【文章內(nèi)容簡介】 iew of Trademarks 8 Definition of trademarks 8 Classification of trademarks 9 Proper names 9 Common words 9 Coined words 10 Characteristics of trademarks 10 Conformity 10 Brevity 11 Elegance 11 Originality 114 The Application of “Functional Equivalence” to Trademark Translation 12 The significance of functional equivalence in translation of trademarks 12 Requirements of functional equivalence 13 Equivalence for informative function 13 Equivalence for aesthetic function 14 Equivalence for vocative function 15 Sample analysis 16 Transliteration 17 Literal translation 19 Combination of transliteration and literal translation 20 Creative translation 21 Summary 235 Conclusions 23 Conclusion of the research 23 Limitations of the research 24 Suggestions 24Works Cited 26Acknowledgements 281 Introduction Background of the research隨著中國加入世界貿(mào)易組織和全球化的趨勢,日益增長的交換各種產(chǎn)品已成為國際經(jīng)濟(jì)的一個(gè)重要組成部分。With China’s accession to the World Trade Organization and the trend of globalization, the increasing exchanges of all kinds of products have bee an important part of the international economy. 為了促進(jìn)產(chǎn)品的銷售和開發(fā)國外市場,生產(chǎn)不僅需要提高其產(chǎn)品的質(zhì)量和服務(wù),但也要給他們的商品一個(gè)合適的名字,那就是是產(chǎn)品的商標(biāo)。In order to promote the sales of products and explore foreign markets, it is not only necessary for manufacturers to improve the quality and service of products, but also should give their products a proper name, that is the trademark of modities. 一個(gè)好翻譯商標(biāo)有助于公司及其產(chǎn)品的良好的聲譽(yù),而一個(gè)差的商標(biāo)翻譯往往導(dǎo)致大量公司的破產(chǎn)甚至損害公司的聲譽(yù)。A good translation of trademark conduces to the good reputation of the pany and its products, while a poor one often leads to the bankruptcy of a large number of panies and even damages to the pany39。s reputation. 商標(biāo)對一個(gè)公司或公司是至關(guān)重要的,并在某種程度上,它代表和反映了企業(yè)的形象。Trademark is vital for a firm or pany, and in a way, it represents and reflects the pany39。s image. 因此,如何翻譯英語和漢語之間的商標(biāo)對譯者來說，不僅是一個(gè)是緊急的任務(wù)，也是一個(gè)有意義的問題。Therefore, how to translate trademarks between English and Chinese is not only an urgent task but also a significant issue for translators. 商標(biāo)翻譯要比其他領(lǐng)域的翻譯要復(fù)雜得多,因?yàn)樗粌H處理雙語,而且還有雙文化，雙社交轉(zhuǎn)讓,包括整個(gè)復(fù)雜的情緒,組織,和想法,這復(fù)雜地涉及不同國家的語言到他們的生活方式和傳統(tǒng)。就其本身而言,為了滿足現(xiàn)代經(jīng)濟(jì)發(fā)展的需要,作者順應(yīng)潮流,致力于商標(biāo)翻譯的研究。For its part, in order to meet the needs of modern economic development, the author goes with the flow and mits herself to the study of trademark translation. 在理論研究的基礎(chǔ)上,作者分析了商標(biāo)的分類和特點(diǎn),指出奈達(dá)“功能對等”理論在商標(biāo)翻譯中起著至關(guān)重要的作用。On the basis of theoretical research, the author analyses the classification and characteristics of trademark, and notes that Nida39。s functional equivalence theory plays a significant role in the translation of trademarks. Significance of the research眾所周知,商標(biāo)是生產(chǎn)商為了消費(fèi)者更好了解產(chǎn)品而搭建的橋梁。As it’s known to all, the trademark is a bridge built by the manufaturers for consumers to have a better understanding about the product. 所以產(chǎn)品的命名對生產(chǎn)者而言，是至關(guān)重要的市場營銷決策。So the naming of modity is a crucial marketing decision for the procucers. 因此，當(dāng)一個(gè)商標(biāo)獲得大多數(shù)消費(fèi)者的青睞時(shí),同類的其他產(chǎn)品將會(huì)在競爭中面臨挑戰(zhàn)。Therefore, when a trademark gains the favour of the majority of consumers of all ages, the other same kind of products will face challenges in the petition. 從國際貿(mào)易的角度來看,大量的中國產(chǎn)品進(jìn)入國外市場，同時(shí)外國產(chǎn)品涌入中國市場。From the perspective of international trade, a large number of Chinese products flood into foreign markets and foreign products into the domestic market. 在這種商品和服務(wù)的流動(dòng)下,一些產(chǎn)品能在目標(biāo)市場成功的部分原因在于成功的商標(biāo)翻譯名。Under the movement of such goods and services, some products have achieved success in the target market partly because of the success of trademark translation. 許多事實(shí)也向我們證明了，那些更容易接受,符合習(xí)慣的和美麗修飾的商標(biāo),他們會(huì)更容易取得成功。Many facts have proved to us, the more acceptable, idiomatic and fair rendered trademarks are, they will be more likely to succeed. 因此,獲得適當(dāng)?shù)陌姹镜纳虡?biāo)對企業(yè)和翻譯變成一個(gè)極其重要的任務(wù)。As a result, obtaining the appropriate version of the trademark bees an extremely important task for translators and enterprises. 此外,商標(biāo)對消費(fèi)者有一個(gè)積極的和有說服力的影響,它可以幫助贏得他們的忠誠和帶來理想的結(jié)果,而一個(gè)不成功的商標(biāo)名稱會(huì)導(dǎo)致巨大的經(jīng)濟(jì)損失。In addition, the trademarks have a positive and convincing impact on consumers, it can help win their loyalty and bring about satisfactory results, while an unsuccessful trademark will give rise to huge economic losses. 然后就像一個(gè)商標(biāo),他或她的發(fā)展某種忠誠,總是買這個(gè)品牌的產(chǎn)品。Then if one es to like a trademark, he or she will develop some kinds of loyalty to it and will always purchase this brand39。s products. 商標(biāo)在商業(yè)社會(huì)是如此的重要,任何國家的制造商和銷售商希望得到最好的翻譯商標(biāo),第一眼給潛在的客戶留下一個(gè)深刻和美好的印象,這樣能夠在在激烈的競爭中占上風(fēng)。Trademark is so important in the business field that manufacturers and sellers in any country want to get the best translated versions for their own products in order to impress the potential customers deeply at their first glance, so that they can prevail in the fierce petition. 毫不夸張地說,一個(gè)公司的命運(yùn)很大程度上取決于其商標(biāo)在國際市場上的翻譯。It is not an exaggeration to say, to a large extent that the fate of a pany greatly depends on the translation of its trademarks in the international markets.一般來說,商標(biāo)的翻譯在授權(quán)產(chǎn)品被消費(fèi)者接受中起著非常重要的作用。為了達(dá)到一個(gè)更地道的版本,一般應(yīng)該首先研究翻譯的原則和標(biāo)準(zhǔn),將會(huì)為翻譯者提供基本的理論工具。In order to achieve a more authentic version, the general principles and standards should be studied first, which will provide basic theoretical tools for translators. 進(jìn)行研究這個(gè)話題可能導(dǎo)致人民認(rèn)真考慮好的商標(biāo)翻譯,以提高翻譯者在全球市場的學(xué)術(shù)能力。To research this topic can make people seriously consider the translation of trademarks, so as to improve the academic petence of translation in the global market. The methodology of the thesis 在探索奈達(dá)功能對等理論商標(biāo)翻譯中得特點(diǎn),理論和實(shí)踐方面都應(yīng)該考慮到。In exploring the characteristics of Nida’s functional equivalence theory in the translation of trademarks, theoretical and practical aspects should be taken into account.為了回答在研究過程中出現(xiàn)的問題,作者收集了許多第一手的樣品，大多數(shù)是流行的商標(biāo)以確?？煽啃浴n order to answer questions proposed in the process of research, the author has collected many samples of firsthand, and most of them are popular trademarks in order to ensure reliability. 他們被劃分為兩組:英譯漢商標(biāo)和漢譯英商標(biāo),通過運(yùn)用定性分析的方法，兩者有望給予一些指導(dǎo)和參考。They are divided into two groups: English trademarks into Chinese and Chinese trademarks into English. By qualitative methods, both of them are expected to give some guidan