摘要
商标作为商品经济的产物在人们的日常生活中占据重要角色。随着经济全球化的迅速发展，商品进出口流通越来越多。人们开始意识到一种恰当的商标翻译措施对促进商品销售所起到的重要影响。
本文从商标的基本知识入手，介绍了商标的定义、功能、分类等诸多要素。基于商标的基本功能，文章认为商标翻译应以奈达的功能对等理论为依据，并进一步具体论述了其在商标翻译领域的实际运用。此外，本文还通过大量的实例，对商标翻译中的各种技巧和措施进行了略论总结。本文希望通过系统论述能对中外商标的双语翻译能具有一定的借鉴意义，并产生一定的指导影响。
关键词 商标，英语毕业论文，商标翻译，英语毕业论文，功能对等
Abstract
Trademark is the result of the development of commodity economy, playing an
important role in daily life. With the acceleration of economic globalization, commodity import and export trade keep increasing. People come to realize the importance of good trademarks and their appropriate translations in the process of promoting sales.
With the present paper, it introduces lots of factors of trademarks, such as the definition, function, value and classification. Focusing on the functions of trademark, the paper is based on Nida’s functional equivalence theory and analyze how it is applied to trademark translation. In addition, by means of case study, this research brings different translation techniques and approaches of trademark translation into examination. The paper hopes that through a systematic exposition of the bilingual translation of trademarks, it can produce with a certain reference and guiding significance.
Keywords trademark, trademark translation, functional equivalence1
1 Introduction
With the development of globalization, the growing exchange of products between countries has become an vital part in international economy. To boost the sales of products and extend foreign markets, companies not only need to improve the quality of their products and service, but also should give their commodities a preferable name. A well translated trademark contributes to the good reputation of a company and its products. The trademark is of great importance to a company or corporation, and to certain extent, it represents the image of the company itself. As a result, how to translate trademarks between English and Chinese is an urgent and significant issue for a translator.
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