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【中文题名】 英文商标音译词分析 【英文题名】 An Analysis of Transliterated Brand Names from English to Chinese 【中文摘要】 商标作为商品的象征已日益成为现代生活中重要的一部分。随着国际交流的不断加强与国际竞争的日趋白热化，越来越多的国外商标尤其是英文商标涌入我国。本文立足于英文商标音译的现状，试图在这一领域作进一步的探讨。 首先，文章介绍了商标的含义、商标的普遍特性以及由简洁、新颖、可读性等商标构成的基本原则。英文商标实质上是一种特殊的外来词。因此，英文商标的翻译不同于普通外来词的翻译。英文商标的翻译可分为音译、意译、音意结合译、其它(即缩略词，中英结合译等)。其中英语商标音译占着很大的比例。但学术界对音译的含义说法不一。 【英文摘要】 As the embodiment of commodities, brand names are becoming a more important part of our life. With the intensification of international exchange and severe competition, more and more foreign brand names, esp. English brand names have been pouring into China. However, the present study of English brand name translation, esp. the transliteration, is far from satisfactory. The present paper focuses on the transliteration of English brand names and attempts to penetrate a little further in this field. Start 【中文关键词】 商标. 音译. 比较. 文化因素. 【英文关键词】 brand name. transliteration. comparison. cultural factors. Chapter One Introduction 7-10 Chapter Two Brand Names and Ways to Translate Them from English to Chinese 10-16 2.1 The Definition of Brand Name 10-10 2.2 Functions of Brand Names 10-11 2.3 Principles of Brand Name Formation 11-11 2.4 Classification of Brand Name Formation 11-12 2.5 The Ways to Translate Brand names from English to Chinese 12-16 2.5.1 As a Special Kind of Loan Words 12-14 2.5.2 The Ways to Translate Loan Words 14-15 2.5.3 The Ways to Translate Brand Names from English to Chinese 15-26 Chapter Three Transliteration and Its Process 16-20 3.1 The Definition of Transliteration 16-17 3.2 Catford’s Theory on the Process of Transliteration 17-18 3.3 The Process of Transliterating Brand Names from English to Chinese 18-20 Chapter Four The Comparison of the English and Chinese Sound Systems 20-31 4.1 The English Sound System 20-21 4.2 The Chinese Sound System 21-22 4.3 Comparison of Pure Vowels in the Two Sound Systems 22-24 4.4 Comparisons of Consonants in the Two Sound Systems 24-26 4.5 Comparison on the Level of Syllable 26-31 4.5.1 Definition of Syllable 26-26 4.5.2 The Nature of the Syllable 26-27 4.5.3 The Structure of the English Syllable 27-27 4.5.4 The Structure of the Chinese Syllable 27-28 4.5.5 Comparison of the Syllable Structures 28-29 4.5.6 Some Analysis on the Inserted Vowels 29-31 Chapter Five The Cultural Constraints of Brand Name Transliteration 31-36 5.1 Cultural Characteristics of Chinese Brand Names 31-33 5.1.1 Culture and its Categories 31-31 5.1.2 Cultural Factors in Chinese Brand Names 31-34 5.2 Cultural Obstacles in Transliterating Brand Names from English to Chinese 33-038 5.2.1 Different Beliefs 34-34 5.2.2 Different Thought Patterns 34-34 5.2.3 Different Concepts of Values 34-35 5.2.4 Different Figurative Associations 35-038 Chapter Six Conclusion 36-038 Bibliography 038-42