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
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
