摘  要

在经济全球化的今天，越来越多的外来商品涌入中国，中国已成为当今世界上最有潜力的商品市场，而商品商标词的翻译则显得越发重要。商标作为产品信息的载体，在进行产品宣传营销的过程中，起着至关重要的作用。如何成功地将英文商标词翻译成中文商标已成为很多翻译工作者首先要考虑的问题。商标词翻译得是否得当，直接影响着商品是否能走入市场，是否能走的更远。翻译后的商标在保留原商标精髓的同时也要符合消费者的心理。本文通过结合市场上的翻译实例对商标的特点，商标翻译的基本方法和原则以及翻译时所需注意的问题进行分析和探讨，从而正确，忠实，准确地翻译英文商标词。

关键词：英文商标词；翻译；方法；原则

Abstract

With the increasingly globalization process of the economy , more and more foreign goods enter into China, China has been the most potential commodity market in the world. Thus the translation of trademark words has become increasingly important. Trademark words as the carrier to convey the information of production play an important role in the process of publicity and marketing. How to translate the English trademark words into Chinese trademark words successfully has become many translator's first problem. Reasonable translation has an effect on the goods whether they can enter into the market, whether they can have a good reputation or not. The trademark words should keep the original quintessential of source trademark words. Meanwhile, they also should conform to consumers psychology. This paper will analyses and discusses about the characteristics, basic methods, principles and some considerations of the trademark words translation based on the examples on the market and thus help translators translate the English trademark words correctly, faithfully and accurately.

Key words: English trademark words; translation; methods; principles

1.    Introduction 
    Nowadays, trademark plays an important role no matter in trade or cross-culture communication. And how to translate English trademark words into Chinese is really a problem needs to be research and discuss. There are many studies on the characteristics and translation of English trademark words and also some researches on the methods of translating. Trademark words reflect the information of products, the trend of the market and the image of a corporate also the blending of different culture. After China has joined WTO, the contact with the world economy becomes more and more closely, and if a brand wants to have a successful precedent in China market, a good trademark is of great importance and necessary. With the development of technology and economy, brand culture has played a more and more important role in the world. Therefore how to translate English trademark words into Chinese becomes very important and pivotal.