摘要 

随着世界经济的发展，经济一体化的推动下，各国商品在世界中都有流通，进出口商品越来越多，因此商标的翻译也越来越重要。商标的译名会影响着商品的销售，一个好的商标译名可以促进商品的销售，反之则会阻碍商品的发展。本论文是在目的论的原则下来探讨英汉商标翻译，列举了在目的论原则下的音译，直译，意译，音意译结合等翻译策略，并探索了一些商标翻译上存在的常见问题以及在目的论的原则上解决这些问题。

关键词：目的论原则；商标翻译；策略；问题；解决方法

Contents

Abstract II

1 Introduction 1

1.1 Background information 1

1.2 Literature review 1

1.3 Purpose of the writing 1

2 Skopos Theory 2

2.1 Definition of skopos theory 2

2.2 There rules of skopos theory 3

3 Trademark and translation methods 4

3.1 Trademark 4

3.2 E-C Translation of trademark of strategies from the perspective of skopos theory 6

4 Common questions of E-C Translation of trademark 8

4.1 Literary translation neglecting cultural differences 8

4.2 The confusions of trademark translation 9

4.3 Lack of novel trademark translation 10

4.4 An overly long translation 11

5 The application of skopos theory in E-C Translation of trademark 11

5.1 Grasp Skopostheorie's Translation Principles 11

5.2 Transliteration with connotation 12

5.3 Literary translation in line with the culture of the target country 12

5.4 Appropriate abbreviation 13

5.5 Unified translation 13

6 Conclusion 14

6.1 Summary of the whole thesis 14

6.2 Suggestions for Further Research 14

Bibliography 15

Acknowledgements  16