摘 要
   
随着经济全球化的日益深入发展，国外（本文指英语国家）商品源源不断地涌入中国市场。为了吸引中国消费者，占领中国市场，国外商品在入驻中国市场时都会给自己的品牌起一个漂亮的中文名，除了一小部分是另外取名外，绝大部分是把英语商标翻译成汉语的。商标是商品的标记，是关系到企业生存和发展的重要知识产权。商标翻译作为为经济服务的手段，直接关系到商品的推广和销售。研究商标的翻译，有助于提高商标翻译的质量，也有利于中西文化交流的开展。国内各大高校培养的外语人才是商标翻译的主要从业者，各高校所使用的翻译教材对英语商标汉译的质量有直接的影响。这些教材的编写指导思想是什么？编撰者们有大量的实践经验吗？教材中所用的译例来自哪里？能体现当前的业界实际吗？编撰者们在对翻译方法或策略进行分类时遵循了一致或近似的标准吗？本课题对诸如此类的问题进行了研究。本文对比研究了国内公开发行的涉及商标翻译的近十本翻译教材及在核心或主要期刊上发表的相关研究文章，梳理了这些翻译教材中关于英文商标汉译的理论讲解、策略分类、译例的提供及阐释，列举了其中的成功之处，指出了存在的不足——分类不明确，有重复、遗漏甚至相悖之处，译例雷同、古老等，然后尝试着给出了自己的解决建议，希望这项研究给相关英语商标汉译的教材编写和教与学带来积极的启发意义。

关键词：英文商标汉译；翻译方法；分类

ABSTRACT
   
With the quick globalization of world economy, foreign commodities (referring to those from English speaking countries in this thesis) are flooding into the Chinese market. In order to appeal to Chinese consumers and capture Chinese market share, foreign companies would come up with a beautiful Chinese name for their brands, the majority party translated directly from the English trademarks and a minor party renamed. A trademark is an identity symbol of a product and is an important intellectual property that concerns the survival and development of a company. Translation of trademarks is directly related to the promotion and sales of products. The study of trademark translation contributes to the improvement of translation quality, business success and ultimately the communication between Chinese and English cultures. Graduates from the English major in domestic universities and colleges are the major practitioners of trademark translation. Their textbooks exert a direct and profound influence upon the overall quality of Chinese translation of English trademarks. What is the guiding philosophy of those textbooks? Do the authors keep a close and consistent contact with the real business world? Where do the translation examples come from? Do these examples reflect what is happening in the real world? Do the authors follow a uniform or similar standard when classifying translation methods or strategies? This paper tries to come up with a clear picture of these issues. A comparative study will be carried out among ten publicly issued translation textbooks and some relevant research papers published in the key or primary journals in China involving English-Chinese trademark translation. Theories adopted, translation strategies, examples and explanations in them will be combed and discussed with the purpose to expose their strong points and weak points. As a result, those textbooks and papers followed a similar compilation pattern -- a general introduction of relevant theories, classification of trademark translation, offering translation methods, providing examples, and explanations. But the classification is ambiguous, in which some are overlapped, some omitted and even some contradicted others. What’s worse, examples are generally outdated and are almost the same in those textbooks and papers. Finally, this thesis puts forward some suggestions to solve these problems, which are hoped to be of help for improving the teaching and learning of English-Chinese trademark translation.

Key words: English-Chinese trademark translation; translation methods; classification