The translation of trademarks from the perspective of consumer psychology

Trademark is a bridge connecting customers and products or services. ^[1]It is the concentration of commodities’ remarkable characteristics, as well as the core of commodities’ culture. As a particular form of translation, trademark translation is not simply a matter of finding equivalent expressions in the target language for the source brand name ,but the renaming process that translator adapts to consumers mental world which contains cognitive and emotive elements. A well-translated brand name can cater to potential consumer psychology, providing detailed information about products, and giving audience aesthetic appealing and inspiring consumers’ purchasing desire to buy the products. The present article confines the study on the translation of some well-known brand names, abundant examples are given in detail and I analyses the translating techniques and strategies under the guidance of the theory of consumer psychology. In addition, the thesis intends to arouse more attention to and interest in the study of consumer psychology.