Abstract:With the growth of international trade, products have met with more and more opportunities and more competition than ever. A successful trademark plays an important role in entering the international market. Now trademark translation is arousing increasing attention on the part of corporations and scholars. Trademark translation has the characteristics of commerciality and practicability. Because of its special characteristics, trademark translation needs a certain theory as its guidance.
This thesis introduces some elementary knowledge of trademarks, including trademarks’ definition, classification and functions. Next, based on the current situation of trademark translation, the thesis puts forward the Functional Equivalence theory put forward by E. A. Nida. Under the guidance of this theory, this thesis introduces four translation techniques: transliteration, literal translation, combined way of transliteration and meaning implication, and renaming. With the theory of functional equivalence taken into consideration in trademark translation, it will help to improve the quality of trademark translation and to make more profits in international trade.
Key words: trademark translation; functional equivalence; translating method
中文摘要:随着国际贸易往来的日益频繁，商品面临前所未有的更多的机会与挑战。产品成功地进入国际市场，是与一个成功的商标名称密不可分的。因此当今的商标翻译引起了商务与学术界的重视。商标翻译本身具有很高的商业性和实用性，根据这些特性，商标翻译需要一种确定的理论来作为其指导。本文介绍了商标的基本知识，包括商标定义，商标分类及商标功能。根据商标当前的现状，运用奈达提出的功能对等理论，谈论商标翻译并在功能对等的原则指导下，总结四种商标的翻译方法，即音译、意译、音译与意译结合、重新命名；将功能对等理论运用于商标翻译中，会提升商标翻译的质量及达到在国际贸易中获取更多经济效益的目的。
关键词: 商标翻译；功能对等；翻译方法
