Abstract

As a sign of a company, brand name plays a very important role in establishing a good image and promoting sales. With the development in economy and acceleration of globalization, many multinational corporations come into being and enter Chinese market. As the commercial exchanges between China and foreign countries become more and more frequent, more attention should be paid to the translation of brand names, so that multilateral trade and sales amount can be promoted. The thesis tries to study the linguistic features of English brand names, and summarize some useful techniques concerning Chinese translation of English brand names through analyzing examples.
The thesis consists of three parts. The first part introduces the definition and functions of brand names. This part tries to distinguish some confusing concepts related to brand names. English brand names have three major functions: identification function, propaganda function, and culture-carrying function. The second part discusses on the linguistic features of English brand names from three aspects: lexical features, stylistic features, and rhetorical features. The third part probes into the principles and strategies of translating English brand names into Chinese. Four principles and five strategies are summarized through analyzing examples.

Key words: brand; translation; linguistic features

摘  要

作为一个公司的标志，商标名在建立产品的良好形象和促进销售方面起着重要的作用。随着经济的发展和全球化进程的加速，许多跨国公司纷纷成立并进入了中国市场。随着中国与其他国家之间商业交流的日益频繁，为了促进多边贸易、提高产品销量，人们应该更多地重视商标名的翻译。本文试图研究英文商标名的主要特点并通过分析实例以总结一些与英文商标名汉译的技巧。
本文分为三个部分。第一部分介绍了商标名的定义和功能，并试图区分一些易混淆的、与商标名相关的概念。英文商标名有三大主要功能：定位功能，宣传功能和文化承载功能。第二章从词汇、文体、修辞等三方面讨论了英文商标名的语言特点。第三章探讨了英文商标名汉译的原则和策略，并通过分析实例，总结出了四大原则和五大策略。

关键词：商标；翻译；语言特点