【正文】 Nida， 1993）， Approaches to Translation（ Newmark,2021） 等。 課題的主要內容（觀點）、創(chuàng)新之處： 主要內容： 本文結合商標的概念 ,特點和作用，以功能對等理論為依據(jù)， 通過對中英文商標實例的分析，概述商標翻譯的特征及原則，介紹了幾種常用的商標翻譯法，并就其中存在的一些問題進行了探討。商標名稱是一種 文化現(xiàn)象，我們在商標名稱翻譯時需要注意它的可行性，以奈達的 ”功能對等 ”理論作為商標名稱翻譯的基本原則及翻譯的方法，這是一種可行的方法。 關鍵詞： 功能對等； 商標 ；翻譯 ii Abstract A brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibility of brand name translation, and take the Nada’s “Functional Equivalence” as a cardinal principle and methods employed in brand name translation， this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture， then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although there are cultural barriers in the brand name translation, we can still overe them. Translators should use the techniques flexibly so as to overe the cultural barriers in brand name translation and try to translate brand names perfectly. Key words: functional equivalence。 “大寶 ”in Chinese is an adorable nickname for a male who is the family members’ darling. When personal names are used as brand names, distance between the modities and the consumers could be shortened while the sense of intimacy could be established. In such a delightful and cheerful state, consumers would be inspired to be better informed about the products, if interested and satisfied, they will purchase. Thus, a very successful sale could be fulfilled as the brand name fully performs its fundamental function. Common Words Common words will add more amicability and friendliness in the products and names provide the denominators and translators more choices. Usually, the mon words used in Chinese and English brand names include adjective and noun. The brand names formed by mon nouns have symbolic and metaphor functions. Products with these names possess the characteristics Thesis Chapter 1 Overview of Brand Names 4 of these words or objects, for example, “Ivory” can make you skin smooth and white. The cosmetic brand names formed by adjectives or adjective plus noun can show a very direct description of the main characters of the product. Coined Words When certain qualities, characteristics and functions are taken into consideration, coined words can be created. Since they are coined, they are unique and novel as there is not much possibility that another similar one will appear. Many English brand names are created by means of lexical methods, such as shortening, pounding, blending, affixation, etc while the Chinese brand names tend to use word group. Shortening is the simplified form of the original words. For example, “SR”, a brand name of toothpaste, is formed by acronym, that is, to use the initials of the ingredients of the product (Sodium, Ricinoleate). Compounding is a popular and crucial way of forming English and Chinese cosmetic brand names. By pounding, two or more words are together to show the feature, quality and function of the product, so pound brand names can illustrate the characteristics of the products from multiperspectives. Examples are: “Body Flower” stresses its function of making the body full of the fragrance of flowers. “Head amp。 “Electrolux”(appliance) prises four syllables. In addition, most of these syllables consist of sonorous vowels and consonants with less friction, making the brand name easy to pronounce and remember. Elegance As far as elegance is concerned, it means that both brand names and their rendered versions should have favorable association but avoid unpleasant connotation that may offend customers to arouse consumers’ purchasing desire. For example, the Chinese version “金利來 ” for the English brand name “Goldlion” is better than “金獅 ”, for “金利來 ” not Thesis Chapter 1 Overview of Brand Names 7 only presents consumers the good quality of the tie but indicates the profit or good luck it can bring. While on the other hand, brand names such as “交際花 ”, “舞女 ” are forbidden to register in our country according to our Interim Regulations of Brand Name Registration because of their vulgar tastes. Originality A brand name should be as novel and unconventional as possible in wording, pronunciation, meaning and other aspects, so as to arouse the interest of the consumers and leave a deep impression on them. There are a variety of methods that can be used to achieve this effect. Word formation such as abbreviation, initials, numbers, and parallelism is one way to create originality. The brand name “TCL”(TV set) is special and new in homemade TV sets. Appealing sound is another way to obtain this effect. “Yahoo” and its Chinese version “雅虎 ” have a very peculiar and strong phonological effect and thus cause a pleasant psychoacoustic impact on its hearers. Still unusually bination of mon words, or coined words in English brand names, such as “7up” (beverage), “0M0” (powder) and so on, leave a fresh yet deep impression on costumers because of their unique form and pronunciation. Functions of Brand Names The brand name is intended to appeal to the target consumers Thesis Chapter 1 Overview of Brand Names 8 favorable meaning so as to spread ideas or information about persuade symbolic, or convince consumers. The basic functions of brand with pleasant sound and the pr