Abstract:A trademark is a name, term, sign, symbol, design or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others. A brand name is the part of trademark that can be vocalized and it is in the form of written words. As the symbol of the commodity, both trademark and brand names, without exception, are affected by culture and to some degree, they reflect the national culture. Trademark translation is of great importance in the process of commodity communication, affecting consumers’ recognition and marketable competition of the commodity. A distinct and novel trademark always brings the company wealth and intangible assets. This thesis, from the perspective of Adaptation Theory, discusses how a translator should make the translation adapt to the identification of brand name and the cultural background and psychology of the target language consumers in trademark translation so that the adapting effect of brand name in the source language would be imparted to the target language consumers as much as possible. This thesis attempts to provide some new ideas for trademark translation.
Keywords: trademark translation; Adaptation Theory; brand name
摘 要:商标是商人或制造商用以识别其产品并区别其他产品的文字、短语、设计或它们的任何组合。而商标词则是以文字形式标识商标的一种符号。作为商品的标识，商标以及商标词无不受到文化的影响，并在一定程度上反映着一个国家的文化。商标翻译在商品交流中意义重大，它直接影响商品在广大消费者中的认可度，影响商品在市场上的竞争力。独特新颖的商标常常能为商品起到画龙点睛的功效，从而成为企业无形的资产和巨大财富。本文将探讨译者该如何遵循顺应论，使译文顺应商标的标识性，顺应目的语文化，顺应目的语消费者心理等方面，尽量将商标词在原语中的顺应效果最大限度地传递给译入语消费者，为商标翻译研究提供一种新的思路。
关键词：商标翻译；顺应论；商标词
