Abstract

In the process of going global, apart from competitive quality and attractive package, it is of great importance for products to have proper translation for their Chinese names. As one kind of special translation, the aim of trademark translation is to attract consumers and promote them to purchase products. Chinese trademarks have the characteristic of identification, atheistic value and Chinese local cultures. English translation of Chinese trademarks has achieved enormous improvements. But due to different languages and cultures, there are still many problems caused by improper pinyin used and literal translation. In order to work out with the functional equivalents of Chinese trademarks in English, we should abide by Nida’s four steps, that is, analysis, transfer, reconstructing and testing and apply the strategies of transliteration, literal translation and the combination of them. The thesis mainly studies strategies of translating Chinese trademarks into English from the perspective of functional equivalence theory, and it will contribute to improving the quality of this kind of translation.

KEYWORDS:Functional equivalence theory; Chinese trademarks; English translation.

摘　要

在中国产品全球化的过程中，除了拥有具备竞争力的商品质量和具有吸引力的产品包装，商标翻译也对产品的销售至关重要。商标翻译作为一种特殊的应用翻译文体，其最终目的就是吸引消费者的眼球，促使他们去购买产品。汉语商标具有识别性、美学性以及体现本土文化性等特征。如果按照传统的忠实原则来翻译汉语商标，而不考虑汉语和英语语言的差异以及消费者文化背景的不同，译文就不能传达汉语商标本身要表达的意思，甚至会适得其反。通过阐述当前汉语商标英译过程中存在的不恰当音译、直译以及对不同语言文化的忽视等问题，作者提出汉语商标英译必须应通过译文来体现汉语商标本身所具有的特征。译者应结合奈达的翻译四步骤：分析、转换、重组、检验，运用音译、直译以及音意结合法来得出功能对等的汉语商标翻译。本文拟以奈达的功能对等理论为指导，探讨汉语商标英译的方法，以期对提高商标翻译质量有所助益。

关键词:功能对等理论；汉语商标；英译。

1 Introduction
With the rapid development of modern technology and information technology, the whole world has declined to be a “global village”. Lots of things are becoming increasingly international, such as politics, economy, culture, etc. Due to the enormous progress of commodity economy and the gradual development of international trade, economic and trade relations between China and other countries are getting closer and closer. For instance, there are kinds of exhibitions at home and abroad, like China Import and Export Fair, Christmasworld and Paperworld at Frankfurt, German, which provide global platforms for Chinese enterprises. In order to promote their products, enterprises in China have paid great attention to the quality of commodities and the brand-establishing. During this process, there appears an essential problem: translation of Chinese trademarks.