Abstract
In the development of human society, the emergence of commodities gives rise to the birth of brand names. Trademarks are the result of highly developed commodity economy. They form an important aspect of modern economic life. A brand name is the most prominent mark of a commodity, a good brand name can leave deep impression upon the mind of shoppers and can arouse their desires to buy the related commodity. Trademarks play an important part in the sales promotion of commodities. As a special intercultural activity, the translation of Trademarks plays a more and more important part in international market competition. Yet it is no easy thing to transform Trademarks from one language to another one keeping the original style, charm and connotation The translation of Trademarks is not only a process to find a counterpart in the target language, but also a process of re-creation, because different countries and nations have different cultural background A successful trademark is gravely important to the sales volume of commodities, thus, trademark translation is a key step in the process of commodity globalization. This paper, puts forward the principle and method of trademark translation.
Keywords principles; methods; trademark translation
Contents
Abstract 1
Contents 2
Introduction 3
1.Main Principles of Trademark Translation 4
1.1 Principles Based on Trademark Properties………………………4
1.2 Principles Based on Trademark Properties……………………………………4
1.3 The Principle of Aesthetic Appreciation……………………………………….5
1.4 The Principle of Innovation…………………………………………………….5
2. Problems Existing in Trademark Translation…………………………………6
3.Methods of Trademark Translation…………………………………7
3.1Transliteration……………………………………………………………………7
3.2 liberal translation……………………………………………………………8
3.3Transliteration and liberal translation………………………………………8
4. Conclusion…………………………………………………………….9
References………………………………………………………………………10
