摘  要

随着市场经济全球化的发展和国际贸易的日益扩大，商标也日趋具有国际性。商标作为一个企业形象和品质的代表，对企业的发展和宣传有着举足轻重的作用。它是一把树立企业形象、推销企业产品的利器。一个好的商标译名将取决商战的胜利与否。因此，如何将英文商标翻译成为中国广大消费者所能接受甚至喜爱的中文商标也备受瞩目。本文将结合“信、达、雅”的翻译原则和“意美、音美、形美”的翻译方法对英文商标汉译进行实例分析，并且通过研究使得英文商标的汉译更有魅力，更能给消费者留下深刻印象。

关键词：英文商标；汉译；原则；魅力

Abstract

With the development of economic globalization of the market and the growing international trade, trademark is becoming increasingly international. As representatives of a corporate image and quality, trademark plays a pivotal role on the development and promotion of the enterprise. It is a tool for establishing corporate image and promoting sales of enterprise products. A good trademark translation will decide whether the business war is victorious or not. Therefore, how to make the English trademark translation acceptable to Chinese consumers or even be their favorite is the problem the entrepreneurs are concerning. This thesis will analyze the real cases of E-C trademark translation with combining the principles of translation "faithfulness, expressiveness and elegance" and translation methods of "beauty in sense, sound and form". And through studying to make the English trademark translation more attractive, leave customers with deep impression.

Key words: English trademark; Chinese translation; principle; attractive

1 Introduction
A good translated trademark should, on most occasions, be accurate in meaning and rich in creativity. But sometimes, some translators pay too much attention to the creativity of the translation of trademark, and they neglect the principle of accuracy and cultural convention. As a result, some translated trademarks are so obscure that few people know what the point it refers to. So in a word, the trademark is the symbol of quality, the representative of product, and the intangible asset of a company. Both the naming and translating of it require great consideration and comprehensive business knowledge. Trademark translation is more than a sheer academic translating performance once the product trademark is entrusted to solicit audiences and promote the international image for the company by beat other counterparts in the keen competition on the world market.
So when we are translating foreign trademarks, we should not only try to make them accurate and creative to the primary ones. But also base them on national spirit of our country. The same rules are also applicable in our international business. If we plan to crack the overseas market, we are supposed to give dual attention to the translation of our own trademarks to guarantee that it is both attractive and suitable to the culture, convention and the aesthetic psychology of foreigners.