商标翻译的原则与方法-毕业论文（设计）.doc

浙江科技学院学士学位论文 PAGE \* MERGEFORMAT 1 Principles and Methods of Trademark Translation Abstract：With the expansion of commodity exchange and deepening of economic globalization, trademark plays a significant role in international trade. Trademarks are the symbols of quality and an image of commodity. A successful trademark is gravely important to the sales volume of commodities, thus, trademark translation is a key step in the process of commodity globalization. This paper discusses the principle and method of trademark translation based on several famous translation theories such as functional equivalence、skopos theory and teleological activity and so on. In conclusion, this paper puts forward the principle and method of trademark translation. Key Words: principles; methods; trademark translation 商标翻译的原则与方法 摘 要：随着商品交流的不断扩大与经济全球化的深入, 商标在国际贸易中扮演着十分重要的角色。商标是代表商品质量和形象的符号，一个成功的商标对于产品的销量非常重要。因此，商标翻译是产品得以走向世界的重要环节。本文依据功能对等，翻译目的论与翻译是有目的的行为等几大翻译理论，探讨了商标翻译的原则与方法。最后，作者提出了商标翻译的方法与原则。 关键词：原则；方法；商标翻译 CONTENT TOC \o 1-3 \h \z \u HYPERLINK \l _Toc197670166 Introduction PAGEREF _Toc197670166 \h 1 HYPERLINK \l _Toc197670167 1. Main Principles of Trademark Translation PAGEREF _Toc197670167 \h 2 HYPERLINK \l _Toc197670168 1.1 Principles Based on Translation Theories PAGEREF _Toc197670168 \h 2 HYPERLINK \l _Toc197670169 1.1.1 Functional Equivalence PAGEREF _Toc197670169 \h 2 HYPERLINK \l _Toc197670170 1.1.2 AIDA Principle PAGEREF _Toc197670170 \h 3 HYPERLINK \l _Toc197670171 1.2 Principles Based on Trademark Properties PAGEREF _Toc197670171 \h 4 HYPERLINK \l _Toc197670172 1.2.1 The Principle of Identifying Commodities PAGEREF _Toc197670172 \h 4 HYPERLINK \l _Toc197670173 1.2.2 The Principle of Innovation PAGEREF _Toc197670173 \h 4 HYPERLINK \l _Toc197670174 1.2.3 The Principle of Localization PAGEREF _Toc197670174 \h 5 HYPERLINK \l _Toc197670175 1.2.4 The Principle of Aesthetic Appreciation PAGEREF _Toc197670175 \h 6 HYPERLINK \l _Toc197670176 1.2.5 The Princip