摘要：

当今随着国际商品贸易的不断增长，商标翻译举足轻重的地位也日益显现出来。本文以功能派翻译理论为依据，介绍了在进行商标翻译时，应该遵循的原则，以及商标翻译应如何达到相应的效果。文章主要介绍了商标翻译应该顺应时代背景，遵循商标翻译原则，以及在不同的文化背景下，商标翻译可能出现的误用。不同的语言有不同的文化特色，商标的翻译中，商标翻译的误用不可避免。所以在进行商标翻译时，要注意文化含义丢失的问题，避免与目标国文化的冲突。最后，本文在对商标的翻译原则及其误用探讨的基础上，指出了商标翻译在今后经济社会发展中举足轻重的作用以及文章所体现出来的不足。

关键词：文化；商标翻译；原则；误用

Abstract:

With the growth of the international trade, the dominant position of the trademark translation is also gradually apparent. Based on the Functionalist translation theory, the paper introduces the translation principles, and the effect of the translations should have. On the whole, the article mainly focus on that when translating the trademark, we should keep up with the development of the society, follow the principles of translation and notice the mistranslations that we may meet for the different culture backgrounds. Different languages have different cultural characteristics. When translating the trademark, the mistranslations can’t be avoided. Therefore, we should pay attention to the problem of culture disappearance, and avoid the conflict with target countries. Finally, the paper points out the deceive function of the trademark translation and the defect the paper shows.

Key words: culture; trademark translation; principle; mistranslation

1.    Introduction
1.1 The background and meaning of the research
With the rapid development of globalization, the trend of world economic integration is gradually strengthened. Therefore, the translation of trademark is becoming more and more important. The trademark is the sign of commodities, and its translation not only conveys the culture information, but also indicates the custom of language culture.
A perfect translation not only can become the punch line, but also can bring the considerable consequences for the promotion of commodities. Different from other translations, the translation of trademarks must take the unique requirements into consideration. It involves the collective knowledge for use of language, marketing and aesthetic value. Fully taking the cultural factors affect into consideration, realize the equivalent translation.