Abstract:

With the increasing trade exchanges between China and the outside world, the success and failure of English trademark translation play a very important role in commodities in international markets. This paper analyzes the present situation of English trademarks translation into Chinese and summarizes some problems which arise in the process. To solve these problems, trademark translators should abide by some principles, such as simple and creative, colorful and imaginable, complying with the source culture and rhythmical. According to the different characteristics and functions of products, the translators should adopt different translation methods flexibly, in the hope that this tentative study will be of help in the field of trademark translation.  

Key words: trademark translation; problems; principles; methods

摘要：

随着中外贸易往来的日益增长，商标翻译成败对商品在国际市场上的销售起着举足轻重的作用。本文对英文商标的汉译现状进行了分析，总结了商标汉译中存在的问题，要解决这些问题，商标翻译应遵循一些原则，例如：简单而又创造性，多姿多彩而又具想象力，注意文化差异及韵律美。译者应根据商标的不同特点或功能灵活采用翻译方法，希望在此常识性的探讨对英文商标翻译方面有所帮助。

关键词：商标翻译；问题；原则；方法
 
Chapter One  INTRODUCTION
A trademark is a special language symbol, which can help distinguish commodities among different manufactures. Traditionally, the roles of trademarks are to facilitate consumers’ choice by describing advantages of different products and protect the intellectual property. However, with the increasingly fierce market competition and economic globalization, the roles of trademarks have been greatly expanded. Unique and innovative trademarks are the producers’ intangible assets and will greatly affect the reputation and sales of products. With the increasing business exchanges between China and the outside world, a great number of foreign-made products have been imported into China and how to translate them and get a better and more acceptable version is, therefore, of extreme importance in terms of the marketability of a particular product in China.