【正文】 t translators should make further study so as to face with new challenges of this respect in the future.2 Literal Review The development of equivalence study作為在翻譯研究中的一個核心問題,各種不同的理論已經(jīng)極大地豐富了翻譯理論。The accession to the firsthand samples are used to justify all techiniques applied to the trademark translation, which include the transliteration, translation, bination of transliteration and literal translation and creative transliteration.最后,論文得出結(jié)論，奈達的功能對等對商標(biāo)翻譯具有指導(dǎo)性的作用，并強調(diào)需要在這方面做進一步的研究以應(yīng)對新的挑戰(zhàn)。By analyzing functional equivalence requirements, this paper deduces how to put functional equivalence into the course of trademark translation into practice. 在本章的最后部分,它是從功能對等方法的角度的一個樣本分析。The fourth chapter is the focus of this article. 在功能對等理論的基礎(chǔ)上,本論文將此理論運用到商標(biāo)翻譯上。The third chapter is an overview of trademarks, including definitions, classifications, and characteristics of trademarks. 它能幫助我們更好地了解商標(biāo)翻譯。s functional equivalence in detail, which is quite applicable to the trademark translation. 這章指出尤金奈達的功能對等理論是相當(dāng)適用于商標(biāo)翻譯的。First chapter is the introduction of thesis, including the background, significance, and methodology and structure of the study. 第二章是文獻綜述,介紹一些關(guān)于在中國和國外的對等研究狀況。Analysis on trademarks translation theory is descriptive on nature, and the method of this study is to collect, analyze, pare, and summarize, most of which are based on literature, documents, papers and other sources. Structure of the thesis本文大致可以分為五個章節(jié)。In 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),通過運用定性分析的方法，兩者有望給予一些指導(dǎo)和參考。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 在探索奈達功能對等理論商標(biāo)翻譯中得特點,理論和實踐方面都應(yīng)該考慮到。為了達到一個更地道的版本,一般應(yīng)該首先研究翻譯的原則和標(biāo)準(zhǔn),將會為翻譯者提供基本的理論工具。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,一個公司的命運很大程度上取決于其商標(biāo)在國際市場上的翻譯。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。As a result, obtaining the appropriate version of the trademark bees an extremely important task for translators and enterprises. 此外,商標(biāo)對消費者有一個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,而一個不成功的商標(biāo)名稱會導(dǎo)致巨大的經(jīng)濟損失。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),他們會更容易取得成功。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)品進入國外市場，同時外國產(chǎn)品涌入中國市場。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。On the basis of theoretical research, the author analyses the classification and characteristics of trademark, and notes that Nida39。就其本身而言,為了滿足現(xiàn)代經(jīng)濟發(fā)展的需要,作者順應(yīng)潮流,致力于商標(biāo)翻譯的研究。s image. 因此,如何翻譯英語和漢語之間的商標(biāo)對譯者來說，不僅是一個是緊急的任務(wù)，也是一個有意義的問題。s reputation. 商標(biāo)對一個公司或公司是至關(guān)重要的,并在某種程度上,它代表和反映了企業(yè)的形象。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. 一個好翻譯商標(biāo)有助于公司及其產(chǎn)品的良好的聲譽,而一個差的商標(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。 translation methodContents1 Introduction 1 Background of the research 1 Significance of the research 1 The methodology of the thesis 2 Structure of the thesis 22 Literal Review 4 The development of equivalence study 4 Equivalence study in China 4 Equivalence study abroad 4 Essence of Nida’s functional equivalence theory 5 The definition of functional equivalence 5 Two types: formal equivalence and dynamic equivalence 6 Two levels: the minimal level and the maximal level 73 An Overview 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)濟的一個重要組成部分。 trademark translation。 (3) bination of transliteration and literal translation。[關(guān)鍵詞] 商標(biāo)；商標(biāo)翻譯；功能對等； 翻譯方法AbstractTrademark is the result of the development of mercial economy, playing a crucial role in our daily life. Considering the importance and urgent need of the study on trademark translation, this paper focuses on English and Chinese trademark translation, discusses the principles and methods of English and Chinese trademark translation with a wealth of examples of English and Chinese trademarks and puts forward some suggestions for solving the existing problems in English and Chinese trademark translation. To translate trademarks well, one need to have the basic knowledge about Chinese and Engl