Abstract: With the increasing trade exchanges between China and the outside world, the success and failure of English trademark translation play a very important role in commodities in international markets. This paper analyzes the present situation of English trademarks translation into Chinese and summarizes some problems which arise in the process. To solve these problems, trademark translators should abide by some principles, such as simple and creative, colorful and imaginable, complying with the source culture and rhythmical. According to the different characteristics and functions of products, the translators should adopt different translation methods flexibly, in the hope that this tentative study will be of help in the field of trademark translation.   

Key words: trademark translation; problems; principles; methods

CONTENTS

Abstract

摘要

Chapter One  INTRODUCTION-1

Chapter Two  LITERATURE REVIEW-2

Chapter Three  THE PROBLEMS IN TRANSLATING ENGLISH         

TRADEMARK-4

3.1 Neglecting the Characteristics of Chinese Trademarks-4

3.2 Neglecting Chinese Consumers’ Psychology-4

3.3 Neglecting Cultural Differences-5

Chapter Four  THE PRINCIPLES OF TRANSLATING ENGLISH         

TRADEMARK-6

4.1 Creantion and simpleness-6

4.2 Color and Imagination-7

4.3 Obeserving the cultural of source-7

4.4 Rhythmical-8

Chapter Five  THE METHODS OF TRANSLATING ENGLISH           

TRADEMARK-10

5.1 Transliteration-10

5.2 Literal Translation-11

5.3 Free Translation-11

5.4 Incorporation of free Translationand transliteration-12

5.5 Substitution-13

Chapter Six  CONCLUSION-14

WORKS CITED-15