摘要
伴随着经济的全球化，人们越来越意识到在产品的销售过程中，好的商标名以及国际化的商标名发挥着重要的影响。商标的汉译探讨对帮助国外公司占领中国市场，提高销售额方面有重大意义。近年来，有很多学者从不同的角度对商标的英汉或汉英翻译进行了比较深入的研讨和探讨，并提出了一些具有理论依据的翻译策略。如从文化角度,美学角度，英语论文题目，功能对等角度等，商标的翻译因此提升到一个新的高度。但从关联理论对商标的汉译的探讨则是不多。
本文以关联理论为依据，研讨商标汉译的策略。首先简述了商标翻译的意义所在并回顾国内外商标翻译近况，然后，介绍了关联理论的相关知识，从商标的构成、功能等讨论了商标这一特殊语言的特点，最后，英语毕业论文，较为系统的从关联理论的几个方面（认知、推理以及最佳关联）讨论关联理论运用于商标翻译的可行性，即是在商标翻译过程中，译者是否根据关联理论，考虑到源语与目标语双方的认知环境与文化环境的异同。
关键词：商标,商标翻译,关联理论
Abstract
In the wake of globalization of world economy, more and more people have realized that a good trademark or an international trademark plays a significant role in the selling process. And the study on the English-Chinese translation of trademarks helps the foreign companies enter Chinese market well. These years, a large number of researchers have studied and discussed English-Chinese or Chinese-English translation of trademarks from different aspects, and they also put forward some theories of translation strategies, for example, from the aspect of culture, aesthetics forms and functional equivalence. But a research on the English-Chinese translation of trademarks from the perspective of relevance theory is not so common.
This thesis describes translation strategies of trademarks from the perspective of relevance theory. The author firstly introduces some information about relevance theory and trademarks. And then under the framework of relevance theory, the author analyzes several examples of trademark translation by methods of transliteration, literal translation, free translation and creative translation. That is, in the process of translation, the translators take account of the different cognitive context of the source language and the target language or not based on relevance theory, which regards translation as communication with ostension and inference and a process of searching for optimal relevance.
Key words: trademarks, trademark translation, relevance theory
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