摘要

商标在商品营销过程中起到关键影响。它决定着商品能否在市场竞争中取胜。因此，商标翻译的重要性不言而喻。无数成功和失败的商标翻译案例告诉我们，传统的翻译理论强调忠实原文，将形式对应和文本等值视为翻译的基本原则，在商标词翻译时显得十分乏力，等值替代原则在商标翻译中应有新的内涵。商标词的翻译本来就是语用意义的传递，应多从语用翻译的角度入手以求得功能等效。论文从语用语言学和社会语用学两个角度探讨。
语用语言学的角度强调的是商标翻译时语用意义准确，简洁地传达，同时突出译文的语用效果，即要从视觉和听觉两方面吸引目标消费者。社会语用学围绕语料和目的语国家的社会文化差异程度，采取不同的翻译技巧以追求等效翻译，如音译，意译，混译，补译，缩译和创造翻译。
从而，论文提出语用翻译在解决商标翻译问题时证明是有效的。为了达到商标翻译中的语用等效实现商标的经济价值，译者须在理解商标原文的语用意义的前提下，用适当的译文语言形式将原文的语用意义清楚的表现出来。本文旨在探求一种适合翻译策略，以提高当前的广告翻译水平。

关键词：商标，语用翻译，功能对等

ABSTRACT

Trademark is a key communication link in the marketing process and a main determiner in the success of trade competition. Therefore, trademark translation becomes an important business. Many cases of good and bad translations show that the traditional translation principle, focusing on formal correspondence and textural equivalence can hardly achieve the equivalence effect. The pragmatic approach should also be applied to reach equivalent effect, for trademark is a special language strongly focusing on its pragmatic meaning. It is a kind of theory which aims at translating meaning in full and consequently achieving the pragmatic equivalent effect. It can be viewed from two perspectives: pragmalinguistics and sociopragmatics. In pragmalinguistics, implicit and language appropriate is taken account while in sociopragmatics, social and cultural situation is primary concerned. Pragmatic translation approach ensures fully understanding a trademark’s implicit meaning, carefully choosing target language, clearly identifying the two targets and source social-cultural features, properly applying translation skills. By doing so, a trademark’s pragmatic meaning can be well rendered and the equivalent effect can be achieved in trademark translation.

Key words：Trademark，pragmatic translation，equivalent effect

1. Introduction
Everyday, trademarks accompany you from dawn until dusk. In the day time, you may brush teeth with COLGATE toothpaste, have breakfast with NEST coffee mixed by BRIGHT milk, and go to McDonald’s or KFC. In the evening, you sit in front of PANASONIC TV, with a NOKIA in hand…In a word, where there is a product, there is a trademark. You are surrounded by trademarks.
The trademark is relates the commodity and the consumer, as the product naming is one of very obviously commodity producer most important sale strategies.