摘要 

当下时代背景下，我们在生活中随处都可见商标。在国内外的贸易交流中，商标起着至关重要的作用，商标翻译的好坏将会直接关系到贸易往来的成败。将语用等效原则使用在商标的翻译之中，可以保证商标在贸易交流中中取得最优的效果。接下来本文将以食品商标翻译为研究对象，结合实例，阐述语用等效原则的意义，翻译的方法，翻译的原则以及语用失效原则的体现。语用等效原则与食品商标翻译的有机结合，可以使得商标翻译在保留食品商标原有的韵味的基础上，表达的更富韵味与人情化，更能接地气，更能吸引大众，来使得商标的效果发挥到极致。

关键词：食品商标；语用等效原则；翻译

Contents

Abstract II 

1 Introduction 1

1.1 The background 1

1.2 Purpose of this Thesis 1

2 Definition and classification of Principle of Pragmatic Equivalence 1

2.1 The definition and meaning of Principle of Pragmatic Equivalence 1

2.2 Several ways of translating food trademarks 2

3 Translation principle of translation of the food trademarks 3

3.1 Reflect the characteristics of the commodities 3

3.2 Adapt to the native culture 3

3.3 Aesthetic principle 3

3.4 The principle of belonging to the host 4

3.5 The principle of association 4

3.6 The principle of simplicity 4

4 Pragmatic failure in translating the food trademarks 4

4.1 The definition of pragmatic failure 4

4.2 The type of pragmatic failure 5

4.3 The reason of causing the phenomenon 5

4.4 How to prevent the pragmatic failure 5

4.5 The experience from the Pragmatic failure in translating the food trademarks 6

5 Conclusion 6

Bibliography 8

Acknowledgements 9