摘要

如今，随着全球化的推进，进出口贸易迅速增加，各国商品走向世界市场，商标的翻译负载着不可或缺的语用功能，因此其重要性尤为突出。国内外涌现出大量的商标译名，但一些商标翻译因语用失误而严重影响了其商品在国际市场的销售，因此有待改善。本文通过语用学中语用失误的知识来分析商标误译的原因，包括不同国家人的认知差异、文化背景差异、政治制度差异、法律制度的差异等，并提出了避免商标翻译语用失误的策略。

关键词：商标 商标误译 语用失误 翻译策略

Abstract

Nowadays, in the context of globalization, the import and export trade are increasing rapidly. With the products of many countries being sold to the international market, the trademark translation becomes more and more important. The trademark translation conveys the indispensable pragmatic functions. Both at home and abroad, a large number of trademark translations have emerged. Some of the translations are pragmatic failures, which have seriously affected the sales of products in the international market, and therefore they need further improvement. This thesis analyzes the reasons of trademark mistranslation through the knowledge of pragmatic failures in Pragmatics, which includes cognitive differences, cultural differences in background, differences in political system, legal system, etc. and proposes some strategies to avoid the pragmatic failures in trademark translations.

Key words: trademark, trademark mistranslation, pragmatic failures, strategies in translation

1. Introduction
1.1 Background information

The trademark translation was once a neglected topic in China. However, Chinese government has made rapid progress in opening up and trying to be part of the international community. Many of China’s merchandise exports to other countries in the world, and many countries of commodities enter into the Chinese market. Hence, the trademark translation has been becoming more and more important. A good translated name can not only promote the company’s reputation but also make products sell well in the world market.