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[英语作文]On Translation of Trade Names and Names of Export Commodities 论商标出口商品名称的翻译英文回答：Title: On Translation of Trade Names and Names of Export CommoditiesThe translation of trade names and names of export commodities is a crucial aspect of international business communication. It not only facilitates cross-border marketing but also plays a significant role in shaping the global image of a brand. Effective translation can enhance marketability, while poor translation can lead to confusion or even damage to the brand's reputation. This essay will discuss the strategies and considerations involved in translating these commercial terms.Firstly, it is essential for the translator to maintain the brand's identity and distinctiveness when rendering its name into another language. A direct translation may not always convey the intended brand message or reflect its cultural nuances. For example, the Chinese smartphone brand "小米" is known in English as "Xiaomi," rather than a literal translation, preserving its unique identity and pronunciation. Translators should strive for a balance between local relevancy and global consistency.Secondly, cultural sensitivity is paramount in the translation process. The connotations and associations that a name carries in one culture may differ significantly from those in another. For instance, the color red is associated with luck and prosperity in China, which is why many Chinese brands use it extensively. However, in Western cultures, red can sometimes be seen as aggressive or dangerous. Therefore, the translator must adapt the name to ensure it resonates positively with the target audience.Thirdly, simplicity and memorability are key factors in effective trade name translation. A name that is too complex or difficult to pronounce may hinder recognition and recall. For example, the Japanese car brand "Toyota" has a simple and easily recognizable name, contributing to its widespread success. Translators should aim for clarity and ease of use when creating translated names.Fourthly, legal considerations cannot be overlooked. Trade names need to be checked against existing trademarks to avoid infringement, which could result in legal action. Translated names must also comply with the trademark laws of the countries where the goods will be sold. This requires thorough research and often consultation with legal professionals.Fifthly, the translator should consider the product's characteristics and the market it is targeting. A name that works well for luxury goods may not besuitable for mass-market items. Similarly, a name aimed at a youthful demographic might differ from one targeting an older population. The translator must understand the product's positioning and tailor the translation accordingly.Lastly, the issue of homophony and heteronymy should be addressed. Words that sound alike but have different meanings can create confusion or misinterpretation. For example, the Spanish word "pija" means "old woman," whereas the similar-sounding "pita" refers to bread. Mistakes like these can lead to embarrassment or misbranding.In conclusion, the translation of trade names and names of export commodities is a multifaceted task that requires careful attention to detail, cultural awareness, an understanding of the brand's essence, legal knowledge, and marketing savvy. The translator must walk a fine line between fidelity to the original and adaptation to new cultural contexts. Successful translation in this realm ensures that brands maintain their integrity while connecting with diverse audiences across linguistic and cultural boundaries.中文回答：题目:商号与出口商品名称的翻译问题商号和出口商品名称的翻译是国际商务交流的一个重要方面。
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校园英语 / 翻译探究解，因此译文通过释义法直接口译出原文的实际意义，更好地传递了源语的文化信息。
译员在现场处理文化信息时，应该注意：在准确传递文化信息的同时，尽可能保留源语文化信息的表达方式；在目的语的听众明显不能接受的情况下，大胆采取变通的表达方式。
三、结语除了上述几种现场及时进行文化信息的补偿方法，口译员不但要具备扎实的双语语言能力，而且还要有双文化乃至多元文化的知识。
文化差异对译员造成的严重问题，比语言结构造成的要多得多。
因此，培养跨文化交际意识，以克服口译过程中文化信息走失是非常有必要的。
跨文化意识有助于译员在即席的口译中辨别出哪些内容是目标语听众不能理解的，进而对该内容进行有效、及时、准确的处理。
译者不仅要深入了解自己民族的文化，还要深入了解外国文化。
要掌握源语言和目的语的语言系统，要努力了解双方民族的文化、历史、宗教、民俗等的渊源与发展，最大程度地去了解两种文化差异。
不仅如此，还要不断地把两种文化加以比较，以尽可能完整、准确地传达源语特有的文化意象，以避免信息走失。
参考文献：[1]周跃新,汤仁云.试论翻译中文化信息的走失与补偿[J].吉林省教育学院学报,2008(8):95-97.[2]刘静溪.口译中文化信息缺失及应对策略探究[J].兰州教育学院学报,2015(6):150-151.[3]李明.英汉互动翻译教程[M].武汉大学出版社,2006:79.[4]尹富林,阮玉慧.英汉互译——理论与实践[M].北京:中国科学技术大学出版社,2007:273.[5]Nida,E.A.Towards A Science of Translating:With Special Reference to Principles and Procedures involved in Bible Translating[M].Leiden:E.J.Brill,1964.[6]刘宓庆.口笔译理论研究[M].北京:中国对外翻译出版公司,2004.从跨文化交际角度分析商标名称的翻译重庆广播电视大学/郑筱【摘要】任何商标词都具有自身的文化内涵。
从“信达雅”谈商标异化翻译商标是商品的标志，商标翻译质量的好坏会直接影响到跨国营销活动的成败。
商标翻译需要理论和原则加以指导，在翻译方法上，商标翻译一直有“归化”与“异化”之争。
本文从“信达雅”翻译标准角度，论述了商标翻译应以“信达雅”为标准，采取异化翻译，以利于保留原语文化内涵，多元文化交流，避免文化霸权主义，同时也符合现代消费者的心理趋向。
标签：商标翻译信达雅异化一、引言根据世界知识产权组织的解释，商标（trademark）是“用来区别某一工业或商业企业或这种企业集团的商品的标志”。
商标是商品的标志，企业的象征，能传递企业精神，塑造企业形象,一个好的商标可以给企业带来巨大的财富。
商标词具有排他性和绝对性，注册商标还受到法律的保护，因此商标翻译异常重要，而且是绝对要标准化的。
然而目前相当多的商标译名存在着某些混乱现象和不妥之处，主要原因是目前在翻译界尚未有被普遍认可的商标词译名准则，译者在定名时有很大的随意性。
在商标翻译方法上一直有“归化”与“异化”之争，多数人认为应采取归化翻译或以归化翻译为主。
本文从“信达雅”与异化翻译的统一性及时代发展与文化全球化的角度论述了商标翻译应以“信达雅”为标准，采取异化翻译。
二、“信达雅”与异化翻译1.“信达雅”翻译标准“信达雅”翻译标准是清末民初的著名翻译家严复提出的，他在《天演论·译例言》中提出了自己对翻译的看法及“信、达、雅”这三条标准：“ 译事三难，信、达、雅。
求其信已成大难矣。
顾信矣不达，虽译犹不译也,则达尚焉。
……此在译者将全文神理，融会于心。
则下笔抒词，自然互备。
至原文词理本深，难于共喻，则当前后引衬，以显其意。
凡此经营，皆以为达，为达，即所以为信也。
”“《易》曰：‘修辞立诚。
’子曰：‘辞达而已。
’又曰：‘言之无文，行而不远。
’三者为文章正轨，亦即为译事楷模。
故信、达而外，求其尔雅。
”严复是清未最有影响的翻译家，他提出的“信达雅”标准至今被公认为中国最具代表性和最具影响力的翻译理论之一。
商标名的英汉互译English-Chinese Translations of TrademarksOutlineAbstractⅠ IntroductionⅡ General Survey of brand names1. Functions of brand names1) Distinctive function2) Informative function3) Stimulating consumption2. Linguistic features of trademark1) Characteristics of humanity and region on linguistic morphology of trademarka. Name trademarkb. Place of origin trademarkc. Foreign word trademarkd. Frabricated trademarke. Acronym trademark2) Psychological orientation on linguistic morphology of trademark3) Psychological method on linguistic rhetorical devices of trademarka. Rich associationb. Imaginative metaphorc. Suggestive meaningⅢ. Word issue in trademark translation owing to cultural connotationⅣ. Translation method1.Transliteration2. Literal translation3. Paraphrase4. Mixed translation5. Complementary translation6. Adaption7. Adjustment1) Acronym2) Additions or deletions3) Blending4) Purposive misspelling5) RenamingⅤ. ConclusionBibliography摘要：随着世界经济全球化进程的加快和中国加入世界贸易组织（WTO），我们与世界各国的商品交流也更加广泛。
![毕业设计(论文)功能对等理论视角下的商标翻译研究[管理资料]](https://img.taocdn.com/s1/m/e36932eaff00bed5b8f31da7.png)
湖南文理学院芙蓉学院本科生毕业论文题目：A Study of Brand Name Translation from the Perspective of Functional Equivalence功能对等理论视角下的商标翻译研究学生姓名：罗菁学号：08050426专业班级：英语0804班指导教师：谭照亮完成时间：2012年5月A STUDY OF BRAND NAME TRNSLATION FROM THE PERSPECTIVE OF FUNCTIONAL EQUIV ALENCETHESISSubmitted in partial fulfillment of the requirements forThe degree of Bachelor of ArtsIn Forong college of Hunan University of Arts and ScienceBy Luo JingSupervisor: Tan ZhaoliangMay 2012Furong College of Hunan University of Arts and Science湖南文理学院芙蓉学院本科生毕业论文任务书湖南文理学院芙蓉学院本科生毕业论文成绩评定表(指导教师)备注：指导教师评语应从以下几方面评价。
1. 学习态度、纪律情况；2. 完成任务书规定工作情况（含对论文翻译的评价）；3. 查阅和应用文献资料能力；4. 综合运用专业知识能力；5. 独立分析和解决问题的能力；；7. 创新与成效。
湖南文理学院芙蓉学院本科生毕业论文成绩评定表(评阅教师)备注：论文评阅人评语应从以下几方面评价。
1. 完成任务书规定工作情况；2. 毕业设计（论文）的难度与工作量；3. 综合运用专业知识能力；4. 内容的正确性和撰写规范化程度；5. 创新与成效。
湖南文理学院芙蓉学院本科生毕业论文成绩评定表(答辩委员会)备注：答辩委员会评语应从以下几方面评价。
A Study Translation of Trademark论商标翻译学号：姓名：院系：专业：信息管理与信息系统年级：指导教师：CONTENTSINTRODUCTION ⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯CHAPTER ONE Transliteration⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯...1.1 Pure transliteration⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..1.2 Homophonic translation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯...1.3 Province transliteration⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯CHAPTER TWO Photo Gallery2.1 P ure Gallery⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ ..2.2 O ptional Photo Gallery⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ ..2.3 Change Gallery⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.. CHAPTER THREE Combination of sound and meaning⋯⋯⋯⋯ ..3.1 Allusive method⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯. 3.2 Almost sound association method⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ .. 3.3 Almost sound escape method⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ .. CHAPTER FOUR Sound moral law in recent4.1 Near the sounds meaning⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ ..4.2 Chromatic semi-defined⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯. CONCLUSION ⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯REFERENCES⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..摘要商标是一种特殊的语言符号，是商品显着特征的浓缩，也是商品文化的核心部分，同时还是企业参与国际竞争的有力武器。
开题报告英语商标名称的翻译与策略一、论文选题的背景、意义（所选课题的历史背景、国内外研究现状和发展趋势）商标，即商品的“牌子”，是企业宣传和推销产品的利器，也是消费者认识或购买商品的向导，其广告效应已为越来越多的企业所重视。
一个成功的商标有助于产品的推销，而一个成功商标的译名更有利于商品冲出国门，走向世界，从而给企业带来巨大的财富。
尤其随着中国改革开放政策的深入实施以及中国加入WTO，中国企业也面临着前所未有的机遇和挑战。
而在参与激烈的国际市场竞争时，打造知名品牌己成为市场运营战略中塑造企业形象的核心；其中，拥有一个贴切又独特的商品名称及得体的翻译更是国内企业发展的一个非常重要的因素，因此，对汉语商标翻译的研究就显示出其必需性和紧迫感。
在商标翻译方面，国内外许多学者从不同的角度进行了广泛而深入的探讨。
著名翻译理论家尤金·奈达（2001）的动态翻译理论就认为，要成就高质量的翻译就要让译文的读者不仅仅能准确地获得原文所传达的信息，而且要使译文读者在心理上得到和原语读者相同的感受，更深入地讲即为尊重译文读者习惯的思维模式，在思维模式上实现一种“对等”。
国内许多研究者主要从以下几个方面对商标翻译做了大量的实证性研究：从商标翻译方法和翻译策略方面进行探究的有：郑晓辉（2009）、张晓欣& 王红爱（2007）、张怡玲（2007）、张彦鸽（2007）孔令翠（2007）等从商标翻译与文化的关系方面入手进行研究的有：李邦帅（2007）、李广荣（2002）、滕延江（2004）等从某翻译理论出发探究该理论对商标翻译的指导：代荣（2004）、陈学斌& 刘彤（2006）、邱毅敏& 黄爱民（2006）等从对现有文献进行综述可以看出，我国商标翻译的研究面已比较广泛，但还不具备系统研究的规模。
笔者认为，商标翻译的发展趋势有：（1）随着各学科的发展和相关部门的重视，商标翻译研究将沿着跨学科的方向发展，翻译学和语言学是其研究的基础，商标法、营销学、市场学、广告学、顾客心理学和企业文化学等学科为其研究的主流；（2）翻译理论在商标翻译中的运用将进一步地全面和深化；（3）中西方文化的影响将是今后商标翻译研究的重点。
T h e C h a r a c t e r i s t i c s o f A t h l e t i c E n g l i s h a n d I t s T r a n s l a t i o n 体育英语的特点及翻译翻译The Semantic Contrast of Color Words between English and Chinese and their Translation 中英颜色词的语义对比及翻译翻译C h i n e s e R e d u p l i c a t e d W o r d s a n d t h e i r T r a n s l a t i o n i n t o E n g l i s h 汉语叠词及其英译翻译B r a n d T r a n s l a t i o n 商标翻译翻译On Translating Methods of Numerals between Chinese and English中英数字的翻译方法翻译Literal and Free Translation in the Translation of Advertisement Headlines and Slogans 广告用语的直译和意译翻译O n t h e T r a n s l a t i o n o f C h i n e s e T r a d e M a r k i n t o E n g l i s h 中文商标的英译翻译C u l t u r eD i f f e r e n c e s a n d T r a n s l a t i o n 文化差异和翻译翻译C h a r a c t e c i s t i c s a n d T r a n s l a t i o n o f A d v e n t i s e m e n t广告英语的特征及其翻译翻译P r i n c i p l e s a n d M e t h o d s o n B r a n d-T r a n s l a t i o n 商标翻译的原则和方法翻译The Study on Features of Advertising and its Translation 广告语的点及其翻译翻译Non-Correspondence in English-Chinese Translation of Color Words中英文翻译中颜色词的非对应翻译A S t u d y o n t h e T r a n s l a t i o n o f M o v i e T i t l e s 电影片名的翻译翻译O n t h e C u l t u r a l S i g n i f i c a t i o n o f A n i m a l I d i o m s a n d T r a n s l a t i o n 动物俚语文化含义与翻译翻译T h e T r a n s l a t i o n o f C o l o r T e r m s 试论颜色词的翻译翻译A comparative Study of the Old Man and the Sea---Concerning the Perfection in Literary T r a n s l a t i o n 《老人与海》译文比较－谈影响文学翻译完美性的因素翻译On the Translation of Advertisement ――From the Perspective Of Functionalist Theory 从功能派理论角度看广告翻译翻译Influence of Cultural Differences on Translation of Idioms文化差异与习语翻译翻译F o r e i g n i z i n g a n d D o m e s t i c a t i n g T r a n s l a t i o n s i n C r o s s-c u l t u r a l V i s i o n 跨文化视野中的异化和归化翻译翻译T h e S u b j e c t a n d T o p i c i n C h i n e s e-E n g l i s h T r a n s l a t i o n S h i f t 汉译英中的主位与话题翻译The Loss of Affective Meaning in Translati on ―from the Perspective of Cultural Differences 从文化差异的角度看翻译中情感意义的丢失翻译On the Explicitness and Implicitness of Conjunctions in English-Chinese Translation Process 论连词再英汉翻译中的显性和隐性存在翻译Approaching Domestication and Foreignization in Translation from a Functional Perspective 从功能翻译角度看归化与异化翻译O n T r a n s l a t i o n o f I d i o m s论习语的翻译翻译Translation of Chinese Receipts and the Differences of Cookery Culture between Chinese and E n g l i s h-s p e a k i n g C o u n t r i e s 中餐菜谱的英译及中西饮食文化差异翻译O n t h e U n t r a n s l a t a b i l i t y d u e t o C u l t u r a l D i f f e r e n c e s不可译现象在中英文化差异中的体现翻译E x t r a-l i n g u i s t i c C o n t e x t a n d T r a n s l a t i o n 非语言语境与翻译翻译C o m p a r i s o n a n d T r a n s l a t i o n o f C h i n e s e a n d E n g l i s h I d i o m s 汉英习语对比与翻译翻译On Translation of Chinese and English Idioms from Cultural Perceptives 从文化的角度谈英汉习语的翻译翻译Cultural Differences Between English and Chinese Idioms And Translation 中英文习语翻译中的文化差异比较翻译Impact of Culture Differences on Brand Translation of Trademarks 文化差异对商标翻译的影响翻译C u l t u r a l C o n t e x t a n d T h e T r a n s l a t i o n o f M e t a p h o r s 文化语境和隐喻的翻译翻译Conversion of Part of Speech in English-Chinese Translation 英译汉中词类的转换翻译F o r e i g n i z i n g a n dD o m e s t i c a t i n g s t r a t e g i e s i n C r o s s-c u l t u r a l Translation 跨文化翻译中的异化与归化策略翻译A Study of the Chinese-English Translation of Trademarks 浅谈商标的汉英翻译翻译H o w T o d e a l w i t h c u l t u r e-l o a d e d w o r d s i n i d i o m s t r a n s l a t i o n 习语翻译中文化词的处理翻译C u l t u r a l C o n n o t a t i o n a n d T r a n s l a t i o n f o r C o l o r W o r d s 颜色词的文化内涵与翻译翻译T h e T r a n s l a t i o n o f E n g l i s h L o a n w o r d s i n t o C h i n e s e 英语外来词汉化的基本途径翻译When in Rome do as the Romans do——On translation of Chinese trademarks into English 入乡随俗——论中文商标的英译翻译Cultural differences and Translation between Chinese and English Idioms汉英习语的文化差异与翻译翻译F o r e i g n i z a t i o n I n T r a n s l a t i o n i n t h e21s t i n C h i n a 21世纪中国的异化翻译翻译The Transfer of Culture Image and of English and Chinese Idioms in Translating 论英汉习语翻译中的文化意象的转化翻译Basic Strategy for Advertisement Translation-Target-language Oriented Strategy 广告翻译的基本策略－－以目的语言为取向的翻译策略翻译L e x i c a l R h e t o r i c a l D e v i c e s i n E n g l i s h-C h i n e s e T r a n s l a t i o n英汉翻译中的词义修辞格翻译T h e C r i t e r i a o f t h e T r a n s l a t i o n o f C o m p u t e r E n g l i s h 计算机英语的翻译标准翻译C o m p r e h e n s i o n:A V e r y I m p o r t a n t P a r t o f T r a n s l a t i o n 理解：翻译中不可或缺的一部分翻译T h e T r a n s l a t i o n o f t h e B r a n d N a m e商标名称的翻译翻译S t r a t e g i e s f o r T r a n s l a t i o n g E n g l i s h S l a n g i n t o C h i n e s e 英语俚语汉译的技巧翻译C u l t u r a l F a c t o r s i n t h e T r a n s l a t i o n o f P o e m s 诗歌翻译中的文化因素翻译C u l t u r a lD i f f e r e n c e s a n d t h e T r a n s l a t i o n o f B r a n d N a m e s 文化差异与商标翻译翻译C u l t u r a lD i f f e r e n c e s a n d U n t r a n s l a t a b i l i t y 文化差异和不可译性翻译C u l t u r a lD i f f e r e n c e s a n d V o c a b u l a r y T r a n s l a t i o n 文化差异及词汇翻译翻译T h e A p p l i c a t i o n o f F u z z i n e s s i n t h e T r a n s l a t i o n 翻译中的模糊语现象翻译T r a n s l a t o r a s A r t i s t-T r a n s l a t o r's In d i v i d u a l i t y i n Li t e r a r y T r a n s l a t i o n 译者作为一位艺术家--论文学翻译中的译者个性翻译T h e T r a n s l a t i o n o f M o v i e T i t l e s 电影名的翻译翻译Translating the English Verbs into Chinese 英语动词的汉译翻译C o l o u r W o r d s a n d t h e T r a n s l a t i o n 颜色词及其翻译翻译D o m e s t i c a t i o n a n d F o r e i g n i z a t i o n i n T h e B o o k o f S o n g s 诗经翻译的归化和异化翻译C u l t u r a l C o m p a r i s o n a n d I d i o m s T r a n s l a t i o n 文化对比与习语的翻译翻译Social-cultural Context and the Translator’s Choice of Words——A C o m p a r i s o n o f T w o C h i n e s e V e r s i o n s o f J a n e E y r e 社会文化背景和译者的选词——对简爱两种译本的比较翻译T h e E f f e c t T h a t N o n-l i n g u i s t i c C o n t e x t H a s o n T r a n s l a t i o n 非语言语境在翻译中的作用翻译C u l t u r a l G a p s b e t w e e n E n g l i s h a n d C h i n e s e I d i o m s a n d T h e i r T r a n s l a t i o n 英汉习语的文化差异及其翻译翻译W o r d s T r a n s l a t i o n b e t w e e n D i f f e r e n t C u l t u r e s 不同文化中词汇的翻译翻译O n C u l t u r a l D i f f e r e n c e s a n d I d i o m T r a n s l a t i o n 文化差异与习语翻译翻译O n Translation of English Trademarks Into Chinese----On Beauty In Sense Sound And F o r m 浅谈英文商标的汉译－－意美、音美、形美翻译S o m e o f t h e W a y s t o I d i o m T r a n s l a t i o n习语翻译法翻译Paralanguage and Literature Translation -With Reflections on the Version of Dream of Red M a n s i o n s副语言与文学翻译－－对《红楼梦》译本的思考翻译Methods of Translating Color Words Based on Cultural Differences between Chinese and E n g l i s h翻译C u l t u r e-g a p W o r d s a n d t h e T r a n s l a t i o n 文化空缺词及其翻译翻译U n d e r s t a n d i n g-t h e K e y t o T r a n s l a t i o n 理解是翻译的关键翻译A Brief Talk about Two Approaches to the Translation of Metaphor浅谈隐喻翻译的两种方法翻译A G l i m p s e o f E n g l i s h F i l m T i t l e T r a n s l a t i o n 英语电影名翻译一瞥翻译S o c i a l-c u l t u r a l D i f f e r e n c e s a n d t h e T r a n s l a t o r’s C h o i c e o f W o r d s 社会文化差异与译者的选词翻译The Application of Domestication and Foreignization in the Translation of Culture 文化翻译中归化与异化的应用翻译C u l t u r a lD i f f e r e n c e s a n d U n t r a n s l a t a b i l i t y 文化差异与不可译性翻译T h e C o n t e x t i n R e l a t i o n t o T r a n s l a t i o n 语境与翻译翻译F e m a l e a n d T r a n s l a t i o n女性与翻译翻译Effects of Difference between the Chinese and Western Cultures on Translation 中西文化差异对于翻译的影响翻译The Cultural Differences and Translatio n of English and Chinese Idioms 英汉习语的文化差异与翻译翻译C u l t u r a l G a p s a n d T r a n s l a t i o n L i m i t a t i o n 文化差异与翻译局限翻译The Approaches to Proverb Translation in Cultural Context从文化语境谈谚语翻译翻译A l l u s i o n T r a n s l a t i o n i n S o n g P o e m s 宋词典故的翻译翻译B l i n d S p o t s i n E n g l i s h P r o v e r b s T r a n s l a t i o n 英谚汉译中的盲点的探讨翻译A d v e r t i s e m e n t T r a n s l a t i o n广告翻译翻译Differences Between Chinese Headline and English Headline aswell as Their Translation 论中英文新闻标题的差异与翻译翻译O n t h e M i s t r a n s l a t i o n o f I d i o m s 习语的误译翻译T h e i n f l u e n c e o f C u l t u r e o n t h e T r a n s l a t i o n o f A d v e r t i s e m e n t s 文化对广告翻译的影响翻译O n E n g l i s h I d i o m s a n d T h e i r T r a n s l a t i o n 英语习用语的翻译翻译O n t h e T r a n s l a t i o n S t r a t e g y o f C h i n e s e C l a s s i c s ----With Special Reference to Arthur Waley’s English Version of THE ANALECTS 浅谈中国典籍的翻译策略----从阿瑟•威利的《论语》译本悟其翻译之道翻译C u l t u r a lD i f f e r e n c e s a n d U n t r a n s l a t a b i l i t y 文化差异与不可译性翻译Unveil the Cultural Elements of English --On the Translation of English Idioms 揭开英语中文化因子的面纱——浅谈英语习语的翻译翻译A d a p t a t i o n A n d A l i e n a t i o n i n I n t e r c u l t u r a l T r a n s l a t i o n 跨文化翻译中的归化与异化翻译C u l t u r a l C o n n o t a t i o n a n d T r a n s l a t i o n o f E-C A n i m a l W o r d s 英汉动物词的文化内涵及翻译翻译A B r i e f T a l k o n T r a d e m a r k s T r a n s l a t i o n 浅谈商标翻译翻译On the Translation of English and Chinese Proverbs from the Perspective of Intercultural C o m m u n i c a t i o n 从跨文化交际角度谈英汉谚语翻译翻译Cross-cultural Awareness in Translating Tourist Materials from Chinese into English 中文旅游资料英译的跨文化意识翻译Connotative Comparison and Translation of Chinese “Hong” and English “Red”论中英文红色内涵意义对比及其翻译方法翻译On the Principles of Equivalence in the Translation of English Idioms into Chinese and Their P r a c t i c a l A p p l i c a t i o n 英语成语翻译中的对等原则及具体应用翻译T r a n s l a t i o n o f A n i m a l W o r d s动物词语的翻译翻译On Cultural Factors in English and Chinese Trademark Translation and Four Translation M e t h o d s 英汉商标翻译中的文化因素及四种翻译方法翻译O n t h e C o m p r e h e n s i o n a n d T r a n s l a t i o n o f E n g l i s h P r o v e r b s 论英语谚语的理解与翻译翻译T h e I n f l u e n c e o f C h r i s t i a n C u l t u r e o n T r a n s l a t i o n 基督教文化对翻译的影响翻译C u l t u r a lD i f f e r e n c e s a n d I d i o m T r a n s l a t i o n 文化差异和成语翻译翻译T h e S u b j e c t i v i t y o f t h e T r a n s l a t o r i n L i t e r a r y T r a n s l a t i o n文学翻译中的译者主体性翻译How to Teach English in Communicative Way in Middle School 交际法教学在中学英语课堂中的运用翻译C u l t u r a lD i f f e r e n c e s a n d T r a n s p l a n t a t i o n i n T r a n s l a t i o n 文化差异和翻译中的文化移植翻译Translation of English Advertisement under Aesthetic Principles of Rhetoric英语广告翻译与修辞格美学原则翻译A S t u d y o n t h e T r a n s l a t i o n o f t h e E n g l i s h I d i o m s 关于英语习语翻译的研究翻译T h e I n f l u e n c e o f F e m i n i s m o n T r a n s l a t i o n 女性主义对翻译的影响翻译On the Role of Context in Literal Translation and Free Translation谈语境在直译和意译中的作用翻译The Cultural Differences and Translation of English & Chinese Idioms英汉习语的文化差异与翻译翻译On the Differences between Eastern and Western Cultures Viewed From Proverb Translation从英汉谚语翻译看东西方文化的差异翻译Idioms’ Practice and Translation in Advertising习语在广告中的应用与翻译翻译On Translating English Movie Titles into Chinese浅谈英语电影片名的汉译翻译Application of Functional Equivalence in Translating English Humor功能对等理论在翻译英语幽默中的运用翻译On the Impact of Translation on Chinese Culture--- To Cherish Chinese Culture翻译对中国文化的影响--- 保护中国文化翻译On the Role of Negation in Translation正反表达在翻译中的作用翻译The Importance of Cultural Factors in Translation翻译中文化因素的重要性翻译Probing the Translation of Classical Chinese Poems from the Perspective of "Three Beauties "从＂三美＂的角度探究中国古典诗歌之英译翻译Cultural Differences and Translation of English Idioms文化差异与英语习语的翻译翻译Cultural Strategies for CE/EC Proverb Translation: Domestication and Foreignization英汉谚语互译的文化策略：归化与异化翻译A Comparative Study of Two English Versions of One of Tao Yuanming’s Set Poems Drinking Wine对陶渊明《饮酒》组诗之一的两个英译本的比较研究翻译A Brief Discussion Of the Active Role of the Translation Subject 翻译主体能动作用简析翻译Cultural Aphasia in C-E Translation of Brand Names商标英译中的文化失语现象翻译A Brief Talk about Some of the Skills Used in Advertisement Translation浅谈广告翻译中的某些技巧翻译Strategies for Movie Subtitling电影字幕翻译的策略翻译On the Transplantation and Translation of Brand Name from Chinese into English中文商标英译的文化移植翻译The Characteristics, Culture Differences of Idioms and the Translation习语的特点和文化差异及其翻译翻译Intercultural Communication in Translation of Brand Names商标翻译中的跨文化交流翻译On the Thranslation of English Set Phrases with Cultural Features into Chinese论带有文化特征的英语成语的翻译翻译The Translation of Chinese Idioms into English汉语习语的英译翻译The Effect of Different Culture on IdiomTranslation文化差异对习语翻译的影响翻译On The Translation Of Tourist Brochures -----From The Perspective Of Skopos Theory目的性理论与旅游手册的翻译翻译Public Visual Threshold’s Limitation to Translatio n公共视域对翻译解释的限制性翻译Translating the Style of Literary Works –A Preliminary Study of Dong Qiusi’s Version of David Copperfield文学作品的风格翻译–董秋斯译〈大卫科波菲尔〉初探翻译On Culture Differences in English-Chinese Translation论英汉翻译中的文化差异翻译On the Cultural Differences in Translation Viewed from Tourist Text从旅游文本探究翻译中的中西文化差异翻译Metaphor Phrase -- Culture Factors and Translation隐喻性词语的文化因素及其翻译翻译A Brief Talk about Chinese Body-related idioms and Their Translation浅谈含人体部位词的成语翻译翻译A Brief Talk about the Relationship between Hypotaxis and Parataxis in Translation浅谈翻译中形合与意合的关系翻译Analysis on the translation of polysemous words 论翻译中一词多义翻译Chinese-English Translation of Public Signs from the Perspective of Skopostheorie从目的论角度看公示语的汉英翻译翻译Cultural Default and Translation文化缺省与翻译翻译Cultural Factors in Translation and Their Negative Transfer翻译中的文化因素及其负迁移翻译Non-equivalence at Word Level and Strategies For Translation英汉互译中的词汇不对等及其翻译策略翻译Lin Yutang’s Views on Translation论林语堂的翻译观翻译Non-equivalence at Word Level and Strategies For Translation英汉互译中的词汇不对等及其翻译策略翻译On Application of Skopost heories in Film Title Translation 目的论在电影名翻译中的运用翻译On comprehension and translation of the figurative versions论英译汉中英语比喻的理解与翻译翻译On Cultural Context and Translation文化语境与翻译翻译On Cultural Features in Costume Advertisement Translation论服装广告翻译中的文化特征翻译On Features and Translation of English News Headline英语新闻标题的特点与翻译翻译On Free Translation Used in Film Caption 论影视字幕翻译中的意译翻译On Linguistic and Cultural Factors Affecting Comprehension in Translation论翻译中影响理解的语言和文化因素翻译On the Adaptation and Alienation of the Idiom Translation论习语翻译中的归化和异化翻译On the Alienation in Translation论翻译中的异化翻译On the Character and Translation of News Headlines 新闻标题的特点与翻译翻译On the English Versions of Some of Li Bai’s Poems评李白诗歌英译翻译On the Linguistic Features of Long Sentences in EST and Translation Techniques论科技英语长句的语言特征及翻译技巧翻译On The Role Of Word Conversion In Translation 论翻译中词类转换的作用翻译On the Strategies of Translating English Passive Sentences into Chinese英语被动句的汉译策略翻译On English Translation of Public Signs谈公示语的英语翻译翻译On Translating the Allusions in Six Chapters of a Floating Life: an Intertextuality Approach从互文性角度看《浮生六记》中的典故翻译翻译On Word Class Conversion in EST Translation科技英语翻译中的词类转换翻译Syntactical Differences Between English and Chinese and Techniques for Translating English Lengthy Sentences into Chinese英汉句法差异和英语长句的汉译翻译The Cultural Connotation of Numbers and Translation Strategies论数字的文化内涵与翻译策略翻译The Effect of Readers on Translation读者在翻译中的作用翻译The Principles and Strategies of Advertising Translation 广告翻译的原则与策略翻译The Proper Disposal of News Translation from Chinese to English 汉语新闻英译的适当处理翻译Translation and Ethical Norms翻译与伦理规范翻译The Application and Translation of Figure of Speech in English A dvertisement广告中的比喻及其翻译翻译The Affirmation and Negation in English-Chinese Translation英汉互译中的正译和反译翻译On Untranslatability between English and Chinese and Strategies for Their Transformation to Translatability英汉互译中的不可译性及其转化策略翻译On the Semantic Gaps between English and Chinese and Their Translating Strategies英汉语义空缺现象及其翻译策略翻译On the Usage of Negation in E-C Translation论英译汉中反译法的使用翻译A Tentative Study on The Translation of English Movie Titles经典英文电影片子名翻译翻译Person and tense in translation of Ancient chinese poems and lyrics中国古诗词英译中的人称和时态翻译On the Translation of Numeral Fuzziness翻译中数词的模糊性翻译The Translation of Names of Places in English and Chinese Idioms浅谈英汉俗语中的地名翻译翻译Translation of Scientific and Technical Termologies科技术语的翻译翻译Pragmatic Failure in Advertising Translation and Countermeasures广告翻译的语用事物及其对策翻译Sino-us culturaldifferences and festival translation中美文化差异与节日翻译翻译On Translation of Idioms from the Perspectives of Processing Images从形象处理角度看习语的翻译翻译A Study of Translations of Product Instruction产品说明书翻译的研究翻译Trademark Translation - a Functionalist Approach商标翻译－功能翻译论翻译Metaphorical Interpretationof English Allusion英语典故的隐喻阐释翻译Language Features of Public Speech and Its Translation演讲语言特点及其翻译翻译The Application of Skopostheorie in Hotel Introduction Translation目的论在酒店简介翻译中的运用翻译The Treatment of Cultural Differences in the Translaiton of the Introduction to Scenic Spots旅游景介翻译中文化差异的处理翻译On functional-equivalence in Advertisement Translation浅析功能对等原则在广告翻译中的运用翻译The Disposal of Cultural Differences in the English Version of Fortress Beisieged<<围城>>英译本中对文化差异的处理翻译The Textual Conjunction Types of News English and Their Translation报刊新闻英语篇章连接成分的类型及其翻译翻译The Features of Public Signs and theStrategies of Their Translation公示语的特点及翻译策略翻译Critical Comments on the Translation and Retranslation of Gone with the Wind《飘》的译文与重译文的翻译评论翻译On the Translation of Animal Words Viewed from the Cultural Differences between English and Chinese从英汉文化差异看动物词汇的翻译翻译On the Relationship between Denotation and Connotation in Diction in Translation论翻译中选词的指称意义与蕴涵意义间的关系翻译The Impact of Cultural Differences on C-E Translation of Public Signs文化差异对公示语汉英翻译的影响翻译On the Relationship between Diction and Context in Translation论翻译中选词与语境的关系翻译Attributive Clauses in Translation Viewed from the Relations between Structures and Functions 从结构与功能的关系看定语从句的翻译翻译The Translation of Cosmetic Instruction from the Perspective of Text Typology Theory从文本类型理论角度看化妆品说明书的翻译翻译A Brief Talk about Some of the Aspects to Avoid Mis collocation in Translation浅谈翻译中避免词语搭配错误的若干方面翻译On the Significance of Context in Translation from the Perspective of Mistranslation从误译看语境在翻译中的重要性翻译Domestica tion and Foreignization in the Two Versions of Hong Lou Meng论<<红楼梦>>翻译中的归化和异化翻译Nonstandard English and Translation论非标准英语的翻译策略翻译Analysis of Linguistic and Stylistic of twoChinese Versions of Jane Eyre《简•爱》两个中译本语言及文体分析翻译The Culture-loaded Lexis of the Folk Customs in Chinese History and Translating Strategies中国历史民俗文化负载词及其翻译策略翻译On the Importance of Diction Viewed from the Approaches to the Character “Chi” in Translation 从“吃”的翻译看选词的重要性翻译On Some of the Cultural Value Differences Between China and Western Countries Reflected in Translation论中西方文化价值观在翻译中的体现翻译The C-E Reproduction of Tang Poems Imagery: Strategies and Methods唐诗英译中的意象再现：策略与方法翻译A Brief Talk on the Application of China English in Translation浅谈中国英语在翻译中的运用翻译浅谈英译汉文学作品翻译的归化与异化英语广告修辞与翻译奈达与纽马克的翻译理论对比英汉文化差异对习语翻译的影响翻译的方法——试谈翻译实践中的几点体会论资源环境科技英语特点及翻译成语翻译中的文化差异从《红楼梦》的两个英译本窥析文化构架下的翻译翻译理论研究的重点：从语言转换到文化审视再到源语、目的语间的平衡品牌名的翻译原则及翻译方法科技英语翻译亦需“雅”浅谈文化差异与英汉成语翻译浅析异化法和归化法在颜色词翻译中的应用西方服饰品牌中的中国传统服饰文化元素的可译性与不可译性文化词汇的重新分类及相应的翻译方法论法律英语的特征及翻译论影响译作的因素翻译中的文化差异与词义偏离新闻翻译中的美学标准与功能翻译理论从信、达、雅看翻译方法论影视剧片名的翻译翻译中的“不可译”现象注重文化差异，巧译英语习语试析心理文化差异与英汉互译从跨文化的角度论广告翻译的策略从法律术语的特征来看法律翻译的准确性原则浅谈英语电影片名的翻译原则英汉翻译中的等效原则应用翻译研究——如何使英文译文更地道英汉语言中颜色词的文化差异及翻译电影标题的交际翻译特性与翻译三原则——从纽马克的交际翻译理论谈起归化和异化：翻译中文化差异的处理创造性在翻译中存在的必然性与价值文化词语的重新划分——浅谈宗教文化词语的翻译语义翻译与交际翻译的区别与应用直译、意译与译者主体性商标名称翻译初探论科技翻译标准多元化英语文化词语的翻译最适合读者的翻译法——根据译作的功能来决定语义翻译和交际翻译方法在实际中的应用翻译理论中的美浅谈语义翻译与交际翻译的区别及运用。
Analysis on the Trademark Translation from the Perspective ofIntercultural CommunicationAbstract:As the global communication growing nowadays, the trademark has an important function as the weapon of the enterprises when participating in international competition in the market. Its unique function determines that the translation of trademark words is not only the simple change of two languages, but also the transformation of culture. Good brand names and the internationalization of them play an important role in the process of product sales and brand promotion. Thus a successful translation can help the company improve its brand image among the consumers to a great extent. Researching the trademark is a necessary and urgent task in the current international backdrop. At the same time, the translation of trademark has also been promoted to a new level. Nowadaysthere are still many problems in brand translation, in order to avoid these errors, this paper focuses on summarizing and clear up concretely the method and the way of brand translation by collecting, reading, learning information and comprehending the trademark translation` studing achievement current days under the premise of the cross-cultural communication.To provide a reference for related trademark translation researchers and other people who may have the need.Hoping my paper can do some help for related researchers who study on this theme. Because the trademark translation study is of great significance to help the domestic enterprises to open up and occupy the foreign markets, boost sales and gain the protection of intellectual property. Hope my research can have a positive fuction on not only the points that I have mentioned above,but also on the domestic brands trademark translation, the development of relevant industries in our country, promote economic prosperity etc.Key words:Trademark; internationalization; translation research跨文化交际视角下的商标翻译摘要: 在全球经济交流日益增加的今天，商标作为企业参与国际市场竞争的重要武器具有重要的功能。
A Study Translation of Trademark论商标翻译学号：姓名：院系：专业：信息管理与信息系统年级：指导教师：CONTENTSINTRODUCTION…………………………………………………CHAPTER ONE Transliteration…………………………………...1.1Pure transliteration…………………………………………..1.2Homophonic translation……………………………………... 1.3Province transliteration………………………………………CHAPTER TWO Photo Gallery2.1Pure Gallery………………………………………………….. 2.2Optional Photo Gallery……………………………………….. 2.3Change Gallery……………………………………………….. CHAPTER THREE Combination of sound and meaning…………..3.1Allusive method………………………………………………. 3.2Almost sound association method…………………………….. 3.3Almost sound escape method………………………………….. CHAPTER FOUR Sound moral law in recent4.1Near the sounds meaning………………………………………..4.2Chromatic semi-defined…………………………………………. CONCLUSION…………………………………………………………REFERENCES…………………………………………………………..摘要商标是一种特殊的语言符号，是商品显着特征的浓缩，也是商品文化的核心部分，同时还是企业参与国际竞争的有力武器。
它既是标识，又是诱饵，最终是要招揽顾客，出售商品。
商标翻译符合符号学的翻译观，是由解码到编码的过程，是两种文化的移植。
好的商标翻译可以给企业带来巨大的财富，反之，糟糕的商标翻译可以让企业损失惨重，所以企业的生死存亡与商标翻译息息相关。
同时商标翻译能够拓宽语言学研究空间，丰富语言学的内涵，促进语言理论研究与实际应用的有机结合。
【关键词】英文商标；翻译；策略AbstractTrademark is a special kind of language signs. It is the concentration of commodities‟ distinct characteristics, the core of commodities‟ culture, and the powerful weapon for an enterprise to participate in international competitions. It is not only a logo, also a lure, the final goal of which is to attract customers and sell commodities. Trademark translation conforms to the conception of semiology. Trademark translation is the process from decoding to coding and the process of re-creating and further processing. That is to say, trademark translation is the transplantation of two kinds of cultures. A good trademark translation may bring an enterprise huge wealth, whereas a bad one may let an enterprise suffer great loss. Therefore, an enterprise‟s future is closely linked with trademark translation. At the same time, trademark translation can widen the linguistic research field, enrich the connotation of linguistics, and accelerate the combination of linguistic theoretic research and its practical application. This article profits from and absorbs other translation methods, resummarizes some translation strategies as well as proposes something to be paid attention to in view of the different strategies.【Key word】English trademark; translation; translation strategiesINTRODUCTIONTrademark is the symbol of a product of the development of commodity economy, commodity producers or operators to make their own production and sales of goods different from others and the use of a significant sign. It is a significant feature of the concentrated product is the core of cultural goods. In the international market, trademark, entrepreneurs and consumers are often simplified as a business name. Emerged as a corporate trademark symbol is a direct dialogue between producers and consumers a bridge, is the company a powerful weapon in international competition. Good brand should be rich in content, and can reflect the characteristics of products; good brand should be easy to remember, easy to read, understand, and vivid; good brand should be selling goods that can arouse consumer desire to buy.Translation of the trademark to decode encoded by the reverse transformation process, “the translator into the thoughts and feelings, knowledge, mental status, cultural education, religion, environment and other related contexts of subjective and objective factors,” [1] (P31) and found trademarks Translation Translation Theory Semiotics, that “translation is the language of the sense of cross-cultural communication activities, the meaning of symbols must be placed in the context of the entire communication process to examine. American Translators theoristsEANida (1986:18) that, from the perspective of semiotic translation, not only contribute to a better understanding and expression of referential meaning and associative meaning. ”[2] (P31) are trademarks of linguistic translation of the scope of “The U.S. linguists Luosalima coke in his article Bias-Free Language: Some Guidelines “being talked about: Culture shapes language and then language shapes culture. She thought: Language both reflects and shapes societies. Shape the culture of both languages , but also shaped by culture. ”[3] (P91)It can say that the transplantation of two cultures. Good corporate trademark translation can bring great wealth; otherwise bad corporate trademark translation losses can not be listed, and even business failure.CHAPTER ONETransliterationThe process of translation in the English mark, transliteration is a means not to be ignored, with a strong universal. Transliteration is not deviated from the “Chinese Language Specification and do not cause errors or misunderstanding of the conditions of association, in accordance with the pronunciation of the original brand name, find the voice similar to Chinese words with which to translate.”[4] (P78) “The advantage is simple, Mr exotic the product can have a certain appeal. ”[5] (P91) transliteration is divided into: pure translation 、homophonic translation and province transliteration.1. 1 Pure transliterationPurely phonetic pronunciation of that word for word to the English pronunciation of Chinese characters with similar matching translation. Mainly applicable to proper nouns, such as, names of trademarks and trademark names. This translated into Chinese trademark law is, because can not find an expression in Chinese translation method to be adopted.1.2 Homophonic translationThis translation is the word for primer, are often based on pure transliteration of individual words changes, the pronunciation of these words homophonic with the original mark, trademark and change afterthe combination of product features transliteration. For example: To commemorate the founder of Willian Edward Boeing airline people identified by its trademark name Boeing, translated as “Bo tone”, but as a trademark, the translator switch pronunciation “Boeing”, which allows people to this type of supersonic aircraft generate endless reverie. Mazda originated from the ancient Persian religion of “the god of light”, “highest God”, “royal protector”, pure transliteration of “Ma Zida”, but as a car mark, the translator of “Zi” into “Zi”, since the hint of humor can easily drive this car without the need to worry about will automatically arrive.1.3 Province transliteration“Provincial transliteration is based on the Chinese aesthetic habits, two-syllable and three syllable is a trademark of better never forget”,[6] (P42) Some English trademark long syllable words more, if literally translated, reads hard to pronounce and remember the inconvenience, transliteration can be used to simplify the province. For example, Rolls-Royce if pure transliteration Rauls - Royce, pronounced the strenuous and can not remember, the provincial transliteration for the “Rolls Royce”just remember more. McDonald's is not translated as “McDonald” and translated as “McDonald's”, but also with the provincial transliteration.CHAPTER TWOPhoto GalleryParaphrase is based on the original meaning of the trademark, translated into Chinese the same or similar meaning. “Photo Gallery can better reflect the original intention of the original trademark and hope to establish whom”, [7] (P73) “for some vivid, meaning elegant, beautiful words can be used free translation trademark.”[8] (P73) Photo Gallery can be divided into pure translation, translation and change free translation selection.2.1Pure GallerySome of their distinctive trademark goods means, and in the Western culture has a better meaning of elegance, then you can use pure paraphrase. For example: Blue bird (bluebird) car, is taken from the “Belgian writer Maurice Materlinek in 1911 received the Nobel Prize for literature in fairy tale 'Blue bird' play 'Blue bird', a symbol of 'the future well-being” [9] (P79) and the Chinese translation for “Bluebird” because “blue”means “blue”, “Blue Bird”or “Blue Bird”. Tang yin There is a poem: “Pengshan this to no more road, hospitality for the Tankan Bluebird”, Bluebird is the Penglai fairyland angel to transform Western culture, showing that well-intentioned translators. Nestle (Nestle) Nestlefood is named after its founder, and the mother bird feeding chicks in nest design as its trademark graphics, it embodies the “comfortably settled”and “snuggle”. The Nestle and the nest (Nestle) for the same root, so use the “Nestle” to make this translation. Use it as a milk brand reflects the infinite motherly love, the performance of commodity role in daily life. 2.2Optional Photo Gallery“Some trademarks, if in accordance with its literal meaning of literal translation, it may not be able to fully express the meaning mark, or the literal meaning of some trademarks are several layers, with concise text can not mean these layers are fully expressed in Chinese language. ”[10] (P89) and you have to choose the significance of trademarks, select one of the best, most representative of a meaning. For example: Good Company (Companion) of cigarettes, Good Company can be translated as “good friends”, “good partners”, “good friend”, “good companies”, choose the best from these translation - the “good friend”as the trademark . Play Boy (Playboy) clothing, Play Boy can be translated as “playing boy”, “play boy”, “Playboy” and “Playboy” before the name ofa magazine (founded 1953). This followed their trademark name.2.3Change GalleryPhotograph of change is based on the original meaning of the trademark right to increase or decrease its original meaning of the trademark contains, so that translation is more suitable for consumptionafter the trademark. For example: Transfer, trademark primitive means “deformed”, “change”, but the translator, “according to China's potential consumer psychology cleverly added 'King Kong' word. 'King Kong'for the Chinese national culture unique to the Buddha The bodyguard's name. Its holding vajra (an Indian weapon) named in the eyes of the Chinese people, 'King Kong' Titanic, superior martial arts, fought the demons, victorious, is the all-conquering warrior the incarnation. ”11] (P32) “King Kong ”has become the idol of the hearts of children, parents educate their children has become a teaching aid brave one. Therefore, the “Transformers”toys by the trade name for the Chinese children loved. This translation is by paraphrase. Examples of paraphrase by cigarette brand Marlboro, the Man Always Remembers Love Because of Romantic Only acronym (acronym), but no such figures of speech in Chinese, the translation had to stay in homes of their meaning and their pronunciation translated as “Marlboro” .CHAPTER THREECombination of sound and meaningSome of the fanciful word mark is composed of a large cultural content component, you need to use the translation method of combining sound and meaning. Combination of sound and meaning that “the …phonetic‟and …Gallery‟to combine the translation. In other words, the word mark in some or all flexible select …transliteration‟ or …paraphrase‟ of the appropriate methods, and be combined to make it suitable for a trademark. ”12] (P89) This is a more complex translation methods, in addition to concoct the word, but also for certain proprietary and common nouns.3.1 Allusive methodSome proper names or trademarks are mostly imaginary words symbols, according to the original trademark voice, will be five thousand years of accumulation of the Chinese translation and dissolved in the new logo created, the profound significance of such a mark both have Chinese characteristics. For example: BMW (BMW) car, BMW is the trademark from German Bayerishe Motoren Werke Bavarian Motor Company's three acronym formed. According to the translator, “ji the 'BMW carscarved incense over the road' (Qing Y uan • Lantern Festival)” [1] (P81) to be translated into “BMW”to Chinese consumers think of a thousand miles a day in the BMW, the vehicle performance linked with the characteristics of the BMW. Revlon Revlon is a trademark of cosmetics from the company founder Charles Revson's name Revson and his partner C. Lachman's first letter “L”structure, translation, “Revlon”is “from Li Bai of the liquidation of tune, 'cloud like clothes flowers to capacity, spring whisk threshold Revlon. Yushan first see either group, will Yaotai next month every. '”[14] (P81) using the products of the translation of metaphor for the dumping of female customers Yang in the country, taking into account not only the sound and meaning, and subtle elegance. Another example is Japan's LEXUS luxury cars, Chinese translation of “Lexus”, is from Mao Zedong's “long with Lingyun blog, heavy on Jinggangshan magnificent poem, at the same time gives rise to a vacant speeding, driving any implication Jun . ”[15 (P107)3.2 Almost sound association methodLenovo's recent audio translation of the original trademark law requires trademark sound similar, but also some of its pronunciation is similar to the Chinese Lenovo mean some good features and product integration into it. For example: “Founded in 1887, the United States Johnson & Johnson company is operating medical and health care products and care products, she is Robert Wood Johnson, James WoodJohnson and Edward Mead Johnson three brothers founded.” [16] (P122) If the interpreter was “Johnson” without any special features, but if the association method, with the recent tone translated as “Johnson” - think of the strong vitality, and the company's health care and health care products linked. Intel “Pentium” is selected from the 3300 proposal out, “Pent” in Greek means “5&”, and “ium” is a Latin suffix, that suffix of chemical elements. Then the trademark can be said that processing power and high-speed processor, the performance of the fifth generation of products, translated as “Pentium” galloping horse can be associated with the kind of fast, elegant, reflecting the features of the processor - fast speed quickly. Another example: the world's largest electronic equipment and small U.S. computer makers Hewlett-Packard Co., This trademark is a two-founder W. Hewlett and D. The combination Packard name, trademark abbreviated as “HP”, be translated as “HP”, so that consumers have a “universal benefits” association.3. 3Almost sound escape methodThe translation of both voice and semantics, the general principles trademarks are meaningful words or phrases, but in order to meet the Chinese cultural practices, to escape, “and the semantic nor the original meaning, to be added to create, but can not from certain areas. ”[17] (P78) for example: Sprite drink, the word in English as” Wizard ”, “Fairy ”was intended. In some of Shakespeare's plays, “Wizard” is very cute. Westerncountries, Halloween, Halloween, children dressed as various “Wizard”, “elves” from door to door “begging” candy, but in the hearts of Chinese people are evil. If the literal translation necessarily wrong, so the escape as “Sprite”. “Snow”fresh and cool, “Bi”exquisitely carved, the translation gives Yujiebingqing feelings. CD Poison perfume brand is an extreme sense of the word, unique conception as a trademark, it is said from the Shakespeare of “Romeo and Juliet”in the story of Romeo poison partiality. It is the pursuit of the wild in order to reflect the beauty of Western women, but also that women using this kind of perfume, can make the man “poisoned”, so that a man was carried away, not want to forget, so acclaimed in the West. In China, if literally translated as “poison”will make people think about the “roots of troubles”, which certainly no one to buy. Therefore, it is escaped as “a hundred Eros”, which means “one hundred accompanied by Eros” both apt to understand and cater to the Chinese people's yearning for love, sex and beautiful. Another example: Dove brand is both a commodity is a trademark of chocolate, in English means “dove”, although this translation is not so bad but it has nothing to do and products. As a commodity brand translates as “Dove”has the meaning of soothing fragrance; and as a trademark of chocolate, translated as “Dove” with the ad “milk fragrant, silky fe el; silky rich, pure aftertaste”, but also not imported, you can feel the thick milk. Translation of more than two pigeons image of meaning.CHAPTER FOURSound moral law in recentSound moral law is the recent translation of the original language are pronounced the same or similar trademarks and trademarks of carrying the meaning of the original, this translation focuses on “moral”and “sound” is just in between the original mark and the target language to play bridge. Meaning almost sounds can be divided into: close to the sounds and the chromatic semi-defined meaning.4.1 Near the sounds meaningNear the sounds righteous requirements of the target language with the original trademark sound similar, meaning connected. Such as: Pampers Procter & Gamble (P & G) of the diaper brand, the original mark means “pampered”, that meticulous care of the baby, while the translation of “Pampers”expression of the “better for the baby to make baby more comfortable”. This is the meaning of the embodiment of the original trademark. Trademarks of Polaroid cameras, the original mark means “point and shoot camera ”and some translation of “Polaroid”which will be such a good shot, not only sound similar, meaning also coincides with the original trademark. Sports series products are the U.S. Nike, was intended to victory in Greek mythology the goddess of Yoshina whichever meaning invincible. “Translator imitate the syllables, willtranslate it into 'Nike', meaning both the solid durable, but also contains the meaning of beat the opposition win.” [18] (P101)4.2Chromatic semi-definedChromatic half-translated part of the mark defined requirements transliteration, some translation, divided into pre-defined tone, the former two forms of justice after the tone. The former, such as: toy Mickey Mouse, “Mickey”transliteration “Mickey”take “m”, “Mouse”free translation “mouse”that Mickey Mouse; entertainment Disneyland, “Disney” transliteration “Disney”, “land” free translation “Paradise” that is Disneyland; Paint Nippon Paint, “Nippon”transliteration “Nippon”, “Paint” Photograph “paint” that Nippon Paint. The latter, such as, Daily Unilevel, “Uni”paraphrase “joint”, “level”transliteration “Oliver”that Unilever; clothing Nescafe, “Nes”free translation “Nestle”, “café”transliteration “coffee”that Goldlion; clothing Euro Moda, “Euro”paraphrase “European”take “European”, “Moda” transliteration “dream up” the European dream of.CONCLUSIONTrademark Translation is of great practical significance, even if appropriate and accurate translation of the name of the original language without losing the artistic and commercial, publicity and promotional merchandise to achieve the purpose; but also has a wealth of theoretical significance, namely, to broaden the space for linguistic research, enrich linguistic content, but also to promote the linguistic theory and practical application of organic synthesis. 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