Abstract: This paper introduces the principles of trademark translation and essential translating methods in trademark translation so as to find a good equivalence of trademark. As a particular form of translation, trademark translation is not only a matter of finding equivalent expressions in the target language for the source trademark, but also a process of transplanting cultures. This paper introduces 3 principles, namely, functional relevance, cultural adaptation, aesthetic principles. It also introduces 7 methods, including transliteration, literal translation, free translation, etc. Trademark is the concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. An enterprise’s future is closely linked with trademark translation. Therefore, aimed at expressing a good trademark, the basic standards should be followed and the basic translating methods should also be applied. In this way, the goal of attracting consumers will be realized as soon as possible.
Key words: trademark translation; principle; methods;
摘要：本文通过介绍商标翻译的原则，并分析了重要的商标翻译的方法，意在找出商标翻译最适当的方法。作为翻译的一种形式，商标翻译不仅仅从目标语中找到对等的表达，更是一种文化移植的过程。本文介绍了3种原则，包括功能相关，文化适应，审美原则。本文介绍了7种方法，包括音译，直译，意译等等。商标是商品显着特征的浓缩,是商品文化的核心部分,是企业参与国际竞争的有力武器。企业的生死存亡与商标翻译息息相关。因此，在翻译中应该遵循这些基本的原则和方法，才能尽快达到吸引顾客的目的。
关键词：商标翻译；方法；原则
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