Abstract

Resembling a person who gives a good first impression to others, a good trademark attracts and encourages potential consumers to further contact with and understand the product, which finally make the potential comsumer to be a customer. Trademark not only reflects the characteristics and image of the product, but also expresses the spiritual core that the enterprise wants to convey. It can be said that the good use of the trademark may have unpredictable brand and economic effects. With the development of the times and the progress of the economy, more and more Chinese products are exported to foreign countries, at the same time, a large number of foreign products have also been flooding into the Chinese market. Trademark translation plays a significant role and has been highlightened recently. This paper starts from the linguistic and cultural characteristics of trademark, and then analyzes and summarizes the important principles of trademark translation. Finally, according to those principles and the features of trademark, some of the methods of trademark translation, which hope to provide some reference for Chinese trademark translation are provided.

Key Words：trademark translation ; feature；principle；method

Contents

摘要

Abstract

1. Introduction-1

1.1 The Defination and Function of Trademarks-1

1.2 The Siginificance of Trademark Translation-1

1.3 Overal Structure of the Paper-3

2. Theoretical Background-4

    2.1 Language Features of Trademark Translation-4

2.2 Cultural Features of Trademark Translation-4

2.2.1 Literal Meaning-4

2.2.2 Thinking Pattern-5

2.2.3 Social Values-5

2.3 The Principles of Trademark Translation-5

2.3.1 The Principle of Equivalence-6

2.3.2 The Principle of Simplicity-7

2.3.3 The principle of Highlighting Product Advantages-7

2.3.4 Aesthetic Principle-8

2.3.5 Innovative Principle-9

2.3.6 The Principle of Legitimacy-10

3. The Methods of Trademark Translation-11

3.1 Common Methods of Trademark Translation-11

3.1.1 Transliteration-11

3.1.2 Free Translation-12

3.1.3 Combination of Transliteration and Free Translation-13

3.1.4 Literal Translation-14

3.2 Other Methods of Trademark Translation-15

3.2.1 Syllable- reduction-15

3.2.2 Word-adding-15

3.2.3 Non-translation-16

3.2.4 Pattern-translation-16

4. Conclusion-18

References-20

Acknowledgements-21