OntheProblemsandStrat_省略_nTrademarkTrans.pdf

科技信息 ○外语论坛○ SCIENCE TECHNOLOGY INFORMATION 2009 年 第7 期 On the Problems and Strategies in Trademark Translation 李 毅 （青海师范大学 青海 西宁 810008 ） 【Abstract 】Trademark,which is commonly known as brand,is the logo of commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs,or by the combination of them.The trademarks of this paper refer to the trademark words,or brand names. This paper starts with the characteristics of English and Chinese trademarks,and then exhibits the current situation and problems in trademark translation;puts forward some basic strategies and methods of translation.Finally,some principles are provided to make translation of trademarks much more vivid and more expressive.All the above is to arouse consumers ’ desire to buy,which will make the products more competitive. 【Key words 】Characteristics of trademarks;Current situation and problems;Translation strate 0.Introduction people. Here we can appreciate some translated trademarks as following: Trademark,which is commonly known as brand,is the logo of Ford 一福特(car) Gillette 一吉列(razor) commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs, or by the combination of Fanta 一芬达(drink) Lux 一力士(toilet soap) them.The trademarks of this paper refer to the trademark words,or brand Nestle 一雀巢(drink) Rejoice 一飘柔(sham