The principles of Eugene A. Nida’s “ functional equivalence”in the translation of trademark商标翻译中的功能对等.docx

Abstract With the development of economy and the continuity of the open Policy, the trade between China and foreign countries comes hourly. The international market is filled with varieties of goods. Advertisement besides high quality plays an essential role in the process of promoting sales and cultivating international markets. Trademark is a sign, symbol, and carrier that identifies the products or services of a company .To win the field in the international trade, the study on the trademark translation is not only necessary but urgent. This paper attempts to make a study on the features, basic function principles and culture elements of trademarks, and then, make an analysis of the cultural barrier in translating trademarks. Pointing out that it is not easy to translate trademarks from one language into another, and overcome the cultural barrier to keep their own features. As trademark translation, an intercultural communication, involves many factors in both source language and target language. Appropriate principle and techniques are needed in translating of trademarks. Enlightened by Nida’s ;“functional equivalence”, this paper suggests Eugene A. Nida’s “functional equivalence” as the principle for the trademarks translation, and this paper summarizes the following five common techniques:1) literal translation;2) transliteration;3) paraphrase;4) combination of literal translation, paraphrase and transliteration; and 5) creative translation, we should choose the technique rightly based on the situation and needs. The translated trademarks should attempt to achieve an ideal unity in terms of semantic message, cultural message and reader’s response, and reproduce the informative, aesthetic, expressive and vocative functions of the originals in target markets. trademark; trademark’s formation; trademark’s translation; functional equivalence 商标翻译中的功能对等 【摘 要】随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。如何在品种繁多的商品中脱颖而出？商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。而商标作为品牌的标志和载体，在