商标翻译研究.docVIP

【标题】商标翻译研究 【作者】张 燕 【关键词】英文商标；翻译原则；翻译策略 【指导老师】杨 珍 雨 【专业】英语 【正文】I. IntroductionTrademarks mean a marker of goods. The translation of trademark belongs to the field of business and also has its own distinctive features. Trademark is a special kind of language sign. It is the concentration of commodities’ distinct characteristics for an enterprise to participate in international competitions. The final goal of which is to attract customers and sell commodities.?A good trademark name can also save millions of dollars over the product’s life because it carries its own connotation, describes the product’s advantages, and differentiates the product significantly from its competitors. From the trademark names, it is easy to tell the products from one to another and to know the characters of products. Good trademarks have the advantage of distinguishing itself from other trademarks, providing information of products and being symbol of credit. A good trademark is a good advertisement for the product and helps to occupy a larger market. First of all, a trademark is closely connected with a certain product or service. Trademark, being different from arts, is used as a special mark in the field of the supply and operation of products or services. Secondly, a trademark has the character of distinguishing one product or service from another and is different from a sign which shows the quantity and quality of the product or service. Thirdly, a trademark has a particular feature: it is easy to be understood by the word, sign, symbol, design or the combination of them. With the development of economy, trademarks may be a kind of economic symbol instead of a mark of the product or service. Trademarks play an important role in the trade and even the international communications.II. Problems in Trademark TranslationWith more and more foreign products flooding into China and Chinese products being exported abroad, trademark translation has become an increasingly significa