Abstract

Trademark is the representation of the corporate culture and the spirit of enterprise. Trademark translation determines whether the original trademark can reflect the characteristics and advantages of the enterprise in a new language environment. A good trademark translation can help the enterprises to open up the market in other counties; while the unsuccessful trademark translation may cause huge losses to the economy of whole company, even affect their own image. On the basis of previous researches and an analysis of specific trademark translation examples, this paper studies the strategies of trademark translation under the guidance of Nida’s Functional Equivalence theory, and also discusses the factors influencing the translation of trademark. 

Key words: trademark; translation strategies; functional equivalence theory

Contents

Abstract

中文摘要

1. Introduction-1

1.1. Trademark Translation-1

1.2. Overview of Functional Equivalence Theory-1

1.3. Literature Review-2

1.4. Thesis Statement-3

2. The Strategies of Trademark Translation-3

2.1. Transliterations-3

2.2. Abbreviation-4

2.3. Paraphrase Translation-5

2.4. The Combination of Transliteration and Free Translation-6

2.5. Creative Translation-7

3. The Influencing Factors in Trademark Translation-9

3.1. Language Usage-9

3.2. Cultural Differences-10

3.3. Legal Requirement-11

4. Conclusion-12

References-13