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1、湖南第一师范学院自考本科毕业论文考籍号:913610100090姓名:题目:OnEnglishandChinese指导教师:TrademarkTranslation专业:英语（外贸方向）联系电话:15243678184地址:湖南长沙岳麓区枫林邮编:410081三路1015号09级外语系商英1班二O一一年四月ContentsAbstractIIntroduction1Chapter1CharacteristicsofTrademarks2Chapter2PrinciplesinTrademarkTranslation3
2、2.1HavingSimilarMeaningandFunction32.2PayingAttentiontotheDifferenceAmongVariousCulturesandMaketheTranslationDomestic32.2.1AdaptationtoNationalTraitsandValues42.2.2AdaptationtoPoliticsandHistory52.2.3AdaptationtoExtendedMeaningsofWords52.2.4AdaptationtoPeople’s
3、AttitudesTowardsAnimals,Plants,andNumbers62.2.5AdaptationtoGeographicalLocation82.2.6AdaptationtoReligiousElementsandAllusions82.2.7AdaptationtoAge,Sex,andRace92.3EasytoReadandRemember,BriefandNovel92.3.1Transliteration92.3.2FreeTranslation102.3.3Transliteratio
4、n&MeaningImplication112.3.4UsingRhetoric112.3.5KeepingtheOriginalName122.3.6Coinage12Chapter3ProblemsofTrademarkTranslation143.1ApplicationofPinyininChineseTrademarks143.2AbuseofLiteralTranslationLiteral153.3DisadvantagesofAbbreviation153.4IgnoranceofCulturalDi
5、fferencesandTaboos“Phoenix”isthesymbolof“goodluck”and“ideal”16Conclusion17Bibliography18Acknowledgements19OnEnglishandChineseTrademarkTranslationPengMengAbstract：Withthedevelopmentofglobalizationandtheincreaseininternationaltrade,alargeamountofdomesticgoodsaree
6、xportedtotheforeignmarkets,meanwhile,theforeigngoodsarealsopouredintoChina.So,thetranslationoftrademarksisunavoidableIninternationaltrade.Asuccessfultranslationoftrademarkiscrucialtodevelopinternationalmarketandmakefortune.Thisthesismakesanalysisoftrademarktran
7、slationbasedontheculturaldifference,summarizesthetranslationprinciplesandtranslationmethods,andalsomakesresearchonsomeproblems.KeyWord：trademarktranslation;methods;problems;principles.摘要：随着全球经济一体化的发展和国际贸易的扩大,大量的国产商品出口到世界各地,同时国外的商品也蜂涌至国内市场。因此,在商品的进出口过程中,商标的翻译问题不
8、可避免地出现了。一个成功的商标译名对开拓国际市场、创造企业财富起着不可忽视的作用。本文从中西方文化差异的角度出发,通过对商标翻译实例的分析,概述商标翻译的原则,介绍了几种常用的商标翻译法,并就其中存在的一些问题进行了探讨。 关键词：商标翻译；方法；问题；原则。IntroductionTrademarktranslationhasbecomefa
