Abstract

In today’s society, with the improvement of people’s living standard, people pay more and more attention to the brand effect in their daily lives. The brand name has played an important role in today’s business practice which serves to interaction between chinese  and foreign market. Therefore, in the international business trade, the translation of trademark has become increasingly important. But all kinds of cultural factors must be considered in process of translating. What’s more, only by employing the appropriate principles and strategies can we achieve the desired effects in translation. This thesis analyses definition of trademarks, the features of  trademark, translation principles and skills according to Skopos Theory. This thesis aims to enhance translator’s understanding on trademark translation, enables them to apply the strategies and principles of trademark translation better in process of translating, and finally promote interaction of different countries in the market. At the same time, it is helpful to boost economic exchanges among different countries.

Key words: trademark; Skopos Theory; translation principles; translation strategies

Contents

Abstract

摘要

1 Introduction-1

2 Trademark-2

2.1 Definition of Trademark-2

2.2 Features of Trademark-3

2.2.1 Brevity and Relevance-3

2.2.2 Novelty and Memorability-3

2.2.3 Elegancy and Eloquence-4

3 The principle of Trademark Translation-5

3.1 The development of Skopos Theory-5

3.2 Skopos Rule-6

3.3 Coherence Rule-6

3.3.1 Intratextual Coherence-6

3.3.2 Intertextual Coherence-7

3.4 Loyalty Rule-7

4 The Strategies under the Guidance of Skopos Theory-8

4.1 Transliteration-9

4.2 Literal Translation-9

4.3 Free Translation-10

4.4 Abbreviation Translation-11

4.5 Creative Translation-11

5 The Improvement of Trademark Translation-12

5.1 Pragmatic Translation Error-12

5.2 Cultural Translation Error-13

6 Conclusion-13

References.15