摘要 

在如今的商品流通市场中，商标作为企业的一种文化符号，企业借助商标在国际市场宣传产品，扩大自身在国际市场的份额，促进国际贸易发展。随着全球化经济、贸易往来日趋增多，有更多的外国商品流入中国市场，而英文商标汉译成为许多企业颇为头疼的难题。从某种层面上说，影响消费者对该商品的购买欲望主要来自于商标的好坏。让中国市场接受这些外国商品的入驻，主要在于如何成功地将英文商标转化成符合中国审美的中文商标。本文将从商标名称的文化审美特点、文化因素与商标名称的关系，结合商标名称的翻译原则、策略等理论知识展开对汉译英文商标的研究，以达到准确汉译英文商标、提升企业经济效益的目的，并为英文商标的翻译实践提供参考。

关键词：英文商标，意美，音美，形美，翻译策略

Contents

摘要 i

Abstract ii

Acknowledgements iii

1 Introduction 1

1.1 The Significance and Purpose of the Thesis 1

1.2 Literature Review 1

1.2.1 The Overview of Trademark and Its Translation 1

1.2.2 Studies of Translation for English Trademarks 3

2 Analysis of Translation for English Trademarks from Beauty of Sense, Sound and Form 5

2.1Beauty of Sense 5

2.2Beauty of Sound 6

2.3Beauty of Form 6

3 Translation Strategies for English Trademarks from Beauty of Sense, Sound and Form 8

3.1Free Translation 8

3.2Transliteration 8

3.3Combination of Transliteration and Free Translation 9

3.4Other Translation Strategies 10

4 Principles of English Trademarks Translation 11

4.1The Principle of Respects for Differences in National Culture 11

4.2The Principle of Conforming to Product Characteristics and Grasping Consumers’ Psychology 12

4.3The Principle of Concise Language and Easily Achieving Memory 12

5 Conclusion 14

References 15