Abstract: With the rapid development of economy and further business exchange between domestic and overseas, trademark translation is playing a more and more important role in the development of economy. A good trademark translation can inspire the customers’ purchasing desires and meet the buyers’ needs and psychology. A good trademark translation can reflect aesthetic principles and have an impact on customers. As a result, it will contribute to promotion of sales. This essay first explains the formation of trademark by a good number of examples and then puts forward the concept of aesthetics, with the relationship between aesthetics and trademark translation discussed. Finally, it deals with principles of trademark translation in the light of aesthetics, that is, cultural principle, psychological principle and linguistic principle.

Key words: trademark translation; trademark; aesthetic principle; aesthetics

CONTENTS

Abstract

摘要

1. Introduction1

2. Formation of Trademark.2

  2.1 Common Noun

2.2 Proper Noun

2.3 Coinage

3. Aesthetics and Trademark Translation.4

3.1 Interpretation of Aesthetics in Translation

3.2 Aesthetic Characteristics of Trademark

3.2.1 Beauty in Sound

3.2.1 Beauty in Connotation

3.2.1 Beauty in Form  

3.3 Cultural Differences in Trademark Aesthetics

4. Principles of Trademark Translation in Light of Aesthetics7

4.1 Cultural Principle

4.2 Psychological Principle

4.3 Linguistic Principle

5. Conclusion10

Bibliography.11

Acknowledgements12