Abstract:The rapid development of commodity economy leads to the boom of international business. With China’s entry into the World Trade Organization, trademark translation is more and more important in the international market. This paper investigates the adaptation applying in trademark translation from the perspective of Adaptation Theory. The author collects a lot of examples and analyzes them as the method of research by reading some relative materials and reaches the result finally. This paper mainly investigates the application of adaptation theory in trademark translation from these four perspectives: national culture, literary allusion, religious belief and the adaptation to consumers. In the process of the investigation, the author finds that a successful trademark translation is associated with comprehension and applying of cultural differences between target language and original language. It is necessary to know how adaptation theory applying in trademark translation in the modern society.
Keywords: adaptation theory; trademark; translation; culture; consumer
摘要：商品经济的快速发展促进了国际交易的繁荣昌盛。随着中国进入世界贸易组织，商标翻译在国际市场中也变得越来越重要了。本文从顺应论的角度来研究商标翻译中的再创造现象。基于对商标功能和特征的探讨，以及大量实例的整理和分析，本文将从四个方面来剖析顺应论在商标翻译中的应用：民族文化、文学典故、宗教信仰方面和消费者心理方面。在研究过程中，作者发现成功的商标翻译与理解和运用源语言和目标语言之间不同文化的差异分不开的。在当今社会，了解顺应理论是如何在商标翻译中应用的是很有必要的。
关键词：顺应理论；商标；翻译；文化；消费者
注：本文全文为英语所写的英语论文。只有摘要是中英语写的，全文为英文。
