摘要：食品消费是人类生存的基本，在全球化的时代背景下的食品进出口贸易盛行，食品商标也呈现全球化趋势,食品商标的翻译好坏直接影响到企业的生产和销售。本文通过实证研究法，本文选取的食品商标案例主要来源于超市、网上宣传的进出口食品。并从现有文献中收集、整理、研究食品商标翻译的一些例子。以食品商标为对象，从消费心理学的角度系统地研究和分析了食品商标的翻译，指出食品商标翻译中存在的问题。通过研究发现：消费者自身的审美和消费心理是食品商标翻译中最关键最能缩短消费心理的因素。其次，利用大数据根据食品商标特色和厂商的营销目标设计个性化翻译方案也非常关键。本文旨在为促进翻译理论研究和指导翻译实践提供依据，并为食品厂商们提供参考以谋求更大的利润；同时也为普通消费者们在购买食品时提供参考。

关键词：消费心理学；消费者情感；心理距离；食品商标翻译

Contents

摘要

Abstract

Chapter One Introduction-1

1.1 Research Background-1

1.2 Research Questions and Research Methods-2

1.3 The Structure of the Research-3

Chapter Two Literature Review-4

2.1 Research on Consumer Psychology at Home and Abroad-4

2.2 Research on the Translation of Food Trademarks at Home and Abroad-4

Chapter Three Consumer Psychology and Food Trademark-6

3.1 The Origin and Definition of Consumer Psychology-6

3.2 The Participation of Consumer Emotion-7

3.3 The Psychological Distance of Consumers-7

3.4 Food Trademark and Its Translation-8

Chapter Four The Translation of Food Trademark from the Perspective of Consumer Psychology-11

4.1 The Current Situation of Food Trademark Translation-11

4.2 Problems in the Translation of Food Trademarks-13

Chapter Five Translation Strategies of Food Trademark from the Perspective of Consumer Psychology-16

5.1 Stimulating the Consumption Motivation by Aesthetic Translation-16

5.2 Shortening the Psychological Distance by Catering to the Consumers’ Culture-17

5.3 Making Personalized Marketing with the Big Data about Consumption-17

Chapter Six Conclusion-19

References-20

Acknowledgments-