Abstract

With the development of economic globalization, the economic connection among different countries is becoming increasingly closer. Especially after China’ accession into the WTO, China is developing a more and more frequent trade relationship with other countries. In order to gain advantages in import and export competitions, China is faced with the huge task of translating trademarks. Meanwhile, a series of problems have arisen in the process of trademark translation and aesthetics is a powerful weapon to solve these problems.

This paper begins with the importance and current situations of trademark translation and then brings out the important role that aesthetics plays in trademark translation. It follows to illustrate the basic principles of aesthetics and the application of aesthetic concepts in trademark translation. Finally, it puts forward three trademark translation strategies under the guidance of aesthetics, namely, literal translation, transliteration and synthesis, so as to make contributions to the practices and researches of trademark translation.

Key words: aesthetics; trademark; translation

Contents

Abstract

摘要

1 Introduction-1

2 Trademark and trademark translation-2

2.1Definition and features of trademark-2

2.2 Functions of the trademark-3

2.3 Significance and principles of trademark translation-4

2.4 Current problems of trademark translation-6

3 Aesthetics in trademark translation-7

3.1 Basic principles of aesthetics-8

3.2 Aesthetic concepts in trademark translation-9

3.3 The significance of aesthetics in trademark translation-9

4 Trademark translation strategies from the perspective of aesthetics-10

4.1 Literal translation-10

4.2 Transliteration-11

4.3 Synthesis-12

5 Conclusion-13

References..15