Abstract: This paper, based on the study of trademark's functions and language features, draws a conclusion that translators' creativity plays an essential role in the process of trademark translation and finds four reasons of the loss of translators' creativity which consist of translators' awareness derivation and restrictions to translators as subjects. Besides, this paper proposes four creative translating principles: conformity with the culture and mode of thinking of the target language, in accordance with the aesthetic attitude of target consumers, consideration of gender differences and selecting simple and plain words. Lastly, four creative methods are put forward in this paper, including coinages, conversions, homophonic taking and association method.
Key words: trademark; creativity; translation
摘要:本文通过对商标的功能和语言特点的研究得出结论：译者创造性对商标翻译起到了至关重要的作用，并总结了在商标翻译过程中创造性缺失的重要原因，主要包括译者认识的偏差，以及翻译主体受体性的限制，另外提出了一些创造性商标翻译的原则，即符合译语国家的文化和思维方式，符合消费者的审美观点，考虑性别差异，以及简单易记。最后提出了四个具有创造性的商标翻译方法，有造字法，转译法，谐音取义法和联想法。
关键词：创造性；商标；翻译
