Abstract:With the development of economic globalization, more and more people have realized the importance of trademark translation. Firstly, the author introduces the basic information of the trademarks, including the definition, features and functions. The thesis focuses on the functions of trademarks, so we choose Nida’s functional equivalence as the theoretical basis of trademark translation. After analyzing a great variety of trademarks, the author puts forward four frequently used techniques of translation, such as transliteration, literal translation, combination of transliteration and literal translation, and creative translation. It is suggested that translators should adopt flexible techniques according to different situations and try to achieve the closest natural equivalence in trademark translation. 

Key words: trademark; trademark translation; functional equivalence

CONTENTS

Abstract

中文摘要

1. Introduction.2

2.General Survey of Trademark4

2.1 Definition of Trademark 

2.2 Features of Trademark

2.3 Functions of Trademark

3. Principles and Methods for Trademark Translation10

3.1 Nida’s “Functional Equivalence”...7

3.1.1 The Essence of Functional Equivalence

3.1.2 Requirements of Functional Equivalence

3.2 Application of Nida’s “Functional Equivalence” on Trademark Translation8

3.3 Methods for Trademark Translation..9

3.3.1 Transliteration

3.3.2 Literal Translation

3.3.3 Combination of Transliteration and Literal Translation

3.3.4 Creative Translation

3.4 The Significance of Functional Equivalence in Guiding the Translation of Trademark10

4. Conclusion.11

Bibliography12

Acknowledgements12