Abstract: Trademark, a symbol for a certain product, lays an important role in building up a good image of product and promoting sales. Due to China’s entry into WTO and the economic globalization, foreign products flood into China markets. That makes trademark translation become more and more important. Trademark translation is required to be easy to recognize, remember and be accepted by target consumers for the sake of sales.

This study aims to make a systematic investigation into domestication and foreignization in trademark translation and summarize its characteristics. Through analyzing the cases of trademarks, the author draws the conclusion about the proper application of domestication and foreignization in trademark translation.  

Key words: trademark translation; target consumer; domestication; foreignization 

摘要：商标是一个产品的象征，在建立良好的产品形象和促进商品销售中发挥着重要的作用。经济全球化以及中国加入世贸组织都使得外国产品大量涌进中国市场，商标翻译因而越来越重要。在品牌销售推广过程中，商标的翻译要使目标顾客容易识别、记忆且接受此商标。本文旨在对商标翻译中的归化和异化方法做一个系统的调查并归纳其特征。通过分析商标翻译的实例，作者总结了归化和异化在商标翻译中合理运用的方法。

关键词：商标翻译; 目标客户; 归化; 异化