Abstract：With the expansion of commodity exchange and deepening of economic globalization, trademark plays a significant role in international trade. Trademarks are the symbols of quality and an image of commodity. 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 discusses the principle and method of trademark translation based on several famous translation theories such as functional equivalence、skopos theory and teleological activity and so on. In conclusion, this paper puts forward the principle and method of trademark translation.
Key Words: principles; methods; trademark translation
商标翻译的原则与方法
摘 要：随着商品交流的不断扩大与经济全球化的深入, 商标在国际贸易中扮演着十分重要的角色。商标是代表商品质量和形象的符号，一个成功的商标对于产品的销量非常重要。因此，商标翻译是产品得以走向世界的重要环节。本文依据功能对等，翻译目的论与翻译是有目的的行为等几大翻译理论，探讨了商标翻译的原则与方法。最后，作者提出了商标翻译的方法与原则。
关键词：原则；方法；商标翻译
CONTENT
Introduction 1
1. Main Principles of Trademark Translation 2
1.1 Principles Based on Translation Theories 2
1.1.1 Functional Equivalence 2
1.1.2 AIDA Principle 3
1.2 Principles Based on Trademark Properties 4
1.2.1 The Principle of Identifying Commodities 4
1.2.2 The Principle of Innovation 4
1.2.3 The Principle of Localization 5
1.2.4 The Principle of Aesthetic Appreciation 6
1.2.5 The Principle of Legalization 7
2. Problems Existing in Trademark Translation 7
2.1 The Inclination of Using Chinese Pinyin 7
2.2 Blindfold and Mechanical Trademark Translation 8
2.3 Lack of Cross-cultural Awareness 9
2.4 Lack of Linguistic Knowledge 9
3 Methods of Trademark Translation 10
3.1 Transliteration 10
3.2 Literal Translation 11
3.3 Combined Way of Transliteration and Meaning Implication 11
3.4 Translating in a Communicative Way 12
4. Conclusion 13
Bibliography 15
