点:片面迎合外国人的审美观,茶品牌商标翻译缺失文化特色;直接从汉语拼音出发进行音译,导致外国消费者一头雾水;忽视文化差异的存在,影响外国消费者的购买欲望。茶文化视野下"茶"品牌商标的英译策略可以尝试保留我国茶文化意蕴以及适当采用"音译法"的方式。
[Abstract]:This paper first briefly expounds the relationship between tea culture and tea brand trademark, and analyzes the misunderstanding of English translation of tea brand trademark in China. On the basis of this, some suggestions are put forward on the English translation strategy of the brand brand trademark of "tea" from the perspective of tea culture. The relationship between tea culture and tea brand trademark mainly lies in: tea brand trademark contains tea culture; tea culture promotes brand added value of tea brand trademark. At present, there are three main misunderstandings in English translation of domestic tea brand trademarks: one-sided catering to foreigners' aesthetic standards, lack of cultural characteristics in the translation of tea brand trademarks, transliteration directly from Pinyin, which leads to confusion among foreign consumers; Ignoring the existence of cultural differences affects foreign consumers' desire to buy. From the perspective of tea culture, the English translation strategy of "tea" brand trademark can try to preserve the implication of tea culture in China and adopt "transliteration method" appropriately.
【作者单位】：华北理工大学轻工学院国际语言学院;
【分类号】：H315.9

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