中文摘要：本文分析了影响商标英译的两大因素——语言因素和文化因素，并按商标英译常用的四种方法（音译法、意译法、谐音取义法、创译法）分类讨论商标英译的案例，指出商标音译现存的问题有：拼音的使用不当、机械的逐字翻译、忽视文化差异。结合翻译理论中的功能对等理论和目的论，本文提出三个建议：商标英译应更加注重文化差异、灵活采用翻译方法、译者应对多学科知识有所掌握。

关键词：商标；中国商标英译；翻译方法；文化差异

Contents

Acknowledgments

Abstract

中文摘要

1. Introduction1

1.1 Research Background1

1.2 Purpose and Significance of Study.1

2. Brief Introduction to Trademark and Chinese Trademark Translation...3

2.1 General Survey of Trademarks..3

2.2 Previous Studies on C-E Trademark Translation.. 4

3. Theoretical Foundation of Trademark Translation.8

3.1 Functional Equivalence Theory8

3.2 Skopos Theory9

4. Factors that Influence C-E Trademark Translation11

4.1 Linguistic Factors11

4.2 Cultural Differences11

4.2.1 Different Religious Beliefs..11

4.2.2 Different Customs12

5. General Survey on Trademark Translation of Domestic Brands13

5.1 C-E Trademarks Translation by Different methods13

5.1.1 Transliteration (音译法).13

5.1.2 Literal Translation (直译法).14

5.1.3 Transliteration & Meaning Implication （谐音取义法）14

5.1.4 Creative Translation (创译法).15

5.2 Existing Problems in C-E Trademark Translation.15

5.2.1 Growing Tendency of the Use of Pinyin.15

5.2.2 Mechanical Word-for-Word Translation16

5.2.3 Ignorance of Cultural Differences.16

5.3 Suggestions on C-E Trademark Translation.17

5.3.1 More Focus on Cultural Differences...17

5.3.2 Flexible Adoption of Translation Methods.18

5.3.3 Good Command of Multi-subject Knowledge.18

6. Conclusion..20

References21