许渊冲的“三美”译论在商标翻译中的应用论文.docVIP

Part I Introduction to English Trademark 1.1 The Definition of Trademark Modern society is a highly developed commodity economy society. There are a wide variety of goods in the market. Commodities meet the needs in our life and the packages leave us a deep impression. Trademark is used to distinguish from other similar goods or services in the market by commodity manufacturers and commercial operators. Trademark is a bridge connecting customers and products or services. In the circulation of commodities, the trademark is a symbol representing commodities, which is often made up of text or images alone, or by a combination of text and images. It has become an important way to advertise their products and establish a good corporate image with trademarks to develop the potential in international market and promote the international trade. Trademark generally defined as: a name, term, sign, symbol, design, or combination of them that identifies the goods or services of one seller or group of sellers and differentiates them from those of competitors. (Marketing, Pride/Ferre, 4th Edition, HM, 1986). [贺川生: 2-3] Trademark has the following characteristics: 1）Trademark is the sign of goods. Commodity is a product of commodity economy development, therefore; only the goods have trademarks. Trademark and commodity economy is closely linked. Commodity producers or operators establish credibility on trademarks and sells products. 2) Trademark is a sign used to distinguish from others. It can provide product information to consumers in the market and reflect the specific quality, features, convenience for consumers to recognize. 3) The trademark is made up of text, images alone or combined with images and text. Trademark has the following function: (1) Stimulating consumption. A variety of images, names in trademarks reflected the related factors of consumers’ identity, culture, habits and living environment to help stimulate the purchase desire of consumers. (2) Identifying th