Abstract:

With the development of economic globalization, more and more people have realized the importance of trademark translation. Firstly, the author introduces the basic information of the trademarks, including the definition, features and functions. The thesis focuses on the functions of trademarks, so we choose Nida’s functional equivalence as the theoretical basis of trademark translation. After analyzing a great variety of trademarks, the author puts forward four frequently used techniques of translation, such as transliteration, literal translation, combination of transliteration and literal translation, and creative translation. It is suggested that translators should adopt flexible techniques according to different situations and try to achieve the closest natural equivalence in trademark translation.

Key words: trademark; trademark translation; functional equivalence

摘要：

随着经济全球化的飞速发展，越来越多的人已经意识到了商标翻译在当今社会的重要性。首先作者介绍了关于商标的一些基本信息，包括商标的定义，特征以及功能。本文着重介绍商标的功能，因此作者将选择奈达的功能对等理论最为商标翻译的理论依据。本文通过研究大量商标翻译的实例，提出了四种商标翻译的方法，包括音译，意译，音译意译结合以及创造性翻译。译者应灵活运用四种翻译技巧从而达到最接近目标语的对等。

关键词：商标；商标翻译；功能对等

1. Introduction
          With the rapid development of world trade and the trend of economic globalization, Chinese enterprises are faced with more challenges and more opportunities than ever before. More and more foreign products are exported into Chinese market and result in a fierce market competition. Although it promotes the sales of products, trademark translation has become an urgent need for both Chinese and foreign merchants.  If foreign products want to succeed in China, merchants should not only improve the quality of their products, but also give their products a preferable name. A trademark is vital to the companies because it represents the image of companies to some extent. It is helpful to the good reputation of the company and its products. A good translated trademark helps to promote sales of goods, while a bad one will lead to goods devaluation, even do harm to the reputation of companies. Therefore, how to translate a good trademark between English and Chinese is of vital importance for a translator.