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The Analysis of the Homophone Translation on Trademark 浙江越秀外语学院 陈洁雯 Abstract: With globalization of world economy, trademark translation and its translation methods are becoming increasingly significant. Trademark translation is exerting great influence on every aspect of social life with its charm. However, the studies available of trademark translation methods in China are far from satisfactory and traditional theories on translation seem increasingly inadequate. Therefore, I decided to research the characteristics and translation of the Homophone translation (a new translation method) on trademark. This thesis is intended to explore the major characteristics of the Homophone translation, and intended to produce a solid theoretical framework for Homophone translation on trademark translation study, and to build a bridge between the practice of the homophone translation and the theory of translation. Key words: trademark; homophone translation; translation 谐音翻译法在商标翻译中的运用和分析 摘要：在世界经济全球化的环境下，商标和商标翻译越来越显得重要。商标正以其独特的魅力影响着社会生活的方方面面。然而，中国的商标翻译研究刚刚起步，传统的翻译理论不能满足翻译广告这种特殊实用文体的要求。因此，本文立足于研究谐音翻译法（一种新的翻译方法）在商标翻译中的特点及其分析。 本文旨在探讨谐音翻译的特点，力图为英语商标的谐音翻译研究构建一个较为可行的理论框架，从而在谐音翻译实践和翻译理论之间建起一座沟通的桥梁。 关键词：商标；翻译；谐音法 The Analysis of the Homophone Translation on Trademark Introduction 1.1 Definition Since early 20th century, translation studies gradually broke away from the marginal status within other related disciplines and established itself as an empirical science. From then on, schools of thought have kept coming out and each claims its legitimacy for existence. Among these schools, Homophone translation is a new translation method with distinctive Chinese features that has been widely and successfully used to translate foreign languages, internet words, trademarks, etc. Homophone Translation approaches translation from an empirical perspective. Translation is viewed to be a social activity that has significant importance in the receiving culture. Therefore, translation is dealt with l